◇Mystery of Psychology◇～The true information of customers～No.18

Good morning, everyone.

Marketing field covers a wide range.
However, the basic of marketing is "how to make the structure of selling well. "
It is often called as 4Ps of marketing.

■ What is 4Ps of marketing ……

　　・Price
　　・Place
　　・PR (Public relations) & advertisement
　　・Products & goods
　
I’m interested especially in PR & advertisement.

This time, I named the title as ~the true information of customers.~

I have a big interest in PR & advertising.
In this one and half year, we have received 89 direct mails.
I read the direct mails that I had interested in at first.

But now they all directly go to the trash can without being read.
It is because there are no changes in the direct mails we’ve been receiving, and there is no information I really wanted. (The direct mails are sent out to mass market…)
The old style direct mails worked at the time. But nowadays we can have all the information we need if we search for it　(except advanced information).

However, for example, there are a lot of manufacturers bring out their own new products in cosmetics industry.
Personalized information would be valuable to the person.
In another words, the main stream goes to “the differentiation of information”, not “differentiation of products.”
It is because of the age of the double income family.
Working ladies have “time pressure,” and their essential buying psychology is changing as “we need to know the only information we need.” 　　

For the information, the most popular cosmetic products for skin care are Japanese-made products among Japanese ladies.
But for bags and cloths, North American manufactures are still popular.

For your information,　there is a big difference between what customers truly needs to know and sellers think is important.　

Don’t miss the next story!

Good Luck!! （*^_^*）