Micro Marketing

The word "Micromarketing" is not still so popular. For instance, when I searched "micromaketing " on Google, the number is only about 154,000, meanwhile when I searched "marketing", the number is 671,000,000. It's about 400 times!
However, mass media people in Japan have recently used the word "charismatic"such as "charismatic hair stylist" and "charismatic clerk". There are some very good performers in a large chain store. The research of micromarkting would be started with the question why there are the good performers in the chain store though every store would be mostly same.
Yutaka Suzuki tells micromarketing has four important "P". The Ps must be important for every size of company, too. However, there are different strategies from large companies to small business.

Ps	LargeBiz	SmallBiz
Place	Market share by efficient supply & control	Select the location & size from research the area.
Product	Tactical & succession product developments	Build the suggestive selling space which depends on residents' lifestyle.
Price	Standard suggestive price	Everyday honesty price
Promotion	Expanding ads with mass media	Suggestive activation skills in a store, or events & campaigns in a store

マイクロマーケティング入門