1. © Copyright JeremyKravetz 2014
INTRODUCTION
► The AmericanMarketing Association – DefinitionofMarketing:
“The activity,setof institutions,andprocesses for creating, communicating, delivering, and
exchangingofferings that have value for customers, clients, partners, and society at large.”
► PeterDrucker – re the paramountrole of marketing:
 Responsibilityof the managingleadershipwithinabusiness,notaseparate function.
 There isonlyone validdefinitionof businesspurpose:tocreate a customer…Because itis itspurpose
to create a customer,anybusinessenterprise hastwo — andonlythese two—basicfunctions:
marketingandinnovation…
 Marketingisso basicthat it isnot justenoughto have a strongsalesdepartmentandtoentrust
marketingtoit.Marketingis notonlymuch broaderthanselling;itisnota specializedactivityatall.It
encompassesthe entire business.Itisthe whole businessseenfromthe pointof view of itsfinal result
- that isfromthe customer’spointof view.Concernandresponsibilityformarketingmusttherefore
permeate all areasof the enterprise..
► Lifetime value ofa customer
► Types ofproduct/service Utility – form, place,time,ownership
MARKETANALYSIS
► Faith Popcorn’s Brain Reserve – Futurist – http://www.faithpopcorn.com/
17 Trends:
1. 99 lives 2. anchoring
3. atmosfear 4. beingalive
5. cashingout 6. Clanning
7. cocooning 8. downaging
9. ergonomics 10. EVEolution
11. fantasy/venture 12. future tense
13. icontoppling 14. pleasure revenge
15. save our society 16. small indulgence
17. vigilante consumer
► Competitors– Keycompetitorsare those thatareanow where youwantto be.Who isservingthe
clientsyouwantto have.
► Demand Elasticity
MARKETING CONCEPTS AND MODELS

2. © Copyright JeremyKravetz 2014
► Market analysis – Demand.Supply.Gap.
► Porter’s 5 Forces Analysis – Forcesthat shape competitive landscape:(1) Rivalryamongexisting
competitors;(2) Threatof newentrants;(3) Bargainingpowerof suppliers;(4) Bargainingpowerof
buyers;(5) Threat of substitute productsorservices.
► Product Life-Cycle
► Segmentation:
 Demographic,psychographic
 Productservice design
 Ideal segmentfor communication/promotion:(1) Definable:(2) Measurable;(3) Locatable;(4)
Accessible forcommunication;(5) Large enoughforROI/profit potential
► S.W.O.T.Analysis (Strengths,Weaknesses,OpportunitiesandThreats) –Applytoyour ownorganization,
to yourcustomers,andto your competitors.
► Trade Area
COMPETITIVE STRATEGIES
► 4 “Ps” – Product,Price,Place,Promotion
► Attribute clustering,layering– The whole ismore than the sumof the parts. Gestaldt.Elementsinteract,
carry symbolismandenergy.People perceive andprocesssymbolically.
► Businesspersonality
► EnergizedDifferentiation (JohnGerzema):
 3 keycomponents/dimensions:(1) Vision;(2) Inventiveness/innovation;(3) Dynamism/momentum
 Createdby“attribute clustering”- creationof feature/attribute Gestaldts
► Mass mediarelations.Use of free massmedia.How to getreporters,writers,etc.feature yourbusiness.
► Positioning– How doconsumersregardyou inrelationtoyourcompetitors.Towhat isgoingon in
society.
► Product – What doesit do? What doesit NOT do?
► Product/Service Utility– form,place,time,ownership
► Psychological/emotional consumptionmotivators:
 Profit
 Pleasure
 Ease/reductionof effort
 Fear/Safety
 Avoidance of pain/discomfort
 Social acceptance/needforbelonging
MARKETING CONCEPTS AND MODELS

