This presentation summarizes OLX, an online classifieds company. It discusses OLX's founders, objectives of increasing awareness and market share, advertising campaigns like "Ghar Baithe Kamao" and "bech de!", and SWOT analysis. OLX has managed to capture 60% of Pakistan's online classified market share and exceeded expectations for unique visitors and mobile app downloads. The presentation concludes OLX has been successfully achieving its objectives through effective campaigns and outperforming competitors to become Pakistan's largest free online classified website.
Amazon Presentation - Consumer Behavior Ana Barrera
Amazon began in 1994 as an online bookstore founded by Jeff Bezos with a vision of building a digital "superstore" with an exhaustive selection that customers would value. Since then, Amazon has expanded into many other product categories and grown tremendously, becoming the world's largest online retailer. It derives its strengths from its cost leadership strategy, brand recognition, and superior logistics network. However, it also faces weaknesses like losing focus as it diversifies and operates on thin margins. Opportunities for growth include expanding payment services, private labels, product selection, and global footprint, though threats include data privacy concerns, legal challenges, and local competitors.
Behavior can be defined as the acts of individuals in making decisions to spend resources on goods and services. Understanding consumer behavior and what motivates customer purchases is an important part of marketing. Businesses research questions like who buys products, how and where they buy, and why, in order to understand what influences customer decisions and better meet their needs. Consumer decisions are affected by social, cultural, personal and psychological factors.
This document discusses green marketing. Green marketing refers to producing and selling environmentally friendly products. It focuses on minimizing waste and using resources sustainably. Green products are recyclable, reusable, biodegradable, and contain natural or recycled ingredients without toxic chemicals. Companies practice green marketing for opportunities for growth, social responsibility, and competitive pressures. The green marketing mix includes ecological products, higher prices, local and national distribution with eco-friendly packaging, and promotion that stresses environmental aspects. Examples given are lead-free paints, green computers that reduce e-waste, and mobile phone campaigns that save paper. The conclusion is that green marketing spreads environmental awareness while maintaining a clean, green environment through eco-friendly products.
STP: segmentation, targeting and positioningsavi maha
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
This document provides an overview of core marketing concepts. It defines marketing as identifying and meeting human needs profitably. The scope of marketing involves understanding customers, competitors, markets, and the marketing environment. Key concepts discussed include needs and wants, market segmentation and targeting, products and brands, delivering value and customer satisfaction, marketing channels, and competition. The document emphasizes that marketing involves all business functions and is critical for financial success. It also notes the importance of understanding changing customer and environmental factors.
Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy objectives. It is defined as identifying and satisfying customer needs profitably by managing the exchange process. Marketing promotes product awareness, boosts sales, and builds company reputation through both online and offline channels as well as word-of-mouth.
The document discusses marketing definitions from various organizations and the importance and concepts of marketing. It provides 3 definitions of marketing: 1) activities involved in creating time, place and possession utilities (American Marketing Association); 2) planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges (American Marketing Association); 3) identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing). It also discusses the marketing concept and different marketing management tasks including conversional, stimulational, developmental, remarketing, synchro, maintenance, demarketing, and counter marketing.
This presentation summarizes OLX, an online classifieds company. It discusses OLX's founders, objectives of increasing awareness and market share, advertising campaigns like "Ghar Baithe Kamao" and "bech de!", and SWOT analysis. OLX has managed to capture 60% of Pakistan's online classified market share and exceeded expectations for unique visitors and mobile app downloads. The presentation concludes OLX has been successfully achieving its objectives through effective campaigns and outperforming competitors to become Pakistan's largest free online classified website.
Amazon Presentation - Consumer Behavior Ana Barrera
Amazon began in 1994 as an online bookstore founded by Jeff Bezos with a vision of building a digital "superstore" with an exhaustive selection that customers would value. Since then, Amazon has expanded into many other product categories and grown tremendously, becoming the world's largest online retailer. It derives its strengths from its cost leadership strategy, brand recognition, and superior logistics network. However, it also faces weaknesses like losing focus as it diversifies and operates on thin margins. Opportunities for growth include expanding payment services, private labels, product selection, and global footprint, though threats include data privacy concerns, legal challenges, and local competitors.
Behavior can be defined as the acts of individuals in making decisions to spend resources on goods and services. Understanding consumer behavior and what motivates customer purchases is an important part of marketing. Businesses research questions like who buys products, how and where they buy, and why, in order to understand what influences customer decisions and better meet their needs. Consumer decisions are affected by social, cultural, personal and psychological factors.
This document discusses green marketing. Green marketing refers to producing and selling environmentally friendly products. It focuses on minimizing waste and using resources sustainably. Green products are recyclable, reusable, biodegradable, and contain natural or recycled ingredients without toxic chemicals. Companies practice green marketing for opportunities for growth, social responsibility, and competitive pressures. The green marketing mix includes ecological products, higher prices, local and national distribution with eco-friendly packaging, and promotion that stresses environmental aspects. Examples given are lead-free paints, green computers that reduce e-waste, and mobile phone campaigns that save paper. The conclusion is that green marketing spreads environmental awareness while maintaining a clean, green environment through eco-friendly products.
