Your profile: Product, Vol , Structure

Your understanding of Marketing

Dfn: Marketing consists of the strategies and tactics used to identify, create and
maintain satisfying relationships with customers that result in value for both the
customer and the marketer
P D:Because the purpose of business is to create a customer, the business enterprise has
two--and only these two--basic functions: marketing and innovation. Marketing and
innovation produce results; all the rest are costs.

5C: Customer, company, Competitor, collaborator, industry Context

Customer Analsis: Segmentation: Demo, geo. Psycho, Behavioral
Company Ana : Cost structrure wrt competitors, core competancies,
Collaborators ; Distributors
Competitor

Then Mktg Strategy : To maximise revenues/ profits, market share

8. Select Mkt Segment: Attractive & capabilty to serve & tehn focus
Swanky Night club doorman may deny entry to unfashionable person

9. positioning: Encapsulation of the key benefit that the co offers wrt to competition

Volvo : Safety BMW: Performance

It shoud be sustainable and of value to cust

Now Implementing MPlan: PPPP -> M Mix

to consistently deliver a compelling value proposition
o reinforcing Positioning
o Customer loyalty
o BE
Product
Price
Place
Promotion
People
Process
Physical evidence

Marketing Trends
Below the Line
Viral
Ambush
Permission