Marketing презентация

Marketing
What is Marketing?

Marketing
The management process through which goods and services move from concept to the customer. It includes the coordination of four elements called the 4 P's of marketing:
Identification, selection and development of a product,
Determination of its price,
Selection of a distribution channel to reach the customer's place, and
Development and implementation of a promotional strategy.

Marketing Evolution

Marketing Evolution: Key dates
1450: Gutenberg's metal movable type, leading eventually to mass-production of flyers and brochures
1836: first paid advertising in a newspaper (in France)
1864: earliest recorded use of the telegraph for mass unsolicited spam
1867: earliest recorded billboard rentals
1880s: early examples of trademarks as branding
1908: Harvard Business School opens
1922: radio advertising commences
1941: first recorded use of television advertising
1950s: systematization of telemarketing
1980s: development of database marketing as precursor to CRM[5]
1980s: emergence of relationship marketing
1980s: emergence of computer-oriented spam
1990s CRM and IMC (in various guises and names) gain dominance in promotions and marketing planning,[7][8]
1995-2001: the Dot-com bubble temporarily re-defines[citation needed] the future of marketing
2000s: Integrated marketing gains acceptance and in 2002 its first dedicated academic research centre[9][10]

Marketing process

Definition
Process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others is termed as marketing process.
The marketing process consists of four steps:
1. Analyzing market opportunities;
2. Developing marketing strategies;
3. Planning marketing programs, which entails choosing the marketing mix (the four Ps of product, price, place, and promotion); and
4. Organizing, implementing, and controlling the marketing effort.

Marketing Approaches
Value
Customer Focus
Exchange
Transaction Focused
Either approach involves providing a Product or Service the buyer perceives as valuable

Customer Orientation
SIVA (Solution, Information, Value, Access).
Renames four Ps to provide a customer focus. The SIVA Model provides a demand/customer-centric alternative to the well-known 4Ps of marketing management.
Product → Solution
Promotion → Information
Price → Value
Place (Distribution) → Access

Product
That which provides value to customer
Constructive Criticism helps marketers adapt product offerings to meet changing customer needs

Promotion:
Marketing vs. Advertising
Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.
Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.

Advertising
Single component of the marketing process.
Part of Promotion - getting the word out
Includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and the Internet.
Largest expense of most marketing plans, with public relations following in a close second and market research not falling far behind.

Successful Ad Campaigns
Just Do It
Nike adopted this slogan in 1988 while in the midst of financial difficulties.
http://www.youtube.com/watch?v=aPkyPdubqDs

Successful Ad Campaigns
Think Small
Volkswagen has produced what seems like an infinite number of clever advertising slogans and campaigns over the years, but perhaps the most highly regarded of them was their 1959 slogan, "Think Small." Volkswagen was trying to sell their small Beetle in a time when big cars were the norm.

Successful Ad Campaigns
Have You Had Your Break Today?
McDonald's is another company that has come up with a phenomenal number of catchy slogans over the years. In 1995, McDonald's asked consumers a simple question in their advertisements: "Have You Had Your Break Today?" This catchy slogan provided a revamp to the successful 1980 slogan, "You Deserve a Break Today."
http://www.youtube.com/watch?v=xIykbd_1zA0&list=PLFF134AE149DC3F97

First step of the marketing process is analyzing market opportunities and availing these opportunities to satisfy the customer’s requirements to have competitive advantage.
Example: Sony

Successful Ad Campaigns
A Diamond Is Forever
This simple slogan was launched back in 1947, and is still in use today.

Successful Ad Campaigns
Got Milk?
This long-running slogan was first launched in 1993 to encourage consumers to drink more milk. Many of the ads that use this slogan feature celebrities with milk mustaches, or individuals trying to swallow sticky food items that are in need of a refreshing drink to wash it down.

Price
Cost of Product
Value the Product provides to Customer
Depends on Economic Factors
Take into Account Marketing Mix

Place
Where product is available or where transaction takes place
With Internet, Place is everywhere for most non-essential goods
If you do not have the proper place you cannot compete in some industries
Make it easy to buy a product