Урок №13. The World’s Shortest Marketing Plan, Version 2.1
MMR совместно с Business Spotlight Ukraine представляет тринадцатый урок в рамках новой рубрики «A Lesson for a Marketing Person».
blog.guykawasaki.com
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What |
Why |
When |
How |
Who |
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Product |
What does the product have to do? |
What articulated wants or unarticulated needs does it fill? |
What is the window of opportunity? |
How will the product fill these wants and needs? |
What is our best guess at who is going to buy our product? |
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Presence |
Where in the virtual and physical world do we need to sell our product? |
Why will the marketplaces and market spaces distribute our product? |
How will our presence change during the lifecycle of our product? |
How will we establish and maintain a presence in the important locations? |
Who are the decision makers at the marketplaces and market spaces? |
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Persuasion |
What are the social factors in the buying process of our product? |
Why will people recommend our product to others? |
When can we credibly go after opinion leaders and early adopters? |
How do we ensure that comments, rankings, reviews, and counts portray us in a positive way? |
Who are the relevant opinion leaders and persuaders? Which communities must we reach? |
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Preference |
How do we enable customers to express their preferences and to personalize what we do? |
Why would people take the time and energy to express their preferences? |
How will customer preferences change over time? |
How do we capture customer preferences? (Customer ratings, transaction history, search behavior, and configuration tools?) |
Whose preferences do we care about? |
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Price |
How much do we sell our product for? |
Why is this the right price point? |
What is our pricing strategy through the lifecycle? |
How do we set and reset the price in a world of «perfect information» and dynamic pricing? |
Who will demand different price points? Which segments do we care about? |
VOCABULARY
articulated (needs) [ɑː’tɪkjəleɪtɪd] — сформулированный (о потребностях)
fill (needs) — удовлетворять (о потребностях)
lifecycle [laɪf’saɪkl] — жизненный цикл
to capture (preferences) [[‘kæpʧə] — определять/устанавливать (о предпочтениях)
LANGUAGE POINT
Window opportunity — данное словосочетание считается идиомой, обозначает возможность что-либо сделать в короткий период времени, по прошествии которого «окно закроется» и возможность перестанет быть таковой.
This afternoon, I had a brief window of opportunity when I could discuss this with the boss, but she wasn‘t receptive.
LANGUAGE LEARNING TIP
Обратите внимание на пару слов из текста articulated — unarticulated, в частности на приставку —un со значением противоположности/негативности. Она самая распространенная в группе приставок этого типа. Гораздо реже встречаются dis-, in-, non-, il-, im-, ir-. В упражнении проверьте себя, знаете ли вы, с какими из слов они употребляются, такие словообразования нужно просто запомнить.
Exercise
Придайте ниже приведенным словам противоположное или негативное значение при помощи приставок un-, dis-, in-, non-, il-, im-, ir-.