This document discusses various aspects of marketing in the sports industry, including the four Ps of marketing (product, place, promotion, and price), branding, and relationship marketing. It defines marketing and explains that traditional sports marketing has focused on transactions, while modern approaches emphasize building long-term relationships. Relationship marketing aims to develop loyalty and strengthen connections between organizations and customers or other stakeholders. The document also covers branding, visual identity, logos, colors, typefaces, slogans, and crafting a brand's verbal identity.
Marketing involves creating, communicating, and delivering value to customers. It is a business process of planning, pricing, promoting, and distributing products to satisfy customer needs. The key aspects of marketing include understanding customer needs and wants, identifying target markets, creating value for customers, and managing relationships. Effective marketing requires coordinating an organization's marketing mix of product, price, place, and promotion.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
The document discusses communicating your brand and marketing strategy as a chamber of commerce. It emphasizes developing a consistent brand identity through messaging, visual style, and tone. The brand should be tailored to your target audiences and address their needs and hot buttons. Testimonials from members and creative marketing ideas can help connect with customers on an emotional level and build trust in the brand.
Marketing involves creating, delivering, and exchanging products and services that satisfy customer needs and wants in a profitable way. The document discusses the evolution of marketing philosophies from production and product-focused approaches to a customer-focused marketing concept. It also covers the key aspects of understanding customer behavior, building customer relationships, and engaging in relationship marketing to enhance customer satisfaction and loyalty.
This document defines marketing and discusses its key concepts. Marketing is defined as identifying and meeting needs profitably through exchange and relationships. The scope of marketing has expanded beyond traditional goods and now includes services, ideas, places and more. Fundamental concepts discussed include segmentation, targeting, positioning, the marketing mix of product, place, price and promotion. Modern marketing emphasizes a holistic approach through relationships, integration across departments and a focus on performance, value and customer satisfaction. Successful marketing management requires understanding customers, designing and delivering value, effective communication and sustaining long-term growth.
Marketing Strategy…… KEY CONCEPTS to review for ETS exam….authors boards
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals. --- AMA
Product is the platform for attracting customers.
All organizations are in the business of attracting customers.
Can the above two statements be challenged?
Is marketing selling OR does it reduce the need for selling?
Discussion Topic: Challenge the above statements, using your own experiences as reference.
This document discusses key marketing concepts and terms. It covers the evolution of marketing from the production concept to relationship marketing. It also discusses the marketing mix, target markets, market segmentation, and the impact of technology and social trends on marketing. Finally, it addresses topics like marketing strategy, marketing plans, business markets, competition, and marketing information systems.
Marketing involves creating, communicating, and delivering value to customers. It is a business process of planning, pricing, promoting, and distributing products to satisfy customer needs. The key aspects of marketing include understanding customer needs and wants, identifying target markets, creating value for customers, and managing relationships. Effective marketing requires coordinating an organization's marketing mix of product, price, place, and promotion.
This document discusses brand awareness and its importance. It states that brand awareness, as a fundamental dimension of brand equity, is often considered a prerequisite for consumers' buying decisions as it represents the main factor for including a brand in their consideration set. Brand awareness can influence consumers' risk assessment and confidence in their purchase decision due to familiarity with the brand. Brand awareness can be depicted in two facets - unaided recall and aided recognition - each having different influences on buying decisions and risk assessment. The document also discusses creating brand awareness through advertising, promotions, and event management.
The document discusses communicating your brand and marketing strategy as a chamber of commerce. It emphasizes developing a consistent brand identity through messaging, visual style, and tone. The brand should be tailored to your target audiences and address their needs and hot buttons. Testimonials from members and creative marketing ideas can help connect with customers on an emotional level and build trust in the brand.
Marketing involves creating, delivering, and exchanging products and services that satisfy customer needs and wants in a profitable way. The document discusses the evolution of marketing philosophies from production and product-focused approaches to a customer-focused marketing concept. It also covers the key aspects of understanding customer behavior, building customer relationships, and engaging in relationship marketing to enhance customer satisfaction and loyalty.
This document defines marketing and discusses its key concepts. Marketing is defined as identifying and meeting needs profitably through exchange and relationships. The scope of marketing has expanded beyond traditional goods and now includes services, ideas, places and more. Fundamental concepts discussed include segmentation, targeting, positioning, the marketing mix of product, place, price and promotion. Modern marketing emphasizes a holistic approach through relationships, integration across departments and a focus on performance, value and customer satisfaction. Successful marketing management requires understanding customers, designing and delivering value, effective communication and sustaining long-term growth.
Marketing Strategy…… KEY CONCEPTS to review for ETS exam….authors boards
What is Marketing?
Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals. --- AMA
Product is the platform for attracting customers.
All organizations are in the business of attracting customers.
Can the above two statements be challenged?
Is marketing selling OR does it reduce the need for selling?
Discussion Topic: Challenge the above statements, using your own experiences as reference.
This document discusses key marketing concepts and terms. It covers the evolution of marketing from the production concept to relationship marketing. It also discusses the marketing mix, target markets, market segmentation, and the impact of technology and social trends on marketing. Finally, it addresses topics like marketing strategy, marketing plans, business markets, competition, and marketing information systems.
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
This document discusses cause-related marketing (CRM) and consumer perceptions of brands associated with causes. It defines CRM and explains why companies engage in CRM campaigns. It also outlines consumer perceptions of CRM, including that certain demographics like women and younger people are more favorable towards CRM. Additionally, it discusses CRM initiatives in India and notes that Indian consumers place more importance on a company's national origin when associated with a cause.
