The plan proposes early marketing strategies like improving their website and social media presence to generate new customers. It then discusses later strategies like targeting large businesses, universities, and the military for long-term moving contracts. The plan also considers maximizing relationships with charities by partnering with ones that can provide more visibility for the moving company.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
This document discusses the evolving role of the customer marketer. It begins by contrasting the traditional role of customer marketer, which focused on campaigns, to the current role, which emphasizes ongoing customer relationships and engagement. The modern customer marketer is challenged with measuring the impact of engagement activities and proving the value of customer marketing. Key metrics for success discussed include renewal rates, referrals, references, and advocacy/engagement. Overall, the role of the customer marketer is shifting from campaigns to building deep, long-term customer relationships and experiences.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
The document discusses communicating value and developing effective communications. It outlines several models of the communications process and highlights key steps in the integrated marketing communications process. These include identifying the target audience, determining objectives, designing communications, selecting channels, establishing a budget, deciding on a media mix, and measuring results. The goal is to find the right mix of communications strategies including advertising, sales promotions, public relations, direct marketing and personal selling to effectively reach stakeholders.
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
Philip Kotler Presentation on ASEAN Marketing Summit 2015Andi Bagus Ruhendra
This document summarizes key points from a presentation by Philip Kotler on rethinking marketing strategies towards the ASEAN Economic Community. It discusses several challenges facing modern marketing like globalization, digitalization, and consumer empowerment. It also outlines strategies for organizations to move from traditional to digital marketing, build effective marketing organizations, and adopt marketing practices focused on corporate social responsibility.
Jane Cooper and Tim Montgomery of Cooper Hong Inc. presented on cross-marketing strategies to help businesses grow. Cross-marketing involves partnering with other companies or organizations that target similar customers to increase visibility, goodwill, and save costs. The presentation outlined the benefits of cross-marketing such as expanding customer bases, saving time, and increasing creativity. They provided examples of effective cross-marketing campaigns and discussed developing cross-marketing campaigns through understanding customer profiles, identifying partner businesses, finding mutual benefits, and implementing joint marketing plans.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
This document discusses the evolving role of the customer marketer. It begins by contrasting the traditional role of customer marketer, which focused on campaigns, to the current role, which emphasizes ongoing customer relationships and engagement. The modern customer marketer is challenged with measuring the impact of engagement activities and proving the value of customer marketing. Key metrics for success discussed include renewal rates, referrals, references, and advocacy/engagement. Overall, the role of the customer marketer is shifting from campaigns to building deep, long-term customer relationships and experiences.
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
The document discusses communicating value and developing effective communications. It outlines several models of the communications process and highlights key steps in the integrated marketing communications process. These include identifying the target audience, determining objectives, designing communications, selecting channels, establishing a budget, deciding on a media mix, and measuring results. The goal is to find the right mix of communications strategies including advertising, sales promotions, public relations, direct marketing and personal selling to effectively reach stakeholders.
MKT 421 EDU Education Your Life / mkt421edu.comkopiko13a
FOR MORE CLASSES VISIT
www.mkt421edu.com
Purpose of Assignment
A well planned distribution channel system is a key component of the marketing mix that helps meet customer demands and achieve company goals. This assignment will analyze the role channels
Philip Kotler Presentation on ASEAN Marketing Summit 2015Andi Bagus Ruhendra
This document summarizes key points from a presentation by Philip Kotler on rethinking marketing strategies towards the ASEAN Economic Community. It discusses several challenges facing modern marketing like globalization, digitalization, and consumer empowerment. It also outlines strategies for organizations to move from traditional to digital marketing, build effective marketing organizations, and adopt marketing practices focused on corporate social responsibility.
Jane Cooper and Tim Montgomery of Cooper Hong Inc. presented on cross-marketing strategies to help businesses grow. Cross-marketing involves partnering with other companies or organizations that target similar customers to increase visibility, goodwill, and save costs. The presentation outlined the benefits of cross-marketing such as expanding customer bases, saving time, and increasing creativity. They provided examples of effective cross-marketing campaigns and discussed developing cross-marketing campaigns through understanding customer profiles, identifying partner businesses, finding mutual benefits, and implementing joint marketing plans.
Fanny Lawren, a marketing consultant, presented an outline for a marketing plan for small businesses. The presentation covered defining marketing and developing a marketing strategy, including analyzing the marketing mix of product, price, place, and promotion. It also discussed market segmentation, the target audience, positioning, branding, and methods for tracking marketing results. The overall presentation provided small businesses with guidance on creating and implementing an effective marketing plan.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
Entrepreneurial Marketing - MITPortugal Program May 2013Frank Days
This document discusses entrepreneurial marketing strategies for startups. It begins with marketing basics and frameworks. It then covers pre-launch strategies like defining a target market, developing a positioning and value proposition, and choosing a go-to-market strategy. At launch, the document recommends building a simple marketing plan and choosing from common startup marketing programs like search engine marketing, public relations, content marketing and social media. It concludes with scaling strategies like hiring a CMO, building a marketing team and focusing on sales enablement and ROI.
