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Marketing Plan • • • • • Main definitions Inbound marketing activities Outbound marketing activities 4P’s of marketing Some interesting practices from modern marketing trends Marketing Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably. Definitions Advertising • Advertising is bringing a product (or service) to the attention of potential and current customers Promotion • Promotion keeps the product in the minds of the customer and helps stimulate demand for the product Public relations • Public relations includes ongoing activities to ensure the overall company has a strong public image Definitions Publicity • Publicity is mention in the media Sales • Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services) Inbound marketing Marketing Research Naming and Branding Pricing Inbound marketing Competitive Analysis Positioning Statistical methods quantitative research Marketing research Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services Marketing research ≠ Market research qualitative research hypothesis tests linear regression correlations frequency distributions Stages: the definition of a problem development of a research plan collecting and interpretation of data disseminating information formally in form of a report Segmentation, Positioning and Pricing Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. Segment Target Position STP Positioning includes identifying the unique market position, or "niche", for your organization Pricing: how much the customers/clients might be willing pay and how (pricing analysis) Lower prices don’t help to build Goodwill Branding and naming Brand is the image of the product in the market Brand Intangible asset Intangible assets are defined as identifiable non-monetary assets that cannot be seen, touched or physically measured, which are created through time and/or effort and that are identifiable as a separate asset Best brands 2009 http://www.interbrand.com/best_global_brands.aspx Multi-brands Procter&Gamble Unilever Cannibalization? Naming Acronym Descriptive Alliteration and rhyme Evocative Neologisms Foreign word Founders' names Geography Personification Brandnomer = genericized trademark Outbound marketing Advertising and promotions (focused on the product) Customer satisfaction Customer service Sales Public and media relations (focused on the entire organization) Four P’s of marketing • Solution • Access • Information Product Promotion Placement Price • Value Ambush marketing a marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event Guerrilla marketing guerrilla marketing campaigns are: unexpected and unconventional potentially interactive consumers are targeted in unexpected places Anti-flea spray Nivea Barbeque Hot sauce Thank you for your attention! Have a break…