Marketing Performance Analysis by Customer Relationship Marketing, Market Ori...inventionjournals
This study tried to determine and analyze the performance of marketing through customer relationship marketing (CRM), market orientation, and the image of Islamic Banks in Kediri, East Java, Indonesia. The population in this study some 65 873 customers who have savings in five Islamic Banks. Testing of the model is done with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 397 respondents. The test results model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of which amounted to 0.915, 0.901, 0.949, 0.953, 0.063 and 1.497 are all that are in the range of expected values so that the model can be accepted.The results showed that: customer relationship marketing (CRM), market orientation, and image effect on the competitive advantage of Islamic Banks in Kediri. CRM, and market orientation affect the marketing of Islamic Banks Performance in Kediri. The company's image does not affect the marketing of Islamic Banks Performance in Kediri.It is suggested that the bank to constantly improve its image. This can be done by giving the concern for the surrounding community as the company's involvement with social activities. Thus the social programs that the company will be able to form a personality, raise the reputation of companies before the general public.
The document provides an overview of marketing concepts including:
- Marketing is a process of creating value for customers and building relationships to capture value in return.
- Understanding customer needs, wants, demands and the marketplace is key.
- Designing a customer-driven marketing strategy involves selecting target customer segments and developing an appropriate value proposition.
- Integrated marketing plans use the "4 Ps" (product, price, place, promotion) to implement strategies and communicate value to customers.
- Building customer relationships through customer relationship management (CRM) and delivering superior customer value and satisfaction is important.
Branding and advertising of financial servicesAngle Angel
This document discusses branding and advertising of financial services. It covers topics such as branding, brand image, brand personality, brand equity, the purpose of branding to differentiate products, and how brands create promises to consumers. Advertising strategies like informative, argumentative, and psychological appeals are also covered. The key aspects of branding discussed are using symbols and signs to create meaningful associations that position the brand and develop relationships with customers.
This document discusses marketing strategies and communications channels. It defines a value proposition and how to communicate it effectively in an elevator pitch. It also covers the marketing mix of the 4 Ps - price, product, place and promotion. Finally, it discusses the differences between internal and external marketing and reviews traditional and digital media options, noting that the best strategy combines multiple channels.
- Associations are facing pressures like increased competition and members scrutinizing the value of membership, demanding tangible returns. To survive, associations must promote their value to potential customers in addition to just providing behind-the-scenes support to members.
- With technology allowing people to connect more easily online, associations need new strategies to attract and retain members. This includes determining a clear value proposition and branding that appeals to potential customers in competitive markets.
- Successful strategies include competitive positioning by emphasizing quality and service over financial resources, using sub-brands to target niches while keeping the core association brand, and short-term campaign strategies tied to issues like new legislation. External help can provide objective expertise in developing these new communication
Sales Force – Customer Relationship and Ethical Behaviours in the Nigerian Ba...IOSRJBM
This study examined ‘Sales force – Customer Relationship and Ethical Behaviours in Nigerian Banking Industry. The objectives include: to assess the differences in the ethical behaviours of bank sales force; to determine the effects of sales quotas, social ties and personal moral judgment on salespeople’s ethical behaviours; to identify the congruence between bank salespeople’s and customers’ perceptions of ethical behaviours. Survey research design and six banks were used for the study. 203 bank salespeople and 150 customers were sampled. Convenience sampling technique was used for selecting respondents. Questionnaire was used for data collection. The reliability of the research instrument yielded 0.83 co-efficient using Cronbach Alpha test. ANOVA, Regression Analysis and Pearson’s Product Moment Correlation were used to test hypotheses. Findings show a significant difference in the salespeople’s ethical behaviours; sales target, social ties and low personal moral judgment are responsible for salespeople’s unethical behaviours; there is a significant congruence between the salespeople’s and customers’ perceptions of ethical behaviours and there is a strong negative influence of bank’s corporate code of ethics on salespeople’s ethical behaviours. This study is a case of ethical dilemma. The study recommends that the bank management should adopt discretional measures in approaching ethical issues
The document discusses the marketing mix, also known as the 9Ps of marketing. It provides a brief history of the marketing mix, starting with the original 4Ps proposed in 1960, and the gradual addition of more elements over time. Today, most marketers recognize nine elements in the marketing mix: Product, Price, Promotion, Place, People, Process, Physical Evidence, Packaging, and Payment. The document then provides a short definition and examples for each of the nine elements.
Customer relationship management involves building relationships with customers to increase their loyalty and lifetime value. There are various stages in developing customer relationships from strangers to partners. Companies use relationship marketing strategies like rewards programs to transition customers through these stages by increasing their satisfaction, retention, and advocacy over time. Maintaining high customer value, service, and satisfaction at each stage is important to developing long-term partnerships with customers.
Using brand equity to drive sustainable growthR. Jay Olson
The document discusses strategies for using brand equity to drive sustainable growth. It defines brand equity as the perceived value of a brand's image attributes. It then presents the Brand Value Equation, which calculates brand value based on product/service benefits, channel benefits, brand equity, and costs. The equation shows that brand equity is a powerful lever for competitive advantage. However, brands face threats of losing relevance, so strategies like branded sponsorships and social programs are needed to create energy and remain relevant. Crucially, internal brand-building must establish a brand's promise and values before external initiatives. Research shows "storydoing" companies that live their brand story outperform those only telling it.
This document provides information on various types of market segmentation:
C-40 to C-44 list the names of students. The next section discusses identifying market segments and targeting consumers' needs. It mentions offering tailored designs, prices, and communications.
The document then discusses Lufthansa Airlines' segmentation of passengers into First Class, Business Class, and Economy Class. Local and niche marketing are also summarized. Several banks are listed and their target segments described. The fairness cream market in India is analyzed, including demographic factors. Different bases for segmenting markets are explained, including demographic, psychographic, behavioral, lifestyle, and usage segmentation.
The document discusses managing profitable customer relationships through marketing. It defines marketing and outlines the five-step marketing process of understanding customers, designing a customer-driven strategy, constructing a marketing program, building relationships, and capturing value. Key elements include understanding customer needs and marketplace concepts, focusing on customer value through the marketing mix and customer relationship management (CRM). The goal is to enhance customer loyalty, satisfaction, and lifetime value to achieve profitable relationships.
