Download Marketing Basics - Ron R. Kelleher

Marketing Basics
Marketing Definition
Marketing is defined by the American Marketing Association (AMA) as "the activity, set of institutions, and
processes for creating, communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large."
The Chartered Institute of Marketing defines marketing as "the management process responsible for
identifying, anticipating and satisfying customer requirements profitably."
Marketing Disciplines
To effectively build your marketing foundation the following disciplines are followed:
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Situation Analysis - Understand the competition and how your company compares
Target Market & Segmentation - Identify the target market and the various segments that you service
Marketing Goals - Define and clarify your marketing goals for the year
Positioning, Differentiation & Messages - Develop positioning to separate your company's offerings
from the competition
Marketing Strategy- Develop the marketing mix for each target segment at the strategic level
Brand Image & Identity - Determine your ideal brand identity and discuss the type of image you want
to project
Marketing Communication Tools - Identify the tools needed to fulfill the call to action of the
different marketing activities
Marketing—Simple Definitions
1. Marketing: aligning solutions and needs to everyone's mutual benefit
2. Outbound Marketing: getting seen, heard and hopefully some attention
3. Inbound Marketing: getting found through different and unusual places
4. Content Marketing: sharing what you know and have to help people make decisions
5. Social Marketing: leveraging human interactions to convey a message
6. Search Marketing: increasing the odds of being in a prominent position when people look
7. Email Marketing: saying or offering something of value to those interested in hearing from you
8. Direct Marketing: targeting a single individual in the hopes of eliciting a response
9. Affiliate Marketing: encouraging and rewarding others to market to their audience
10. Inline Marketing: leveraging media in ways that meet customer/prospect expectations
Common Forms of Marketing
1. Brand Marketing
2. Promotions
3. Direct Marketing
4. Public Relations
5. Research
6. Online Marketing
7. Search Engine Optimization
8. Search Marketing
9. Social Media Marketing
10. Mobile Marketing
Customer Focused Marketing
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Product → Solution
Price → Value
Place → Access
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Promotion → Information