This document provides an overview of marketing essentials from Anglo Business Publications. It defines marketing and discusses the core marketing functions. It also explains the evolution of different marketing concepts over time from a production focus to a societal marketing focus. Additionally, the document outlines the marketing mix of product, price, place and promotion. It discusses how needs, wants and demands relate to customers and markets. Finally, it introduces the topic of the marketing environment that will be covered next.
Principles of Marketing (waqas@hazara.edu.pk)Waqas Khan
A Series of Lectures By:
Waqas Ahmad Khan
M.Phil. (Quality Assurance Management)
These lectures on Marketing were delivered by Waqas Ahmad Khan in MBA, ACCA and CAT classes of different Colleges and Universities.
+92-300-9119770
MADE BY:
My Lovely Group Studied In Sindh University Jamshoro, Mirpurkhas Campus.
By this Presentation your concept will clear easily.
Comment plz if u like :)
Marketing Principles involves several types of strategies, tools and methods which help the company to organize their marketing activities in more effective and efficient way. Sample Report on Marketing Principle.
Principles of Marketing, Introduction to Marketing Strategy, Marketing Management, BUS 2230, Marketing Orientation. This is part of Introduction to marketing course. Different organizations take a different approach to marketing.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
Principles of Marketing (waqas@hazara.edu.pk)Waqas Khan
A Series of Lectures By:
Waqas Ahmad Khan
M.Phil. (Quality Assurance Management)
These lectures on Marketing were delivered by Waqas Ahmad Khan in MBA, ACCA and CAT classes of different Colleges and Universities.
+92-300-9119770
MADE BY:
My Lovely Group Studied In Sindh University Jamshoro, Mirpurkhas Campus.
By this Presentation your concept will clear easily.
Comment plz if u like :)
Marketing Principles involves several types of strategies, tools and methods which help the company to organize their marketing activities in more effective and efficient way. Sample Report on Marketing Principle.
Principles of Marketing, Introduction to Marketing Strategy, Marketing Management, BUS 2230, Marketing Orientation. This is part of Introduction to marketing course. Different organizations take a different approach to marketing.
Marketing definition and core concepts that how marketing affects the business and what are the channels of different Marketing. This presentation gives you he detailed information about 4 P's of Marketing Mix with Product development life cycle and Product Policy. It also shows strategies of Marketing with interactive examples. This will definitely help you to lead to keen interest in Marketing.
Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.
A correct understanding of marketing concept is fundamental to the study of modern marketing and marketing management. Marketing Concept has two words: Marketing and Concept. A Concept is a philosophy, an attitude, a course of thinking, an idea or notion relating to any aspect of divine and human creations. The philosophy of an organisation in the dynamic realm of marketing is referred to as a Marketing concept.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
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Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
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Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
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1. Real content is king
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Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
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3. Content
1. What is marketing?
2. What can be marketing?
3. Core marketing functions
4. Marketing mix
5. Evolution of the Marketing Concept
6. Economic benefits of marketing
7. Core marketing concepts
Anglo Business Publications
9. Evolution of the Marketing Concept
• Marketing concept evolved over a period of time from other
management concepts which were popular in the past. Other
management concepts used by businesses to satisfy needs of
customers were;
– PRODUCTION CONCEPT
– PRODUCT CONCEPT
– SELLING CONCEPT
– MARKETING CONCEPT
– SOCIETAL MARKETING CONCEPT
Anglo Business Publications
10. • The Production Concept (Industrial revolution period)
• The basic idea behind production concept was: The firms will
produce what they can produce efficiently. This will ensure
enough supply of the products at low-cost and demand will
be created by itself.
• Production concept prevailed into late 1920s because most of
the products being produced were the basic necessities and
there was a huge unfulfilled demand for them.
• The factory system of mass production created as a result of
the Industrial Revolution was responsible for the emergence
of the Production Concept
Anglo Business Publications
11. • Product Concept
• Those companies who believe in this philosophy are of the opinion that if the
quality of goods or services is of good standard, the customers can be easily
attracted.
• The basis of this thinking is that the customers get attracted towards the
products of good quality. On the basis of this philosophy or idea these
companies direct their marketing efforts to increasing the quality of their
product.
• It is a firm belief of the followers of the product concept that the customers get
attracted to the products of good quality. This is not the absolute truth because
it is not the only basis of buying goods.
• The customers do take care of the price of the products, its availability, etc.
• A good quality product and high price can upset the budget of a customer.
Therefore, it can be said that only the quality of the product is not the only way
to the success of marketing.
Anglo Business Publications
12. • Selling Concept
• Those companies who believe that there is a need to attract the
customers towards them. They think that goods are not bought but
they have to be sold.
• The basis of this thinking is that the customers can be attracted.
Keeping in view this concept these companies concentrate their
marketing efforts towards educating and attracting the customers. In
such a case their main thinking is ‘selling what you have’.
• This concept offers the idea that by repeated efforts one can sell-
anything to the customers. This may be right for some time, but you
cannot do it for a long-time. If you succeed in enticing the customer
once, he cannot be won over every time.
