Chapter 0 - What is marketing?

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  • So, marketers are rethinking how to create, develop, deliver, assess, communicate and capture VALUE for their customers.
  • Chapter 0 - What is marketing?

    1. 1. 1<br />What is Marketing?<br />
    2. 2. 2<br />You tell me.<br />Write down what you think marketing is. In your own words.<br />
    3. 3. 3<br />What is a Brand?<br />Write down the first 5 brand names that come to mind.<br />
    4. 4. 4<br />What does marketing have to do with brand?<br />
    5. 5. 5<br />Why do we need marketing?<br />Do we?<br />
    6. 6. 6<br />Who is good at Marketing?<br />
    7. 7. 7<br />Who is good at Branding?<br />
    8. 8. 8<br />Why be good at both?<br />What is good marketing without good branding?<br />
    9. 9. 9<br />Marketing....<br />
    10. 10. 10<br />-Marketing.<br />Still sound simple?<br />Target<br />Test<br />Social<br />Internet<br />Mobile <br />Niche <br />Database <br />Direct<br />Guerilla<br />Grassroots<br />Email<br /> B2B <br />
    11. 11. 11<br />Market.<br />
    12. 12. 12<br />You are a market for what kinds of products?<br />
    13. 13. 13<br />Kotler: <br />Says: Conventional marketing thought is changing, because markets are changing faster than marketing<br />Why?: We have moved from the industrial economy to the information economy.... So - Businesses are increasingly global....<br />And - blurring of industry boundaries are rampant<br />Meaning: It is more difficult to know who the customer is, where they live, what they are like... How to create and maintain a competitive advantage....what is a product and what is a service?....<br />
    14. 14. 14<br />Kotler: <br />The new marketing paradigm emphasizes:<br />What does he say is challenging conventional marketing?<br />
    15. 15. 15<br />Brand loyalty<br />
    16. 16. 16<br />No longer treat customers only as “targets”<br />But as long term “relationships”<br />
    17. 17. 17<br />Next - Chapter 1<br />
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