参加小分队之后喜欢上了阅读原版网站。今年申请Marketing相关项目，阅读量大了，也在论坛看帖子也会有很多不懂的信息，于是就把好的信息做成帖子吧，练个速读或科普吧！
Upstream and Downstream Activities for a Marketing Director
Read more: http://www.ehow.com/info_8750649_upstream-downstream-activities-marketing-director.html#ixzz2cFUIH1dj
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Marketing is the act of promoting a company's product to the intended consumer. Marketing often includes print ads, radio ads, television commercials, pamphlets and word-of-mouth. Marketing directors oversee all activities and marketing teams. Upstream and downstream marketing terms describe the way marketing departments target activities toward their potential customers or consumers with activities.
Selecting Markets -- Upstream Marketing
Selecting markets is one type of upstream marketing activity, in which the marketing department will look at different types of markets and choose the one that could best be served by the company's particular product. Some sample markets they may choose from include mothers with young children, urban professionals, senior citizens, or college students. They will then further study these markets in order to devise a marketing plan to target them specifically.
Creating Products -- Upstream Marketing
Upstream marketing includes creating products that are targeted to the particular group of consumers. They will select the market then devise products that serves that market's needs better than any competitors. A family waterpark resort, for example, may study the demographics of an area a hundred miles from their location to determine what type of families live in the area, their socioeconomic background and when the local schools are on break. The resort's marketing staff will then create a resort vacation package that would be within the families' budgets and coincide with school breaks. The resort would place ads in local papers that the families would be likely to see.
Communicating to Market -- Downstream Marketing
Communicating to the market happens in downstream marketing after the product has already been created. This includes billboards, direct mailers, commercials, and coupons. Communicating to the market is designed to let as many potential consumers as possible know about the product so that they may purchase it. A clothing store carrying a new line of fashion purses, for example, may send out email notifications to all their current customers to let them know of the new stock.
Delivering Products -- Downstream Marketing
Delivering products to the targeted market is a vital part of downstream marketing. It plays on the knowledge that happy customers will spread the word about the company and this will in turn drive in new business. A company's product must be delivered to the customer in a way that is entirely satisfying to the customer and sets the company apart from the others. A luxury hotel may advertise a complete and affordable buffet 24 hours a day; if they do so, the buffet must be of high quality and available during the times advertised or the guests may remember and complain to other potential guests.
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发表于 2013-8-18 01:44:49
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