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    John Kenneth Arsenio
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    The document outlines the key elements of marketing including its goals of awareness, changing perception, loyalty, and engagement. It discusses strategic long-term approaches like customer segmentation and value positioning as well as tactical short-term techniques for value development through products and communication through promotions, sales forces, and advertising. The document also traces the evolution of marketing philosophies from product management to customer management to brand management and lists both traditional and contemporary approaches.

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    The document outlines the key elements of marketing including its goals of awareness, changing perception, loyalty, and engagement. It discusses strategic long-term approaches like customer segmentation and value positioning as well as tactical short-term techniques for value development through products and communication through promotions, sales forces, and advertising. The document also traces the evolution of marketing philosophies from product management to customer management to brand management and lists both traditional and contemporary approaches.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    3 views2 pages

    Marketing

    Uploaded by

    John Kenneth Arsenio
    The document outlines the key elements of marketing including its goals of awareness, changing perception, loyalty, and engagement. It discusses strategic long-term approaches like customer segmentation and value positioning as well as tactical short-term techniques for value development through products and communication through promotions, sales forces, and advertising. The document also traces the evolution of marketing philosophies from product management to customer management to brand management and lists both traditional and contemporary approaches.

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    © All Rights Reserved
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    of 2

    MARKETING

    - Marketing is about meeting needs profitably (Kotler & Keller, 2006)


    - The Aim is to make selling unnecessary

    MARKETING GOALS

    - Awareness
    - Change Perception
    - Loyalty to Brand
    - Engage

    Strategic: Long term

    - Customer Segmentation
    - Target Market Selection
    - Value Positioning

    Tactical: Short Term, Flexible

    - Value Development
    o Product Design
    o Product Portfolio
    o Service Development
    - Value Communication
    o Sales Promotion
    o Sales Force Strategies
    o Advertising

    Marketing Philosophies

    - Product Management
    o 1950s to 1960s
    o Generate Demand
    o Develop a Product
    o Determine the price
    - Customer Management
    o 1970s to 1980s
    o Segmentation
    o Targeting
    o Positioning
    - Brand Management
    o 1990s to 2000s
    o Information
    o Emotions

    Approaches to marketing

    - Traditional
    o TV
    o Mail
    o Radio
    o News paper
    - Contemporary
    o Social Media Marketing
    o Relationship Marketing

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