The document discusses key concepts in marketing such as defining marketing, the 4 Ps of marketing (product, price, place, promotion), differences between sales and marketing, the scope of what can be marketed, and core marketing concepts like customer needs and competition. It also discusses strategic marketing management and the components of a marketing plan.
New branding challenges and opportunities facing by asian service industryHanis Koh
This document discusses branding challenges and opportunities facing the Asian service industry. It begins by outlining the growth potential of the service sector in Asia. Some key challenges in service branding include difficulty differentiating in a competitive technology environment, inconsistencies in service delivery, lack of quality, and fragmenting media. However, opportunities also exist such as using emotional values and innovation to differentiate, emerging communication options like viral marketing, and tapping growing demographic segments. Overall, strategic marketing with a clear vision and top management support is needed to build sustainable and profitable service brands.
This document discusses how building a strong brand is important for financial services companies to differentiate themselves and gain a competitive advantage in an increasingly competitive market. It outlines the steps to building a powerful financial services brand, including defining the brand's role and positioning strategy, planning brand building programs like advertising and promotions, organizing the company to support brand building through departments and employee training, and continuously monitoring the brand's value. Strong brands communicate the company's values and benefits to customers, helping to build trust which is especially important in the financial services industry since customers are trusting the company with their money.
Role of relationship marketing in competitive marketing strategyDung Tri
1) The document discusses the role of relationship marketing in competitive marketing strategy. Relationship marketing involves identifying, establishing, maintaining and enhancing long-term relationships with customers to create value for both customers and the organization.
2) It defines relationship marketing and outlines a framework for competitive marketing strategy, which involves analyzing internal strengths/weaknesses as well as the external market environment. Relationship marketing serves as a moderator to sustain competitive advantages.
3) The role of relationship marketing in competitive marketing strategy includes guiding customer interactions, improving profitability, building partnerships, understanding customer needs, building trust, and protecting the emotional well-being of customers. These roles were observed in the hotel industry.
This document provides a table of contents for the book "Marketing 5.0: Technology for Humanity" by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. The book is divided into four parts covering 12 chapters that discuss challenges modern marketers face in a digital world and new strategies and tactics leveraging emerging technologies. The table of contents provides high-level summaries of the content included in each chapter and part.
This document provides a summary of key concepts from Principles of Marketing by Philip Kotler. It discusses the basic concepts of marketing including defining marketing as managing relationships to create and capture customer value. It also summarizes 5 customer and marketplace concepts: needs/wants/demands, market offerings, value/satisfaction, exchanges, and markets. Additionally, it outlines designing a customer-driven marketing strategy including 5 concepts companies use and how to develop an integrated marketing plan using the marketing mix of the 4 Ps. Finally, it discusses building customer relationships through superior value and satisfaction, capturing customer lifetime value, and classifying customers into 4 categories.
• Assists with marketing and financial analysis team to create marketing-related collateral pieces including offering memorandums, proposals, flyers, and postcards. • Manages and documents all property due diligence files. Uploads and maintains due diligence files on property website. Provides file access to buyer/seller as required.
This document discusses transaction and CRM. It begins by defining e-commerce as referring to a wide variety of internet-based business models that typically incorporate marketing elements to drive users to a website to purchase products or services. E-commerce is differentiated based on whether it uses the internet, technology objectives, and areas like business-to-consumer, consumer-to-business. The importance of e-commerce is increasing as evidenced by growing revenues in Germany, with the top online shops including eBay and Amazon. Popular product categories for online purchases include books, travel, clothes and shoes.
1This is a sample lecture on Marketing, Chapter 1 from the texbook Kotler, P. & Armstrong, G. (2012). Principles of Marketing. New Jersey: Prentice-Hall.
This sample lecture was prepared for Ashford Unversity, 2011.Upon completion of this lecture, a certificate of completion is available from Alpha & Omega Healthcare Management Consulting. For the certificate, please contact tripthimathew@alphanomega.info or DrMathewTM@gmail.com
This document discusses cause-related marketing (CRM) and consumer perceptions of brands associated with causes. It defines CRM and explains why companies engage in CRM campaigns. It also outlines consumer perceptions of CRM, including that certain demographics like women and younger people are more favorable towards CRM. Additionally, it discusses CRM initiatives in India and notes that Indian consumers place more importance on a company's national origin when associated with a cause.
Marketing Performance Analysis by Customer Relationship Marketing, Market Ori...inventionjournals
This study tried to determine and analyze the performance of marketing through customer relationship marketing (CRM), market orientation, and the image of Islamic Banks in Kediri, East Java, Indonesia. The population in this study some 65 873 customers who have savings in five Islamic Banks. Testing of the model is done with Generalized Least Square Estimation (GLS), analysis of structural equation modeling (SEM), proportional random sampling method and software assistance Amos 22, on 397 respondents. The test results model (fit) seen from the GFI, AGFI, TLI, CFI, RMSEA and CMIN / DF, each of which amounted to 0.915, 0.901, 0.949, 0.953, 0.063 and 1.497 are all that are in the range of expected values so that the model can be accepted.The results showed that: customer relationship marketing (CRM), market orientation, and image effect on the competitive advantage of Islamic Banks in Kediri. CRM, and market orientation affect the marketing of Islamic Banks Performance in Kediri. The company's image does not affect the marketing of Islamic Banks Performance in Kediri.It is suggested that the bank to constantly improve its image. This can be done by giving the concern for the surrounding community as the company's involvement with social activities. Thus the social programs that the company will be able to form a personality, raise the reputation of companies before the general public.
The document provides an overview of marketing concepts including:
- Marketing is a process of creating value for customers and building relationships to capture value in return.
- Understanding customer needs, wants, demands and the marketplace is key.
- Designing a customer-driven marketing strategy involves selecting target customer segments and developing an appropriate value proposition.
- Integrated marketing plans use the "4 Ps" (product, price, place, promotion) to implement strategies and communicate value to customers.
