![]() What you probably don’t appreciate, however, is the extent to which marketing focuses on providing value to the customer. After all, as a consumer and target of all sorts of advertising messages, you’ve been on the receiving end of marketing initiatives for most of your life. When you consider the functional areas of business-accounting, finance, management, marketing, and operations-marketing is the one you probably know the most about. In this chapter, we’ll look at the ways in which marketing converts product ideas like Robosapien into commercial successes. What does Robosapien have to do with marketing? The answer is fairly simple: though Mark Tilden is an accomplished inventor who has created a clever product, Robosapien wouldn’t be going anywhere without the marketing expertise of Wow Wee. 2 The company expanded the line to more than a dozen robotics and other interactive toys, including FlyTech Bladestar, a revolutionary indoor flying machine that won a Popular Mechanics magazine Editor’s Choice Award in 2008). Robosapien gave Wow Wee Toys a good head start in the toy robot market: in the first five months, more than 1.5 million Robosapiens were sold. He can pick up small objects and even fling them across the room, and he does everything while grunting, belching, and emitting other “bodily” sounds. In addition to walking forward, backward, and turning, he dances, raps, and gives karate chops. 1 The fourteen-inch-tall robot, which is operated by remote control, has great moves. to create “Robosapien,” an intelligent robot with an attitude. He left the space world for the toy world and teamed up with Wow Wee Toys Ltd. Mark Tilden used to build robots for NASA that ended up being destroyed on Mars, but after seven years of watching the results of his work meet violent ends thirty-six million miles from home, he decided to specialize in robots for earthlings. Identify the advantages and disadvantages of social media marketing.Ī Robot with Attitude Figure 14.1: Mark Tilden and his creation, Robosapien.Explain how companies manage customer relationships.Describe the elements of the promotion mix.Discuss various branding strategies and explain the benefits of packaging and labeling.Explain how to conduct marketing research.Identify the four Ps of the marketing mix.Outline the tasks involved in selecting a target market.Define the terms marketing, marketing concept, and marketing strategy.
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