This document provides an overview of marketing concepts and definitions. It discusses that marketing is everyone's responsibility from receptionists to board members. Marketing management focuses on applying marketing techniques and managing resources. The document also defines marketing in several ways and notes they are all correct. Marketing is about meeting customer needs profitably. It discusses what can be marketed, the core of marketing as exchange/transactions, key customer markets, and a company's orientation towards customers from production to holistic marketing concepts.
Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
This presentation is an introduction to the role of IMC in marketing.
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Product, Services, and Brands - Building Customer Value - MarketingFaHaD .H. NooR
What Is a Product?
Product and Services Decisions
Branding Strategy: Building Strong Brands
Services Marketing
A Product is anything that can be offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want
Experiences represent what buying the product or service will do for the customer
slide share on promotion strategy how the promotion strategy works in selling out the products and how promotion activities are necessary to sell the more products and to increase the sale as well as profit of the company
A tool in Marketing Communication that manifest immediate purchase with the help of impulsive buying decision. learn about various methods of sales promotion and key techniques.
Meaning and nature of buyer behavior, differences between consumer buying and organizational buying in terms of characteristics and process, Strategic use of consumer behavior knowledge in marketing and public policy decisions. Modern Consumerism and the global consumer movement
This presentation is an introduction to the role of IMC in marketing.
Want more FREE resources? Checkout the B2B Whiteboard youtube channel:
www.youtube.com/b2bwhiteboard
Or join us on Facebook today: www.facebook.com/b2bwhiteboard
Marketing management, nature of marketing, importance of marketing, Evolution of marketing concept, Marketing environment, Micro environment of marketing, macro environment of marketing, Domestic marketing, international marketing, definition of marketing, definition of marketing management, marketing concepts, types of marketing, components of micro environment, components of macro environment, Calicut university MBA
UNIT - I: INTRODUCTION: Nature and Scope of Marketing; Marketing Management,
Philosophies; Marketing Environment; Holistic Marketing, Understanding and approaching
the market, 4P‘s of marketing.
Financial accounting is the process of recording, summarizing and reporting a company’s business transactions through financial statements. These statements are: the income statement, the balance sheet, the cash flow statement and the statement of retained earnings.
Here’s What We’ll Cover:
What Is the Difference Between Accounting and Financial Accounting?
What Are the Four Basic Financial Statements?
Why Is Financial Accounting Important?
NOTE: FreshBooks Support team members are not certified income tax or accounting professionals and cannot provide advice in these areas, outside of supporting questions about FreshBooks. If you need income tax advice please contact an accountant in your area.
What Is the Difference Between Accounting and Financial Accounting?
“Accounting” encompasses all of a company’s financial transactions. A well-managed accounting department will have set policies and procedures for expenses, data management and the generation of financial reports.
Financial accounting is concerned specifically with the generation of these reports, that they are based on accurate information and follow “Generally Accepted Accounting Principles” (otherwise known as GAAP). GAAP sets accounting standards in the United States for a wide array of topics, including financial statement presentation.
What Are the 4 Basic Financial Statements?
The 4 basic financial statements used in financial accounting are the balance sheet, income statement (profit-and-loss statement), cash flow statement, and statement of owner’s equity.
Illustration: the 4 basic financial statements in accounting
The Balance Sheet
A balance sheet shows what a company owns (its “assets”) and owes (its “liabilities”) as of a particular date, along with its shareholders’ equity.
Assets can include:
Cash
Prepaid Expenses
Accounts Receivable
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Inventory
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Vehicles
Intangible Assets (such as patents)
Liabilities can include:
Accounts Payable
Loans Payable
Notes Payable (money the company owes within 1 year)
Unearned Revenue (a product or service a client has paid for, but the company has not yet provided)
Deferred Tax
Current Taxes
Payroll (owed but not yet paid)
Warranty Obligations
Mortgages
Shareholders’ Equity can include:
Stocks (preferred and common stocks)
Retained Earnings (money to be invested back into the business)
Comprehensive Income (profit or loss in a company’s investments during a specific time period)
On a balance sheet, Assets = Liabilities + Shareholders’ Equity.
The Income Statement
An Income Statement is a company’s net income for a certain period of time. It is a company’s total revenue minus its total expenses.
You will also hear the income statement being referred to as the “Profit and Loss Statement”.
The Cash Flow Statement
The cash flow statement documents in detail all of a company’s income and debts over a specifi
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A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
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Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
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A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
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RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
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This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
1. RAVIKEERTHI J.V.
Associate Professor
BE(Elect) RV College, Bangalore
MBA :Canterbury Christ Church University
England
DIM & DHRM: IGNOU
MPhil: Vinaya Mission University
Age 48 Years
3. Marketing is Everything
Noted marketing expert Regis McKenna
expressed in his influential Harvard
Business Review article "Marketing is
Everything.” He writes, it must be part of
everyone's job description, from the
receptionists to the Board of Directors."
4. Marketing management is a
business discipline focused on the
practical application of marketing
techniques and the management of a
firm's marketing resources and
activities.
5. Management guru Peter Drucker, write’s:
"Because the purpose of business is to create a
customer, the business enterprise has two--and
only these two--basic functions: marketing and
innovation. Marketing and innovation produce
results; all the rest are costs. Marketing is the
distinguishing, unique function of the business."