STP: segmentation, targeting and positioningsavi maha
The STP process involves segmentation, targeting, and positioning. Segmentation involves dividing the market into subgroups with distinct characteristics. Targeting involves selecting which market segments to focus on. Positioning involves managing consumer perception of a brand relative to competitors. The goal of STP is to guide development of an appropriate marketing mix. Common segmentation bases include geographic, demographic, psychographic, and behavioral characteristics.
This document provides an overview of core marketing concepts. It defines marketing as identifying and meeting human needs profitably. The scope of marketing involves understanding customers, competitors, markets, and the marketing environment. Key concepts discussed include needs and wants, market segmentation and targeting, products and brands, delivering value and customer satisfaction, marketing channels, and competition. The document emphasizes that marketing involves all business functions and is critical for financial success. It also notes the importance of understanding changing customer and environmental factors.
Marketing involves planning and executing the conception, pricing, promotion, and distribution of goods and services to create exchanges that satisfy objectives. It is defined as identifying and satisfying customer needs profitably by managing the exchange process. Marketing promotes product awareness, boosts sales, and builds company reputation through both online and offline channels as well as word-of-mouth.
The document discusses marketing definitions from various organizations and the importance and concepts of marketing. It provides 3 definitions of marketing: 1) activities involved in creating time, place and possession utilities (American Marketing Association); 2) planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges (American Marketing Association); 3) identifying, anticipating and satisfying customer requirements profitably (Chartered Institute of Marketing). It also discusses the marketing concept and different marketing management tasks including conversional, stimulational, developmental, remarketing, synchro, maintenance, demarketing, and counter marketing.
The document traces the evolution of marketing concepts from production orientation to holistic marketing. It discusses the key concepts of production, product, selling, marketing and holistic marketing. The holistic marketing concept acknowledges that all aspects of marketing are important, including relationship marketing, social responsibility marketing, internal marketing, and integrated marketing. It emphasizes building long-term relationships with customers and other stakeholders through an integrated marketing approach.
This document discusses product mix and product lines. It defines a product mix as the set of all products offered for sale and explains how analyzing product mix dimensions can help businesses expand. It also discusses how product line analysis can help companies develop platforms to meet customer needs while lowering production costs. Key aspects of product line analysis are product length lines, which are influenced by company objectives, and product mix pricing, which involves finding a price mix that maximizes total profits.
The document discusses the concept of hire purchase, which is a mode of financing where goods are leased on hire with the option for the lessee to purchase them by paying installments. Key points include: hire purchase involves periodic installment payments, immediate possession of goods by the buyer but ownership remaining with the seller until final payment; features like being based on a written agreement and ownership transferring after final payment; and rights and obligations of both the hirer and hire vendor. Differences between leasing and hire purchase are also outlined.
- edX is an online learning platform founded by Harvard University in 2012 that offers MOOCs from top universities worldwide for free. It generates revenue from course fees and uses marketing strategies like newspaper ads, educational websites and journals.
- OLX is a free online classifieds site where users can buy and sell items. It makes money from promoted listings and online ads. It has a large market opportunity and competes with sites like Quickr and Click.in.
- Ola is a mobile app for transportation services in India. It generates commissions from rides and ads. It offers a safe, cashless service for travelers and competes with Uber and other cab services.
The document discusses sales force management. It covers several topics in 3 sentences or less each: introduction to sales and its reputation; types of sales organizations and sizes; objectives of a sales force like prospecting and selling; strategies for reps to work with customers; common structures like territorial and product based; determining size based on workload and call frequency; recruitment, selection, training, supervision, motivation, evaluation, and compensation of sales forces.
The document discusses the economic environment and its impact on business. It defines the economic environment as factors such as economic conditions, economic system, policies, and international economic factors that influence business operations. It describes the primary, secondary, tertiary and quaternary stages of economic activity and how environmental factors like economic, social, political, technological, and demographic conditions affect businesses.
This presentation discusses methods for determining an advertising budget. It defines the difference between an advertising appropriation, which is the total amount approved by management for advertising, and an advertising budget, which divides the appropriation into amounts for specific activities. It then describes four common budgeting methods: the percentage of sales method, objective and task method, competitive parity method, and affordability method. For each, it provides details on the approach and merits and demerits. Ultimately, it concludes that no single method is best and finding the optimum expenditure level is difficult in practice.
Economic analysis for business decisionsRevaMittal
The document provides an overview of economic foundations and principles from the perspective of a firm. It discusses that economics involves decision making and scarce resources. A firm's objectives may include maximizing profits, sales, growth or manager utility rather than solely profit maximization. Additionally, the separation of ownership and control in large firms can lead to a divergence of interests between managers and shareholders. Firms may pursue satisficing behavior rather than strictly optimizing profits.
Product differentiation is a business strategy where firms create differences between their products and competitors' products. These differences can provide competitive advantages if customers prefer the unique attributes. Products can be differentiated based on their form, features, customization, performance quality, conformance quality, durability, reliability, and style. For many Indian customers, important factors are durability, features, performance, style, and an affordable price.
1. The document discusses concepts of marginal utility analysis including the basic assumptions, laws, and applications.
2. The law of diminishing marginal utility states that the marginal utility of a good decreases with each additional unit consumed.
3. The law of equi-marginal utility holds that rational consumers will allocate their budget in a way that equalizes the marginal utility per dollar across different goods.
4. Marginal utility analysis can help explain consumer demand and behavior, price determination, and other economic concepts.
