Introduction 10 Part 1 What Is Marketing? Story 1 Sudden Unexpected Guests! A Blessing or a Curse? 14 1. Emotion and Logic in the Context of Marketing 40 2. What You Call Your Buyers Depends on the Situation 42 3. The Three Points of View in Marketing 45 4. What Is Marketing? 48 5. How Has the Concept of Marketing Changed over Time? 50 6. The Scope of Marketing 52 Column 1: Listening to the Voice of Your Market 54 Part 2 The Pros and Cons of Viral Marketing Story 2 Will Word of Mouth Really Bring in Customers? 56 1. The Influence of Word of Mouth through Viral Marketing 66 2. Devising Strategies to Boost Word of Mouth 68 3. Products and Services Most Affected by Word of Mouth 70 4. Hints for Boosting Word of Mouth 72 Part 3 Understanding the People Who Buy Your Products Story 3 What Do Your Customers Really Need? 76 1. The AIDMA Model of Consumer Behavior 86 2. What Is the Kotler Consumer Buying Decision Process Model? 90 3. Human Desire: Needs versus Wants 92 4. Thinking with Both Consumer Needs and Wants in Mind 94 5. Understanding Human Needs 96 6. Buyers Who Set the Trend and Buyers Who Follow the Trend 98 Part 4 Sorting out Your Company’s Relationship with Your Customers Story 4 Fake Marimo Manju Buns Appear! 102 1. Analyzing Your Customers, Your Competitors, and Your Company 112 2. Identifying Your Company’s Strengths, Weaknesses, External Opportunities, and Threats 114 3. Developing Strategies Based on Internal and External Factors 116 4. The Five Force Model 120 5. Deciding the Who, the What, and the How 122 6. Different Marketing Strategies 124 7. Building a Competitive Edge 126 8. How You Fight the Battle Depends on Market Positioning 128 Part 5 Decide Who Your Customers Are Story 5 Who Are Tamaya’s New Customers? 132 1. Connecting Product and Customer: The STP Marketing Model 140 2. Finding Common Factors among Similar Consumers 142 3. Mapping Consumer Perception 148 4. Changing Your Target Changes Your Concept 150 Column 2: A General Rule for Narrowing Down Your Target Consumers 154 Part 6 Deciding Your 4 Ps Story 6 Let’s Make Mini Marimo Manju! 156 1. What Are the 4 Ps of Marketing? 180 2. Key Points for Differentiating Between Products  182 3. What Is a Brand? 184 4. How Do You Build Your Brand? 186 5. The Product Life Cycle 188 6. Push and Pull Marketing Strategies 192 7. Different Promotional Communication Methods 194 8. The Features of Different Advertising Methods 196 9. The Effects of Public Relations 198 10. Various Sales Promotion Methods 200 11. Three Ways to Decide on Your Prices 202 12. Determining Prices Based on Demand 204 13. The Psychology of Prices and Pricing 206 14. Think about How to Distribute Your Products 208 15. Finding the Special Features of Your Market Area 210 16. The Functions of Wholesale 212 Column 3: Organizing and Preparing Your Present Product Strategy  214 Part 7 Establishing Long-Term Relationships with Your Customers Story 7 The Last Message 216 1. The Importance of Capturing Your Customers 230 2. The Components of Customer Satisfaction: Essential and Nonessential Functions 234 3. Take Good Care of Your Best Customers 236 4. Why Is Customer Satisfaction Important? 238 References 241

A FUN AND APPROACHABLE WAY TO LEARN THE BASICS OF MARKETING Do you want to increase sales? Improve customer satisfaction? Or are you looking for a basic understanding of marketing to ace your class or improve your outlook in the job market? Whatever your reason for picking up this book, Marketing: Manga for Success makes essential concepts easy to understand using practical examples and situations. You’ll learn about branding, viral marketing, advertising and promotions, the importance of customer relationships, and more. Along the way you’ll see how these concepts work in practice. Meet Marimo, a young woman who wants to help her aging parents save their specialty pastry business. There isn’t much she can do but she wants to help them find new opportunities. Just then, she meets two mysterious characters who teach her how to rebuild the family business through marketing, step-by-step. Find out why the Manga For Success series—now available in English for the first time—is so popular in Japan, Korea, and beyond.