The document provides an overview of key marketing concepts including strategic marketing planning, situation analysis using PESTL and SWOT frameworks, positioning, target markets, and marketing mix (product, price, place, promotion). It discusses conducting situation analysis to understand external forces and internal strengths/weaknesses. The marketing mix section focuses on the 4Ps - product lifecycle, pricing strategies, distribution channels, and promotional tools. It also covers additional elements for services marketing and strategic planning matrices like BCG and Ansoff.
Marketing is “a matching process based on goals and capabilities by which a producer provides a marketing mix that meets consumers needs within the limits of society”.
There are five competing concepts under which organizations can choose to conduct their marketing activities. These are the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.in this presentation you will get a detailed explanation on these concepts, or learn more in website at www.skyrocket.ezyro.com
Price is the marketing-mix element that produces revenue; the others produce cost price is also one of the most flexible elements; it can be changed quickly, unlike product features and channel commitments.
"Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market.
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.
These slides will help learners to develop basic understanding of marketing mix. In addition, educators can use these slides as an introduction material for Marketing Prerequisite.
Marketing is “a matching process based on goals and capabilities by which a producer provides a marketing mix that meets consumers needs within the limits of society”.
There are five competing concepts under which organizations can choose to conduct their marketing activities. These are the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.in this presentation you will get a detailed explanation on these concepts, or learn more in website at www.skyrocket.ezyro.com
Price is the marketing-mix element that produces revenue; the others produce cost price is also one of the most flexible elements; it can be changed quickly, unlike product features and channel commitments.
"Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market.
The marketing mix refers to the set of actions, or tactics, that a company uses to promote its brand or product in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. However, nowadays, the marketing mix increasingly includes several other Ps like Packaging, Positioning, People and even Politics as vital mix elements.
These slides will help learners to develop basic understanding of marketing mix. In addition, educators can use these slides as an introduction material for Marketing Prerequisite.
This is Part one Of Principles of Marketing Management:
Fundamentals of Marketing
Marketing Mix
Customer Value
Product Life Cycle
Segmentation
Targeting
Positioning
Branding
Personal Selling & Salesmanship
DAGMAR
what is marketing mix, 4 p's of marketing mix, product mix, place mix, price mix, promotion mix,distribution channels, marketing 7p's , 4 c's of marketing, application of marketing mix and example of amazon's marketing mix.
Market, definition of Marketing, Scopes of Marketing, Nature of Marketing, Functions of Marketing, Marketing vs. selling, Roles and Functions of Marketing Manager Marketing Environment and much more.
There's more to marketing than advertising, sales or social media. These are tools of communication. Where marketing really starts is with creating a product and/or service people want to buy. It just makes promoting it a whole lot easier.
-- What we mean by business and revenue model
-- Customer segmentation and how to build customer profiles
-- Market research techniques and low-cost resources for finding key data and opportunities
-- The value of product/service “packaging” for both you and your customer
-- Key marketing concepts like, positioning, messaging, branding and so much more
This slide shows the 4P's of marketing with reference to Cadbury. The marketing mix has been explained with the animation of product, price, place and promotion.
22 Influencer Marketing Ideas from Influential MarketersPlacester
We've known all along how important influencer marketing is in shaping the opinions and behaviors of our ideal customer, the challenge for most has been how to cultivate influencers to grow your network. To find out more about this powerful form of marketing take a look at what we created with content marketing superstar Barry Feldman (influencer) and 22 of the most influential marketers around, Ann Handley, Jay Baer, Marcus Sheridan, Jeff Bullas, Joe Pulizzi, Lee Odden, Joe Chernov, Robert Rose, Mark Schaefer, Doug Kessler, Ardath Albee and More. From the team at Placester - Seth Price
This is Part one Of Principles of Marketing Management:
Fundamentals of Marketing
Marketing Mix
Customer Value
Product Life Cycle
Segmentation
Targeting
Positioning
Branding
Personal Selling & Salesmanship
DAGMAR
what is marketing mix, 4 p's of marketing mix, product mix, place mix, price mix, promotion mix,distribution channels, marketing 7p's , 4 c's of marketing, application of marketing mix and example of amazon's marketing mix.
Market, definition of Marketing, Scopes of Marketing, Nature of Marketing, Functions of Marketing, Marketing vs. selling, Roles and Functions of Marketing Manager Marketing Environment and much more.
There's more to marketing than advertising, sales or social media. These are tools of communication. Where marketing really starts is with creating a product and/or service people want to buy. It just makes promoting it a whole lot easier.
