This document discusses various definitions and concepts of marketing. It begins by providing definitions of marketing from several experts such as the American Marketing Association and Philip Kotler. It then lists characteristics of marketing such as it being a societal process, customer-oriented, and focused on customer satisfaction. The document contrasts marketing and selling approaches. It also outlines traditional marketing concepts like the exchange, production, and product concepts as well as modern concepts like the marketing, societal, and holistic concepts. Overall, the document provides a comprehensive overview of the nature, definitions, and evolution of marketing concepts.
Market, definition of Marketing, Scopes of Marketing, Nature of Marketing, Functions of Marketing, Marketing vs. selling, Roles and Functions of Marketing Manager Marketing Environment and much more.
Marketing is “a matching process based on goals and capabilities by which a producer provides a marketing mix that meets consumers needs within the limits of society”.
There are five competing concepts under which organizations can choose to conduct their marketing activities. These are the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.in this presentation you will get a detailed explanation on these concepts, or learn more in website at www.skyrocket.ezyro.com
Market, definition of Marketing, Scopes of Marketing, Nature of Marketing, Functions of Marketing, Marketing vs. selling, Roles and Functions of Marketing Manager Marketing Environment and much more.
Marketing is “a matching process based on goals and capabilities by which a producer provides a marketing mix that meets consumers needs within the limits of society”.
There are five competing concepts under which organizations can choose to conduct their marketing activities. These are the production concept, the product concept, the selling concept, the marketing concept and the societal marketing concept.in this presentation you will get a detailed explanation on these concepts, or learn more in website at www.skyrocket.ezyro.com
Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.
Intro to Marketing, Defining Marketing for the CenturyThe importance of Marketing, Scope of marketing, Core marketing Concepts,
the new realities of marketing, Company Orientation towards market place,
Marketing Mix concept, Scanning the marketing environment, Creating value
for customer both tangible and Intangible and Co-creation of value.
The core marketing philosophies are summarized here.
Though, the new millennium's philosophies miss out on this presentation...
Do further research to understand the philosophies better.
Especially, if you're really interested in becoming a top marketing guru locally, regionally, and or globally.
Price is the marketing-mix element that produces revenue; the others produce cost price is also one of the most flexible elements; it can be changed quickly, unlike product features and channel commitments.
Meaning of Market, Marketing, Scope of Marketing Management, Difference between marketing & selling, Retail marketing, retail organisation, store and non-store retailing.
Intro to Marketing, Defining Marketing for the CenturyThe importance of Marketing, Scope of marketing, Core marketing Concepts,
the new realities of marketing, Company Orientation towards market place,
Marketing Mix concept, Scanning the marketing environment, Creating value
for customer both tangible and Intangible and Co-creation of value.
The core marketing philosophies are summarized here.
Though, the new millennium's philosophies miss out on this presentation...
Do further research to understand the philosophies better.
Especially, if you're really interested in becoming a top marketing guru locally, regionally, and or globally.
Price is the marketing-mix element that produces revenue; the others produce cost price is also one of the most flexible elements; it can be changed quickly, unlike product features and channel commitments.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
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.
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.
Key Takeaways:
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 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.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
3. What is Marketing?
Marketing is as old as civilization. The basic objective
of marketing is to attract new customers by promising and
offering superior value and to retain and grow current
customers by delivering satisfaction. Marketing process
includes ways in which value can be created for the
customers to satisfy their requirements. It is an endless
series of actions and reactions between the customers and
the companies making attempt to create value for and satisfy
the needs of customers.
4. Paul Mazur, ““The creation and delivery of a standard of living to
society.”
Pyle, “Marketing comprises both buying & selling activities.”
American Marketing Association, “Marketing is an
organizational function and a set of processes for creating,
communicating, and delivering value to customers and for managing
customer relationships in ways that benefit the organization and its
stakeholders.”
Philip Kotler, “Marketing is a societal process by which
individuals and groups obtain what they need and want through creating,
offering, and freely exchanging products and services of value with
others.”
Peter Drucker, “Marketing is the human activity directed at
satisfying needs and wants through an exchange process.”
5. Features/Nature/Characteristics of
marketing
1- Exchange of goods, services with the medium of money
2- societal process
3- Start from identification of customer needs & wants
4- Customer oriented process
5- Focus on customer satisfaction
6- Creation and delivery of a standard of living
7- Multidisciplinary
8- Dynamic process
9- Marketing is both arts & science
10- Managerial function
6. NEEDS,WANTS AND DEMANDS
1-NEED : A state of felt deprivation of some
basic satisfaction (Food, Clothing, Shelter,
Belonging etc. )
2- WANTS : Wants are desires for specific
satisfiers of the deeper needs. Needs are few
and wants are many .