The document provides an overview of marketing concepts and approaches. It discusses the stages of marketing thought from 1900-1970, including periods of discovery, conceptualization, integration, development, reappraisal, reconception, differentiation, and socialization. Key concepts covered include the traditional and contemporary definitions of marketing, behavioral concepts relevant to marketing from various social sciences, goals of marketing like maximizing consumption and satisfaction, and contemporary marketing approaches such as the marketing mix, conceptual approach, systems approach, marketing management, macro-marketing, social marketing, and comparative marketing.
This document discusses various concepts in marketing including societal marketing, social marketing, not-for-profit marketing, cause-related marketing, sports marketing, guerrilla marketing, viral marketing, experiential marketing, search engine marketing, tourism marketing, and personal branding. It provides definitions and examples for each concept.
Direct marketing involves companies communicating directly with consumers to promote and sell goods and services without intermediaries. It can involve direct mail, catalogs, telemarketing, television advertising, or kiosks. The key aspects are directly interacting with targeted individual consumers to drive responses or sales and developing long-term customer relationships through repeated direct communication. Direct marketing allows for customized messaging and helps companies better understand customer needs through measurable responses.
TopRight is a strategic marketing consulting firm founded in 2006 by consultants from top firms (Mckinsey, Booz & Company) and former Chief Marketing Officers and senior marketing practitioners.
Principles of marketing mba 1st sem by babasab patil (karrisatte)Babasab Patil
This document presents an introduction to marketing principles. It defines marketing as creating and exchanging products and services to satisfy customer needs. Marketing involves understanding customer wants and demands, developing products and services, communicating value to customers, and managing relationships. The marketing concept emphasizes satisfying customer needs over the production, product, and selling concepts. Marketing tasks include developing strategies, understanding markets, creating value, and building long-term growth.
A well prepared and well -thought out presentation on the topic of Marketing and E-marketing covering topics like digital marketing over traditional marketing and goes further to explain how relevant digital marketing is in the business world today.
The document discusses various aspects of marketing communications and advertising. It defines the communications mix as involving all tools used to communicate with customers, including advertising, social media, packaging, direct marketing, websites, and events. It notes that successful campaigns use all elements of the communications mix in an integrated, multi-channel approach. The document then distinguishes the communications mix from the marketing mix and outlines different types of advertising appeals and sales promotion tools.
This chapter discusses advertising and public relations. It identifies the three major advertising objectives as informative, persuasive, and reminder advertising. It also describes the two categories of advertising as product and institutional advertising. Additionally, it outlines the major advertising strategies, discusses the advertising development and media selection processes, and explains how marketers assess promotional effectiveness.
Direct marketing involves providing physical marketing materials directly to consumers to communicate information about a product or service without using internet, television, or radio advertisements. It removes the middleman from promotion. There are four key characteristics of direct marketing: 1) Using a database of customer information. 2) Addressing marketing messages directly to customers in the database. 3) Driving a specific call to action. 4) Emphasizing measurable responses and results. Types of direct marketing include face-to-face interactions, door-to-door sales, kiosk marketing, and leaflet handouts. Issues with direct marketing relate to privacy of customer data, honesty in representations, and potential customer harassment from excessive contact.
This document discusses identifying the right integrated marketing communication channels. It analyzes the current situation of print media, television, radio, mobile and social media channels. It notes that while print media accounts for 40% of spending, radio is becoming irrelevant, television and mobile have shortcomings, and social media is most commonly used but has security issues. The insights discuss viewing marketing from the customer and marketer perspectives. The discussion covers various best practices and factors to consider for campaign design. The solution proposes a new online marketing model called "GITModel" to help select the right channels. The conclusion advocates for smart, integrated marketing that respects consumers across multiple channels.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
This topic is talking about stimulation marketing which is a form of marketing tools that involves the task of transforming no demand into positive demands so this ways or method are important and useful for reinforcing the market and making consumers to come to you for your goods and also for you to know what your buyers need.This is a tool that creates environment where need is felt. it helps in choosing,designing and delivering value.
Relationship marketing concept, process and importancegaurav jain
Relationship marketing involves developing long-term relationships with customers by focusing on their individual needs and providing ongoing support. It requires listening to customers, being available, offering additional resources, personalized communication, respect, honesty, and appreciation to build trust over time through multiple interactions. Technology enables tracking customer data and personalized engagement, while branding helps customers feel an emotional connection to strengthen loyalty.
Примеры брифов: Communication brief for_agencies_miscrosoftOksana Selendeeva
This document outlines a campaign brief for communication agencies. The campaign will promote a solution or product to achieve specific marketing objectives like creating awareness, changing perceptions, driving deployment, or generating leads. The brief defines the target audiences, key messages, tasks for different agencies, timing of activities, and sign-offs required from stakeholders. The overall goal is to move audiences from initial awareness to engagement and eventual end actions after the campaign.
