Marketing strategies

1. What is...
MARKETING

2. It’s pretty clear that not only does marketing
have an image problem but the concept is not
clear to many

3. We marketers have done a dreadful job of
marketing ourselves and what we do...

4. So let’s clarify...

5. “Marketing = advertising”

6. “Marketing = advertising”

7. Advertising is actually probably less than
5% of what is involved in marketing
Other marketing activities

8. Soreallyadvertisingis
onlyasmallpart ofa
muchbiggerpicture

9. “Marketing = useless”
Marketing is hardly useless
–watch on and I’ll explain

10. “Marketing = money”
Hmmm well, yes, it often leads to money, but
it is not all about money
– it can beused for otherpurposes
such as promoting a good cause or
bringing about
positive change

11. “Marketing = manipulation”

12. “Marketing = manipulation”
“Marketing = change just for the sake
of change”

13. “Marketing = manipulation”
“Marketing = change just for the sake
of change”
Only if you have bad
marketers...

14. “Marketing = required”
Yes – and you will see why ;)

15. “Marketing = promoting
illusionary values”
Unfortunately, sometimes good
things are used for bad purposes
–but that does not make the tool or
the methods the bad guy
– the one using them may be

16. American Marketing Association
“Marketing is the activity, set of institutions, and processes
for communicating, delivering, and exchanging
offerings that have value for customers, clients,
partners, and society at large.”
(Approved October 2007)
Yep – it’s that big!

17. "Marketing is everything"

18. “Marketing is not only much broader than selling; it is not a
specialized activity at all. It encompasses THE ENTIRE
BUSINESS. It is the whole business seen from the point of
view of the final result, that is, from the
customer’s point of view. Concern and
responsibility for marketing must therefore permeate all areas
of the enterprise.”

19. Yep - marketing is everybody’s business
within the company...
It’s the reason your business exists ...
Foryourcustomer

20. Marketing is “the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably.”

21. CharteredInstitute of Marketing
Marketing is “the management process responsible for
identifying, anticipating and satisfying customer
requirements profitably.”
See – it’s all
about
that customer
person ;)

22. “Marketing is what a company is
in business to do.
Marketing is a company's ultimate
objective...”

23. Marketin
g
Product /
service
devt
Needs
analysi
s
Target
market
analysi
s
Competito
r analysis
and
monitoring
Positionin
g
Differentiatio
n
Pricin
g
Distribution
and
logistics
Marketing
communication
s
Marketin
g
research
Market
researc
h
Sale
s
mgmt
Internal
marketin
g
Brand
identity
Market
analysi
s
Strateg
y
Product
/
service
mgmt
Custome
r
service
Organisation
al
culture
Qualit
y
mgmt
this is by no means exhaustive...

24. Marketin
g
Product /
service
devt
Needs
analysi
s
Target
market
analysi
s
Competito
r analysis
and
monitoring
Positionin
g
Differentiation
Pricin
g
Distribution
and
logistics
Marketing
communication
s
Marketin
g
research
Market
researc
h
Sale
s
mgm
t
Internal
marketin
g
Brand
identity
Market
analysi
s
Strateg
y
Product
/
service
mgmt
Custome
r
service
Organisation
al culture
Qualit
y
mgmt

25. Because even though marketing communications
may just be down to one department...

26. Finance
HR Operations
Quality
Management
IT Facilities
Management
R&D
Etc.
We are all working towards
bringing value to the customer

27. Because...

28. Marketing
= doing business with the customer at the of it
= happy customers
= good business


29. So everyone in the company is in marketing because
weareultimately all here
to serve the customer

30. So next time you start thinking that
marketing is a pain in the royal one and
nothing to do with you
Thinka
gain

31. customers
revenue
healthy business 