3- DEMANDS : are wants backed by------Ability
to buy and Willingness to buy
8. Functions/scope of Marketing
• Buying functions
• Assembling functions
• Selling functions
Functions of exchange
• Transportation
• Warehousing
• Inventory management
• Material handling services
Functions of physical distribution
• Financing
• Risk controlling & Insurance
• Standardisation & grading
• After sales service
Functions of Facilitating
9. Marketing Selling
1- Marketing is a modern universal
concept.
1- Selling is traditional & outdated
concept.
2- Marketing is consumer oriented. 2- Selling is product oriented.
3- The main aim of marketing is to
convert customer ‘need into product &
focus on to provide satisfaction of needs
& wants.
3- The main aim of selling is to convert
product into cash & maximise sales
volume.
4- Marketing involves emphasis on
market needs.
4- Selling involves emphasis on
company needs.
10. 5- The scope of marketing is wider i.e.
satisfaction, growth of business, increase market
share, etc.
5- The scope of selling is limited up to
conversation of goods into cash only.
6- Marketing involves that what our customer
want?, planning & development of product that
will satisfy those wants and determining the best
way of to price, promote, & distribute the
product.
6- Selling is the process whereby products are
received by the buyers from sellers against
certain sum of money.
7- The approach of marketing works on customer
is the king of market & product should meet his
wants & preferences.
7- The approach of selling works on once goods
are sold, seller doesn’t think about the customer.
8- Marketing focuses on General or specific
targeted group.
8- Selling activity involves only individuals or
small groups.
11. Marketing concepts
Marketing concept has undergone a drastic change over years. Earlier it
was production or later selling which was key to marketing idea but
moving ahead now these have given way to customer satisfaction rather
delight developing a modern marketing concept.
Traditional
marketing
concepts
Exchange
concept
Production
concept
Product
concept
Selling
concept
Modern
marketing
concepts
Marketing
concept
Societal
concept
Holistic
marketing
concept
12. 1- The Exchange/Barter concept-
a) Marketing involves exchange of products between buyer
& seller & only exchange is central idea of marketing.
b) Valuation on the based of requirements, later money.
c) Narrow concept
d) Unmet customer’s wants
e) Lack of marketing strategies, marketing mix,
satisfaction, innovation, etc.
13. 2- The production concept-
It holds that consumers will prefer products that are
widely available and inexpensive. Managers of production-
oriented business concentrate on achieving high production
efficiency, low costs, and mass distribution. The key questions
are given below.
a) Can we produce the item?
b) Can enough of it be produced?
It is necessary to produce large quantity at lower cost
Example- Chinese products
14. 3-The product concept
It proposes that consumers favour products that offer the
most quality, performance, or innovative features. The product
concept believes that consumers will favour products that offer
the most in quality, performance, and innovative features.
Continuous improvements in product and quality are essential for
companies that follow this concept.
Example- Maruti’s swift Dzire (LXI, VXI, VXI AMT, ZXI, ZXI AMT,
ZXI+, ZXI+AMT)
15. 4- The selling concept-
It holds that consumers and businesses, if left alone,
won’t buy enough of the organization’s product. The
organization must therefore undertake an aggressive selling and
promotion effort. The key questions are given below.
a) Can we sell the item?
b) Can we account enough for it?
The selling concept believes that consumers will not buy enough
of the company’s products unless it undertakes pressure selling
tactics and heavy promotion efforts. Buyers are believed to have
a buying inertia.
Example- Insurance policy
16. 5- The marketing concept-
The marketing concept holds that the key to achieving
organizational goals is being effective than competitors in
creating, delivering, and communicating superior customer
value to your chosen target markets. It believes that achieving
the company’s objectives depends on understanding the
needs and wants of target markets and delivering the desired
satisfaction in a better way than what the competitors are
doing. The customer is considered THE KING, and the
company produces and markets what the customer wants.
Example- Packed ITC’ Aashirvaad aata to fulfil requirement of
hygiene & nutrition
17. 6- Societal marketing concept-
Societal Marketing concept is based on the principle of
societal welfare. It emphasizes that an organization must make
strategic marketing decisions keeping in mind the consumer
wants, the organizational needs and most important the long
term interests of the society. Organizations are expected to
integrate three considerations while fostering marketing
strategies. These considerations include the following.
a) Society Human welfare (providing eco-friendly products,
recycling, health care product, etc.)
b) Consumer satisfaction
c) Earning profit
18. 7- Holistic marketing concept/ Modern
The trends and forces defining the 21st century are leading
business firms to a new set of beliefs and practices. This concept is
based on the development, design, and implementation of marketing
programs, processes and activities that recognizes their breadth and
interdependencies. Holistic marketing recognizes that “everything
matters” in marketing- and that a broad, integrated perspective is often
necessary. Holistic marketing is thus an approach that attempts to
recognize and reconcile the scope and complexities of marketing
activities.
Example- Five star hotels