Integrated Marketing Communication (IMC) takes a comprehensive approach to evaluating various communication tools, including advertising, sales promotion, branding, and public relations. IMC recognizes that these channels can complement each other. For example, advertising may create awareness while sales promotions spur purchases. Branding aims to maintain equity for high-involvement products. Public relations develops a favorable company image. Coordinating these tools through IMC can maximize their combined impact on consumers.
Smartwear’s Marketing Research Proposal: NAC’s Dilemmaetcases
This case study is meant to introduce the participants/students to the subject matter and scope of Marketing Research as a discipline. Positioned to be the inaugural case in Marketing Research course, this case study enables an exposure to the richness of rigor and deep interconnections vis-à-vis the business decisions landscape. This case study, through the dilemma of Newton Advertising and Consulting Pvt. Ltd. (NAC), outlines the broad contours of Marketing Research subject. When approached by a B2B textile manufacturer Smartwear to undertake a Marketing Research for its newly planned ethnic wear for men, NAC was in a dilemma whether to undertake the assignment or not. John Mathews, Strategy Director, NAC, was not sure what would the Marketing Research business practice entail. Atul Jain, a marketing research enthusiast, provides him with a broad marketing research canvas. John was not convinced with Atul's reurging to take up Smartwear's marketing research assignment, let alone marketing research as a Business Practice.
The document is an industry report that summarizes a survey of CPG companies regarding their shopper marketing practices and effectiveness. Some of the key findings from the survey include:
1) Over half of respondents said their shopper marketing budgets were not controlled by their shopper marketing organizations, which can lead to a lack of coordination across programs.
2) Only about a quarter of respondents said their shopper marketing investments were "completely coordinated and transparent" across different parts of their organizations.
3) When allocating investments, most respondents focused on retailer size and growth, while only about half considered measured ROI and a small minority targeted priority consumer segments.
4) Respondents primarily used national-level insights
Creating Products and Pricing Strategies to Meet Customers' Needs.pptxMSShorts1
The document discusses various marketing concepts including the marketing concept, the 5 Ps of marketing (product, price, place, promotion, people), market segmentation, the product life cycle, and product and service pricing strategies. It explains that marketing involves understanding customer needs and providing goods/services to meet those needs. Key aspects of developing a marketing strategy are choosing target markets and developing competitive advantages through differentiation. The document also covers buyer behavior influences and classifications of consumer and business products.
Importance of Marketing: Contemporary Marketing PracticesNaveenKumarR692816
The document discusses the importance of marketing and provides details on key marketing concepts. It defines marketing as the process of attracting customers to generate revenue. It notes that companies heavily invest in marketing campaigns involving things like trailers, posters, and social media to promote products. Several marketing strategies are mentioned, including digital marketing on platforms like Facebook and Google, as well as techniques like content marketing and influencer marketing. The Four P's of marketing - Product, Price, Place, and Promotion - are also summarized.
Fanny Lawren, a marketing consultant, presented an outline for a marketing plan for small businesses. The presentation covered defining marketing and developing a marketing strategy, including analyzing the marketing mix of product, price, place, and promotion. It also discussed market segmentation, the target audience, positioning, branding, and methods for tracking marketing results. The overall presentation provided small businesses with guidance on creating and implementing an effective marketing plan.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
Entrepreneurial Marketing - MITPortugal Program May 2013Frank Days
This document discusses entrepreneurial marketing strategies for startups. It begins with marketing basics and frameworks. It then covers pre-launch strategies like defining a target market, developing a positioning and value proposition, and choosing a go-to-market strategy. At launch, the document recommends building a simple marketing plan and choosing from common startup marketing programs like search engine marketing, public relations, content marketing and social media. It concludes with scaling strategies like hiring a CMO, building a marketing team and focusing on sales enablement and ROI.
The document provides an overview of marketing concepts and approaches. It discusses the stages of marketing thought from 1900-1970, including periods of discovery, conceptualization, integration, development, reappraisal, reconception, differentiation, and socialization. Key concepts covered include the traditional and contemporary definitions of marketing, behavioral concepts relevant to marketing from various social sciences, goals of marketing like maximizing consumption and satisfaction, and contemporary marketing approaches such as the marketing mix, conceptual approach, systems approach, marketing management, macro-marketing, social marketing, and comparative marketing.
This document discusses various concepts in marketing including societal marketing, social marketing, not-for-profit marketing, cause-related marketing, sports marketing, guerrilla marketing, viral marketing, experiential marketing, search engine marketing, tourism marketing, and personal branding. It provides definitions and examples for each concept.
