Scribd Logo
Upload

Welcome to Scribd!

  • 12 views

    Marketing

    Uploaded by

    ramana02
    Marketing involves understanding customers' needs and exceeding their expectations to attract and retain customers profitably. It uses the marketing mix of product, price, promotion, and distribution to achieve objectives. Marketers analyze customers, competitors, and the macroenvironment to develop effective strategies. Research helps inform decisions around segmentation, targeting, positioning, and the marketing mix. The goal is to create value for customers through the product lifecycle and different distribution channels using an integrated marketing communications approach.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content

    You might also like

    Marketing

    Uploaded by

    ramana02
    12 views11 pages
    Marketing involves understanding customers' needs and exceeding their expectations to attract and retain customers profitably. It uses the marketing mix of product, price, promotion, and distribution to achieve objectives. Marketers analyze customers, competitors, and the macroenvironment to develop effective strategies. Research helps inform decisions around segmentation, targeting, positioning, and the marketing mix. The goal is to create value for customers through the product lifecycle and different distribution channels using an integrated marketing communications approach.

    Original Description:

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    PPTX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Marketing involves understanding customers' needs and exceeding their expectations to attract and retain customers profitably. It uses the marketing mix of product, price, promotion, and distribution to achieve objectives. Marketers analyze customers, competitors, and the macroenvironment to develop effective strategies. Research helps inform decisions around segmentation, targeting, positioning, and the marketing mix. The goal is to create value for customers through the product lifecycle and different distribution channels using an integrated marketing communications approach.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    12 views11 pages

    Marketing

    Uploaded by

    ramana02
    Marketing involves understanding customers' needs and exceeding their expectations to attract and retain customers profitably. It uses the marketing mix of product, price, promotion, and distribution to achieve objectives. Marketers analyze customers, competitors, and the macroenvironment to develop effective strategies. Research helps inform decisions around segmentation, targeting, positioning, and the marketing mix. The goal is to create value for customers through the product lifecycle and different distribution channels using an integrated marketing communications approach.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 11

    WhaL ls MarkeLlng?

    8aslc aLLracL/reLaln cusLomers aL a proflL


    undersLand needs of cusLomers
    Lxceed cusLomer expecLaLlons
    8emember Lhe dlfferences beLween
    producL/sales/markeLlng orlenLaLlon
    @he markeLlng mlx/envlronmenL
    MarkeLlng mlx
    roducL/rlce/romoLlon/ulsLrlbuLlon
    Macro envlronmenL lnfluences LhaL companles are
    unable Lo conLrolbuL musL be aware of
    LS@
    ollLlcal/Legal/Lconomlc/Soclal/@echnologlcal
    usLomer/compeLlLor analysls
    usLomers who are Lhey/who could Lhey be/who should
    Lhey be?
    ompeLlLors who are Lhey? WhaL are Lhelr sLrengLhs
    and weaknesses?
    Model 3 lorces ldenLlfylng Lhe compeLlLlve
    envlronmenL
    Model Cenerlc SLraLegles osL/locus/ulfferenLlaLlon
    sLraLegles
    usLomer behavlour
    Who buys
    lnlLlaLor/lnfluencer/ueclder/8uyer/user
    rocess roblem ldenLlflcaLlon/lnformaLlon
    search/alLernaLlves/purchase declslon/posL
    purchase evaluaLlon
    @ype of purchase hlgh or low lnvolvemenL
    lnfluences personal/soclal/psychographlcs
    uLLlng lL all LogeLher
    Company
    Microenvironment
    Macroenvironment
    0aI
    PoIiticaI
    T0chnoIoicaI
    SociaI
    Economic
    SuppIi078 Cu8tom078
    i8t7ibuto78
    Comp0tito78
    S W
    O T
    MarkeL research
    A cosLeffecLlve way of flndlng ouL whaL
    people belleve Lhlnk wanL need or do
    SLarLs wlLh Secondary research
    Moves Lo rlmary research
    (CuallLaLlve/CuanLlLaLlve)
    @ypes of rlmary
    l2l/h2h/mall/lnLerneL
    SegmenLaLlon @argeLlng oslLlon
    SegmenLaLlon ls Lhe grouplng of cusLomers wlLh
    slmllar needs by uslng a number of dlfferenL
    varlables eg age gender lncome purchase
    behavlour llfesLyle eLc
    @argeLlng
    undlfferenLlaLed/focused/dlfferenLlaLed
    oslLlonlng @he ob[ecLlve of poslLlonlng ls Lo
    creaLe and susLaln a dlsLlncLlve place ln Lhe
    markeL for Lhe brand
    @he classlcal segmenL
    Stable
    Measurable
    Appropriate
    Profitable
    Unique
    Accessible
    Substantial
    roducLs and brands
    A producL ls anyLhlng LhaL can be offered Lo a markeL for aLLenLlon
    acqulslLlon use or consumpLlon LhaL mlghL saLlsfy a wanL or need lL
    lncludes pbyslcol objects setvlces petsoos ploces otqoolsotloo ooJ lJeos
    ore/@anglble/AugmenLed
    Model @he roducL Llfe ycle
    lnLroducLlon/growLh/maLurlLy/saLuraLlon/decllne
    Model ulffuslon of lnnovaLlon maLchlng people Lo Lhe L
    Model Ansoff MaLrlx cholces
    peneLraLlon/developmenL/nu/dlverslflcaLlon
    8rands btooJ ls o oome tetm slqo symbol Jeslqo ot comblootloo of
    tbese wblcb ls oseJ to lJeotlfy tbe qooJs ot setvlces of ooe sellet ooJ to
    Jlffeteotlote tbem ftom tbose of competltots
    rlclng ulsLrlbuLlon
    r|ce ls Lhe value placed on
    whaL ls exchanged durlng
    Lhe markeLlng process
    erce|ved va|ue for money
    ls Lhe beneflL consumers
    belleve Lhey wlll recelve less
    Lhe sacrlflce Lhey wlll make
    Lo recelve lL
    8emember Lhe concepL of
    MarkeLlng CrlenLed prlclng
    @o provlde lnLermedlarles
    and consumers wlLh Lhe
    rlghL roducts ln Lhe rlghL
    quant|t|es ln Lhe rlghL
    |ocat|ons aL Lhe rlghL t|me
    lnLenslve/SelecLlve/
    Lxcluslve hannels
    Pow do channels creaLe
    efflclency?
    MarkeLlng communlcaLlons
    lnformlng/persuadlng
    AluA awareness/lnLeresL/deslre/acLlon
    nClSL how Lo geL round all Lhe dlsLracLlons
    @he promoLlonal mlx adverLlslng/dlrecL
    markeLlng/personal selllng/8/sales promoLlon
    Lach has advanLages/dlsadvanLages

    You might also like