Marketing is the way companies interact with consumers to create relationships that are beneficial to both parties. Businesses use marketing to identify their audience before advertising to them. Today, this is most visible through social media interactions.

1. Marketing
Strategy and Focus

2. Marketing: Focus
• Product focus
• Customer focus
• Profitability

3. Product Focus
• Inside-out
• Market Share
• Volume
• One size fits all
• Reduce Costs

4. Customer Focus
• Outside-in
• Segmentation
• STP
• Value Creation
• Customer Share
• Wallet Share
• Cross selling
• Loyalty
• Customer acquisition
• Retention
• Multiple sales over time

6. Customer Experience
• Co-create with
customer

7. Customer Decision Process
• Bundle:
• Operational feature sets
• Design
• Meet Needs

9. STP
• Segmentation
• Target
• Position

10. 3 Principles
• Customer Value
• Differentiation
• STP
– Segmentation
– Targeting
– Position

11. Tools
• Marketing Mix
• 4 Ps

12. Value Map
Fair Value Line

14. Market Focus & Competitive
Advantage
• Product
– Scale
• Market
– Differentiate
• Experience
– Co create
• Trust
– Transparency

15. PRIZM