TEACHER'S COLUMN

When people think of marketing, the first word that comes to mind is often 'sales.' However, marketing is not just about selling products, and is related to all sorts of components such as understanding customer needs, selecting the market, services, and promoting sales. As an example, imagine you are planning a trip to the hot springs for your next vacation. The first thing that we often do is search the internet for “where are the best hot springs in Japan?” and we tend to choose the place with the best reviews. Japan has many famous hot spring areas, but Beppu is always ranked at the top. Despite its small size, Beppu has eight hot springs, each with different water qualities and characteristics. We also wonder about prices, hours of operation, discount programs, and tickets offering unlimited rides, and we collect this information before going.

Then, the day of our vacation arrives. We have decided to visit Beppu’s Kannawa hot spring that was the highest rated and offers many activities. We spend the day visiting the different hot springs, relieving all of our stress and fatigue. Our decision to choose this hot spring area shows the effects of referral marketing, where reviews of products and services help promote business.

A month later, we receive an email from the Japanese inn in Beppu about discount accommodation rates and events for the Christmas season. This is a part of customer relationship marketing (CRM) in which customer data and feedback are used to build long-term relationships with customers and loyalty. In this way, marketing is used in all facets of our lives. It is a key sector for both companies and individuals.