The document discusses promotion mix and advertising. It defines promotion as communicating with consumers about a product's price, availability, and other attributes to influence purchase decisions. The promotion mix includes advertising, sales promotions, public relations, personal selling, and direct marketing. Advertising involves paid, non-personal communication to spread information about a product to potential customers. The objectives of advertising are to create demand, prepare for new products, face competition, and create or enhance goodwill. Types of advertising discussed include print, broadcast, outdoor, covert, and public service advertising. The advertising budget is the amount allocated for advertising activities.
The document discusses two cases of consumer rights violations. In the first case, a consumer used cosmetics and found the products' claims to be untrue, violating their rights to safety and information. The manufacturer refused to address these issues. In the second case, a consumer purchased defective goods but the manufacturer denied responsibility. The document emphasizes that consumers have the rights to be heard and seek redressal when issues arise. It provides solutions like removing hazardous goods, replacing them, and returning the purchase price.
- Provide technical information
Assist in evaluation
Provide post purchase feedback
Decider: - Approve the purchase
Final decision maker
Gatekeeper: - Control information flow
Screening suppliers
Influencer: - Provide technical advice
Recommend suppliers
User: - Provide product specifications
Evaluate product performance
Top Management: - Approve major purchase
Provide budget & policy guidelines
4. Segmenting the Business Market
- Importance of Market Segmentation
- Bases for Segmenting Business Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- Benefit Segmentation
Relationship marketing is defined as the ongoing process of identifying, establishing, maintaining, and enhancing successful relationships with customers and stakeholders to meet the objectives of all parties through mutual fulfillment of promises. The key differences between relationship marketing and transactional marketing are that relationship marketing focuses on customer retention with a long-term horizon and high customer focus using communication as a way to build relationships, while transactional marketing focuses on single sales with little customer focus and low customer contact.
What is Demand?
Diff. bet Demand and quantity demand
Types of demand - Individual and Market
What is the Law of Demand?
Assumptions of Law of Demand
Why demand curve sloping downward?
Reasons for inverse relationship
Determinents of Demand
What is Band Wagon & Snob effect
This document defines and explains different types of elasticity of demand including price elasticity, income elasticity, cross elasticity, and advertising elasticity. It discusses how elasticity is measured and factors that influence different types of elasticity. Key types are defined such as perfectly inelastic/elastic demand curves. Methods to measure elasticity including percentage and total revenue methods are also summarized. The importance of understanding elasticity for business decisions and policymaking is highlighted.
The document discusses the product life cycle, which consists of four stages: introduction, growth, maturity, and decline. Each stage is characterized by different sales volumes, costs, profits, and marketing objectives. The introduction stage involves building product awareness at high costs and negative profits. Growth sees rapidly rising sales through expanded distribution and lower prices. Maturity reaches peak sales with efforts to maximize profits and defend market share. Finally, decline has falling sales and profits as the product is phased out.
This document outlines the steps for demand forecasting and criteria for a good forecasting method. It discusses determining the purpose of the forecast, subdividing the demand program, identifying factors affecting sales, selecting forecasting methods, studying competitors, preparing preliminary sales estimates, analyzing promotion plans, evaluating forecasts, preparing the final forecast, and ensuring the method is accurate, plausible, economical, quick, durable, and flexible.
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
The document discusses the roles of business economists and how they assist with decision making. It defines economics and distinguishes it from managerial economics. Business economists help organizations make optimal decisions by analyzing external and internal factors, forecasting demand, and applying economic principles. They identify problems, potential solutions, and recommend the best alternative using quantitative techniques to maximize profits and achieve objectives.
The document provides information on advertising and advertising agencies. It defines advertising as a non-personal communication paid for by sponsors to promote products, services, or ideas through various media. An advertising agency is defined as an independent business that develops, prepares, and places ads for clients seeking customers. The key functions of an advertising agency are planning advertising campaigns, preparing ads through creative work, executing campaigns by selecting media and placing ads, and providing other services like market research and media selection.
1. The document discusses the origin and definition of advertising, noting that advertising originated thousands of years ago with traders shouting out what they had for sale in marketplaces.
2. It then discusses the impact and role of advertising, providing benefits to manufacturers, retailers, customers, salespeople and society such as introducing new products, creating demand, expanding markets, assisting sales, and building brand image.
3. The document also discusses the role of advertising agencies, noting that large companies prefer to use advertising agencies for their expert services, economical services, wide range of services including marketing research, and creativity in advertising campaigns.
The document traces the evolution of marketing concepts from production orientation to holistic marketing. It discusses the key concepts of production, product, selling, marketing and holistic marketing. The holistic marketing concept acknowledges that all aspects of marketing are important, including relationship marketing, social responsibility marketing, internal marketing, and integrated marketing. It emphasizes building long-term relationships with customers and other stakeholders through an integrated marketing approach.
This document discusses product mix and product lines. It defines a product mix as the set of all products offered for sale and explains how analyzing product mix dimensions can help businesses expand. It also discusses how product line analysis can help companies develop platforms to meet customer needs while lowering production costs. Key aspects of product line analysis are product length lines, which are influenced by company objectives, and product mix pricing, which involves finding a price mix that maximizes total profits.
The document discusses the concept of hire purchase, which is a mode of financing where goods are leased on hire with the option for the lessee to purchase them by paying installments. Key points include: hire purchase involves periodic installment payments, immediate possession of goods by the buyer but ownership remaining with the seller until final payment; features like being based on a written agreement and ownership transferring after final payment; and rights and obligations of both the hirer and hire vendor. Differences between leasing and hire purchase are also outlined.