-- What we mean by business and revenue model
-- Customer segmentation and how to build customer profiles
-- Market research techniques and low-cost resources for finding key data and opportunities
-- The value of product/service “packaging” for both you and your customer
-- Key marketing concepts like, positioning, messaging, branding and so much more
This slide shows the 4P's of marketing with reference to Cadbury. The marketing mix has been explained with the animation of product, price, place and promotion.
22 Influencer Marketing Ideas from Influential MarketersPlacester
We've known all along how important influencer marketing is in shaping the opinions and behaviors of our ideal customer, the challenge for most has been how to cultivate influencers to grow your network. To find out more about this powerful form of marketing take a look at what we created with content marketing superstar Barry Feldman (influencer) and 22 of the most influential marketers around, Ann Handley, Jay Baer, Marcus Sheridan, Jeff Bullas, Joe Pulizzi, Lee Odden, Joe Chernov, Robert Rose, Mark Schaefer, Doug Kessler, Ardath Albee and More. From the team at Placester - Seth Price
Digital marketing is vague and changes every day; there aren’t a ton of hard and fast rules. We’re all learning as we go. However, our goal remains a very basic, human one: connecting with people and inspiring feelings within them. Regardless of any changes in technology or fancy, shiny tools that come along, that core goal remains the same. Join Matt Byrd, Senior Email Marketing Manager at Litmus, as he discusses the skills and tools digital marketers need keep a solid foot on the ever-changing landscape of digital marketing. You’ll walk away well-versed in methods for thinking critically to build modern marketing skills and competency, regardless of your professional background.
In the Business Perspectives for Emerging Markets 2012-2017 Report from GIA, 431 large and mid-sized companies reveal their true goals and intentions. This presentation shows selected slides from a GIA white paper. To download the entire white paper that you are interested in, please visit http://bit.ly/GIAinsightWP
1. 70% say they want to gain a foothold for long term success
2. 51% say they were keen to gain global market share
3. 4 out of 10 have followed their customers to Emerging Markets
4. A third are looking for growth outside established markets with lackluster growth and profits
5. 1 out of 4 are keen to diversify their risks, as well as tap into short to medium term profits and growth
6. Only 17% said it was to lower supply costs
Many still favor BRIC countries as their top focus between 2012 and 2017, with similar emphasis on individual markets across 10 industries.
However, 91% admit to wanting to have done things differently in their Emerging Market strategies. The main regrets are not adapting more to local conditions, not entering sooner and not acquiring better market intelligence.
Over half say that information on Emerging Markets is not readily available in their organizations, with three out of four doubting the accuracy and completeness of the information that they do have.
Download the Business Perspectives for Emerging Markets 2012-2017 Report (Global Results) from GIA, to find out how companies say they will tackle Emerging Markets and what they see as the success factors and threats for their individual industries. The wide ranging Emerging Markets survey covered questions such as:
- How do you define Emerging Markets in your company?
- Which are the top Emerging Markets for your industry over the next five years?
- What key factors will determine whether foreign companies succeed in Emerging Markets?
- What are the biggest threats to succeeding in Emerging Markets?
- What are your company’s main reasons for investing in Emerging Markets?
- What share of your company’s global revenue do you expect to come from Emerging Markets?
- Which one aspect of your Emerging Markets strategy would you go back and change if you could?
Industries covered include: Manufacturing & Industrial; Telecommunication, Technology & Media; Professional & Business Services; Financial Services; Consumer & Retail; Pharmaceuticals & Healthcare; Energy, Resources & Environment; Automotive; Chemicals; Logistics & Transportation.
In this presentation, we will discuss in details about 17 fundamental principles of selling and marketing, by knowing the real need of the customers and perception of the customer towards the brand.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
The non-payment side of the mobile wallet is a true game changer for marketers. This new marketing frontier empowers marketers to run mobile wallet programs that take advantage of time, location and interaction. These powerful new mobile wallet tools like Apple's Passbook and Google Wallet Objects allow marketers to drive in-store traffic and increase average order value.
To help marketers better understand this new opportunity, Vibes fielded the industry's first consumer study focused on the non-payment side of the mobile wallet. This definitive research reveals consumer attitudes and behaviors related to this emerging mobile marketing technology.
In this presentation, you will learn about:
- Benefits of the non-payment side of the mobile wallet
- The mobile wallet disconnect
- High consumer demand
- Preferred distribution and frequency of mobile wallet content
- Five tips to execute successful mobile wallet programs
20 amazing examples of content marketing coming straight from Joe Pulizzi's book, Epic Content Marketing. Examples include John Deere, Google, Adobe, LEGO, Coca-Cola, Red Bull, Copyblogger, American Express and many more.
