| Newsletter January 2007 |
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Mark Your Calendar Board Meeting Thursday, January 11, 2007 3:30 p.m. - 5 p.m., North County Transit District Oceanside Thursday, February 8, 2007 3:30 p.m. - 5 p.m., Marketing Committee Wednesday, January 10, 2007 3:30 - 5:00 p.m., SDNEDC Office Wednesday, February 7, 2007 3:30 - 5:00 p.m., SDNEDC Office Dear San Diego North Economic Development members: The Marketing Committee is Looking for some Volunteers! Please join us for our next Marketing Committee meeting! The commitment - 1.5 hours of time a month for committee meeting (1st Wednesday of the Month) - Creative Thinking If you have any questions please contact the Marketing Chair – Diane Strand at 760-749-0388. Public Policy Committee Thursday, February 1, 2007 3:30 - 5:00 p.m., SDNEDC Office Please RSVP for every event! |
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Happy New Year! |
| Marketing and Market Research |
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Possibly the most challenging concept in marketing deals with understanding why buyers do what they do (or don't do). But such knowledge is
critical for marketers since having a strong understanding of buyer behavior will help shed light on what is important to the customer and also suggest the important influences on customer decision-making. Using this information, marketers
can create marketing programs that they believe will be of interest to customers. As you might guess, factors affecting how customers make decisions are extremely complex. Buyer behavior is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. But those who have spent many years analyzing customer activity have presented us with useful "guidelines" in how someone decides whether or not to make a purchase. No matter which target marketing strategy is selected, the overall marketing strategy should involve the process of positioning the firm's offerings in ways that will appeal to targeted customers. Positioning is concerned with the perception customers hold regarding a product or company. In particular, it relates to marketing decisions an organization undertakes to get customers to think about a product or company in a certain way compared to its competitors. The goal of positioning is to convince customers to believe the marketer's offerings are different in some way from its competitors on an important benefit sought by the market. For instance, if a customer has discovered she has a need for an affordable laptop computer, a company such as Dell may come to mind since their marketing efforts position their products as offering good value at a reasonable cost. To position successfully the marketer must have thorough knowledge of the key benefits sought by the market. Obviously the more effort the marketer expends on segmentation the more likely they will know the benefits sought by the market. Once known, the marketer must: 1) tailor marketing efforts to ensure their offerings satisfy the most sought after benefits, and 2) communicate to the market in a way that differentiates the marketer's offerings from competitors. |
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San Diego North Economic Development Council, 100 N. Rancho Santa Fe Rd., Suite 124, San Marcos, CA 92069 Phone: 760-598-9311 Fax: 760-598-9325 or email garyknight@sandiegnorthedc.org stephanieweber@sandiegonorthedc.org |
