Download MKTG 363 What is Marketing?

Principles of Marketing
MKTG 363
Prof. Adriana M. Bóveda-Lambie
Agenda for Today

Introductions

Required Work

Policies

What is Marketing
About Me

BS in Marketing, MA in Advertising, Ph.D. in Marketing

9 years corporate experience


Regional Acct. Executive (Y&R Latam, IMS)
Direct Marketing, CRM & Customer Service Senior Manager (Americatel)

Born and raised in PR; bilingual

Football and baseball fan

Research: Co-creation, Social Media, Social Branding

Classes: Principles of Marketing, Advertising and Promotion Management, Social Branding
& Internet Marketing
About You

Name

Hometown

Major

Something interesting about you
Coursework

Five Individual Written Assignments

SWOT Analysis

Industry Analysis

Segmentation Analysis

Promotion Analysis

Case Analysis

Article Summary

Group Project – Marketing Plan
Policies

Attendance

No cellphones

No laptops

Email turnaround 24hrs

No late assignments

No email assignments

All assignments in pdf in dropbox
Class Website
 Classroom.scb.rit.edu/aboveda
 Under
Teaching Tab select Principles of Marketing
 Syllabus
 Grading Forms
 Class Slides
What is Marketing?
Marketing is all around us

Not just business

Personal life too

Marketing is about experiences
History of Marketing

Production Era

Sales Era

Marketing concept

Social Marketing

Value based Marketing
Marketing tells a story

The customer chooses or not to believe it

Marketing is about creating an experience



So the customer comes back
So it becomes unique & different from competition
And only YOU can offer it
Marketing is about VALUE

Creating value

Product

Capturing value

Price

Delivering value

Place

Communicating value

Promotion
Marketing
Mix
Marketing today is about VALUE
 Value
 Value
for the customer
for the firm
Satisfaction of wants and needs
Cost effective
Delivers product promise
Resistance to competition
Price insensitive customer
Brand loyalty
CRM
Value = benefits vs costs

Consumers weigh benefits of acquiring and using products versus all the
costs associated with its purchase

Examples of Value Driven companies – how do they offer value? Other
examples?
Value = Relationships = CRM
 Building
 Brand
relationships with customers
engagement
 Brand Content
 Unique experiences
“old” CRM ways
 Customer
touchpoints
POS
 Inbound/Outbound communications
 Phone
 Email
 Mail

Today’s CRM

Social Branding

Search Engine Marketing

Mobile Marketing

Location based marketing
Customer led brand engagement
Shift to customer led marketing


Customer more and more in control of offering, place and communication

Co-creation/customization

3D Printing

Online/mobile shopping

Social/Mobile Branding
Company still controls price BUT customer can get around it

Ebay

Overstock

Amazon
Marketing is Dynamic
 Constantly
 Never
 If
changing
static
you stay static you lose
Current Trends in Marketing

Social Branding

Mobile Marketing



Bluetooth
Interactive
Location-based

Customization

3D Printing
Summary
 Marketing
is
Creating an offering
 Delivering it to the
customer
 Telling the customer a
story about it
 Getting something in
return


Product

Place

Promotion

Price
Marketing
Mix