- edX is an online learning platform founded by Harvard University in 2012 that offers MOOCs from top universities worldwide for free. It generates revenue from course fees and uses marketing strategies like newspaper ads, educational websites and journals.
- OLX is a free online classifieds site where users can buy and sell items. It makes money from promoted listings and online ads. It has a large market opportunity and competes with sites like Quickr and Click.in.
- Ola is a mobile app for transportation services in India. It generates commissions from rides and ads. It offers a safe, cashless service for travelers and competes with Uber and other cab services.
The document discusses sales force management. It covers several topics in 3 sentences or less each: introduction to sales and its reputation; types of sales organizations and sizes; objectives of a sales force like prospecting and selling; strategies for reps to work with customers; common structures like territorial and product based; determining size based on workload and call frequency; recruitment, selection, training, supervision, motivation, evaluation, and compensation of sales forces.
The document discusses the economic environment and its impact on business. It defines the economic environment as factors such as economic conditions, economic system, policies, and international economic factors that influence business operations. It describes the primary, secondary, tertiary and quaternary stages of economic activity and how environmental factors like economic, social, political, technological, and demographic conditions affect businesses.
This presentation discusses methods for determining an advertising budget. It defines the difference between an advertising appropriation, which is the total amount approved by management for advertising, and an advertising budget, which divides the appropriation into amounts for specific activities. It then describes four common budgeting methods: the percentage of sales method, objective and task method, competitive parity method, and affordability method. For each, it provides details on the approach and merits and demerits. Ultimately, it concludes that no single method is best and finding the optimum expenditure level is difficult in practice.
Economic analysis for business decisionsRevaMittal
The document provides an overview of economic foundations and principles from the perspective of a firm. It discusses that economics involves decision making and scarce resources. A firm's objectives may include maximizing profits, sales, growth or manager utility rather than solely profit maximization. Additionally, the separation of ownership and control in large firms can lead to a divergence of interests between managers and shareholders. Firms may pursue satisficing behavior rather than strictly optimizing profits.
Product differentiation is a business strategy where firms create differences between their products and competitors' products. These differences can provide competitive advantages if customers prefer the unique attributes. Products can be differentiated based on their form, features, customization, performance quality, conformance quality, durability, reliability, and style. For many Indian customers, important factors are durability, features, performance, style, and an affordable price.
1. The document discusses concepts of marginal utility analysis including the basic assumptions, laws, and applications.
2. The law of diminishing marginal utility states that the marginal utility of a good decreases with each additional unit consumed.
3. The law of equi-marginal utility holds that rational consumers will allocate their budget in a way that equalizes the marginal utility per dollar across different goods.
4. Marginal utility analysis can help explain consumer demand and behavior, price determination, and other economic concepts.
The document discusses promotion mix and advertising. It defines promotion as communicating with consumers about a product's price, availability, and other attributes to influence purchase decisions. The promotion mix includes advertising, sales promotions, public relations, personal selling, and direct marketing. Advertising involves paid, non-personal communication to spread information about a product to potential customers. The objectives of advertising are to create demand, prepare for new products, face competition, and create or enhance goodwill. Types of advertising discussed include print, broadcast, outdoor, covert, and public service advertising. The advertising budget is the amount allocated for advertising activities.
The document discusses two cases of consumer rights violations. In the first case, a consumer used cosmetics and found the products' claims to be untrue, violating their rights to safety and information. The manufacturer refused to address these issues. In the second case, a consumer purchased defective goods but the manufacturer denied responsibility. The document emphasizes that consumers have the rights to be heard and seek redressal when issues arise. It provides solutions like removing hazardous goods, replacing them, and returning the purchase price.
- Provide technical information
Assist in evaluation
Provide post purchase feedback
Decider: - Approve the purchase
Final decision maker
Gatekeeper: - Control information flow
Screening suppliers
Influencer: - Provide technical advice
Recommend suppliers
User: - Provide product specifications
Evaluate product performance
Top Management: - Approve major purchase
Provide budget & policy guidelines
4. Segmenting the Business Market
- Importance of Market Segmentation
- Bases for Segmenting Business Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- Benefit Segmentation
Relationship marketing is defined as the ongoing process of identifying, establishing, maintaining, and enhancing successful relationships with customers and stakeholders to meet the objectives of all parties through mutual fulfillment of promises. The key differences between relationship marketing and transactional marketing are that relationship marketing focuses on customer retention with a long-term horizon and high customer focus using communication as a way to build relationships, while transactional marketing focuses on single sales with little customer focus and low customer contact.
What is Demand?
Diff. bet Demand and quantity demand
Types of demand - Individual and Market
What is the Law of Demand?
Assumptions of Law of Demand
Why demand curve sloping downward?
Reasons for inverse relationship
Determinents of Demand
What is Band Wagon & Snob effect
This document defines and explains different types of elasticity of demand including price elasticity, income elasticity, cross elasticity, and advertising elasticity. It discusses how elasticity is measured and factors that influence different types of elasticity. Key types are defined such as perfectly inelastic/elastic demand curves. Methods to measure elasticity including percentage and total revenue methods are also summarized. The importance of understanding elasticity for business decisions and policymaking is highlighted.
