This document provides an overview of key marketing concepts from Philip Kotler's book "Principles of Marketing". It defines marketing as satisfying customer needs and building relationships to create value for customers and capture value in return. The goal of marketing is to attract and retain customers by delivering superior value and satisfaction. It discusses the production, product, selling, marketing, and societal concepts of organizing a business. It also covers customer relationship management, lifetime value, equity, and strategies for building relationships with different customer types.
Marketing Defined:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”
Marketing is about managing profitable customer relationships
Attracting new customers
Retaining and growing current
Understand the marketplace and customer needs and wants
Design a customer-driven marketing strategy
Construct a marketing program that delivers superior value
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer quality
Need
State of felt deprivation
Example: Need food
Wants
The form of needs as shaped by culture and the individual
Example: Want a Big Mac
Demands
Wants which are backed by buying power
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
Are you an entrepreneur confused about marketing? Watch this slide show for a quick review of the fundamentals of marketing. For more free resources visit http://www.hitvirtual.com
Marketing Defined:
“Marketing is a social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging value with others”
Marketing is about managing profitable customer relationships
Attracting new customers
Retaining and growing current
Understand the marketplace and customer needs and wants
Design a customer-driven marketing strategy
Construct a marketing program that delivers superior value
Build profitable relationships and create customer delight
Capture value from customers to create profits and customer quality
Need
State of felt deprivation
Example: Need food
Wants
The form of needs as shaped by culture and the individual
Example: Want a Big Mac
Demands
Wants which are backed by buying power
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
Are you an entrepreneur confused about marketing? Watch this slide show for a quick review of the fundamentals of marketing. For more free resources visit http://www.hitvirtual.com
After reading the entire "Principles of Marketing 15th Edition" by Philip Kotler and Gary Armstrong, I have prepared this ppt covering all of the contents in a condensed form. There are 200 slides comprising of the total 17 chapters.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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
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.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
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
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.
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
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 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.
4. What is Marketing?
Marketing is the process by which companies
create value for customers & build strong
customer relationships in order to capture value
from customers in return.
Marketing is all about” satisfying customer
needs”
5. Goal of Marketing:
To attract new customers by promising
superior value.
To keep & grow current customers by
delivering satisfaction
6. A simple model of the marketing
process
Understand the
marketplace &
customer needs &
wants
Design a customer
driven marketing
strategy
Create value for customers &
build customer relationships
Capture value from
customers in return
Construct an
integrated
marketing
program that
delivers
superior value
Build profitable
relationships &
create customer
delight
Capture value
from
customers to
create profits
& customer
equity.
7. Core definitions
Needs: Needs are the basic human requirements
e.g food, water, air, shelter.
Wants: Are the form human needs take as shaped
by culture and individual responsibility.
Demands: Human wants that are backed by buying power.
Market offering: Some combination of products, services,
information, or experiences offered to a market to satisfy a
need or want. Eg, banks, airlines.
8. Marketing Myopia: The mistake of paying more
attention to the specific products a company offers
than to the benefits & experiences produced by these
products.
Exchange: Process of obtaining a desired product
from someone by offering something in return.
Market: The set of all actual & potential buyers of a
product or service.
9. Marketing Management: The art & science
of choosing target markets & building
profitable relationships with them.
Value Proposition: A company’s value
proposition is the set of benefits or values it
promises to deliver to consumers to satisfy
their needs.
10. Winning Marketing Strategy
What customers will we serve?
(what’s our target market)
- Divide the market into customer segments.
- Select which segments will it go after.
How can we serve these customers best?
(what’s our value proposition)
- Differentiating & positioning the product in minds
of consumers.
11. Five Organizational Concepts
1. Production Concept
2. Product Concept
3. Selling Concept
4. Marketing Concept
5. Societal Marketing Concept
12. Production Concept
The idea that consumers will favor products that
are available & highly affordable & that the
organization should therefore focus on improving
production & distribution efficiency.