Direct marketing involves companies communicating directly with consumers to promote and sell goods and services without intermediaries. It can involve direct mail, catalogs, telemarketing, television advertising, or kiosks. The key aspects are directly interacting with targeted individual consumers to drive responses or sales and developing long-term customer relationships through repeated direct communication. Direct marketing allows for customized messaging and helps companies better understand customer needs through measurable responses.
TopRight is a strategic marketing consulting firm founded in 2006 by consultants from top firms (Mckinsey, Booz & Company) and former Chief Marketing Officers and senior marketing practitioners.
Principles of marketing mba 1st sem by babasab patil (karrisatte)Babasab Patil
This document presents an introduction to marketing principles. It defines marketing as creating and exchanging products and services to satisfy customer needs. Marketing involves understanding customer wants and demands, developing products and services, communicating value to customers, and managing relationships. The marketing concept emphasizes satisfying customer needs over the production, product, and selling concepts. Marketing tasks include developing strategies, understanding markets, creating value, and building long-term growth.
A well prepared and well -thought out presentation on the topic of Marketing and E-marketing covering topics like digital marketing over traditional marketing and goes further to explain how relevant digital marketing is in the business world today.
The document discusses various aspects of marketing communications and advertising. It defines the communications mix as involving all tools used to communicate with customers, including advertising, social media, packaging, direct marketing, websites, and events. It notes that successful campaigns use all elements of the communications mix in an integrated, multi-channel approach. The document then distinguishes the communications mix from the marketing mix and outlines different types of advertising appeals and sales promotion tools.
This chapter discusses advertising and public relations. It identifies the three major advertising objectives as informative, persuasive, and reminder advertising. It also describes the two categories of advertising as product and institutional advertising. Additionally, it outlines the major advertising strategies, discusses the advertising development and media selection processes, and explains how marketers assess promotional effectiveness.
Direct marketing involves providing physical marketing materials directly to consumers to communicate information about a product or service without using internet, television, or radio advertisements. It removes the middleman from promotion. There are four key characteristics of direct marketing: 1) Using a database of customer information. 2) Addressing marketing messages directly to customers in the database. 3) Driving a specific call to action. 4) Emphasizing measurable responses and results. Types of direct marketing include face-to-face interactions, door-to-door sales, kiosk marketing, and leaflet handouts. Issues with direct marketing relate to privacy of customer data, honesty in representations, and potential customer harassment from excessive contact.
This document discusses identifying the right integrated marketing communication channels. It analyzes the current situation of print media, television, radio, mobile and social media channels. It notes that while print media accounts for 40% of spending, radio is becoming irrelevant, television and mobile have shortcomings, and social media is most commonly used but has security issues. The insights discuss viewing marketing from the customer and marketer perspectives. The discussion covers various best practices and factors to consider for campaign design. The solution proposes a new online marketing model called "GITModel" to help select the right channels. The conclusion advocates for smart, integrated marketing that respects consumers across multiple channels.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
This topic is talking about stimulation marketing which is a form of marketing tools that involves the task of transforming no demand into positive demands so this ways or method are important and useful for reinforcing the market and making consumers to come to you for your goods and also for you to know what your buyers need.This is a tool that creates environment where need is felt. it helps in choosing,designing and delivering value.
Relationship marketing concept, process and importancegaurav jain
Relationship marketing involves developing long-term relationships with customers by focusing on their individual needs and providing ongoing support. It requires listening to customers, being available, offering additional resources, personalized communication, respect, honesty, and appreciation to build trust over time through multiple interactions. Technology enables tracking customer data and personalized engagement, while branding helps customers feel an emotional connection to strengthen loyalty.
Примеры брифов: Communication brief for_agencies_miscrosoftOksana Selendeeva
This document outlines a campaign brief for communication agencies. The campaign will promote a solution or product to achieve specific marketing objectives like creating awareness, changing perceptions, driving deployment, or generating leads. The brief defines the target audiences, key messages, tasks for different agencies, timing of activities, and sign-offs required from stakeholders. The overall goal is to move audiences from initial awareness to engagement and eventual end actions after the campaign.
Integrated Marketing Communication (IMC) takes a comprehensive approach to evaluating various communication tools, including advertising, sales promotion, branding, and public relations. IMC recognizes that these channels can complement each other. For example, advertising may create awareness while sales promotions spur purchases. Branding aims to maintain equity for high-involvement products. Public relations develops a favorable company image. Coordinating these tools through IMC can maximize their combined impact on consumers.
Smartwear’s Marketing Research Proposal: NAC’s Dilemmaetcases
This case study is meant to introduce the participants/students to the subject matter and scope of Marketing Research as a discipline. Positioned to be the inaugural case in Marketing Research course, this case study enables an exposure to the richness of rigor and deep interconnections vis-à-vis the business decisions landscape. This case study, through the dilemma of Newton Advertising and Consulting Pvt. Ltd. (NAC), outlines the broad contours of Marketing Research subject. When approached by a B2B textile manufacturer Smartwear to undertake a Marketing Research for its newly planned ethnic wear for men, NAC was in a dilemma whether to undertake the assignment or not. John Mathews, Strategy Director, NAC, was not sure what would the Marketing Research business practice entail. Atul Jain, a marketing research enthusiast, provides him with a broad marketing research canvas. John was not convinced with Atul's reurging to take up Smartwear's marketing research assignment, let alone marketing research as a Business Practice.