The document discusses the product life cycle, which consists of four stages: introduction, growth, maturity, and decline. Each stage is characterized by different sales volumes, costs, profits, and marketing objectives. The introduction stage involves building product awareness at high costs and negative profits. Growth sees rapidly rising sales through expanded distribution and lower prices. Maturity reaches peak sales with efforts to maximize profits and defend market share. Finally, decline has falling sales and profits as the product is phased out.
This document outlines the steps for demand forecasting and criteria for a good forecasting method. It discusses determining the purpose of the forecast, subdividing the demand program, identifying factors affecting sales, selecting forecasting methods, studying competitors, preparing preliminary sales estimates, analyzing promotion plans, evaluating forecasts, preparing the final forecast, and ensuring the method is accurate, plausible, economical, quick, durable, and flexible.
The document provides an overview of the nature and scope of marketing. It defines marketing according to various authorities and outlines its core concepts. Marketing is defined as the process of creating, communicating, and delivering value to customers and managing customer relationships. The key elements of the marketing environment, including the internal, micro, and macro environments are described. The document also discusses customer satisfaction, value, and Michael Porter's value chain model.
The document discusses the roles of business economists and how they assist with decision making. It defines economics and distinguishes it from managerial economics. Business economists help organizations make optimal decisions by analyzing external and internal factors, forecasting demand, and applying economic principles. They identify problems, potential solutions, and recommend the best alternative using quantitative techniques to maximize profits and achieve objectives.
The document provides information on advertising and advertising agencies. It defines advertising as a non-personal communication paid for by sponsors to promote products, services, or ideas through various media. An advertising agency is defined as an independent business that develops, prepares, and places ads for clients seeking customers. The key functions of an advertising agency are planning advertising campaigns, preparing ads through creative work, executing campaigns by selecting media and placing ads, and providing other services like market research and media selection.
1. The document discusses the origin and definition of advertising, noting that advertising originated thousands of years ago with traders shouting out what they had for sale in marketplaces.
2. It then discusses the impact and role of advertising, providing benefits to manufacturers, retailers, customers, salespeople and society such as introducing new products, creating demand, expanding markets, assisting sales, and building brand image.
3. The document also discusses the role of advertising agencies, noting that large companies prefer to use advertising agencies for their expert services, economical services, wide range of services including marketing research, and creativity in advertising campaigns.
This document provides an overview of promotion mix strategies. It defines promotion as communicating with customers to inform them about a product and persuade them to purchase it. The document then discusses various promotion techniques including advertising, sales promotion, personal selling, publicity, direct marketing, and public relations. It provides details on each technique, such as the objectives and examples. The factors that influence a company's promotion mix are also reviewed.
This document discusses the differences between public relations (PR), marketing, and advertising. PR involves maintaining a company's positive reputation in the media, marketing involves promoting awareness of products and services to attract and retain customers, and advertising specifically aims to persuade audiences to purchase products. While their goals overlap in increasing sales and awareness, they differ in their timeframes, targeting, and costs. PR focuses on media coverage, marketing on long-term sales, and advertising on short-term purchases.
diffrence between selling & advertisingVinayak Gupta
Advertising is a paid, non-personal form of promotion using mass media to communicate a message to a large audience, while selling involves direct, two-way communication between a seller and buyer where a transaction takes place. Key differences are that advertising allows reaching many people quickly at low cost but with limited information, while selling allows more tailored, flexible interactions but has higher per-contact costs and reaches fewer people. Both play important but different roles in product promotion and distribution.
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
This document discusses key principles of effective advertising as outlined by Sir William Crawford. Crawford emphasized three main concepts for good advertising: concentration, domination, and repetition. Concentration refers to focusing advertising resources on a single strong selling point or targeted audience segment. Domination means using large or distinctive advertising placements to stand out among competitors. Repetition requires continuous advertising spending over time to effectively reach audiences. Research, testing, and measuring effectiveness are also discussed as important for guiding advertising strategy and ensuring messages motivate consumers as intended.
This document provides a mini project report on Integration Project 1 and Integration Project 2 submitted for a postgraduate diploma program. It includes an acknowledgment section thanking various individuals for their guidance and support. It then discusses the meaning and importance of promotion as well as the key elements that make up the promotions mix, including personal selling, sales promotion, public relations, direct marketing, trade fairs and exhibitions, advertising, and sponsorship. Several common promotional tools are also described.
This document discusses various topics related to agricultural marketing and marketing communication, including:
1. The nature of marketing communication, which aims to influence target markets so consumers feel enthusiastic about a company's offerings.
2. The major types of marketing communications like advertising, digital marketing, direct marketing, personal selling, public relations, and sales promotion.
3. Interactive marketing, which uses two-way communication channels to allow direct consumer engagement.
Companies must allocate their marketing communications budget across six major modes: advertising, sales promotion, public relations, events, sales force, and direct marketing. The allocation depends on factors like the product, buyer readiness stage, product life stage, and measuring communication results. Consumer markets tend to spend more on sales promotion and advertising, while business markets spend more on personal selling. Different communication tools are most effective at different stages of buyer readiness and the product life cycle. Senior managers want to know the outcomes and revenues from communication investments, so communication directors must measure the impact on audiences.
37 37 creativity_in_advertising_project_reportArun Rai
1) The document discusses the planning and execution of advertising campaigns. It outlines factors to consider like the organization, budget, product, consumers, competitors, and media.
