2. The science and art of exploring, creating, and
delivering value to satisfy the needs of a target
market at a profit. Marketing identifies
unfulfilled needs and desires. It
defines, measures and quantifies the size of the
identified market and the profit potential. It
pinpoints which segments the company is
capable of serving best and it designs and
promotes the appropriate products and services.
Dr. Philip Kotler

3. 1) Direct Marketing - This is a wide term which
refers to the technique where organisations
communicate directly with the consumer
through mail, email, texts, fliers and various
promotional materials.
2) Guerrilla Marketing - Unconventional and
inexpensive techniques with imagination, big
crowds and a surprise element are used for
marketing something, a popular example
being flash mobs.

4. 3) Digital Marketing - This strategy uses
various digital devices like
smartphones, computers, tablets or digital
billboards to inform customers and business
partners about its products. Internet
Marketing is a key element in Digital
Marketing.
4) Alliance Marketing - Here two or more
entities come together to pool in their
resources to promote and sell a product or
service, which will not only benefit their
stakeholders, but also have a greater impact
on the market.

5. 5) Cross-media Marketing - As the name
suggests, multiple channels like emails,
letters, web pages etc are used to give
information about products and services to
customers in the form of cross promotion.

6. An effective marketing plan begins with conducting market
research. This will provide relevant data that will help you solve any
potential marketing problems. Often, the three most pragmatic ways
to conduct market research are by using a direct mail survey, a
telephone survey, or by conducting a focus group.
If using a direct mail survey, be sure to keep your questions
short, with a total length of no more than two pages. A consumer
probably won't voluntarily fill out and mail back a long questionnaire
without an incentive. In addition, you should include a postage-paid
envelope, so that the respondents don't have to pay for the privilege
of helping you.If your budget is sufficient, send a reminder about
two weeks after the initial mailing. Keep in mind that direct mail is
probably the most costly form of research, with the printing of direct
mail pieces, envelopes, postage, and any incentives used, and
usually has the least favorable response rate.

7. Phone surveys are usually the most cost-effective manner in which to
conduct a survey, in that you don't have print or mailing costs, and have a
better chance of getting an individual to respond than if you simply mail a
survey. The main costs are the interviewer's fee, phone charges, and
preparation of the questionnaire.
Focus Groups are another way to gather specific data of your target
audience. Your main costs are the interviewer's fees, expenses in recruiting
and assembling the groups, renting a room if necessary, research time, any
incentives used, and the cost of recording the interviews, if necessary.
Secondary data is also imperative to a successful market plan. Reports and
studies done by government agencies, trade associations, or other
businesses within your industry can give you important statistics on the area
of research.
No matter what type of market research you do, your focus should be on
gathering enough information to determine who your potential customers
are, if there is a demand for your product or service, if there are competitors
in your area and, if so, how successful they are
in the marketplace.