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Hypo-thesis

This thesis presents the hypothesis that the diversity of today's consumers can no longer be satisfied by one direction of simplified marketing. Earlier marketing strategies have targeted general groups of people. However, with technological improvement and growing wealth, people now have diverse lifestyles and consumption styles. The development of new media and the internet make it possible to collect information about people's lives and consumer habits. Based on these fixed information, we can market to consumers un-fixed form of people’s desire one by one. Customer would be have emotional closeness which company care about carefulness details of their customer. Those emotional relationship make an atmosphere of not only commercial relationship but also communicable relationship. (Those emotional relationship would be key of keeping customer in purchasing one company service constantly?).

Presentation & out-line

1.Title
2.Hypo-thesis
3.history of consumption
-pre-industrial craft before mid 1800
-19th C
-20th C(mass media)
-current
4.What's next?
-
-
-
-
5.conner trends?
6.Conclusion
7.Project Ideas

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1.history of consumption
pre-industrial craft before mid 1800

2.the background of develope individual marketing
-the industrial revolution mid 1800
-after the industrial revolution, oversupply of products
-developing of middle class
-growing personal wealth
-diversity of lifestyle
-become a importance of personality
need 20th Century video, newspaper (mass media)

3.previous individual marketing

-developing of technology
-research about existing individual marketings ex)amazon
-developing social media & marketing ex) facebook
( how communication media influence to markets )
(important amount of data/using ,create data to be personal purpose?)

-find out the limitation and problem.

need a part of prospect after 5 years
generation after
other people's thoughts

4. How can I develope more about one to one marketing.

-My solution
suggetion new way of individual maketing.!

social media

Social media marketing is a term that describes use of social networks, online communities, blogs, wikis or any other online collaborative media for marketing, sales, public relations and customer service. Common social media marketing tools include Twitter, LinkedIn, Facebook, Flickr, Wikipedia, Orkut and YouTube.

In the context of internet marketing, social media refers to a collective group of web properties whose content is primarily published by users, not direct employees of the property (e.g., the vast majority of video on YouTube is published by non-YouTube employees).

M&M in facebook

link to the page

link to the page

BMW promotion with facebook

The contest is easy to find from the BMW fan page with its own dedicated tab, and requires you to answer five questions about BMW, then call on three Facebook friends to answer five more questions each, and so on and so on. While the rules state that the success of your teams’ collective answers is what makes you eligible for the grand prize, the trip is only for one person.

What BMW has really done is create a contest that will yield some valuable contact information for a fairly focused demographic. Most of the questions are very company and brand specific and are probably only easily answered by die-hard fans (or experienced Google users). And while the prize in very nice, it isn’t something that would necessarily appeal to anyone and everyone, like giving away a free car.



With the specialized questions and prize, it’s more likely that those taking the time to complete the questions and pass them along to friends are truly fans of the brand and therefore more receptive to future marketing and ad campaigns.

link

Starbucks Gets Its Business Brewing Again With Social Media

http://twitter.com/mystarbucksidea

MyStarbucksIdea.com in July 2008 as a forum for consumers to make suggestions, ask questions and, in some cases, vent their frustrations. The website now has 180,000 registered users. Some 80,000 ideas have been submitted, 50 of which have been implemented in-store.

Chris Bruzzo, Starbucks' VP-brand content and online, said amassing Starbucks' 5.7 million Facebook fans and 775,000 Twitter followers could be tougher for a dental-floss brand. "Maybe we have an unfair advantage because in so many ways Starbucks and the store experience is like the original social network," he said. Consumers "come in, hang out and talk to our store partners. They sort of got to know us as a brand in a very social way."

But he's quick to point out that Starbucks' advantage could easily have been squandered. "If we had approached it not from 'what you know and love about Starbucks' but as a marketing channel, we would have taken this down a path that would have been very different," he said. "This was not [built as a] marketing channel, but as a consumer relationship-building environment."

More important than the number of fans, however, is that the coffee chain is beginning to see sales lifts following social-media promotions.


"We're seeing the beginning of that," he said. "The experiences you have online can translate to rich offline experiences."


The secret to Starbucks' social-media success is, at least in part, the fact that it plays it cool. "It's not like we started our Facebook community, got to a million people and started pushing offers at them," he said. "We built up a community of people who enjoy engaging with our photo albums from our trip to Rwanda, who loved to have these shared moments around their favorite drinks." Then, fans started asking the company what was going on, and how they could be included.

link the article

the middle class consensus and economic development

Modern political economy stresses"society's polarization"as a determinant of development outcomes. Among the most common dorms of social conflict are class polarization, and ethnic polarization. A middle class consensus is defined as a high share of income for the middle class and a low degree of ethnic polarization. A middle class consensus distinguishes development successes from failures. A theoretical model shows how groups - distinguished by class or ethnicity - will under-invest in human capital and infrastructure when there is"leakage"to another group. The author links the existence of a middle class consensus to exogenous country characteristics, such as resource endowments, along the lines of the provocative thesis of Engerman and Sokoloff (1997), that tropical commodity exporters are more unequal than other societies. The author confirms this hypothesis with cross-country data. This makes it possible to use resource endowments as instruments for inequality. A higher share of income for the middle class and lower ethnic polarization, are empirically associated with higher income, higher growth, more education, better health, better infrastructure, better economic policies, less political instability, less civil war (putting ethnic minorities at risk), more social"modernization,"and more democracy.

link

industrial revolution

Starting in the later part of the 18th century there began a transition in parts of Great Britain's previously manual labour and draft-animal–based economy towards machine-based manufacturing. It started with the mechanisation of the textile industries, the development of iron-making techniques and the increased use of refined coal. Trade expansion was enabled by the introduction of canals, improved roads and railways. The introduction of steam power fuelled primarily by coal, wider utilisation of water wheels and powered machinery (mainly in textile manufacturing) underpinned the dramatic increases in production capacity. The development of all-metal machine tools in the first two decades of the 19th century facilitated the manufacture of more production machines for manufacturing in other industries. The effects spread throughout Western Europe and North America during the 19th century, eventually affecting most of the world, a process that continues as industrialisation. The impact of this change on society was enormous.



link

out-line

1.history of consumption
pre-industrial craft before mid 1800

2.the background of develope individual marketing
-the industrial revolution mid 1800
-after the industrial revolution, oversupply of products
-developing of middle class
-growing personal wealth
-diversity of lifestyle
-become a importance of personality

3.previous individual marketing

-developing of technology
-research about existing individual marketings ex)amazon
-developing social media & marketing ex) facebook
( how communication media influence to markets )
(important amount of data/using ,create data to be personal purpose?)

-find out the limitation and problem.

4. How can I develope more about one to one marketing.

-My solution
suggetion new way of individual maketing.!