2) When planning a campaign, advertisers must review the company's marketing position, define the target market, and determine campaign objectives. The planning process involves joint meetings between the company and ad agency.
3) Executing a campaign requires a series of coordinated ads published over time with the same theme. Continuity in messaging helps remind consumers and address issues like forgetfulness or confusion. Well-planned campaigns are more effective than sporadic ads.
This document discusses advertising and marketing. It defines advertising as the non-personal presentation of ideas, products or services to induce action by an audience. The purpose of advertising is to promote ideas and products to increase sales. Advertising has several functions like promoting sales, introducing new products, creating a good public image, facilitating mass production, stimulating research, and educating people. It concludes that marketing analyzes customer needs to satisfy them and enhance relationships, while advertising influences market changes by summarizing a product and its promotion.
1. Advertising is defined in multiple ways but generally refers to non-personal communication paid for by an identified sponsor to inform or persuade about a product, service, or idea.
2. Key characteristics include presenting sponsor information to potential buyers, disseminating product information, and seeking to persuade through mass communication.
3. Advertising can be classified in several ways such as by function, region targeted, type of market, or media used, with the goal of most advertising being to ultimately increase sales or brand awareness.
Sales promotions have become a vital marketing tool and their importance has increased significantly over the years. There are two main categories of sales promotions - trade promotions that provide incentives to retailers and distributors, and consumer promotions that directly target consumers. As competition has risen and consumers become more discerning, marketing budgets have shifted from traditional advertising to sales promotions as they can immediately boost sales. While sales promotions are effective in the short-term, overuse can damage brands if consumers only purchase during promotions and not otherwise. Sales promotions work best as tactical, temporary measures within an overall marketing strategy.
This document discusses the relationship between marketing and advertising. It defines marketing as activities related to creating and delivering products or services of value to customers, while defining advertising as paid promotional messages to build brand relationships. The key points made are:
1) Marketing develops marketing plans to guide advertising campaigns, which are outlined in creative briefs. This ensures advertising messages align with business goals.
2) Successful advertising and marketing require collaboration between teams to understand business objectives and develop creative ideas that resonate with target audiences.
3) Research is important for both marketing and advertising to understand customers, competitors, and how to position brands effectively.
4) While their goals are aligned, marketing and advertising have distinct roles - marketing
A STUDY ON IMPACT OF ADVERTISING IN B2B MARKETINGArnab Sahoo
The document provides an overview of advertising effectiveness and types of advertising. It discusses that advertising effectiveness aims to avoid costly mistakes and increase efficiency. It defines advertising as a paid form of mass communication used to promote products, services, or ideas. It then describes the basic features of advertising such as being a paid, non-personal message with an identified sponsor aimed at informing and persuading consumers. The document also outlines various functions of advertising including identifying brands, providing information, generating demand, building customer base, and influencing pricing. Finally, it discusses different types of advertising such as online, mobile, print, and guerrilla advertising.
Advertising is a form of communication used to persuade audiences to take action regarding products, services, or ideas. The goal is typically to increase sales or brand awareness. Advertising messages are paid for by sponsors and presented through various media channels. It aims to influence consumer purchasing behaviors and thoughts. Advertising provides information to consumers and promotes brands in an effort to associate certain qualities with products in consumers' minds. Its primary purpose is to sell products, services, or ideas.
The document defines advertising and provides characteristics and classifications of advertising. It states that advertising is a paid, non-personal communication through mass media by an identified sponsor to inform or influence buyers. Advertising can be classified by function, region targeted, company demand, desired response, and media used. The purpose of advertising is to disseminate information, establish attitudes, and persuade action to generate profit.
This document provides an overview of advertising. It defines advertising as non-personal communication of persuasive information about products, services, or ideas by an identified sponsor through various media. It describes three types of advertising: informative, persuasive, and reminder advertising. It then lists the five basic components of advertising and six key elements of marketing communications. Finally, it discusses the major institutions involved in advertising and the fundamentals of grabbing attention and showing people an advantage through advertising.
Similar to Difference between Advertising & Selling (20)
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
What Software is Used in Marketing in 2024.Ishaaq6
This paper explores the diverse landscape of marketing software, examining its pivotal role in modern marketing strategies. It provides a comprehensive overview of various types of marketing software tools and platforms essential for enhancing efficiency, optimizing campaigns, and achieving business objectives. Key categories discussed include email marketing software, social media management tools, content management systems (CMS), customer relationship management (CRM) software, search engine optimization (SEO) tools, and marketing automation platforms.
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In conclusion, this paper provides valuable insights into the evolving landscape of marketing technology, emphasizing the transformative potential of software solutions in driving innovation, efficiency, and competitive advantage in today's dynamic marketplace.
This description outlines the scope, structure, and focus of the paper, giving readers a clear understanding of what to expect and why the topic of marketing software is important and relevant in contemporary marketing practices.