13. Product Concept
The idea that consumers will favor products that
offer the most quality, performance, & features
thereby devoting a company’s energy to making
continuous product improvements.
Make & sell concept
Focus on making superior products
No customer input
Less competitor product examination.
“ Marketing Myopia”
14. Selling Concept
The idea that consumers will not buy enough of
the firms products unless it undertakes a large
scale selling & promotion effort.
Practiced most aggressively with unsought
goods eg, insurance, encyclopedias.
Focuses on creating sales-transactions rather
than long term profitable relationships.
“Political Relationships”
15. Marketing Concept
The marketing management philosophy that
achieving organizational goals depends on
knowing the needs & wants of target markets
& delivering the desired satisfactions better
than competitors.
Sense & respond philosophy.
Finding right products for customers
Customer-driving marketing – understanding
customer needs even better than the customers
themselves.
16. Contrast between Sales Concept & Marketing
Concept
Factory Products Selling &Promoting Profits through
sales volume
a. THE SELLING CONCEPT
b. THE MARKETING CONCEPT
Target Customer Integrated Profits through
Market Needs Marketing customer satisfaction
Starting Point Focus Means Ends
17. Societal Marketing Concept
Holds that marketing strategy should deliver
value to customers in a way that maintains or
improves both consumers & the societies well-
being.
Societal
marketing
concept
Society
(Human Welfare)
Consumers
(Want Satisfaction)
Company
(Profits)
18. Customer Relationship
Management
CRM is the process of building & maintaining
profitable customer relationships by delivering
superior customer value & satisfaction.
Customer Perceived Value: The customers
evaluation of the difference between all the
benefits & all the costs of a market offering
relative to those of competing products.
19. Customer Satisfaction depends on a product’s
perceived performance relative to a buyer’s
expectations.
Performance = Expectation
Customer Satisfaction= Customer Loyalty= Better
Performance
Customer delight- promising only what a
company can deliver, & then delivering more
than promised.
20. Changing Nature of Customer
Relationships
Relating with More Carefully selected Customers:
- Selective Relationship Management
Weeding out losing customers &
targeting & pampering winning ones
Relating for the Long term:
Using CRM to retain current customers & building
profitable long-term relationships with them.
Relating Directly: Using direct marketing tools such
as telephone, mail order catalogs & kiosks. Eg Dell &
Amazon.
21. Creating Customer Loyalty &
Retention
“ losing customers does not mean losing a single
sale but in fact losing the entire stream of
purchases that the customer would make over a
lifetime”.
Customer lifetime value: The value of the
entire stream of purchases that a customer
would make over a lifetime of patronage.
22. Customer Equity
Companies should not just acquire customers, but keep &
grow them as well.
The ultimate aim of customer relationship management is
to produce high customer equity.
Customer Equity is the combined discounted customer
lifetime values of all the company’s current & potential
customers.
It is a better measure of a firms performance than current
sales or market share.
More Loyal firm’s = Higher firm’s
Profitable customers Customer Equity
23. Building Right relationships with
Right customers
Which customers should the company
acquire & retain?
The company can classify customers according
to their potential profitability & projected
loyalty manage its relationships with them
accordingly.
24. Customer Relationship Groups
Strangers …. Low profitability/ Less Loyal.
Butterflies …. Profitable/ not Loyal
True Friends …. Profitable/ Loyal
Barnacles …. Not Profitable/ Highly Loyal
Different types of customers require different
relationship strategies, therefore goal is to :
“Build right relationships with the right customers”
25. Customer Relationship Groups
Butterflies
Good fit between company’s
offerings & customer needs;
High profit potential
True Friends
Good fit between company’s
offerings & customer needs;
Highest profit potential
Strangers
Little fit between company’s
offerings & customer needs;
Lowest profit potential
Barnacles
Limited fit between company’s
offerings & customer needs;
Low profit potential
High
Profitability
Low
Profitability
Short- term customers Long-term customers
Projected Loyalty
Editor's Notes
Marketing is the act of connecting customers to products & services