6. Different definitions of
marketing
“The all-embracing function that links the business with
customer needs and wants in order to get the right product to
the right place at the right time”
“The achievement of corporate goals through meeting and
exceeding customer needs better than the competition”
“The management process that identifies, anticipates and
supplies customer requirements efficiently and profitably”
“Marketing may be defined as a set of human activities
directed at facilitating and consummating exchanges”
7. Which definition is right?
They all are!!
In short,
Marketing is about meeting the
needs and wants of
customers Profitablly
9. What is marketed
Marketers are involved in marketing 10 types of entities.
1. Goods
2. Services
3. Events
4. Experiences
5. Persons
6. Places
7. Properties (real estate, financial)
8. Organisations
9. Information
10. Ideas
10. 1. Goods : Physical goods like cars, trucks,
televisions,machine tools, chemicals,
cosmetics, refrigerators constitute a bulk of
manufacturing and marketing activity in any
economy. These are also marketed through
internet channels these days.
2. Services: As economies advance, services
marketing increases. Services include
airlines, hotels, lawyers, consultants, rental
firms, barbers, accountants, engineers,
doctors, architects.
11. 3. Events : Marketers promote time based events such as
trade shows, artistic performances, sporting events. Olympic,
World Cup are some of the events that are marketed.
4. Experiences: An amusement park, theme restaurant, water
park, tourist tours are examples of items that are marketed
5. Persons: Celebrity marketing is a big business today.
Managing advertisement contracts, managing PR for celebrities,
are examples.
12. 6. Places: Cities, nations, regions are marketed. Government
representatives make detailed presentations for investment
purposes in that country.
7. Properties : Properties and real estate are marketed today.
Both residential and commercial space is marketed.
8. Organisations: Work to build a strong and favourable
brand image in the public mind. Spend money on Corporate
image building. TISCO, INFOSYS, COGNIZANT, ACCENTURE
are some of the examples of organizational marketing.
13. 9. Information: Information can be marketed .
Universities,
schools and colleges market information. Books and
encyclopaedias are information marketing too. X Ray
machines, MRI scanners are also a form of
information marketing.
10. Ideas: Social messages, Health messages are ideas
marketing. AIDS awareness, family planning and
spacing, anti smoking campaigns are all examples of
ideas marketing.
14. The core of any marketing effort is
Exchange /transactions/ transfer
Any exchange or transfer is characterized by the
following
aspects:
• There must be two parties
• Each should offer value to the other
• Communication and exchange of goods/ receivables
• Desirability / appropriateness of dealing with the other
• Freedom to reject/ accept the offer
15. Key customer markets :
There are four types of markets :
1. Consumer
2. Business
3. Global
4. Non profit / governmental
Consumer markets : These are markets that sell
mass
consumer goods and services such as soft drinks,
cosmetics, air
travel equipment etc. Much of the marketing effort goes
in
brand building, product packaging, availability and
communications.
16. Business markets : Business buyers buy in order to resell it to
others. Advertising helps, but what helps more is sales force
attention, price discounts, company’s reputation.
Global markets : Marketing is done globally, between countries.
Exporters, importers, licensers, joint ventures, contract
manufacturer are some of the ways one can enter a market
globally. Marketers need to understand prices, cultures, societal
issues pertaining to each country in question.
Non Profit / Governmental markets : Companies sell goods
to
charitable organizations, churches, trusts, universities,
government employees stores. Lower prices is the only way to
attract this business.
17. Company’s orientation towards the
marketplace :
The various concepts used by
organizations can be classified as
follows :
• Production concept
• Product concept
• Selling concept
• Marketing concept
• Holistic marketing concept
18. Production concept
• Holds the view that mass distributed inexpensive products
are required to expand the market
e.g. Chinese products, take advantage of inexpensive
labour and low costs to dominate the market
Product concept
• Holds the view that products of good features and quality
will attract the market itself
• It might , but not on a long standing basis
• Unless the distribution, pricing, advertisements are correct
the concept will not work
19. Selling concept
• Holds the view that products should be aggressively sold /
promoted
• Hard sell is the method
• Used extensively by unsought goods
– e.g. insurance, encyclopaedia
• Will get people to buy, but cannot maintain a relationship
• Assumes that consumers will buy a product and
eventually like it and will not complain even if there is a
problem
• Sell more, to make more money and more profit
20. Holistic marketing concept
This concept is based on the development, design and
implementation of marketing programmes , processes and
activities that recognises their breadth and interdependencies.
This concept assumes that everything matters in marketing.
Four components of holistic marketing are :
– Relationship
– Integration
– Internal
– Social
Fig .3 (ref . appendix 1) shows a relationship between the
other functions and marketing and describes how to look at
marketing with a holistic perspective, that integrates with other
functions, members (both inside and outside).
Let us understand each of the four component in detail and the
impact it has on marketing as a function.
21. Relationship Marketing
Relationship marketing is the process of building a mutually
healthy and beneficial relationship between the marketer and
the prospect.
Four key constituents for marketing are : customers,
employees, marketing partners ( channel partners, suppliers,
distributors, dealers) and members of the financial
community(shareholders, investors, analysts).
The outcome of this relationship is building of a strong
marketing network. The operating principle of this network is
that,“build the network and profits will follow”