- Building customer relationships through customer relationship management (CRM) and delivering superior customer value and satisfaction is important.
Branding and advertising of financial servicesAngle Angel
This document discusses branding and advertising of financial services. It covers topics such as branding, brand image, brand personality, brand equity, the purpose of branding to differentiate products, and how brands create promises to consumers. Advertising strategies like informative, argumentative, and psychological appeals are also covered. The key aspects of branding discussed are using symbols and signs to create meaningful associations that position the brand and develop relationships with customers.
This document discusses marketing strategies and communications channels. It defines a value proposition and how to communicate it effectively in an elevator pitch. It also covers the marketing mix of the 4 Ps - price, product, place and promotion. Finally, it discusses the differences between internal and external marketing and reviews traditional and digital media options, noting that the best strategy combines multiple channels.
- Associations are facing pressures like increased competition and members scrutinizing the value of membership, demanding tangible returns. To survive, associations must promote their value to potential customers in addition to just providing behind-the-scenes support to members.
- With technology allowing people to connect more easily online, associations need new strategies to attract and retain members. This includes determining a clear value proposition and branding that appeals to potential customers in competitive markets.
- Successful strategies include competitive positioning by emphasizing quality and service over financial resources, using sub-brands to target niches while keeping the core association brand, and short-term campaign strategies tied to issues like new legislation. External help can provide objective expertise in developing these new communication
Sales Force – Customer Relationship and Ethical Behaviours in the Nigerian Ba...IOSRJBM
This study examined ‘Sales force – Customer Relationship and Ethical Behaviours in Nigerian Banking Industry. The objectives include: to assess the differences in the ethical behaviours of bank sales force; to determine the effects of sales quotas, social ties and personal moral judgment on salespeople’s ethical behaviours; to identify the congruence between bank salespeople’s and customers’ perceptions of ethical behaviours. Survey research design and six banks were used for the study. 203 bank salespeople and 150 customers were sampled. Convenience sampling technique was used for selecting respondents. Questionnaire was used for data collection. The reliability of the research instrument yielded 0.83 co-efficient using Cronbach Alpha test. ANOVA, Regression Analysis and Pearson’s Product Moment Correlation were used to test hypotheses. Findings show a significant difference in the salespeople’s ethical behaviours; sales target, social ties and low personal moral judgment are responsible for salespeople’s unethical behaviours; there is a significant congruence between the salespeople’s and customers’ perceptions of ethical behaviours and there is a strong negative influence of bank’s corporate code of ethics on salespeople’s ethical behaviours. This study is a case of ethical dilemma. The study recommends that the bank management should adopt discretional measures in approaching ethical issues
The document discusses the marketing mix, also known as the 9Ps of marketing. It provides a brief history of the marketing mix, starting with the original 4Ps proposed in 1960, and the gradual addition of more elements over time. Today, most marketers recognize nine elements in the marketing mix: Product, Price, Promotion, Place, People, Process, Physical Evidence, Packaging, and Payment. The document then provides a short definition and examples for each of the nine elements.
Customer relationship management involves building relationships with customers to increase their loyalty and lifetime value. There are various stages in developing customer relationships from strangers to partners. Companies use relationship marketing strategies like rewards programs to transition customers through these stages by increasing their satisfaction, retention, and advocacy over time. Maintaining high customer value, service, and satisfaction at each stage is important to developing long-term partnerships with customers.
Using brand equity to drive sustainable growthR. Jay Olson
The document discusses strategies for using brand equity to drive sustainable growth. It defines brand equity as the perceived value of a brand's image attributes. It then presents the Brand Value Equation, which calculates brand value based on product/service benefits, channel benefits, brand equity, and costs. The equation shows that brand equity is a powerful lever for competitive advantage. However, brands face threats of losing relevance, so strategies like branded sponsorships and social programs are needed to create energy and remain relevant. Crucially, internal brand-building must establish a brand's promise and values before external initiatives. Research shows "storydoing" companies that live their brand story outperform those only telling it.
This document provides information on various types of market segmentation:
C-40 to C-44 list the names of students. The next section discusses identifying market segments and targeting consumers' needs. It mentions offering tailored designs, prices, and communications.
The document then discusses Lufthansa Airlines' segmentation of passengers into First Class, Business Class, and Economy Class. Local and niche marketing are also summarized. Several banks are listed and their target segments described. The fairness cream market in India is analyzed, including demographic factors. Different bases for segmenting markets are explained, including demographic, psychographic, behavioral, lifestyle, and usage segmentation.
The document discusses managing profitable customer relationships through marketing. It defines marketing and outlines the five-step marketing process of understanding customers, designing a customer-driven strategy, constructing a marketing program, building relationships, and capturing value. Key elements include understanding customer needs and marketplace concepts, focusing on customer value through the marketing mix and customer relationship management (CRM). The goal is to enhance customer loyalty, satisfaction, and lifetime value to achieve profitable relationships.
The document discusses key concepts in marketing such as defining marketing, the 4 Ps of marketing (product, price, place, promotion), differences between sales and marketing, the scope of what can be marketed, and core marketing concepts like customer needs and competition. It also discusses strategic marketing management and the components of a marketing plan.
New branding challenges and opportunities facing by asian service industryHanis Koh
This document discusses branding challenges and opportunities facing the Asian service industry. It begins by outlining the growth potential of the service sector in Asia. Some key challenges in service branding include difficulty differentiating in a competitive technology environment, inconsistencies in service delivery, lack of quality, and fragmenting media. However, opportunities also exist such as using emotional values and innovation to differentiate, emerging communication options like viral marketing, and tapping growing demographic segments. Overall, strategic marketing with a clear vision and top management support is needed to build sustainable and profitable service brands.
