The document provides an overview of marketing concepts and approaches. It discusses the stages of marketing thought from 1900-1970, including periods of discovery, conceptualization, integration, development, reappraisal, reconception, differentiation, and socialization. Key concepts covered include the definition of marketing, marketing goals, the marketing mix, conceptual, systems, management, macro, social, and comparative approaches. Behavioral concepts from fields like psychology, sociology, anthropology, and political science that are relevant to marketing are also outlined.
Hp: overhauling a vast corporate sales force by Hewlett-Packard Rajib Mia
Case Study-Hp: overhauling a vast corporate sales force solve question by review paper.
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Hp: overhauling a vast corporate sales force by Hewlett-Packard Rajib Mia
Case Study-Hp: overhauling a vast corporate sales force solve question by review paper.
presentation on Hp: overhauling a vast corporate sales force,
presentation on Hp sales force,
HP: Overhauling a Vast Corporate Sales Force Discussion Questions. HP: Overhauling a Vast Corporate Sales Force Discussion Questions.
Market segmentation is The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
Today companies face their toughest competition ever. Moving from a product and sales philosophy to a holistic marketing philosophy, however. given them a better chance to outperforming the competition. And the cornerstone of a well conceived marketing orientation is strong customer relationship. In this presentation, we discuss how companies can win customers expectations. We also discuss the use of database marketing for customer relationship management
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITYBalasri Kamarapu
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITY, NEW
PRODUCT DEVELOPMENT, NPD, NEW PRODUCT CATEGORIES, PRODUCT DEVELOPMENT PROCESS, REASONS FOR NEW PRODUCT FAILURES, Consumer Adoption Process, ADOPTER CATEGORIES, CONSUMER DECISION PROCESS.
To achieve success in marketing, effort must be made to have glimpse of the big picture and the activities that must be performed to achieve the set marketing objectives. These set of activities are called marketing functions
Market segmentation is The process of dividing a potential market into distinct subsets of consumers and selecting one or more segments as a target market to be reached with a distinct marketing mix.
Today companies face their toughest competition ever. Moving from a product and sales philosophy to a holistic marketing philosophy, however. given them a better chance to outperforming the competition. And the cornerstone of a well conceived marketing orientation is strong customer relationship. In this presentation, we discuss how companies can win customers expectations. We also discuss the use of database marketing for customer relationship management
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITYBalasri Kamarapu
BASICS OF MARKETING- UNIT-3, BBA-1 SEM, OSMANIA UNIVERSITY, NEW
PRODUCT DEVELOPMENT, NPD, NEW PRODUCT CATEGORIES, PRODUCT DEVELOPMENT PROCESS, REASONS FOR NEW PRODUCT FAILURES, Consumer Adoption Process, ADOPTER CATEGORIES, CONSUMER DECISION PROCESS.
To achieve success in marketing, effort must be made to have glimpse of the big picture and the activities that must be performed to achieve the set marketing objectives. These set of activities are called marketing functions
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
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
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
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The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
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
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
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
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
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.
2. Chapter Objectives
At the end of the chapter, the student is expected to:
Explain the meaning of Marketing;
Describe the stages of Marketing thought;
Understand the behavioral concepts relevant to Marketing;
Discuss the goals of Marketing;
Describe the traditional approaches to marketing; and
Identify and explain contemporary marketing approaches.
2
3. Introduction
Marketing started in the early part of the twentieth century
(between 1900 and 1910) out of questions and issues
neglected by its mother science, economics.
In the early years of study and teaching of trade practices,
the word “marketing” was not used. Instead, “trade,”
“commerce,” and “distribution” were the common
operations of the area to which the term “marketing” is
identified today.
3
4. 1 - 4
Stages of Marketing Thought
1900-1910 Period of Discovery. In the early years,
teachers of marketing sought facts about the distributive
trades. The concept of “marketing” occurred, thus, the
terminology was given to it.
1910-1920 Period of Conceptualization. Many
marketing concepts were initially developed. Its concepts
were classified, and terms were defined.
1920-1930 Period of Integration. Principles of
marketing were postulated, and the general body of
thought was integrated for the first time.
Paul W. Ivey was the first to use as a book title Principle
of Marketing, although others and previously used
“principles” in connection with advertising, retailing and
credit granting.4
5. Stages of Marketing Thought
1930-1940 Period of Development. Specialized
areas of marketing continued to be developed, hypothetical
assumptions were verified and quantified, and some new
approaches to the explanation of marketing knowledge.
1940-1950 Period of Reappraisal. The concept and
traditional explanation of marketing was reappraised in
terms of new needs for marketing knowledge.
1950-1960 Period of Reconception. Traditional
approaches to the study of marketing were supplemented
by increasing emphasis upon managerial decision making,
the societal aspects of marketing, and quantitative
marketing analysis.
5
6. Stages of Marketing Thought
1960-1970 Period of Differentiation. As
marketing expanded, new concepts took on substantial
identity as significant components of the total structure of
thought.
1970 Period of Socialization. Social issues
and marketing became much more important. It is the
influence not of society upon marketing, but of marketing
upon society that became a focus of interest.
