This document provides an overview of key marketing concepts including branding, advertising, sales, the marketing funnel, targeting, and personal branding. It discusses branding fundamentals like logos and taglines. It also covers the 4 Ps of marketing - price, place, promotion, product. Other topics include content marketing, product placement, advertising approaches on the internet and traditional media, and models for diffusion of innovation and crossing the chasm. Famous personal brands and marketing strategies used by companies are cited as examples.

1. Marketing
Basic Ideas and Concepts about Branding,
Advertising and Sales

2. Key to Sustainability
• Revenues
• How to achieve sales
and revenues

3. Marketing
• External activities of an
enterprise
• Outward facing
• Market awareness
• Value proposition
• Targeting
• Content Marketing

4. Content Marketing
• Blogging
• Curating Content
• SME
– Subject Matter Expertise

5. Branding
• Logo
• Tag lines
• Trademarks
• Brand management
• Personal Branding
• Differentiate
• Shelf Space
• Brand Extensions

6. 4 Ps of Marketing
• Price
• Place
• Promotion
• Product

7. Product Placement
• TV and Movies
• Body Armour
• Apple
• Reese’s Pieces
– ET
• Stadium Names
– Wise Pies

8. Personal Branding
• Taylor Swift
– Trademarks
• Kanye West
• Jay Z
– I’m not a businessman, I’m
a business man.
• Kim Kardashian
• Paris Hilton
• Politics
– Polling
• Bill Gates
• Image

9. Advertising
• Internet
– Google Adwords
– Keywords
– PPC
– Social Media
– A/B testing of campaigns
– Analytics
• Traditional Media
– TV
– Print
– Radio

10. Marketing Funnel

11. Targeting
• Psychographic
• Demographic
• Profiles
• Granularity

12. Sales
• Sales Cycles
• Pricing
– Loss leader
– $X.99
– Rollback Sales at Wallmart
(only one cent less)
• Freemium
• Tiered Marketing
– Amway
– Mary Kay
• Cross Promotion

13. Strategy
• Differentiation
• Competitive advantage
• Market share
– Amazon

14. Simon Sinek
• TED talk
• Why, How What

15. Law of Diffusion of Innovation
• Mass Market appeal
• Tipping Point
• Acceptance
• 18% Penetration
• Innovators
• Early Adopters

16. Crossing the Chasm

17. Brain
• Cerebral Cortex
– Rational
– Tangible
– Language
• Limbic
– Decision Making
– Drives Behavior

18. Examples
• Flat Screen TVs
• iPod
• Apple Watch
• Tesla Home energy
Batteries

19. Books
• Crossing the Chasm
• Chris Anderson
– Long Tail
– Free: the new price
• Al Ries is a marketing
professional and author.