Enlightened Marketing Model

THE“ENLIGHTENED”MARKETING MODEL

      

            Marketing has been always about Philip Kotler’s 4Ps: product, place, promotion, and price.

A new model is proposed – the enlightened marketing model where the PROBE, PEOPLE, PROPOSITION and POSTULATION are the new 4Ps that can better chart the direction and sustainability of online business.

            Philip Kotler’s(2001) can be considered as the father of the 4Ps of marketing. Kotler’s expounded on the theory that for marketing to succeed there should be a good mix of a good product.

            4Ps can be summed up in one straightforward statement “Probe on people, propose and postulate.”

The company must probe so that the product conceptualizations and executions are well- founded. Probing on people or the target marketing is a prerequisite to strategic planning. The proposition is the integration of the classic 4 Ps as espoused by Kotler. Companies must propose a product which contains necessary features and benefits that can make it sell.

            Online research offers marketers two distinct advantages over traditional surveys and focus groups- speed and cost- effectiveness. Online research is very fast and time is what everyone wants now.

When using qualified respondents, focus group responses are more efficient. Eye contact and body language are two direct per4sonal interactions of traditional focus group that are lost in the online world.

Processes on E- research – in internet research, search engines are programs or WEB sites that enable users to search for keywords on WEB pages throughout the WORLD WIDE WEB.

Guide for E- consumers

The US. FTC offers these tips to help consumers have an easy time buying over the internet.

·         Know who you’re dealing with.

·         Know what you’re buying

·         Understand the terms, conditions, and costs involved in the sale.

·         Protect yourself when paying online.

·         Look out your privacy.

·         Understand what recourse you have if you into problems with your purchase.

·         Get smart about e- commerce. Demand consumer friendly policies and procedures.

Product proposition

§  Definition is the way the product is defined by consumers on important attributes – the place the product occupies in consumers’ minds relative to competing products.

§  Classification

Product can be classified as a consumer product or an industrial product

1.       Convenience products                       1. The capital product

2.       Shopping products                            2. The Production product

3.       Specialty product                              3. The operating product

4.       . Unsought products

·         Techniques and strategies

a)      The target market is determined by recognizing that different groups or segments of the market have different needs and wants.

b)      In order to position ones business very effectively  is to apply these two concepts:

c)       Another important strategy knows where you stand. This in where the formulation is positioning statement comes in.

Media proposition

There are many different ways to present a news release, as there are publications out there. However, all of them at least possess some key elements, which are:

·         The headline

·         The story

·         The appeal

·         Quotes and reactions

·         The contact information

Target your Market and your Media

Some methods to successfully promote any product, service or information online

a)      Pre- promotion campaign

b)      Reference

c)       News releases

d)      Articles

e)      Search engines

f)       Announcement sites

g)      Announcement lists

h)      E-zine ads

i)        Publisher swaps

j)        Opt-in direct mail

POSTULATION  

                Social marketing- is a planned process to influence change, is a modified term of conventional product and service marketing.

Elements of social marketing

1.       Understand “customer needs”

2.       Distribution channels

3.       Pricing

4.       Opportunity costs

Building Social Marketing into Programs or Campaigns by Nedra Kline Wienreich

a)      Talk to your customers

b)      Segment your audience

c)       Position your product

d)      Know your competition

e)      Go to where your audience is

f)       Utilize a variety of approaches

g)      Use models that work

h)      Test , test, test

i)        Build partnerships with key allies

j)        See what you can do  better next time

Integration

                Probe, people, proposition, and postulation ate the new 4Ps to be considered in e- marketing.

Probe –this will provide business companies the basic and more pertinent information to communicate to the target market.

People- whom you are talking to or your audience, who will read or respond to your messages.

Propositions- follows the product category proposition, the positioning the brand, the media proposition

Postulation- with the advent of the new social order which clamors for social changes, drastic improvement in the environment, and many other advocacy measures, social marketing should always be in place for your company or product to have a competitive advantage.