12.3 - 12.4: Devising the Marketing Strategy - People, Place Flashcards
Describe the People aspect of the marketing strategy.
- interpreted in different ways depending on the model
1. attitudes and behaviours of the target consumer
2. relationship between the company, its staff, its partners, and its customers (includes employee attitudes and skills, customer service)
How does the People aspect of the marketing strategy interact with the other Ps?
The other aspects of the marketing mix will need to be tailored accordingly
- Example: If the target consumers are not very active on social media, there is little to be gained by running an intensive social media campaign
What might be required from the producer to present a consistent message at all stages of the supply chain? Give an example.
Require resources supplied by the producer; for example, a winemaker or a sales representative of the producer may conduct a complimentary masterclass for the employees of the distributor or retailer to highlight the brand image and story as well as showcase the products
What are the 5 types of markets?
- Mature market
- Established markets
- Growth markets
- Emerging markets
- New emerging markets
What is a Mature market? Give an example.
- Markets where wine appears to have reached its potential with stable or declining volumes.
- Germany, France, Switzerland, UK
What is an Established market? Give an example.
- Markets with strong historical growth which is tailing off.
- Australia, Netherlands, Ireland, Japan
What is a Growth market? Give an example.
- Markets where wine is a mainstream product and/or experiencing growth.
- USA, Canada, Italy, Poland
What is an Emerging market? Give an example.
- Markets where wine is experiencing growth and shows potential from a relatively low base.
- China, Russia, Brazil, Taiwan
What is a New emerging market? Give an example.
- Markets where wine is still a relatively new and unknown beverage, but showing some potential.
- Malaysia, Philippines, Vietnam, Thailand
