2. What is
Marketing?
Marketing is the business process of identifying,
anticipating and satisfying the consumer’s needs
and wants. It is the exchange of things of value
between the buyer and the seller so that each
is better off as a result.
3. The Four P’s
Product-Developing goods, services and needs
to satisfy consumer needs.
Price-Anything the buyer gives up such as time,
energy or money.
Place-Any activities to get the product to the
right consumer.
Promotion-The communication of the value of a
product or service to the consumer.
4. Developing a
Marketing
Strategy
1. Identify the target market.
2. Identify the marketing mix using the four p’s.
3. Identify a plan to build a sustainable
competitive advantage.
-Customer Excellence
-Operational Excellence
-Product Excellence
-Locational Excellence
5. The Marketing
plan
Planning Phase
Step 1-Define the businesses mission and the
objectives.
Step 2-Conduct a situation analysis
Implementation Phase
Step 3-Identify and evaluate opportunities
Segmentation
Targeting
Positioning
Step 4-Implement Marketing Mix
Product
Price
Place
Promotion
Control Phase
Step 5-Evaluating performance using marketing
matrix
6. Digital Marketing
Digital marketing is the component of marketing
that utilizes internet and online based digital
technologies to promote products and services.
Four E’s
1. Excite consumers.
2. Educate them about the offering.
3. Experience products directly or indirectly.
4. Engagement.
7. The 7C Online Marketing
Framework
• Core Goals-Goals
• Context Elements-Design and Navigation
• Content-Information on the site
• Community-Interactions with sites/blogs;
posting comments, reviews, responses,
images, videos and suggestions for products
or services.
• Communication-Live chat, Instant messaging,
e-mailing
• Commerce-Ways to purchase products
• Connection-Consumer engagement
8. Conscious Marketing
Social Responsibility
1. Recognition of marketing’s greater purpose. Being environmentally responsible and
socially responsible.
2. Consideration of stakeholders. How marketing actions will effect potential stakeholders.
3. Conscious leadership and creating corporate culture. Being conscious at all levels of business
and creating a responsible corporate culture.
4. Ethically based decisions. Making moral and ethical decisions in business and marketing.