Ebook Business essentials: Part 2
➤ Gửi thông báo lỗi ⚠️ Báo cáo tài liệu vi phạmNội dung chi tiết: Ebook Business essentials: Part 2
Ebook Business essentials: Part 2
PART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2we are the forces that drive marketing.Butthosesame marketing campaigns pushus in directionswithout us even knowing it.371372learning objectivesBuilding a Brand WithSocial MediaPerhaps you are one of the more than 7 million people who subscribe to Michelle Phan's YouTube Channel. Or maybe you know s Ebook Business essentials: Part 2omeone who has purchased products from her L'Oreal product line. Even if you've never heard the name Michelle Phan, you'll find that she has an intereEbook Business essentials: Part 2
sting story that highlights the importance of believing in yourself, identifying a target market, and building a brand.While taking a college class, PPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2epicted the life that she dreamed of, one with money and a fantastic family, a life that was much more exciting and glamorous than her real-life experience. Phan's childhood was difficult. She grew up in Florida in a community with few Asian children, she was subject to ridicule, and she felt out of Ebook Business essentials: Part 2 place because of her Vietnamese heritage. To make things worse, her father had gambling issues and the family moved from home to home. Eventually, heEbook Business essentials: Part 2
r father left and her mother remarried, only to have that relationship end. By the age of 17, Phan was working as a hostess at a restaurant to supplemPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2ifetime when Phan's extended family found the resources to send her to the Ringling College of Art and Design, where she received that MacBook Pro.However, her blog was just the start. Several SI asked her to post a tutorial about how she did f created a short video tutorial about creating a "ni exp Ebook Business essentials: Part 2ected that the audience for the video would b who read her blog, but she had 40,000 views in tl created more videos on how to create different IcstormEbook Business essentials: Part 2
y to soft hues appropriate for church. Phan ei as an authority on beauty and she shared her exper interesting content that entertains or informs—pr YoPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2mit her ability to create new videos—she s bargain bins at stores, picking up many items for 1« a dollar. Eventually, she was able to generate ad’ ing revenue from her YouTube channel, allowing h quit her job as a waitress.Within four years, Phan had become a brand. 7 name Michelle Phan conveyed an Ebook Business essentials: Part 2image and po tion in the market. Google offered her SI millio to create 20 hours of content, and she began creating video content for high-end cosmetiEbook Business essentials: Part 2
cs line Lancome. A year later, L'Oneal offered Phan herwhat’s in It for me?Businesses must adapt to their environment in manydifferent ways. One commoPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2e basics along with the marketing plan and components of the marketing mix. as well as target marketing and market segmentation. Italso explores key factors that influence consumer and orgai I zational buying processes.By grasping the marketing methods and ideas in this chapter, you will not only be Ebook Business essentials: Part 2 better prepared as a markebng professional but yoj also will become a more informed consumerAưoTicriícrơia374PART 4PRINCIPLES OF MARKETINGown makeupEbook Business essentials: Part 2
line. At that moment, Phan realized she had made it—she called her mother and told her she'd just done her last pedicure. And she meant it.Phan has exPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2pecially for them and are able to view video content to optimize their experience. Phan is also a co-founder of Shift Music Group, a music publishing company, and is creating a premium lifestyle network called ICON, partnering with Endemol USA. While not yet 30, Phan has established herself as a pow Ebook Business essentials: Part 2erhouse in the beauty and lifestyle industry. She carefully monitors trends in her environment and quickly spots new opportunities. At the same time,Ebook Business essentials: Part 2
she's kept a keen eye on her target market and understands the consumer buying process.While many might perceive YouTube as a difficult path to a succPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2itional media because you have other people who are editing you—producers and other people who have the final say. Your YouTube channel is your own show. I think it's a wonderful platform for anyone who wants to have stronger creative control over their content, their message, their vision, and thei Ebook Business essentials: Part 2r branding."1 (After studying the content in this chapter, you should be able to answer a set of discussion questions found at the end of the chapter.Ebook Business essentials: Part 2
)OBJECTIVE 11-1Explain______—_____the concept of marketing and identify the five force* that constitute the external marketing environment.Marketing aPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, w Ebook Business essentials: Part 2, partners, and society at largeValue mfatrre comparison of a product's benefits versus its costsPART 4PRINCIPLES OF MARKETING: BUILDING RELATIONSHIPS WITH CUSTOMERS FOR COMPETITIVE ADVANTAGEMarketing Processes and Consumer BehaviorAs consumers, wGọi ngay
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