Learn more at www.wdcep.com/business-in-dc/marketing-your-business/
Doing Business 2.0 is an education seminar that features content from the WDCEP's Doing Business in DC publication.
Role of Integrated Marketing Communication; Process of Marketing Communication; Definition and
Scope of Advertising Management; Determination of Target Audience, Advertising and Consumer
Behavior; Setting Advertising Objectives, DAGMAR; Determining Advertising Budgets; Advertising
Strategy and Planning, Creative Strategy Development and Implementation
This presentation is about Introduction of marketing.
Contents of this presentation are:
- Introduction
-Marketing Mix
-4 P's of marketing
- Market Segmentation
- Gender
-Age
-Demographic
-Professional
- Income
Similar to Marketing for non marketers, Experience inbound initative (20)
This will help you how to make a vision and mission for yourself that will help you at the end achieve your goals in perfect way.
Powered by : Experience inbound Initiative
It’s a voluntary initiative
Establish a participatory society which everybody can share his experience to all people.
Transfer necessary and important expertise with each other.
Provide students and graduates with the skills required for both the development of the labor market and for developing themselves
Expand the circle of education and spread the idea of "learn and teach ".
Organizing a regular events to learn and share experience together.
Welcome to TechSoup New Member Orientation and Q&A (May 2024).pdfTechSoup
In this webinar you will learn how your organization can access TechSoup's wide variety of product discount and donation programs. From hardware to software, we'll give you a tour of the tools available to help your nonprofit with productivity, collaboration, financial management, donor tracking, security, and more.
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
How to Make a Field invisible in Odoo 17Celine George
It is possible to hide or invisible some fields in odoo. Commonly using “invisible” attribute in the field definition to invisible the fields. This slide will show how to make a field invisible in odoo 17.
3. What is Marketing
YES No
Marketing is Planning
Marketing is Pricing
Marketing is Promoting
Marketing is Distributing
4. What is Marketing (Cont’d)
Marketing is a total system of business activities designed to plan, price,
promote and distribute WANT-SATISFYING products/services/ideas to
target market to achieve organizational objectives
Marketing is the process by which companies create value for customers
and build strong customer relationships in order to capture value from
customers in return. “Kotler”
6. Situation Analysis
• Situation Analysis covers External environmental forces
“PESTL” as well as Internal Forces “SWOT”.
• Situation Analysis is a critical task as it includes numerous
subjective as well as objective judgments.
• SWOT Analysis is the most Famous assessment Framework.
7. External environmental forces
“PESTL”
• Economic
• GDP trends
• Interest rates
• Money supply
• Inflation rates
• Unemployment levels
• Wage/price controls
• Devaluation/revaluation
• Energy availability and
cost
• Disposable and
discretionary income
• Technological
• Total government
spending for R&D
• Total industry
spending for R&D
• Focus of
technological efforts
• Patent protection
• New products
• New developments in
technology transfer
from lab to
marketplace
• Productivity
improvements through
automation
• Political-Legal
• Antitrust regulations
• Environmental
protection laws
• Tax laws
• Special incentives
• Foreign trade
regulations
• Attitudes toward
foreign companies
• Laws on hiring and
promotion
• Stability of
government
• Socio-cultural
• Lifestyle changes
• Career expectations
• Consumer activism
• Rate of family
formation
• Growth rate of
population
• Age distribution of
population
• Regional shifts in
population
• Life expectancies
• Birth rates
8. Internal Forces “SWOT”
Strengths
Your specialist
marketing
expertise
A new,
innovative
product or
service
Weakness
Lack of
marketing
expertise
Poor quality
goods or
services
Opportunities
A developing
market such as
the Internet
A market
vacated by an
ineffective
competitor
Threats
A new
competitor in
your home
market
Taxation is
introduced on
your product or
service
9. Marketing Objectives
The objective is the starting point of the marketing
plan.
Objectives should seek to answer the question
'Where do we want to go?'. The purposes of
objectives include:
• To enable a company to control its marketing plan.
• To help to motivate individuals and teams to reach a
common goal.
• To provide an agreed, consistent focus for all functions of an
organization.
10. Positioning & Differential Advantage
• Positioning is all about “perception”
• Positioning: Refers to a product’s image in relation to directly
competitive products as well as other products marketed by
the same company.
• Differential Value: Refers to any feature of an organization or
brand perceived by customer to be desirable and different
from those of the competition.