This document discusses how building a strong brand is important for financial services companies to differentiate themselves and gain a competitive advantage in an increasingly competitive market. It outlines the steps to building a powerful financial services brand, including defining the brand's role and positioning strategy, planning brand building programs like advertising and promotions, organizing the company to support brand building through departments and employee training, and continuously monitoring the brand's value. Strong brands communicate the company's values and benefits to customers, helping to build trust which is especially important in the financial services industry since customers are trusting the company with their money.
Role of relationship marketing in competitive marketing strategyDung Tri
1) The document discusses the role of relationship marketing in competitive marketing strategy. Relationship marketing involves identifying, establishing, maintaining and enhancing long-term relationships with customers to create value for both customers and the organization.
2) It defines relationship marketing and outlines a framework for competitive marketing strategy, which involves analyzing internal strengths/weaknesses as well as the external market environment. Relationship marketing serves as a moderator to sustain competitive advantages.
3) The role of relationship marketing in competitive marketing strategy includes guiding customer interactions, improving profitability, building partnerships, understanding customer needs, building trust, and protecting the emotional well-being of customers. These roles were observed in the hotel industry.
This document provides a table of contents for the book "Marketing 5.0: Technology for Humanity" by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan. The book is divided into four parts covering 12 chapters that discuss challenges modern marketers face in a digital world and new strategies and tactics leveraging emerging technologies. The table of contents provides high-level summaries of the content included in each chapter and part.
This document provides a summary of key concepts from Principles of Marketing by Philip Kotler. It discusses the basic concepts of marketing including defining marketing as managing relationships to create and capture customer value. It also summarizes 5 customer and marketplace concepts: needs/wants/demands, market offerings, value/satisfaction, exchanges, and markets. Additionally, it outlines designing a customer-driven marketing strategy including 5 concepts companies use and how to develop an integrated marketing plan using the marketing mix of the 4 Ps. Finally, it discusses building customer relationships through superior value and satisfaction, capturing customer lifetime value, and classifying customers into 4 categories.
• Assists with marketing and financial analysis team to create marketing-related collateral pieces including offering memorandums, proposals, flyers, and postcards. • Manages and documents all property due diligence files. Uploads and maintains due diligence files on property website. Provides file access to buyer/seller as required.
This document discusses transaction and CRM. It begins by defining e-commerce as referring to a wide variety of internet-based business models that typically incorporate marketing elements to drive users to a website to purchase products or services. E-commerce is differentiated based on whether it uses the internet, technology objectives, and areas like business-to-consumer, consumer-to-business. The importance of e-commerce is increasing as evidenced by growing revenues in Germany, with the top online shops including eBay and Amazon. Popular product categories for online purchases include books, travel, clothes and shoes.
Distribution
Direct and Indirect Selling Channels
Types of Intermediaries: Direct Channel
Types of Intermediaries: Indirect Channel
Channel Development
Channel Adaptation
Channel Decisions
Marketing of Industrial Product also called:(B2B)
Definition
Differences Between B2B and B2C
• Products/Services being marketed
• Nature of demand
• How the customer buys
• Communication process
• Economic/Financial factors
• Relationship Marketing
Marketing of Services
What is a service?
Difference between goods and services
Intangibility Inseparability, Heterogeneity and Perishability
Services -
Business Services, Health Services, Professional Services and
Hospitality Services
• The role of marketing in a service firm
Sales and Field Force Management
• Sales Management defined
• Task and goals of the sales
• Sales Management Model
• Sales Management Trends
• Transaction Selling vs Relationship Selling
• Recruiting and Managing the field team
• Time and Territory Management
Personal Selling
The most important promotional tool in B2B marketing
Transaction/relationship is often too complex to consummate without personal interaction between marketer and buyer.
Boundary Spanner
Customers are sophisticated and you need a long-term relationship to be successful.
B2B sales cost more than B2C selling
Sport marketing is the process of designing and implementing activities related to production, pricing, promotion, and distribution of a sport product to satisfy consumer needs and achieve company objectives. It draws from several fields like marketing and business management. The sport industry has many segments including sporting goods, sports media, sponsorships, and more. The sport marketing process involves understanding consumers, competitors, the company, and the broader climate then using this information to determine target markets and appropriate marketing mix strategies. The 4Ps of marketing - product, price, place, and promotion - are key elements of a sport organization's marketing strategy.
The document summarizes key points from a chapter on managing customers in a business marketing textbook. It discusses differentiating between transactional and collaborative customers, delivering superior value through relationship-specific offerings, and sustaining customer relationships over time through open communication, trust and conflict resolution. The goal is to deliver value to customers while achieving a fair return for the supplier.
This document discusses key concepts regarding sport products and marketing. It explains that the core sport product is intangible and inconsistent. Marketers have little control over the core product and must focus on extensions. The core product consists of the game, players, equipment, and venue. Extensions are built around this and include novelties, personnel/process, tickets/materials, and the organization itself. Product managers must consider differentiation, development, positioning, and branding to be competitive in this industry.
The document discusses key concepts in services marketing including the 7 Ps of services marketing, the 4 Is of service, physical evidence, people, process, and ways to address inconsistencies. It outlines the roles of the servicescape in packaging the service and eliminating intangibility. It also discusses gaps in services, reversing the customer cycle of failure, and ways to meet perishability through demand management and matching capacity to demand.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against developing mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
The fundamentals of sport marketing are based on theories and research from fields like marketing, management, and economics. This information and knowledge comes from existing research and new research. Sport marketing applies marketing principles to the sport industry by studying factors like consumers, competitors, the company, and the broader climate. Market segmentation and targeting are used. The marketing mix of product, price, place, and promotion are key strategic decisions for sport marketers. An ongoing process of research, planning, implementation, and evaluation is used.
The document discusses the shift from transactional marketing to relationship marketing. Relationship marketing focuses on maintaining long-term relationships with customers and other stakeholders to maximize their lifetime value. It involves developing close interactive relationships through cooperation instead of competition. The key elements of relationship marketing include identifying and tracking customers, delivering personalized messages, and focusing on customer retention and lifetime value rather than single transactions.
