The document discusses marketing goals and the marketing mix. It explains that marketing goals should be SMART - specific, measurable, achievable, relevant and time-bound. Five common types of marketing goals are described: increasing brand awareness, generating qualified leads, growing thought leadership, increasing customer value, and empowering the team. The marketing mix, also called the 4Ps, is introduced as the key to positioning a product or plan. The 4Ps consist of product, place, price, and promotion. Each P is defined and questions are provided to consider when analyzing a marketing mix for a specific product. Developing a marketing mix involves standing from the customer's perspective and keeping the mix optimized by regularly reviewing and changing the elements

1. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
Bii) MARKETING GOALS

2. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
SETTING OF SMART GOALS
Do
set real number
real deadline
Dont
“I wan’t more
sales”
Do
everything
trackable
Dont
good social
influence
Do
challenging
but possible
Dont
“Take over the
world today”
Do
something
capable of
Dont
forget any
hurdles in front
Do
everything
has a deadline
Dont
“someday”
“oneday”

3. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
5 TYPES OF MARKETING GOALS
i. INCREASE BRAND AW_____
- every brand has a personality
- target audience (eg. who, where)
- method of measure :
(eg. traffic, engagement, search
rank etc.)

4. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
5 TYPES OF MARKETING GOALS
ii. GENERATE QUALIFY L___
- lead = potential customer / contact
- MQL / SQL / PQL
- report to measure qualified lead
attract
2 3 4 5
1
convert close delight

5. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
5 TYPES OF MARKETING GOALS
iii. GROW T______ LEADERSHIP
- being recognized / trustworthy
- influencing power
- consistency & maintain
- CTA report to ensure your thought
leadership work

6. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
5 TYPES OF MARKETING GOALS
iv. INCREASE CUSTOMER V_____
- customers = marketing assets
- delighting & provide good experience
- encourage to promote, sales retaining
& giving feedback
- monitor the loyalty of customer time-to-time

7. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
5 TYPES OF MARKETING GOALS
v. EMPOWERING THE T___
- internal communication & educate
the understanding of a brand
- team represent the brand’s image
- to ensure the team moving on the same
direction (eg. internal news, KPI etc.)

8. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
Biii) MARKETING MIX

9. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
WHAT IS MARKETING MIX
- key to positioning a product / plan
- a strategy on mixes several marketing elements
- a definition of :
Create the right _____ at the right _____ ,
with the right _____ at the right _____ .

10. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
something
to offered in
exchange for
any marketing
actions
some method
of getting the
product from
creator to
customer
something
given in
exchange for
product /
service
(monetary /
non-monetary)
some method
to promote
the messages
to the target
market
4P’s
MARKETING
MIX

11. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
4P’s MARKETING MIX
i. PRODUCT
- what customer want from this product?
- what is the necessary features? (w / w/o)
- how / where will customers use it?
- how does it look like?
- how to differentiate with other?

12. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
4P’s MARKETING MIX
ii. PLACE
- where do customer look for this product?
- what is the right distribution channels?
- how to distribute this product?
- where is the competitor?

13. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
4P’s MARKETING MIX
iii. PRICE
- what is the reasonable value of the product?
- are there any established price point?
- is the customer affordable on the price?
- how is the price compare with competitor?

14. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
4P’s MARKETING MIX
i. PROMOTION
- where to share the marketing messages across
the target market?
- when to promote the marketing messages?
- what marketing channel suit the product?
- how does the promotion influence the market?

15. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
MIXING THE 4Ps OF MARKETING
IDENTIFYING the product that you want to market
Go through & answer the 4Ps questions (in details)
Try asking more “WHY” & “WHAT IF”
(eg. what if the price decrease 5 percent?
why customer want to visit offline store?)
*verify these answers through research / analysis

16. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
MIXING THE 4Ps OF MARKETING
Stand from CUSTOMER’S PERSPECTIVE by asking
customer focused questions:
- does it really meet their needs? (Product)
- will they find it where they shop? (Place)
- will they consider the price reasonable? (Price)
- will the marketing messages reach them? (Promotion)

17. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
MIXING THE 4Ps OF MARKETING
Keep on asking more challenging questions & change
the MIX COMBINATION to optimize the goal.
REVIEW the marketing mix regularly, as the elements
will need to change according to the market grow.

18. 1. INTRODUCTION OF MARKETING CHAPTER 1-1
# Create a mindmap with your 4P’s Marketing Mix
- Identify your product’s range / features
- Identify your strategic places
- Identify your price point / strategy
- Identify your strategic promotions
TASK 1