Marketing involves identifying and satisfying consumer needs through the exchange of goods and services. It utilizes the four P's of product, price, place, and promotion. Developing an effective marketing strategy requires identifying the target market and relevant marketing mix. The marketing plan process consists of planning, implementation, and control phases to define objectives, analyze situations, identify opportunities, and evaluate performance. Digital and social media marketing allow businesses to excite, educate, and engage consumers online. Conscious marketing pursues social responsibility through ethical decisions that consider stakeholders and create responsible corporate culture. Analyzing environmental factors like culture and technology helps understand consumer decision making and needs.

1. The Importance of
Marketing

2. What is
Marketing?
 Marketing is the business process of identifying,
anticipating and satisfying the consumer’s needs
and wants. It is the exchange of things of value
between the buyer and the seller so that each
is better off as a result.

3. The Four P’s
 Product-Developing goods, services and needs
to satisfy consumer needs.
 Price-Anything the buyer gives up such as time,
energy or money.
 Place-Any activities to get the product to the
right consumer.
 Promotion-The communication of the value of a
product or service to the consumer.

4. Developing a
Marketing
Strategy
1. Identify the target market.
2. Identify the marketing mix using the four p’s.
3. Identify a plan to build a sustainable
competitive advantage.
-Customer Excellence
-Operational Excellence
-Product Excellence
-Locational Excellence

5. The Marketing
plan
 Planning Phase
 Step 1-Define the businesses mission and the
objectives.
 Step 2-Conduct a situation analysis
 Implementation Phase
 Step 3-Identify and evaluate opportunities
 Segmentation
 Targeting
 Positioning
 Step 4-Implement Marketing Mix
 Product
 Price
 Place
 Promotion
 Control Phase
 Step 5-Evaluating performance using marketing
matrix

6. Digital Marketing
Digital marketing is the component of marketing
that utilizes internet and online based digital
technologies to promote products and services.
 Four E’s
1. Excite consumers.
2. Educate them about the offering.
3. Experience products directly or indirectly.
4. Engagement.

7. The 7C Online Marketing
Framework
• Core Goals-Goals
• Context Elements-Design and Navigation
• Content-Information on the site
• Community-Interactions with sites/blogs;
posting comments, reviews, responses,
images, videos and suggestions for products
or services.
• Communication-Live chat, Instant messaging,
e-mailing
• Commerce-Ways to purchase products
• Connection-Consumer engagement

8. Conscious Marketing
Social Responsibility
1. Recognition of marketing’s greater purpose. Being environmentally responsible and
socially responsible.
2. Consideration of stakeholders. How marketing actions will effect potential stakeholders.
3. Conscious leadership and creating corporate culture. Being conscious at all levels of business
and creating a responsible corporate culture.
4. Ethically based decisions. Making moral and ethical decisions in business and marketing.

9. Analyzing the
Marketing
Environment
 Macroenvironmental Factors
 Culture
 Demographics
 Social
 Technology
 Economic
 Political/Legal

10. The Consumer Decision Process
1. Need
Recognition
2.
Information
Search
3.
Alternative
Evaluation
4. Purchase
and
Consumption
5. Post-
Purchase

11. Maslow’s Hierarchy of Needs
Self Actualization
Esteem
Love
Safety
Physiological

12. Marketing is
required to have
a successful
business!
This Photo by Unknown Author is licensed under CC BY-NC-ND