Presentation Summary//Topics Covered - Understanding Marketing - Marketing Process - Analyzing Market Environment - Segmenting Consumer Markets - Construct the Marketing Plan - Marketing Mix - Customer Relationship Management - Capture Value - Types of Marketing Strategies - Other Marketing Tools (SWOT Analysis, BMC)

1. BASIC STUFFS
AUGUST 2019
Marketing

2. Presentation
Summary
TOPICS COVERED
TODAY
Understanding Marketing
Marketing Process
Analyzing Market Environment
Segmenting Consumer Markets
Positioning
Marketing Mix
Customer Relationship Management
Capture Value
Types of Marketing Strategies
Other Marketing Tools (SWOT Analysis, BMC)

3. Marketing
UNDERSTANDING MARKETING
Marketing refers to activities undertaken by a company to promote the
bringing or selling of a product or service.
Includes advertising, selling, and delivering products to consumer or
other businesses.
Also involves all the activities/action taken by a company to attract
customers and maintain relationships with them.

4. THE MARKETING PROCESS
Understanding the
Customer and
Marketplace
Design a Marketing
Strategy
Construct the
Marketing Plan
Build Customer
Relationships
Capture Value
Create Value Manage Relationships Capture Value
Analyzing the
Marketing
Environment
Research
Marketing
Information
System
Segmenting &
Targeting
Value
Proposition:
Differentiating
and
Positioning
Product and
Service design
Pricing
Place
(Distribution)
Promotion
(Communication)
Customer
Relationship
Management
Partners
Relationship
Management
Create
Satisfied, Loyal
Customers
Increase share
of Market and
share of
Customer

5. Understanding the Customer and Marketplace
Analyzing the Marketing Environment
P
E
STL
E
POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGY
LEGAL
ENVIRONMENT

6. SEGMENTATION
Divide the total market
into smaller segments,
Based on relevant
criteria.
Examples: Geographic,
Size, Industry
TARGETING
Select which segments
to enter.
Either: Undifferentiated
(mass), Differentiated
(segmented),
Concentrated (Niche) or
Micro-marketing (local
or individual).
DIFFERENTIATION
Differentiate the market
offering to create
superior customer value
It can be: product,
service, channel, people
or image differentiation
POSITIONING
Position the market
offering in the minds of
target customers
Design a Marketing Strategy
SEGMENTING CONSUMER MARKETS

7. SELECTING AN OVERALL
POSITIONING STRATEGY
POSITIONING

8. MORE FOR LESS
Providing the most upscale
product or service and
charging a higher proce to
cover higher costs,
Offering high in quality and
gives prestige to the buyer
MORE FOR THE
SAME
Introducing a brand offering
comparable quality at a
lower price,
Offering high in quality at the
same price
THE SAME FOR
LESS
Can be powerful value
propositions - everyone likes
a good deal,
Offering equivalent quality at
a lower price.
LESS FOR MUCH
LESS
Can be identified in nearly
every market
Often, consumers are
searching for much lower
prices and therefore accpet
less benefits.
MORE FOR LESS
Winning Value Propositions
(Theory)
Offering more will costs
more, making it difficult to
deliver on the "less" promise.

9. PRODUCT
Refers to an
item/items the
business plans to
offer to custom,ers.
The product should
seek to fulfill an
absence in the
market, or fulfill
consumer demand
for a greater amount
if a product already
available.
MARKETING MIX
PRICE
Refers to how
much the
company will sell
the
product/service
for.
Companies must
give
considerations to
the unit cost price,
marketing costs
and distribution
expenses
PLACE
Refers to the
distribution of the
product
Key
considerations:
through physical
storefront, online
or through both
distribution
channels.
PROMOTION
The integrated
marketing
communications
campaign.
Includes variety of
activities:
advertising, selling,
sales promotion,
public relations,
direct marketing,
sponsorship and
guerilla marketing.
CONSTRUCT THE MARKETING PLAN

10. PEOPLE
It is essential to have
the right people to be in
the front line of the
business
people inside and
outside of your
business who are
responsible for every
element of your
sales, marketing
strategies, and
activities.
MARKETING MIX
PROCESS
About how
businesses
would want their
services/product
to be delivered to
their customer.
PHYSICAL
More for a
business that
provide services
to their
customers.
Material part of a
service.