The document is an industry report that summarizes a survey of CPG companies regarding their shopper marketing practices and effectiveness. Some of the key findings from the survey include:
1) Over half of respondents said their shopper marketing budgets were not controlled by their shopper marketing organizations, which can lead to a lack of coordination across programs.
2) Only about a quarter of respondents said their shopper marketing investments were "completely coordinated and transparent" across different parts of their organizations.
3) When allocating investments, most respondents focused on retailer size and growth, while only about half considered measured ROI and a small minority targeted priority consumer segments.
4) Respondents primarily used national-level insights
Creating Products and Pricing Strategies to Meet Customers' Needs.pptxMSShorts1
The document discusses various marketing concepts including the marketing concept, the 5 Ps of marketing (product, price, place, promotion, people), market segmentation, the product life cycle, and product and service pricing strategies. It explains that marketing involves understanding customer needs and providing goods/services to meet those needs. Key aspects of developing a marketing strategy are choosing target markets and developing competitive advantages through differentiation. The document also covers buyer behavior influences and classifications of consumer and business products.
Importance of Marketing: Contemporary Marketing PracticesNaveenKumarR692816
The document discusses the importance of marketing and provides details on key marketing concepts. It defines marketing as the process of attracting customers to generate revenue. It notes that companies heavily invest in marketing campaigns involving things like trailers, posters, and social media to promote products. Several marketing strategies are mentioned, including digital marketing on platforms like Facebook and Google, as well as techniques like content marketing and influencer marketing. The Four P's of marketing - Product, Price, Place, and Promotion - are also summarized.
This document discusses strategic planning for small businesses. It explains that strategic planning involves defining a business strategy and allocating resources to pursue that strategy. For small businesses, strategic planning should focus on dominating niche markets rather than having a small share of broad markets. The strategic plan needs to be changed when warning signs emerge, such as declining sales from core customers or changes in the competitive landscape. The strategic planning process is important for small business success and survival.
This document discusses several marketing challenges faced by business organizations and ways to overcome them. The key marketing challenges mentioned are rapidly changing customer needs and expectations, increasing domestic and global competition, the rising popularity of the internet, and having too many options to choose from. The document recommends ways for organizations to overcome these challenges, including becoming a learning organization through training, conducting market research, reevaluating the traditional 4Ps marketing mix framework, and adopting a marketing concept focused on customer satisfaction rather than sales. It also discusses different marketing philosophies and concepts as well as an overview of services marketing.
This document provides an executive summary and business plan for Metromart, a proposed retail chain in India. It outlines Metromart's value proposition as providing consumers access to a wide range of products under one roof through a multi-channel distribution network. The initial focus will be on Mumbai, targeting 1 million consumers through stores, web, mail, and phone orders focusing on consumer necessities. Future plans in the next 3-5 years include expanding the store network to other major cities. The document provides details on sales and marketing strategies, market analysis, costs, partnerships, and financial projections.
- Direct marketing is an interactive marketing system that uses media to effect a measurable response. It is growing, especially in electronic formats.
- Direct marketers plan campaigns by deciding objectives, targets, offers and prices, then test and measure success.
- Major direct marketing channels include face-to-face, direct mail, catalogs, telemarketing, interactive TV, websites and mobile devices.
- Customer relationship management often requires building customer databases and data mining to detect trends, segments and needs, with significant risks to consider.
The document outlines the vision, mission, challenges, and solution of the Wolfie platform. Wolfie aims to empower consumers and merchants through location-based real-time communications. It addresses challenges faced by mobile marketers in connecting with audiences, delivering understandable content, ensuring engagement, and optimizing opt-in/opt-out rates. Wolfie uniquely allows merchants to create and modify offers in real-time based on a user's location. It connects local commerce and consumers more effectively than competitors like Groupon through immediate, personalized deals. The startup seeks $10 million in funding to launch in major US cities and acquire merchants and users through its mobile app platform.
The document provides an overview of marketing principles and concepts. It defines key terms like the marketing mix, marketing strategy, and the 4Ps and 7Ps frameworks. It discusses developing a marketing strategy by understanding customers, analyzing the market and competition, defining the marketing mix, and continuously reviewing and revising the strategy. The document also covers topics like global marketing, the internet's impact on marketing, and marketing divisions within companies.
