Bliss English Club

Dear Bliss members,

Last week Willy gave us a great afternoon. He showed various kinds of licenses and certificates, many of them I hadn’t ever heard of. He also brought his scuba diving equipments such as compressed-air cylinder, fin, mask, diving glove, wet suit…, etc.  Each of us tried on them and took pictures.  It’s interesting to put on scuba diving equipments in a coffee shop, isn’t it?  Haha.  Willy also prepared many gifts including Taipei flower expo tickets, thanks Willy for his generous gifts for us.  And thanks Joey, Elise, Barkley and Patrick for sharing your experience of acquiring certificates.  This is our meeting photo link: http://picasaweb.google.com/ilovebliss.taipei/DiscoverYourOwnValueByWillyNov6th#

This week, Clark will talk about ‘Marketing’. If you’re a sales person, you must come and join us.  After the meeting, Owen and Ellen invite us to a feast of 羊肉爐.  If you can’t make it for the meeting, you’re welcome to join our dinner.

台北縣蘆洲市集賢路398號 (徐匯中學正對面)　　　正老林羊肉爐   費用:250元 呷到飽  免服務費

See you Saturday,

Mengta

Topic:  "Marketing" -- A Commonly Misunderstood Term

Marketing is about responding to consumers' needs. It is important to find out what these needs are before launching a new product. A business conducts market research to help identify gaps in the market and business opportunities.

Before you learn more about marketing, you should get a basic impression of what marketing is.

Basically, you might look at marketing as the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and are getting appropriate value in return.

Think about marketing as "inbound" and "outbound" marketing.

Inbound Marketing Includes Market Research to Find Out:

1. What specific groups of potential customers/clients (markets) might have which specific needs
2. How those needs might be met for each group (or target market), which suggests how a product might be designed to meet the need
3. How each of the target markets might choose to access the product, etc.
4. How much the customers/clients might be willing pay and how (pricing analysis)
5. Who the competitors are (competitor analysis)
6. How to design and describe the product such that customers/clients will buy from the organization, rather than from its competitors (its unique value proposition)
7. How the product should be identified -- its personality -- to be most identifiable (its naming and branding)

Outbound Marketing Includes:

1. Advertising and promotions (focused on the product)
2. Sales
3. Public and media relations (focused on the entire organization)
4. Customer service
5. Customer satisfaction

Too often, people jump right to the outbound marketing. As a result, they often end up trying to push products onto people who really don't want the products at all. Effective inbound marketing often results in much more effective -- and less difficult -- outbound marketing and sales.

Agenda:

14:00~ 14:15  Warm up

14:15~ 15:00   Marketing Basics/Marketing Planning/Marketing Environment

15:00~ 15:10  Tea Break

15:10~ 16:00  Buyer Behavior/Marketing Mix (Product, Price, Place, Promotion)

16:00~ 16:10  Tea Break

16:10~ 17:00   Implementation of Marketing/Group Discussion

Clark Kuo