Atmospherics - Physical Evidence, The ServicescapeTom Chapman
This document discusses the concept of servicescape and atmospheric elements that influence consumer behavior in service environments. It covers how factors like lighting, music, scent, and staff appearance can positively impact customer moods, enjoyment, and spending. The importance of servicescape design is greater when competitive differences are small or customers seek distinct experiences based on demographics. Atmospheric elements must be considered alongside customer segmentation to ensure the intended environment matches target audiences' expectations.
The document provides an overview of key concepts related to products, services, and brands. It discusses what defines a product, different types of product and service classifications, decisions involved in developing products and services, and strategies for building strong brands. It also covers topics like services marketing, the service-profit chain, and strategies for differentiating services.
The document discusses the marketing mix and its use in the sport business industry. The marketing mix involves strategically combining the four P's of marketing: product, price, place, and promotion. Creating the right mix involves research on consumers, competitors, the company, and the business climate. To maintain the optimal mix, companies must constantly monitor these four C's and customize the four P's for specific target markets. The goal is providing consumers with the right product at the right price in the right place, while also using the right promotional strategies.
The document discusses the marketing mix model used in sport business and marketing. It explains that the marketing mix consists of the four P's: product, price, place, and promotion. An effective marketing mix requires researching the consumer, competition, company, and market climate to determine the optimal combination of the four P's for a target market. The marketer must constantly monitor the four C's - consumer, competition, company, and climate - and make adjustments to the four P's as needed based on changes in the marketplace.
This chapter introduces key concepts about services marketing. It discusses why studying services is important as the service sector dominates most economies. Services pose unique challenges for marketing due to their intangible nature. An expanded marketing mix of 8Ps is required for effective services marketing, including product, place, price, promotion, process, physical environment, people, and productivity/quality. Government policies, technology advances, and other forces are transforming the service industry in ways that require innovative marketing approaches.
Sport Marketing-Final presentation-German University in Cairo-MBA-Mar2013Youssef Alaadin
The document summarizes a marketing seminar on sport marketing. It begins by defining sport marketing and outlining its three main sectors: marketing of a sport, marketing products through sports, and promoting sports to the public. It then discusses readings on sport marketing literature, the current state of sport marketing in Egypt, and popular careers in the field. The remainder covers sport marketing worldwide, a typical sport marketing plan framework, an example research paper, and benefits of sport marketing. Key highlights include the need to modify Egyptian laws around sponsor rights and the importance of developing sport management education.
The document provides an overview of the sports industry and sports marketing. It discusses key topics such as:
1) The large size and continued growth of the sports industry in areas like revenues, attendance, media coverage and employment.
2) Opportunities in the sports industry through academic programs and various career paths in sports administration, marketing and other areas.
3) The concept of sports marketing and how marketing principles can be applied to sports products, events and organizations.
4) A contingency framework for strategic sports marketing that considers internal and external factors in developing marketing strategies.
Marketing involves creating and exchanging products of value to satisfy human needs and wants. It is a social and managerial process. Core concepts in marketing include understanding needs, wants, and demands; considering products and the value, cost and satisfaction they provide; and facilitating exchange, transactions, and relationships between buyers and sellers in a market. Effective marketing adapts to understand target markets and deliver superior customer satisfaction in a way that benefits both consumers and society.
The core concept of marketing can be summarized in 3 sentences:
Marketing involves individuals and groups obtaining products and services to fulfill needs and wants through exchange and creation of value. The exchange process consists of transactions between buyers and sellers. The goal of marketing is to work with target markets to facilitate potential exchanges that satisfy human needs and wants in an efficient way.
Sport & Leaisure Industry - Session 4 - Relationship Marketingmjb87
This document discusses relationship marketing in the sport and leisure industry. It begins by explaining the difference between transactional marketing, which focuses on individual exchanges, and relationship marketing, which aims to build long-term relationships between organizations and customers. Relationship marketing seeks to develop loyalty, brand awareness, and additional value for consumers. The document then examines the types of relationships in the sport industry, including business-to-business relationships between organizations and business-to-consumer relationships between organizations and individual customers or fans. It notes that relationships evolve over various stages and can be characterized based on the linked benefits and loyalty they provide.
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Introduction to marketing management-1.pdfOshadiVindika
This document defines key marketing terms and concepts. It begins by defining market, marketing, and marketing management. It then provides definitions of marketing from the AMA and Philip Kotler. Marketing management is explained as planning and executing ideas, goods, and services to create value for customers. The goals of marketing are to attract new customers and keep current customers. Several marketing philosophies are outlined, including the production, product, selling, marketing, and societal concepts. The marketing process and core concepts around needs, products, value, exchange, and markets are also summarized.
This document provides an overview of key marketing concepts and philosophies. It defines marketing and discusses its components, including the marketing environment, customer needs and wants, and the marketing mix. It then describes five marketing management philosophies: the production concept, product concept, selling concept, marketing concept, and societal marketing concept. For each concept, it provides the underlying philosophy and focus, as well as examples of companies that employ each approach.
The document discusses conducting a marketing audit of Sony Corporation to evaluate its marketing strategies and identify areas for improvement. A marketing audit examines a company's marketing environment, strategies, and goals. The audit will analyze Sony's marketing mix, perform an environmental analysis, and conduct a SWOT analysis. These evaluations will provide insight into Sony's marketing approaches and influences, and identify changes needed to address weaknesses. Sony has a long history of innovation in consumer electronics and was an early leader in technologies like the transistor, Walkman, PlayStation, and Blu-ray.
Marketing involves creating value for customers and capturing value from customers in return through profitable customer relationships. Marketers need to understand customer needs and the marketplace. They design marketing strategies by selecting target customer segments and developing a value proposition to serve those customers better than competitors through an integrated marketing program using the marketing mix. The goal is to build strong customer relationships, satisfaction, loyalty and lifetime value to increase customer equity.