2.1 relationship marketing operational and analytic crm 2016 shortSilvio Filippi
Here are some potential pricing strategies to build customer relationships in different product categories:
Automotives:
- Loyalty programs (e.g. discounts for repeat/regular customers)
- Package deals bundling maintenance/repairs
- Graded pricing based on relationship level (new vs loyal customer)
Clothing retailer:
- Membership rewards program with points for purchases
- Exclusive discounts/offers for members
- Customization/personalization options for loyal customers
Online store:
- Tiered pricing with better deals for higher purchase volumes
- Subscription models with recurring/automatic discounts
- Bundled offerings to encourage repeat purchases
Restaurant:
- Loyalty cards/apps
This document discusses customer relationship management and relationship marketing. It explains that relationship marketing focuses on maintaining and enhancing relationships with customers over time through personalized communication, rather than one-time transactions. The key aspects of customer relationship management are identifying customers, attracting them, retaining them by ensuring satisfaction, and developing the relationship over time. Relationship marketing aims to convert customers into loyal advocates by providing a high level of customization and establishing a long-term bond and commitment.
What can start-ups do to accelerate their DTC strategyAdrian M Odgers
The document provides advice for startups on accelerating their direct-to-consumer strategies. It recommends that startups 1) have a clear vision, business strategy, and goals with key performance indicators, 2) put customers first by understanding their needs through research, and 3) take an iterative approach of testing, analyzing, evaluating, and optimizing to improve customer experience and conversion. It also emphasizes establishing a single source of customer data, focusing on retention, and doing a few strategic things well rather than many things adequately due to limited resources.
Media planning has evolved into specialised skill in the marketing communication industry , moving away from the conventional support services slot it occupied during the reign of full service agency. Therefore the briefing to utilize or motivate or inspire particular skill sets need to be relooked.
Entrepreneurial Opportunity Search and Identification-Market Intelligence-Market analysis-Market research-Customer validation-Developing your business model-Crafting your value proposition-Product Development , Managing the product development process, -Long Tail markets-Product launch goals-Go-to- Market Strategy-The role of selling in a startup-Sales forecasting for startups-Mapping buyer response modes. Social media Promotion tools.
This document discusses advertising and advertising campaign management. It defines advertising and its nature, then lists some key advantages like mass reach and enhancing customer satisfaction. It also discusses some limitations like lack of feedback and inflexibility. The document then outlines the main stages of managing an advertising campaign, including identifying the target audience, setting objectives and metrics, developing audience segmentation strategies, determining appropriate marketing channels and content, creating compelling offers, and using analytics to measure success.
The document discusses the continuing power of mass advertising and strategies for effective mass marketing. It notes that while traditional advertising methods are losing effectiveness, mass marketing can still benefit businesses by reaching a large audience, increasing revenue potential, and streamlining marketing processes. The document outlines various mass advertising functions like public service announcements, classified ads, and paid advertisements. It also discusses guidelines for evaluating the success of mass marketing campaigns, such as tracking analytics, testing different strategies, and using benchmarks to compare performance.
Marketing intermediaries, marketing distribution channels, marketing intermed...Aptitude59 co., LTD
The document discusses marketing intermediaries and their role in distribution channels. It explains that intermediaries perform transactional, logistical, and facilitating functions that help producers reach consumers. This includes establishing buyer-seller relationships, physically distributing and storing goods, and providing financial and customer service support. While intermediaries can add value, producers may fear losing control or profit to them. Overall, if an intermediary is needed due to a lack of resources, it is better to use one than to inhibit marketing efforts.
The document provides information on key marketing concepts including the 4 Ps of marketing (product, place, price, and promotion), the marketing process, consumer behavior, and factors influencing buying decisions. It defines marketing as getting potential customers interested in products/services through researching, promoting, selling, and distributing. The 4 Ps framework explains key elements of a marketing strategy. Consumer behavior is influenced by psychological, social, cultural, personal and economic factors. The stages of consumer buying behavior are identifying needs, information search, evaluation of alternatives, purchase decision, and post-purchase evaluation.
entrsmall business & epreneurship development U5.pdfkittustudy7
This document discusses marketing strategies for small businesses. It begins by explaining that marketing strategies serve as the foundation for marketing plans and objectives. It then discusses challenges small businesses face with limited budgets and resources for marketing. Various small business marketing strategies are outlined, such as boosting brand awareness, targeting customers, and building a community. Effective strategies mentioned include direct selling, internet marketing, and paid media advertising. The four P's of marketing - product, place, price, and promotion - are also discussed. The document then goes into more detail about specific digital marketing strategies small businesses can use, such as banner ads, paid search on Google, organic search, and inbound marketing.
1. There is widespread debate in the industry around defining shopper marketing, with various definitions focusing on different aspects such as reach, activities, and program initiator.
2. The most encompassing definition is "shopper-centric marketing," which focuses on satisfying shoppers' needs through relevant information, store experiences, and ease of purchase, regardless of the specific marketing stimulus or who funds it.
3. Shopper marketing should aim to reach shoppers through in-store and out-of-store activities designed to influence purchase decisions at any point when shoppers are considering a product category.