The Future of ''Digital marketing'' .pptxbhavanasizcom
Digital marketing leverages digital channels such as SEO, content marketing, social media, PPC, and email to promote products or services. It includes affiliate and influencer marketing, mobile strategies, and online PR. Marketing automation helps streamline efforts, while analytics guide data-driven decisions. The objective is to engage target audiences, drive conversions, and build brand loyalty by reaching customers in the digital spaces they frequent.The future of digital marketing will be driven by advancements in artificial intelligence (AI) for personalized content and customer service, and the rise of voice search optimization due to smart speakers. Video content, especially short-form videos, will continue to dominate, while augmented reality (AR) and virtual reality (VR) will enhance customer experiences. Emphasis on data privacy and compliance will grow, alongside the need for seamless omnichannel marketing. Blockchain technology will offer secure digital advertising, and sustainability will become a key focus. With the advent of 5G technology, faster mobile internet will enable new innovations, and advanced personalization will deliver highly relevant content to users.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
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Mindfulness Techniques Cultivating Calm in a Chaotic World.pptxelizabethella096
In today’s fast-paced world, stress and anxiety have become common companions for many. With constant connectivity and an unending stream of information, finding moments of peace can seem like an insurmountable challenge. However, mindfulness techniques offer a beacon of calm amidst the chaos, helping individuals to center themselves and find balance. These practices, rooted in ancient traditions and supported by modern science, are accessible to everyone and can profoundly impact mental and emotional well-being.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
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Embark on style journeys Indian clothing store denver guide.pptxOmnama Fashions
Finding the perfect "Indian Clothing Store Denver" is essential for those seeking vibrant, authentic, and culturally rich attire in the heart of Colorado. Denver, a city known for its diverse culture and eclectic fashion scene, offers a variety of options for those in search of traditional and contemporary Indian clothing. Whether you're preparing for a wedding, festival, or cultural event, or simply wish to incorporate the elegance and beauty of Indian fashion into your wardrobe, discovering the right store can make all the difference.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
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This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
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Basic Management Concepts., “Management is the art of getting things done thr...DilanThennakoon
The managers achieve organizational objectives by getting work from
others and not performing in the tasks themselves.
Management is an art and science of getting work done through people.
It is the process of giving direction and controlling the various activities
of the people to achieve the objectives of an organization Management is a universal process in all organized, social and economic activities. Wherever
there is human activity there is management.
Management is a vital aspect of the economic life of man, which is an organized group activity. A
central directing and controlling agency is indispensable for a business concern. The productive
resources –material, labour, capital etc. are entrusted to the organizing skill, administrative ability
and enterprising initiative of the management. Thus, management provides leadership to a
business enterprise. Without able managers and effective managerial leadership the resources of
production remain merely resources and never become production. Management occupies such an
important place in the modern world that the welfare of the people and the destiny of the country
are very much influenced by it.
1.2 MEANING OF MANAGEMENT
Management is a technique of extracting work from others in an integrated and co-ordinated
manner for realizing the specific objectives through productive use of material resources.
Mobilising the physical, human and financial resources and planning their utilization for business
operations in such a manner as to reach the defined goals can be benefited to as management.
1.3 DEFINITION OF MANAGEMENT
Management may be defined in many different ways. Many eminent authors on the subject have
defined the term "management". Some of these definitions are reproduced below:
In the words of George R Terry - "Management is a distinct process consisting of planning,
organising, actuating and controlling performed to determine and accomplish the objectives by the
use of people and resources".
According to James L Lundy - "Management is principally the task of planning, co¬ordinating,
motivating and controlling the efforts of others towards a specific objective",
In the words of Henry Fayol - "To manage is to forecast and to plan, to organise, to command, to
co-ordinate and to control".
According to Peter F Drucker - "Management is a multipurpose organ that manages a business and
manages managers and manages worker and work".
In the words of J.N. Schulze - "Management is the force which leads, guides and directs an
organisation in the accomplishment of a pre-determined object".
In the words of Koontz and O'Donnel - "Management is defined as the creation and maintenance
of an internal environment in an enterprise where individuals working together in groups can
perform efficiently and effectively towards the attainment of group goals".
According to Ordway Tead - "Management is the process and agency which directs and guides the
operations of an organisation in realising of established aim
Basic Management Concepts., “Management is the art of getting things done thr...
Difference between Advertising & Selling
1. BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST
GRADUATE COLLEGE, LUCKNOW
2. BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
3. Relationship between Salesmanship and Advertising
• Both the salesmanship of the sales force and advertising or publicity constitutes the
effort for creating demand for the firm’s products or services.
• The efforts must be coordinated to get the best selling results.
• The main function of advertising is, however, at the pre-transactional stage i.e.,
before the transaction takes place. It facilitates the transaction by creating an
awareness of the product or service and communicating some of the benefits.
BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
4. The purchase generally results when this selling effort of advertising is
augmented by personal selling. The salesman’s job, on the other hand, is to
complete the transaction and also to perform a post-transactional function of
ensuring that the consumer gets the maximum benefit out of his purchase.
This he does by a follow-through, as in the case of an office appliance salesman
who goes to the office and instructs the person who is to operate the machine on
the correct way to operate it for best results.
Advertising also, to a certain extent, performs at times this post-transactional
function by helping customers rationalize their purchase decisions.
Advertising tries to induce a purchase and even reminds the customer from time
to time to make the purchase. It builds up an image for the company and its
product. The selling effort is thereafter crystallized by the salesman through his
personal selling effort. If advertising is effective, it reduces resistance for the
salesman’s effort and makes him effectuate the sale in less time.
BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
5. In this way, advertising helps the salesman. The salesman in his
turn can help the company make its advertising more effective by
giving the necessary feedback to the company officials of the
reactions of the consumers and readers to the company’s
advertising.