Marketing involves planning, pricing, promoting, and distributing products and services to create value for customers. It includes identifying customer needs and wants, developing a marketing strategy, and implementing a marketing plan.
Branding creates a unique name and image that represents a product or company to differentiate it from competitors. Strong branding builds loyalty by connecting with customers emotionally and motivating purchase. It involves consistent messaging over time through various experiences to influence how customers feel.
While marketing focuses on short-term goals like sales, branding aims for long-term relationship building and trust. Marketing influences customers, while branding impacts purchasing decisions and determines brand loyalty. Both are important but use different strategies - marketing "pushes" products while branding "pulls
This document provides an overview of marketing and marketing management. It defines marketing as a process of creating, distributing, promoting, and pricing goods and services to facilitate satisfying exchange relationships with customers. The core concepts of marketing include needs, wants and demands, products and services, value and satisfaction, exchange and relationships. Marketing philosophies like production, product, selling, and marketing concepts are discussed in relation to a company's orientation. The importance, scope and goals of marketing are also outlined. Marketing management involves planning, organizing, implementing and controlling marketing efforts as part of a company's strategic approach.
Module2 puno geneblazo_targa_lopez_oblena_mostolesALEXISPUNO
The document discusses key concepts in marketing including:
- Marketing is the process of creating, communicating, delivering, and exchanging offerings of value for customers.
- The four Ps of marketing are product, price, place, and promotion which make up a company's marketing mix.
- Market research involves determining the viability of new products or services directly with potential customers.
- A marketing culture means employees are involved in marketing the brand and empowered as brand ambassadors.
This document provides an overview of key marketing concepts. It defines marketing as a social process involving the exchange of goods and services to satisfy needs and wants. The core concepts discussed include needs, wants and demand, products and services, customer value, exchange and relationships. It also distinguishes between selling and marketing, and describes the marketing concept orientation which focuses on customer needs rather than production. Key elements of the marketing environment, including internal factors like staff and resources, and micro factors like customers and suppliers, are also summarized.
This document provides an overview of marketing concepts. It defines marketing as the process of creating consumer value through goods, services, or ideas that improve consumer life. Marketing involves identifying and satisfying customer needs through a marketing mix of product, price, place, and promotion. The document also discusses the 4 P's of marketing, why marketing is important to study, and how marketing affects everyday life. It emphasizes that the goal of all organizations is to gain and retain customers through innovation and marketing.
Marketing is a process by which companies create value for customersand build strong customer relationships in order to capture value from customers in return.
Marketing involves creating value for customers and building strong customer relationships. It is a process of understanding customer needs and designing products and services to satisfy those needs better than competitors. Modern marketing also focuses on managing customer relationships through digital technologies and social media to engage customers. Key aspects of marketing include understanding market segments, developing value propositions, implementing marketing programs using the four Ps (product, price, place, promotion), and managing customer relationships long-term through superior customer experience and satisfaction. Marketing aims to attract new customers while growing current customers in a sustainable way that benefits both businesses and society.
Marketing involves identifying customer needs and designing products and services to meet those needs. It is a process that includes planning, pricing, promoting, and distributing goods and services. The goal is to create value for customers and satisfy organizational objectives. Marketing affects both individuals and society and plays an important role in business success.
This document provides an overview of marketing concepts and the marketing environment. It begins with definitions of marketing from various scholars such as the American Marketing Association, Philip Kotler, and Peter Drucker. It then discusses the types of marketing including traditional, digital, social, and mobile marketing. Next, it explores the internal and external factors that make up the marketing environment, including customers, competitors, public, suppliers, economic conditions, technology, and government regulations. Environmental scanning techniques like SWOT analysis, PEST analysis, and Porter's Five Forces model are also summarized. The document aims to give the reader a high-level understanding of foundational marketing concepts.
The document provides an overview of key concepts in marketing management. It defines marketing, discusses the new economy and challenges for firms, and covers core concepts like segmentation, the marketing mix, and marketing strategies. The summary explores how marketing satisfies customer needs through exchange and creates value for both customers and organizations.
The document provides an introduction to marketing concepts. It defines marketing according to the American Marketing Association as creating and delivering value for customers and managing relationships. It discusses the evolution of marketing approaches from production-oriented to customer-oriented. It also outlines key marketing concepts like the marketing mix, exchange relationships, segmentation, and environmental analysis tools like PEST and SWOT.
Dr. V. Ramadevi, Department of Management.ramakarthik
This PPT contains the basic marketing concepts, marketing mix elements, customer value and satisfaction, value chain, strategic marketing planning process, marketing research, marketing environment, CRM.
This ppt would be useful for the management students.
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Here are our Euro 2024 predictions for the group stages
Will England make it through the group stages?, Will Germany use the home advantage to full effect?
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4. Marketing
What is it?
“A market is a group of buyers and sellers of a particular good or
service. The buyers as a group determine the demand for the product,
and the sellers as a group determine the supply of the product.”
Mankiw and Taylor (2011, p.68)
5. Organised market:
Buyers and sellers of a certain product meet at a location at a pre-
arranged time to arrange sales.
Unorganised market:
More commonly you have numerous sellers in numerous locations
and the buyers choose when and where to purchase the product.
Marketing
What is it?
6. Marketing
What is it?
“…marketing is that essential part of the management process that
matches markets with the sport products and services. It assesses
the needs and wants of potential customers.”
Torkildsen (1999, p.435)
9. Marketing
The Four P‟s
Product Place
Promotion Price
Does it satisfy your customers wants or needs?
How is it different from your competitors?
Where will buyers look for your product/service?
If marketing an event where will it take place
and is is socially, economically and
geographically accessible.
“The process is one of pulling customers to
the product using words, music, pictures and
symbols to present an image of the product
that is attractive, if not compelling.”
Torkildsen (1999, p452)
What type of market is your product or service in
and can you set your own price or do you need to
follow the market value for your product or service.