Driving marketing performance in financial services is subject to unique considerations. Diverse set of distribution channels, complex customer segments, a need to balance branding and promotion, and multiple outcome measures impacting customer value are factors to consider.
2. What Brand Would You Miss?
• Given the hypothetical scenario in which one of the most famous world
brands simply fails or disappears over a period of time, which one of those
would you truly miss?
8. Dr. Philip Kotler is the S.C. Johnson & Son Distinguished
Professor of International Marketing at the Northwestern University
Kellogg Graduate School of Management in Chicago. He is hailed
by Management Centre Europe as "the world's foremost expert
on the strategic practice of marketing."
3 Levels of
Marketing
17. Situation Analysis
• Strengths: Little to no box store competition
• Quality movers
• Largest range of service (Nationally larger than all competitors
• Well Established
• Centrally Located in an upper class area
• Charitable
18. Situation Analysis
• Weaknesses: No online or print catalogue of inventory
• Customers are not aware of our local presence
• Low digital presence/ tough to find online
• Not capitalizing on Anchorbox customer base traffic
• Smaller inventory than Anchorbox
• Low Yelp ratings
• Smaller in local size than other competitors
• Insufficient Moving Staff
19. Analysis of Our Competitors
Box Store
• Anchor Box
• ½ Price Boxes
Moving
• 3 Men Movers
• H-Town Movers
• ABC Movers
• JT Melia
• Top Movers
20. Condensed List of Competitor Strengths
Box Store
• Online and Print Catalogue
• Online Ordering Service (but not
delivery)
• Larger Inventory
• Lower Prices
Moving
• Larger Local Size
• Higher Ratings
• Possession of Storage Facilities
• Lower Prices
• Celebrity Clientele
21. Here's How We Beat Them All!
Early Marketing Strategy: Implementation Time(2-3 Months)
22. Elements of Early Marketing Strategy
*Suggestions all based on customer feedback
• Digital Content Cosmetics
• I. Modify TWOMEN website to include:
• An online catalogue
• Online box ordering service
• A section that informs customers that we WILL deliver orders above or at $100 to their homes
• II. Drive Greater Website Traffic through the use of:
• Google Ad Words
• GoDaddy.com
• III. Effectively use Digital Social Mediums to create Brand Publicity and generate new customers
• This will be accomplished by inserting the 2 men Brand into relevant trending topics/ conversations
• Creating viral content
• Increasing 2men's digital presence by increasing frequency, tact, and quality of social media marketing involvement
24. Elements of Early Marketing Strategy
Box Store
• Target Audience: Crafts Stores,
Small Businesses, Heavily focused
on Customers in Affluent Areas
Moving Side
• Target Audience: Customers in
Affluent areas, Small Businesses,
Large Businesses
25. Elements of Early Marketing Strategy
Reaching our Target Audience
Box Store
• Through the distribution of flyers, emails, and
social media content- we inform the customers in
affluent areas of our packing starter kits and
delivery service.
• Through the distribution of flyers, emails, and
social media content- we inform small businesses
of our store catalogue and delivery service
• List of targeted affluent areas:
http://www.houstonproperties.com/houston-
neighborhoods/most-expensive-houston-
neighborhoods
Moving
• Through the solicitation of these affluent areas primarily
to inform the customer of packing starter kits, sales that
proceed from these ventures will transfer into moves. As
customers first look for boxes and then a mover, so our
phone representatives will guide the customer to make
the right choice for a mover in the next step. A.k.a US!
• Establishing a Triumvirate Partnership between large
local storage facilities, Apartments, and our own
company for the sake of bettering each other's business
and solidifying Two Men and a Truck's Houston
presence. This will enhance our company's Houston
influence and create a larger customer base.
26. Elements of Early Marketing Strategy
Benefits of the Grassroots Approach
• In a Houston moving market saturated with ads for movers on nearly every corner,
the grassroots approach to advertising only packing starter kits allows the customer
to focus on a new service with little to no advertising competition for it. In addition
to the attention that our advertising strategy will take up, the strategy also functions
as a hidden selling point for our moving company. This is advantageous because it
1) creates much more effective advertising for the moving company, because
customers can actually pay attention to the moving service 2) it allows the customer
to begin to associate our box store with our moving company, as they currently do
not, are often confused with the order of our services.
27. Here's How We Reach The Next
Level!
Late Marketing Strategy: Implementation Time (3-7months)
28. Elements of Late Marketing Strategy
• This portion of marketing strategy focuses on much larger investments in company growth, and takes a longer amount of
time as our potential clients will spend large amounts of money. Because of this larger expense, a higher amount of trust is
required in the relationship- especially one drawn out over a longer period of time- as will be dictated in the contracts we
will use to negotiate the terms of these long term relationships. It also considers the efficacy of our current relationships
with local charities and how to maximize the mutual benefit of those relationships.
