GOALS OF MARKETING

Good marketing helps targeted consumers and customers make decision to

buy without remorse, leading to a profitable lifetime relationship.

1. AWARENESS – make your target market know you. Inform them, persuade
them and remind them so your brand can be among the top.
2. AVAILABILITY – make products available according to the purchase pattern
of the target consumers. Attention should be given to coverage, placement,
display, inventories, resale prices and goodwill of customers.
3. SMALL TRIAL – provide a slow risk initial experience to allow target
consumers and customers to form positive impression. This is done thru
sampling, introductory price, money back guarantee.
4. REPEAT PURCHASE – form a continuous or ongoing relationship with target
customers by consistently satisfying their needs and wants, by ensuring
product and service will perform as promised and advertised.
 PERFORMANCE CHECK:

Complete the answer to the 7 questions to Filipino clothing company Penshoppe

and compare it to Japanese clothing company Uniqlo.

PENSHOPPE UNIQLO

1. Who are the target 7. What metrics

markets? should they use to
2. What are the measure success?
needs, wants and
expectations of the
target markets?
3. How can they be
satisfied
continuously?
4. Who are their
direct and indirect
competitors?
5. How can they be
superior to
competition?
6. How can they
maximize
profitability without
alienating its
customer’s needs,
wants and
expectations?