3. © Copyright JeremyKravetz 2014
► Raison d'être
► Segmentation:
 Demographic,psychographic
 Productservice design
 Ideal segmentfor communication/promotion: (1) Definable:(2) Measurable;(3) Locatable;(4)
Accessible forcommunication;(5) Large enoughforROI/profitpotential
► Social responsibility- Asa competitive strategy.Environmental.Social.Economicjustice. FairTrade.Fair
laborpractices.Payingtaxes.Obeyingthe laws.Wholesomeproductandservices.Doingmore thanthe
minimumrequired.
► S.W.O.T.Analysis (Strengths,Weaknesses,OpportunitiesandThreats) –Applytoyour ownorganization,
to yourcustomers,andto your competitors.
► Viral marketing– “Infect”key“centersof influence.”People therewillspreadthe wordamongtheir
constituents,members,friends,community,etc.
DESIGN PROCESS
► Consumertouch-points
► Customervs. Consumer– e.g. Children = Consumers / Parent= customers/buyer
► CustomerExperience
► Emotional benefitdesign –People buyonthe basisof emotional needs:Fear,safety,pleasure,comfort,
painavoidance,desire tominimizeefforttoproduce a result,desire toproduce agreaterresultwiththe
same effort,profit,needforbelonging(toagroup,club,community, etc.).ThisappliestobothB2B and
B2C. (people are still people).
► Emotional processdesign– Breakingdowneverystepof aprocessthat engagesacustomer(or potential
customer) tounderstandthe emotional responsesproducesbyyourfeaturesandactions.
► EnergizedDifferentiation (JohnGerzema):
 3 keycomponents/dimensions:(1) Vision;(2) Inventiveness/innovation;(3) Dynamism/momentum
 Createdby“attribute clustering”- creationof feature/attribute Gestaldts
► FAB Analysis– Features> Advantages>Benefits.PeoplebuyBenefits,notFeatures. BAF– openwith
Benefits,thenfollowupwithAdvantagesandFeatures.
► Integratedmarketing–Combiningvariouselementsintoasystematic,synergisticwhole.
► Internal marketing–Marketingto employees,sothat theyare infectedwithyourmission,vision,and
customersatisfactionstrategiesand tactics.
MARKETING CONCEPTS AND MODELS

4. © Copyright JeremyKravetz 2014
► Place – Not onlyproducts,buteverywhere yourbrandispresent.Physical distribution.Communication
channels.Viral infectionof keycentersof influence.Keyrelationships.
► Product/Service Utility– form,place,time,ownership
► Psychological/emotional consumptionmotivators:
 Profit
 Pleasure
 Ease/reductionof effort
 Fear/Safety
 Avoidance of pain/discomfort
 Social acceptance/needforbelonging
► Segmentation:
 Demographic,psychographic
 Productservice design
 Ideal segmentfor communication/promotion:(1) Definable:(2) Measurable;(3) Locatable;(4)
Accessible forcommunication;(5) Large enoughforROI/profitpotential
► Social responsibility- Asa competitive strategy.Environmental.Social.Economicjustice.FairTrade.Fair
laborpractices.Payingtaxes.Obeyingthe laws.Wholesomeproductandservices.Doingmore thanthe
minimumrequired.
► S.W.O.T.Analysis (Strengths,Weaknesses,OpportunitiesandThreats) –Applytoyour ownorganization,
to yourcustomers,andto your competitors.
TACTICS/INTEGRATED SYSTEM
► Attraction,capture,conversion,retention,infection,motivation,reinforcement
► Integratedmarketing–Combiningvariouselementsintoasystematic,synergisticwhole.
► Internal marketing– Marketingto employees,sothattheyare infectedwithyourmission,vision,and
customersatisfactionstrategiesand tactics.
► Personal sales– Can be highlyeffective.Time consuming.Canleverage greatlybyselectingviral infection
points,centerof influence,usingPRtoleverage massmedia.
► Place – Not onlyproducts,buteverywhere yourbrandispresent.Physical distribution.Communication
channels.Viral infectionof keycentersof influence.Keyrelationships.
► Power ofpublic/mass mediarelations.Use of free massmedia.How to get reporters,writers,etc.
feature yourbusiness.
► Pricing YieldManagement(e.g.hospitality,airlines)
► Promotion – Designedtomotivate immediateaction
MARKETING CONCEPTS AND MODELS

5. © Copyright JeremyKravetz 2014
► Relationshipmarketing
► Viral marketing– “Infect”key“centersof influence.”People there will spreadthe wordamongtheir
constituents,members,friends,community,etc.
ECONOMICS
► Marketing ROI – Ideallyeverymarketingdollarspentshouldproduce areturn-on-investment
MARKETING CONCEPTS AND MODELS