• Within these contracts, considerations will include:
• Time Length of Contract agreement of company to set Two Men and A Truck as their preferred mover
• Specific Moves for which the company will enlist the help of Two Men and A Truck
• An assessment of potential Risks involved in the agreement- considering not only the liability of Two Men and A Truck,
but also that of the partnered storage facilities and apartment complexes.
• Terms will ensure that all parties are absolved from each other's individual risks and liabilities.
• Any other necessary elements
29. Elements of Late Marketing Strategy
Our Target Audience
• Large Businesses (B2B Sales)
• Houston Colleges
• The Military
• Heavily visible Houston charity organizations
30. Elements of Late Marketing Strategy
Reaching our Target Audience
• I. The most effective way to reach our target audience will be through a careful
solicitation of each one. Great caution must be taken to ensure that sales
representatives connect to each corporate and public entity quickly and bring with
them a carefully prepared plan for their presentation. The essential logic for each
sales representative is to blend into each environment, and to establish rapport with
clients quickly. Each of these ventures should not be viewed as a short term "catch,"
if you will, but a long term relationship. Do not go in with the expectation of a sale
on the first visit. Try 4-6 meetings, and plan accordingly to each one to slowly press
the relationship further. Offer a trial move for them to rate their satisfaction with
what they see. The rewards, if successful, will be a series of large moves guaranteed
under contract, which will bring in a great deal of profit to the company.
31. Elements of Late Marketing Strategy
Reaching our Target Audience
• II. The second portion of the plan to reach our late marketing audience involves the treatment of prospect
university clients. These clients represent an especially large prospect for company growth for several reasons:
• 1) The sheer size and needs of any Houston university would make a moving contract with it extremely profitable.
• 2) Along with the potential for a strong flow of income, a university contract would also bring with it new customer
markets. With the flourishing of a potential relationship over time, the growth of brand familiarity on campus would
represent strong potential to collaborate with university officials in offering the moving service to parents, and even to
students on campus. Potentially even box sales for student needs on campus. As we know them in this era, colleges have
been home to a great deal of innovators and entrepreneurs. It would present a great benefit to them to have boxes to ship
out their product readily available on campus.
• 3) Given even further growth and cooperation between universities and Two Men and A Truck, there would loom the
possibility of obtaining greater visibility at university sporting events, and becoming a sponsor for other large student
events.
• All of these factors work to increase brand visibility and familiarity, which in turn creates greater brand strength and loyalty.
32. Elements of Late Marketing Strategy
Please observe the following examples
• Success of A- Rocket Moving and Storage in Infiltrating the college market
and visible implementation of late market strategy at PVAMU and TSU.
• 1. http://pvpanthers.com/news/2015/8/24/FB_0824153704.aspx
• 2. http://www.tsu.edu/academics/colleges-and-schools/jesse-h-jones-
school-of-business/jhj-bac-sam.php
33. Elements of Late Marketing Strategy
• III. The third and final portion of late marketing strategy involves
considering the efficacy of our current relationships with local charities and
maximizing the mutual benefit of those relationships.
• In the interest of mutual benefit, it is only right that in the light that mutually
cooperating parties attempt to receive the maximum amount of benefit for each
other on either end, that we, Two Men and A Truck, seek our own maximum
benefit. If our current relationships with selected 401cs do not help us very much,
yet profit the selected 401c well, then it is only right that we seek out one that does.
This will maximize the visibility and impact of Two Men and a Truck through
obtaining the proper connections and participating in much more visible charity
events in Houston.
34. Marketing Budget
•Under $100!
•Costs:
• GoDaddy.com ($8-$10/year for ownership of multiple websites)
• Printing ($50-$80 for black and white flyers by 1,000s) perhaps less
• Guerilla Marketing initiatives (spray paint and stencils) ($20)
35. Sales Forecast: Marketing Strategy Results
Projected
• As we are now
Jan Fe
b
Ma
r
Ap
r
Ma
y
Jun Jul Au
g
Se
pt
Oc
t
50
K
50
K
60
K
70
K
90
K
125
K
125
K
125
K
80
K
90
K
10
K
10
K
12
K
14
K
18
K
25
K
25
K
25
K
16
K
18
K
No
v
Dr
c
75
K
60
K
15
K
12
K
Month
Moving
Box Store
36. Sales Forecast: Marketing Strategy Results
Projected
• After Marketing Strategy Implementation
Mont
h
Jan Feb Mar April May Jun Jul Aug Sept.
Movi
ng
55K 55K 64.5K 80K 102.6
K
141.2
K
141.2
K
140K 88K
Box
Store
12K 12K 13.5K 17.3K 24K 31K 31K 31K 20K
Oct. Nov
.
96K 82.5
K
20K 16.5
K
Dec
.
66K
13K
10% 10% 7% 15% 12% 13% 13% 12% 11% 7% 10% 11%
20% 20% 13% 24% 28% 27% 27% 27% 25% 25% 10
%
11%