• On the contrary, he will work for damaging your reputation. Therefore,
it can be asserted that this philosophy offers only a short-term
advantage and is not for long-term gains.
Anglo Business Publications
13. • Marketing Concept
• Those companies who believe in this concept are of the opinion
that success can be achieved only through consumer satisfaction.
The basis of this thinking is that only those goods/service should
be made available which the consumers want or desire and not
the things which you can do.
• In other words, they do not sell what they can make but they
make what they can sell. Keeping in mind this idea, these
companies direct their marketing efforts to achieve consumer
satisfaction.
• In short, it can be said that it is a modern concept and by
adopting it profit can be earned on a long-term basis. The
drawback of this concept is that no attention is paid to social
welfare. Anglo Business Publications
14. • Societal Marketing Concept
• This concept stresses not only the customer satisfaction but also
gives importance to Consumer Welfare/Societal Welfare. This
concept is almost a step further than the marketing concept. Under
this concept, it is believed that mere satisfaction of the consumers
would not help and the welfare of the whole society has to be kept in
mind.
• For example, if a company produces a vehicle which consumes less
petrol but spreads pollution, it will result in only consumer
satisfaction and not the social welfare.
• Primarily two elements are included under social welfare-high-level
of human life and pollution free atmosphere. Therefore, the
companies believing in this concept direct all their marketing efforts
towards the achievement of consumer satisfaction and social
welfare.
• In short, it can be said that this is the latest concept of marketing.
The companies adopting this concept can achieve long-term profit.
Anglo Business Publications
17. Types of Utility
Form Utility
Form utility involves changing raw materials or putting parts together to make
them more useful. In other words, it deals with making or producing things.
Place Utility
Place utility involves having a product where customers can buy it. Businesses
study consumer shopping habits to determine the most convenient and
efficient locations to sell products.
Time Utility
Time utility is having a product available at a certain time of year or a
convenient time of day. For example, supermarkets and other food stores
offer convenient shopping hours or they are open 24-hours a day.
Anglo Business Publications
18. Possession Utility
How do you come into possession of the items you want? The exchange of a
product for money is possession utility.
Information Utility
Information utility involves communication with the consumer. Salespeople
provide information to customers by explaining the features and benefits of
products. Displays communicate information, too. Packaging and labelling
inform consumers about qualities and uses of a product.
Anglo Business Publications
20. Who are Marketers?, What is Marketing? &
What is a Market?
• MARKETERS AND PROSPECTS A marketer is someone who seeks a response—
attention, a purchase, a vote, a donation—from another party, called the prospect.
• The prospect becomes a customer when he/she decides to make a purchase and
pays money.
• The marketer who accepts the payment and gives to product/service to the
customer becomes the seller.
• MARKETING is the process adopted by marketers to gain attention, interest, the
desire to purchase and persuade prospects to become customers.
• MARKETS Traditionally, a “market” was a physical place where buyers and sellers
gathered to buy and sell goods.
1. Economists describe a market as a collection of buyers and sellers who buy & sell a
particular product or product class (such as the housing market or the grain
market).
2. In Marketing, the marketing people (marketers) use the term market to describe
various groups of customers. They talk about need markets (the need to look
beautiful market – beautycare market), product markets (the shoe market,
smartphone market), demographic markets (the youth market), and geographic
markets (the Chinese market) which is where the customers live.
Anglo Business Publications
21. Core Marketing Concepts
• Needs, Wants, and Demands
– Needs are the basic human requirements such as for air, food, water,
clothing, and shelter. Humans also have strong needs for recreation,
education, and entertainment.
– These needs become wants when they are directed to specific objects
that might satisfy the need. An American consumer needs food and
may want a pizza or a McBurgher. A person in Sri Lanka also needs food
but may want rice and curry.
– Wants are shaped by our society and culture as well as our purchasing
power (money to buy).
– An example of how needs may convert into wants according to income
in Sri Lanka, when people need a snack (food)
1. Go to McDonald’s or KFC (Expensive and need high purchasing power)
2. Go to Perera & Sons pastry shop (Not very expensive, but not very cheap
either)
3. Go to a road-side vendor (petti-kade) for a wadai and plain-tea (Cheap
and those with lowest purchasing power may go there)Anglo Business Publications
22. In marketing, five types of needs can be identified.
• EXAMPLE: BUYING A CAR FOR THE FAMILY
1. Stated needs (what the customer say) I want an inexpensive car
2. Real needs (what the customer actually wants) I want a car with a low
running cost
3. Unstated needs (customer does not say this, but expects it) - I want a
reliable car and good service from the seller.
4. Delight needs (The customer does not need it, but would be very
happy to get with the car for the same price) - E.g. A good music system
with quality speakers.
5. Secret needs - Customer keep these needs secret - The customer wants
friends to see him or her as a clever consumer who got a good deal.
• Demands are wants for specific products backed by an ability to pay
(purchasing power). Many people want a Mercedes or a BMW but only a few
are able to buy one.
• When companies measure demand for their product, they must measure not
only how many people want their product, but also how many are able to
pay for it.
Anglo Business Publications