11. DefiningTarget Market
Target Market: Refers to a group of people or organizations
at which a firm directs a marketing program through knowing:
◦ Demographics
◦ Geographic
◦ Socioeconomic
◦ Psychographics
13. Marketing Mix
The marketing mix is probably the most famous marketing
term. Also known as the Four P's, the marketing mix
elements are:
Marketing
Mix
Product
Price
Place
Promotion
14. Marketing Mix – Cont’d
Marketer Perception
Four Ps
Product
Price
Place
Promotion
Customer Perception
Four Cs
Customer solution
Customer cost
Convenience
Communication
17. Marketing Mix – Product – Cont’d
1) Introduction.
The product is promoted to create awareness.
The product has no or few competitors, & a skimming
price strategy is employed.
Limited numbers of product are available in few channels
of distribution.
2) Growth.
Competitors are attracted into the market with very
similar offerings.
Products become more profitable.
Advertising spend is high and focuses upon building brand.
Market share tends to be stabilized.
18. Marketing Mix – Product – Cont’d
3) Maturity
• Producers attempt to differentiate products and brands are
key to this.
• Price wars and intense competition occur.
• Producers begin to leave the market due to poor margins.
• Promotion becomes more widespread and use a greater
variety of media.
4) Decline
• Declining happens either because more innovative
products are introduced or consumer tastes have changed.
• There is intense price-cutting and many more products are
withdrawn from the market
19. Marketing Mix - Price
Promotional Pricing
Promotional pricing including approaches such as BOGOF (Buy One Get One Free).
Value Pricing
Is used where external factors such as recession exists
Economy Pricing
The cost of marketing and manufacture are kept at a minimum
Penetration Pricing
Price is set artificially low in order to gain market share. Once this is achieved, the price is increased
Premium Pricing
High price where there is a uniqueness about the product Used for luxuries Products/Services
20. Marketing Mix - Place
“A channel of distribution comprises a set of institutions which perform all of
the activities utilized to move a product and its title from production to
consumption” Bucklin -Theory of Distribution Channel Structure (1966)
• Sold through every available outlets.Intensive
• Sold through multiple but not all possible outletsSelective
• Sold through one single outletExclusive
• Sold only through the company’s outletsDirect
• Sold through direct and/or indirect channelsIndirect
21. Marketing Mix - Promotion
What does Promotion mean?
Advertising
Sales Promotion
NO
NO
22. Marketing Mix - Promotion (Cont’d)
• The elements of the promotions mix are:
Personal
Selling
Sales
Promotion
Public
Relations
Direct
Marketing
Internet and
Interactive
Marketing
Advertising
23. Personal Selling
• Personal Selling is an effective way to manage personal
customer relationships.
• sales people are very expensive and should only be used
where there is a genuine return on investment.
• The sales person acts on behalf of the organization
24. Sales Promotion
• Sales promotion tend to be thought of as being all
promotions apart from advertising.
• BOGOF promotion, or Buy One Get One Free. Others
include couponing, money-off promotions, free
accessories.
• Sales promotion is generally broken into two major
categories:
• Consumer-oriented activities.
• Trade-oriented activities.
25. Public Relations (PR)
• Public Relations is defined as 'the deliberate, planned and
sustained effort to establish and maintain mutual
understanding between an organization and its publics'
• Public relations uses publicity and a variety of other tools-
including:
• Special publications
• Participation in community activities
• Fund-raising
• Sponsorship of special events
• Various public affairs activities-to enhance an organization's
image.
26. Direct Marketing
• In Direct marketing organizations communicate directly
with target customers to generate a response and/or a
transaction.
• Direct marketing is much more than direct mail and mail-
order catalogs.
27. Advertising
Advertising is a 'paid for' communication.
It is used to develop attitudes, create awareness, and
transmit information in order to gain a response from the
target market.
There are many advertising 'media' such as newspapers
(local, national, free, trade), magazines and journals,
television (local, national, terrestrial, satellite) cinema,
outdoor advertising (such as posters, bus sides).
28. Internet and Interactive Marketing
• Interactive media allow for a back-and-forth flow of
information whereby users can participate in and modify
the form and content of the information they receive in
real time.
• The new media allow users to perform a variety of
functions such as:
• Receive and alter information and images.
• Make inquiries.
• Respond to questions.
• Make purchases
29. Selecting Promotion Activities
• Selection of promotional activities is based on five
elements
• Nature of Product or Services
• Competition
• Budget: Power to spend
• Market Condition: Recession / Active market
• Product Stage: status of product on the PLC
30. Services’ Marketing Mix
Product
Price
Place
Promotion
• Additional elements for the services Marketing Mix
Process
Physical evidence
people