11. Customer Relationship Management
BUILD CUSTOMER RELATIONSHIPS
CRM involves four key marketing
activities:
SELECTION
ACQUISITION
RETENTION
EXTENSION

12. Value-capturing activities include:
Monetizing users. Social media companies often struggle with capturing value.
Twitter created enormous value by rapidly building a large user base, but they
have struggled to capture the value through monetization. Facebook’s stock
has been surging because they have found effective ways to monetize
through advertising.
Pricing effectively. The value of a strong brand and efficient operations can’t
be captured if the product isn’t priced appropriately. Again, Apple is a great
example. They earn high margins because of their brand strength and quality
product, and they protect these margins by controlling their high pricing
carefully across all distribution channels. It is difficult to find lower than usual
price on Apple products.
Providing liquidity to shareholders. A company can capture value by
monetizing users and pricing appropriately, and then they can pass on that
value to shareholders by providing the ability to sell the more valuable shares.
This can be done in many ways. Profits can be distributed through dividends.
Private companies often raise money at higher valuations and allow new
investors to buy out existing investors. The goal of public companies is to allow
investors to capture value by increasing their stock price.
1.
2.
3.
CAPTURE
VALUE
CREA T E SATISFIED,
LOYA L C U S TOMER
INCR E A S E SHARE OF
MARK E T A N D SHARE
OF CU S T O M ER
What does it mean to capture value?

13. FOR B2B BUSINESSES
TYPES OF MARKETING
STRATEGIES
Website Video MarketingSocial Media Marketing

14. Event Marketing Affiliates and PartnershipsPay-Per Click Advertising
Content Marketing Search Engine Optimization

15. OTHER MARKETING
TOOLS

16. SWOT ANALYSIS
S W
O T
INTERNALEXTERNAL
POSITIVE NEGATIVE
STRENGTH
Things company does
well
Qualities that separate
the company with other
competitors
Internal Resources
Tangible Assets
WEAKNESSES
Things the company
lack.
Things that competitors
have over the company
Limitations of Resources
OPPORTUNITIES
Less competitors
in the area
High demand
THREATS
Emerging
competitors
Changing of
regulatory
environment
Negative press
Research that has been conducted by a
firm, company or any organization in order
to identify its internal and external
strength and weaknesses
Helps to understand the key issues that
has been affecting the business.

17. BUSINESS MODEL CANVAS
Key Partners Key Activities Value
Propositions
Customer
Relationship
Customer
Segment
Key Resources Channels
Cost Structure Revenue Stream
- Identify the
company's key
partners.
- This can consist
of important
suppliers in the
company's
supply chain.
- Specific key
activities that is
necessary to
delivery the
company's value
propositions.
- Specific key
resources or asstes
are necessary to
deliver value
propositions
- Identify the core
value that the
company provide to
the customers.
- What exactly is the
company trying to
give to customers?
- Identify the key costs in the company's businesses
model.
- What are the major drivers of costs?
How do the key activities and key resources contribute
to the cost structure?
- How do the
company interact
with customers?
- How does the
company deliver
value propositions?
- Identify who is the
company's value
proposition's target.
- Who are the
created value for?
- Who are the most
important
customer?
- Identify the ways the value proposition generates
money for the business.
- Does the company have multiple methods of
generating revenue?
- Does the company offer multiple forms of payment?

18. BOTH AIMED AT INCREASING OVERALL REVENUE,
THE MARKETING OBJECTIVE IS THE MESSAGE AND
OR TOOL THAT ASSISTS AND EQUIPS THE SALES
PROFESSIONAL TO SELL THE PRODUCT AND OR
SERVICE.
MARKETING VS. SALES