6
7. What Is Marketing?
Simple Definition:
Marketing is managing profitable
customer relationships.
Goals:
1. Attract new customers by promising
superior value.
2. Keep and grow current customers by
delivering satisfaction.
7
8. Marketing Defined
A social and managerial process by which individuals
and groups obtain what they need and want through
creating and exchanging products and value with
others.
OLD View
of Marketing:
Making a Sale –
“Telling & Selling”
New View
of Marketing:
Satisfying
customer needs
NEW View
of Marketing:
Satisfying
Customer Needs
8
9. Marketing as One of the Functions in
Business Organization
A simple business organization consists of the
following functions:
1) finance and accounting,
2) human resource management,
3) production and materials management, and
4) marketing
9
10. Functions in Management
The different functions of managers in a business
organization are as follows:
planning,
organizing,
staffing,
directing/supervising, and
evaluating of personnel, plans and programs in the
different departments of the company.
10
11. Marketing as a Management Function
Marketing is a part of four key management
functions –
Marketing,
Production,
Finance, and
Human Resource
11
12. Behavioral Concepts Marketing Thought
From anthropology (Community
in entirety)
Culture
Subculture
Comparative approach
Climate for business
Market Research
Culture restraints
Word association
Communication
Retailing structures
From Sociology (individuals in
relation to other individuals)
Social class
Social differentiation
Status crystallization
Reference groups
Informal groups
Social role
The family
Individuals
Institutions
Market segments
Social class awareness
New product acceptance
Shopping behavior
Communication
Leisure
Groups, product, brands
Aspirations
References
Status conflict
Personal influence
Decision making
Life cycle
Behavioral Concepts Relevant to
Marketing
12
13. From Psychology (Centers on the
individual)
Motivation
Drives
Cognitive dissonance
Achievement
Affiliations
Hierarchy of motives
Perception
Orientation
Scope
Thresholds
Perceptual function
Mechanics of vision
Time
Selective perception
Classical and operant
learning
Serial learning
“Insight”
Learning of concepts
Attitudes
Motivation
Risk reduction
Ego
Self-image
Concept generalization
Brand choice
From Political Science Power groups
Values
Trade associations
Public policy
Behavioral Concepts Relevant to Marketing
13
14. Goals of Marketing
The four goals of a marketing system:
maximize consumption,
maximize consumer satisfaction,
maximize choice, and
maximize life quality (Kotler 2000)
14
15. 3Cs Key Objectives
1. Customers To satisfy the needs, wants and
expectations of target customers.
2. Competition To outperform competition.
3. Company To ensure corporate health and profit.
Marketing: The Strategic 3Cs Concept
15
16. Contemporary Marketing
Approaches
With the maturation of marketing thought, approaches to the
analysis of marketing were advanced.
The following are some of the approaches and concepts in
marketing:
1) marketing mix;
2) conceptual approach;
3) systems or holistic approach;
4) marketing management;
5) macro-marketing;
6) social marketing; and
7) comparative marketing. (Llanes and Jurado: 1980)16
17. The Marketing Mix
The marketing mix developed by E. Jerome McCarthy
(McCarthy 1975:44) consists of 4Ps – product, price,
place, and promotion – all of which influence buyer’s
decision and responses.
Each Ps relates to and is dependent on every other Ps.
The Ps are controllable variables that a company may use in
mapping a successful marketing strategy. Below is the
formula for marketing success (Schwartz 1977:67):
17
19. Conceptual Approach
This approach studies ideas of marketing rather than the
activities of marketing.
Its emphasis is on theoretical analysis and development of
new concepts whether of consumer, products, marketing
institution, functions, processes, or policies.
The concept of marketing is more important than the
definition of marketing.
The conceptual approach is recognized when marketing is
defined to bring out various ideas for which “marketing
stands.”
19
20. Systems (Holistic) Approach
A system is a set of interacting or interdependent
groups coordinated to form a unified whole and
organized to accomplish a set of goals (Markin
1979:28).
Thus, marketing is perceived as whole,
interdependent units, the marketing process
conceptualized as “flows” and the marketing
structure as “systems” (Bartels 1976:202).
20
21. Marketing Management
This concept is a managerial approach to marketing.
It emphasizes marketing management as a decision making
process and how decision makers, specifically the marketing
manager, handles specific marketing problems and
situations.
Marketing activities and strategies are evaluated and
developed to achieve specific management objectives.
The approach establishes the position of the “marketing
manager” as a top- level position in a company’s
organization.
21
22. 1 - 22
Macro Marketing Approach
Macro Marketing is the study of marketing
activities, institutions, and processes from the
national (societal) perspective.
It looks at the aggregate flow of goods and
services in an economy to determine if it
benefits the society in terms of its resource
consumption and environmental effects.
22
23. Social Marketing
Kotler and Andreason – Social Marketing as
“differing from other areas of marketing only
with respect to the objectives of the marketer
and his or her organization.
Seeks to influence social behaviors not the
benefit the marketer, but to benefit the target
audience and the general society.
23
24. Comparative Marketing
Focus on the systematic study of similarities
and differences between national marketing
systems across time, space and sectors for the
purpose of theory-building and theory.
24