Download Marketing Basics - Ron R. Kelleher

yes no Was this document useful for you?
   Thank you for your participation!

* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project

Document related concepts

Brand ambassador wikipedia , lookup

Customer relationship management wikipedia , lookup

Advertising management wikipedia , lookup

Consumer behaviour wikipedia , lookup

Social media and television wikipedia , lookup

Internal communications wikipedia , lookup

Brand equity wikipedia , lookup

Product planning wikipedia , lookup

Sales process engineering wikipedia , lookup

Retail wikipedia , lookup

Market segmentation wikipedia , lookup

Bayesian inference in marketing wikipedia , lookup

Social media marketing wikipedia , lookup

Food marketing wikipedia , lookup

Neuromarketing wikipedia , lookup

Segmenting-targeting-positioning wikipedia , lookup

Marketing channel wikipedia , lookup

Affiliate marketing wikipedia , lookup

Marketing communications wikipedia , lookup

Target audience wikipedia , lookup

Sports marketing wikipedia , lookup

Marketing research wikipedia , lookup

Ambush marketing wikipedia , lookup

Multi-level marketing wikipedia , lookup

Youth marketing wikipedia , lookup

Digital marketing wikipedia , lookup

Guerrilla marketing wikipedia , lookup

Target market wikipedia , lookup

Marketing strategy wikipedia , lookup

Integrated marketing communications wikipedia , lookup

Marketing wikipedia , lookup

Viral marketing wikipedia , lookup

Sensory branding wikipedia , lookup

Marketing plan wikipedia , lookup

Advertising campaign wikipedia , lookup

Direct marketing wikipedia , lookup

Multicultural marketing wikipedia , lookup

Green marketing wikipedia , lookup

Marketing mix modeling wikipedia , lookup

Global marketing wikipedia , lookup

Street marketing wikipedia , lookup

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:
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
Product → Solution
Price → Value
Place → Access
Promotion → Information