“I really do not sell textbook per se; I sell solutions to my customers’ problems. And sell is just the beginning of the relationship.”
“I want my customer to know that I want them to be successful in the classroom with my products and I am there to support their efforts.”
This comment is really important idea in life as well as Marketing.
We have to think about what most important purpose is.
It is not just object we design.
It is not just shape we can see.
It is just process to achieve some purpose.
However there are so many other purposes that we can’t understand main axis as purpose easily.
It could be intension of designer, other requirement of user, designer’s satisfaction, and so on.
Connecting the dots is primary, but the axis is needed there.
Understand Mechanism, its former, and especially procedure.
►SHOYOKU & CHISOKU
There are no end of agonies because of dissatisfaction of own desire. Thus, to lessen desire and to know the enough are significant in life.
The problem is how to hold idle thoughts and how to release us from a desire.
►Beginning of LOSS
As long as there is no competition, there is nothing to lose.
This is not about Business.
This is about DESIRE.
Continuing to pursue own desire, human can find things that is better than ever.
Decline of value can result from degeneration, which is usually made by environment such as new value.
►Happiness in unexpectedness
I had to buy something to make a little change due to use pay phone.
So I bought cheap donuts named Annette’s at 7-Eleven.
Unexpectedly, it was so sweet and yummy, probably because condition of my stomach was just fit to eat sweets.
Anyway, I could justify my purchase because happiness happened to me.
Justly, satisfaction is created when actual experience beyond expectation.
People don’t make an emotion by themselves.
Emotion, feeling, or affection isn’t made as long as expectation is betrayed by something.
Why and how did Christianity gain the majority in the world?
There are a large variety of factors to expand surround religion.
What is it?
There must be secrets of marketing in the way to expand.
All of animals hardly feel an interest in death of others except human.
Why human mind to death?
What difference is there between animals and human?
What we can gain unexpectedly is usually more meaningful than expected things.
Opinion consists of others’ opinion and just a little my idea.
Opinion I thought is made of only experience.
Trying consists of lots of experiences.
When I’m asked what kind of art I like, I’ll say abstract art is the most attractive to me so far.
In art, the reason follows the impression in a second.
I’m not sure why I’m attracted to some art.
It could be color, layout, touch, composition, originality, encounter, or state of mind. Those things can be divided to art per se and looker.
My impulse for purchase is usually based on efficiency. Perhaps my incentive is different from others’. Generally speaking, almost people’s main criterion of grocery purchase is whether they want to eat it or not.
But mine is how cheap I can buy some stuff to eat to keep me from hungry. My mother said, food per se make our body, you have to pay close attention to what you eat.
Every night, before going to bed, I have to ask me whether what I did today is significant or not.
Continuing to write a blog is similar to such a thing.
We have to be able to watch ourselves as a third party due to grasp what I did and what I thought.
Today, I went to a few stores to get some commodities inexpensively. But I wonder these acts were needed or not.
The school finished at 2pm, after that I took the subway to look for store and meet agent.
Come to think of it, I didn’t really need to meet agent and buy a souvenir that I wasted time for finding.
Probably, usual people can understand what act is waste and meaningless without thinking.
These days, my behavior is frightfully unproductive. Acquirement is mere feeling and mere daily necessaries.
By the way, I have heard such a terrible story that one of roommates who lives next to me will back to this house. Actually, although she has moved to a new room, she is still in next room.
Presumably, I don’t like her much-in fact I hate her.
The reason is not so complicated.
Above all, what I have some feelings whether I don’t like in itself is bother for me.
Yeah, this kind of talk is one of the most useless.
But I wish she gone somewhere else right now.
Ironically, I can find my characteristic that I don’t really want to share the personal space with some people.
This character can be big issue in a business.
Carateristic is incurable or not.
Today, I went to IKEA to buy some stuff which is needed in my life.
Actually, I went there yesterday too, so the price I paid became pretty high. Here’s the anxiousness for my life, in addition to my jobless. Although I can use excuse all I have to do now is studying.
Anyway, IKEA’s stuffs are good for me due to well designed products and affordable price.
In this connection, I went to furniture shop, which is small old style and owner of which is old female, to buy a sheets and pillow case.
I really realized that these old small shops’ products aren’t only well design but not so cheap that they won’t be able to manage the shop with such a big American retailer such as WALMART, IKEA, BEST BUY, and so forth.
As we know, in those days, there are well-used words such as innovation. And some other words are usually used with this word, innovation. What is it?
One of them is “EXPERIENCE”.
IKEA completely adopts a new selling style as EXPERIENCE.
In addition, IKEA’s competitive edge isn’t only selling style but also the price, and above all design. Without deep estimation, IKEA’s positioning seems very tough.
And here is what I found thing through my purchase in IKEA store.
I think the relation between price and quality of product is well-thought out for human desire of purchase.
According to Marketing published by the Mc-Graw Hill companies, consumer purchase decision process includes problem recognition, information search, evaluation alternatives, purchase decision, and post purchase behavior.
On the other hand, referring to Roland Hall of the United States, process of "consumption behavior" is defined as AIDMA that including Attention, Interest, Desire, Memory, and Action.
IKEA can complete the process that is Roland’s one in the store.
1. Attention
The price as selling point can be attention of needs; actually IKEA has feature products each area.
I can call these products “opening”.
2. Interest
Whole IKEA’s products are well designed even cheap products.
This is points. There are lots of products that are pretty cool for the price. People begin to think that it is so affordable and well design so that I can buy this product without evaluation of alternatives.
That’s right, there are some criterion of products price and quality as past stored memories. But if “opening” products can beat them, interest for thing would be made in people’s mind.
3. Desire
There is a large variety of products in the store. If you interest some cheapest lightning stuff, you can choose other products which are better designed and little more expensive. These distances of quality and price are well-thought-out to make customer leave cheapest product for other products because of desire for better design.
4. Memory
This stage isn’t clear for me.
If there are some devices to make memorizing easy, it can be the name of products or the divided booths into selling floor and model room floor. Customers have to watch the products twice because of two kind floors.
5. Action
I think there isn’t particularly the trigger as to make customer purchase in IKEA store except price and design.
I couldn’t recognize what the mechanism of purchasing in the store is effective or not.
One of my criteria to decide to buy is bother that I have to come here again or find other staff if I don’t buy right now. The location is far from downtown and it takes a pretty much time to get there.
Bad location could be the one of the trigger…without web selling?
--------------------------------
Usually, “opening” products as bait to call the customer is used lots of retailer.
But, these products have to be related to other products which retailer really wants to sell.
And differentiation between opening products and really selling products must be defined noticeably.
Almost people have desire to live in design house or room, although they don’t have sense to imagine how room they want to live and select design furniture.
Thus, retailers have to teach customer what they need and how the products will make an experience after purchase to customer.
Through various aspects, we can find that IKEA has lots of strategies which are effective and strong.
I want to go there again to buy some stuff. Maybe I became a fun of the company that offers such affordable products!
I support IKEA and I will buy some furniture when I go back to my country Osaka!