He can learn the reactions to the advertisement of his customers
and prospects and help gauge the effectiveness of such
advertising.
Thus advertising and personal selling are interdependent and
help one another. They have to be coordinated for maximum
productivity of the marketing effort ultimately resulting in a sale.
BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
6. • Advertising can be defined as the act of
drawing the attention of the target
audience, towards a product or
service. It is an impersonal, paid
message, delivered to the general
public with the sole aim of creating
demand for the product and thus
increasing sales. It has a great role to
play in marketing, to make people
aware of the product.
• The sponsors of the advertisement,
have full control over it. The
advertising message is aired through
various channels like radio, television,
magazines, newspapers, posters,
billboards, websites, blogs, apps, text
messages, social networks, e-mail, etc.
• Personal Selling, as the name signifies,
is a promotional tool, where companies
use sales force, to increase sales of
product and services.
• Under personal selling, there is a face
to face meeting between the clients or
customers and the sales
representative, wherein the
representatives visit customers
personally, so as to transact a sale, by
offering and inducing them to make a
purchase. Personal Selling involves
developing a strong relationship with
customers, discovering their needs and
providing them such products, which
satisfy their needs.
BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
7. ADVERTISING SALESMANSHIP
Advertising is an impersonal
attempt to persuade people to buy
goods or services.
Salesmanship is a personal attempt to
persuade people to buy goods or
services.
Advertising is concerned with the
establishment of contact with the
people through message.
Salesmanship is concerned with the
establishment of contact with the
people through persons, i.e.,
salesmen/saleswomen.
Advertising is addressed to the
masses.
Salesmanship-talks appeal to specific
individuals.
Through advertising, a large
number of people can be
contacted.
The number of people contacted
through salesmanship is limited.
Advertising saves much time. Salesmanship is a time consuming
process
Advertising, however, appealing it
may be, cannot be very effective.
Salesmanship is quite effective in
convincing and securing action.BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
8. ADVERTISING SALESMANSHIP
The success of advertising depends largely
upon the advertising message and the media
chosen for advertisement.
The success of salesmanship depends
upon the qualities of the salesmen.
Advertisement cannot clarify the doubts or
answer objections of the consumers.
Salesmanship can clarify the doubts and
answer the objections of the customers
effectively.
Advertising is preparatory to salesmanship.
In other words, advertising precedes
salesmanship.
Salesmanship follows advertising. It has
been rightly said that salesmanship
begins where advertising ends.
Advertising is not flexible. It will have the
same appeal, whatever may be the attitude
and reaction of the customers.
Salesmanship is flexible, in the sense
that a salesman can adjust his sales talk
according to the attitude of the
customers.
Advertising is extensive, in that it appeals to
the masses without concentrating on
individual customers.
Salesmanship is intensive. It
concentrates on individual customers.BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
9. ADVERTISING SALESMANSHIP
Though the ultimate objective of both
advertising and salesmanship is the same,
their immediate objective differs.
Advertising is primarily concerned with creating
an interest in the customers to buy a product.
Salesmanship is concerned with the actual
effecting of sales.
Advertising is a one-way means of
communication.
Salesmanship is a two-way means of
communication.
In the case of advertising, the response from
the prospects (i.e., prospective customers)
cannot be known immediately.
In the case of salesmanship, the response from
the prospects can be known immediately.
In the case of advertising, demonstration of
the product is not possible.
In the case of salesmanship, demonstration of
the product by salesmen is possible.
Advertising is concerned with all persons in
general, regardless of their interest in the
product advertised.
Salesmanship is generally concerned with only
those persons who are supposed to be interested
in the product.
Advertising promotes the art of
craftsmanship, i.e., printing, writing,
photography, editing, music, acting, etc.
Salesmanship promotes the art of speaking.
Advertising is relatively cheap. Salesmanship is costly.
BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
10. KEY DIFFERENCES BETWEEN ADVERTISING AND PERSONAL
SELLING
The fundamental difference between advertising and personal selling, are as follows:
• Advertising alludes to paid form of communication, which commercializes product or service,
offered by an identified sponsor, to increase sales. On the other hand, a form of promotion,
wherein the sales personnel sells the product to customers, by directly visiting them, is known
as personal selling.
• While advertising is a one-way communication, wherein the message is transmitted to the
customers, personal selling is a two-way communication, wherein the message is transmitted
to customers, as well as feedback is provided simultaneously.
• Advertising is a non-personal form of communication the message reaches the target audience
after it is being aired. On the contrary, personal selling, as the name suggest involves
salesman visit to customer’s place individually, which is a personal form of communication.
BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
11. • Advertising uses pull strategy, which draws public attention and persuades
them to buy the product. As against, personal selling uses push strategy,
which induces them to buy the product.
• In advertising, the flexibility is missing, as the message is standardized and
cannot be changed according to customers. In contrast, personal selling uses
customized messages.
• Advertising uses mass media, like radio, television, hoardings, the internet,
blogs, apps, newspaper, etc. On the flip side, in personal selling, salesman
delivers the message, personally to the target audience.
• Advertising conveys a message to end number of individual in less time. As
against this, personal selling conveys the message to a few customers only in
relatively high time.
• There is a lack of feedback in advertising, whereas, in personal selling,
feedback is always present.
BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW
12. BY- RADHIKA SHARMA, ASSISTANT PROFESSOR, NATIONAL POST GRADUATE COLLEGE, LUCKNOW