11. Marketing
Relationship > Transaction
• Traditionally sport marketing has been considered from a
transactional point of view.
• Transactional Marketing seeks to facilitate an exchange of
products and/or services for money.
12. Marketing
Relationship > Transaction
Many sport organisations have adopted an approach we call „relationship
marketing‟.
“The goals of relationship marketing are to build long-term relationships
with the organisations best customers, generating further business and
ultimately profit. It is also designed to contribute to strengthening brand
awareness, increase understanding of consumer needs, enhance loyalty
and provide additional value for consumers.”
Stavros et al (2008)
13. Marketing
Relationship > Transaction
Two main types of relationship are formed…
Business to Business (B to B) relationships.
Business to Consumer (B to C) relationships.
14. Marketing
Relationship > Transaction
• An organisation employs relationship marketing to develop its relationship with
those from outside the organisation, whether that be customers or other
organisations.
• Relationship marketing's objective is to build loyalty by strengthening the
organisations relationship with its customers.
• It is based on the notion that it is not the exchanges (product for money) per se
that are the core of marketing.
• Rather, exchanges take place in ongoing relationships between parties.
• The relationship is with the brand, NOT the individual products.
15. Marketing
Relationship > Transaction
• The understanding within organisations of the benefits of relationship
marketing have led to a paradigm shift in marketing.
• Relationships offer an opportunity for an analogous message between
those in the relationship. They both get to portray who they are through the
relationship between the two, or more, organisations.
• Relational approach suits sports organisations better than the
transactional approach because sports organisations are network based
and operate in a system formed by numerous stakeholders (those who are
affected by the process and outcome of an organisations objectives).
• The core of the system is sport itself…
17. Marketing
Relationship > Transaction
• Issues facing sports organisations are often complex (lack of resources,
difficult to reach target markets, etc.)
• It can be difficult for an organisation working in isolation to achieve its
goals.
• To build a relationship an organisation must first determine which parties
have matching or complementary goals and identify ways in which they can
work together.
18. Marketing
Relationship > Transaction
“the process of identifying and establishing, maintaining, enhancing and
when necessary terminating relationships with customers and other
stakeholders, so that the objectives of all parties are met”
Gronroos (2004, p.101)
19. Marketing
Relationship > Transaction
• Concept of a relationship is a series of interactions between two
parties with each interaction contributing to the evolution of the
relationship
• Each relationship has a content that obtains benefits for the
parties involved.
• Long term development of relationships contributes to the
formation of links. Relationships will illicit one or more of the
following links between members of the relationship…
20. Marketing
Relationship > Transaction
Social links
One of the cornerstones of the sport system.
An organisation that helps an individual or
group of consumers socialise or form new
friends forms a social link.
Emotional links
Interaction with the organisation and their
product or services produce emotions that
hopefully will be positive.
Fundamental for a sports club.
Functional links
Related to the use of a product or service.
The user of a pair of running trainers forms
a functional link with the manufacturer or
distributer.
Commercial links
Based on the construction of relationships
that provide economic benefit.
A sports team and their sponsor have a
commercial link.
22. Marketing
Branding
A brand is…
“a name, a word, a symbol, a drawing, or a combination of
these.”
Kotleret al (2000, p.478)
“a set of mental associations, held by the consumer, which add
to the perceived value of a product or service”
Keller (1998)
23. Marketing
Branding
…so these tangible and intangible aspects of the brand add up to create
feelings and beliefs in people about an organisation. It is a marketers job to
ensure that the feelings and beliefs are positive so as to ensure the
organsiation and it‟s products/services are more desirable.
Tangibles
• mission statement
• logo
• promotions
• font
•shopfront
• uniforms
•colours
Intangibles
• identity matching
• symbolism
• beliefs
• origins
• story
• staff manner
24. Marketing
Branding
• The brand is a fully controllable form of communication that
allows an organisation to portray themselves the way they wish to
be seen.
• An organisation can portray an image of themselves to both
potential and current customers about who they are, what they
do, how they do it and why they do it.
•Organisations hope to control the way they are perceived
through their branding.
• Everything matters.
27. Marketing
Branding
We have two issues in the Sport & Leisure industry
when branding an organisation…
Branding is Conditional
• You can portray your organisation in a
certain way but delivering upon that
image is CONDITIONAL on other factors
within the organisation.
• e.g. You have built your brand around a
reputation for quality, built to last
products, but the manufacturers produce
a poor batch of your latest product and
your brand loses credibility as a result.
Intangible products/services
• Often the products/services we offer in the
S & L industry are intangible – they are
without physical presence and are unable to
be touched. So we have limited control over
their exact nature and they have the ability to
perform „off brand‟.
• e.g. Live sporting events being affected by
the weather or a participant in a coaching
session diminishing the service for others by
their behavior services.
28. Marketing
Branding
So that‟s WHAT brands are.
But WHY are they important?
WHY is all this branding necessary?
• Brands and branding are tools for value creation.
• The goal for a brand is to ensure consumers want to engage with their products/services
more regularly and, potentially, at a higher costs than their competitors simply because it
has come from their brand.
• If your product is perceived to be more valuable simply because it has been
produced/distributed through/by your brand, you‟ve been successful in adding value through
your branding.
APPROPRIATE BRANDING ADDS VALUE
29. Marketing
Branding
• We term how much value your brand adds or subtracts to the
perceived value of your product/service „brand equity‟.
• The value added to your product/service by your brand is positive
brand equity.
• The opposite, that obviously you want to avoid, is negative brand
equity which results from a brands association with a product/service
lowering its perceived value to its potential consumers.
• Let‟s look at an example…
32. Marketing
Branding
perceived quality…
Refers to consumers evaluation of
a brand when considering the
purpose of the product as well as
alternative options.
brand awareness…
Consumers ability to recall a
brand when a competitor is
mentioned.
brand associations…
The feelings and thoughts
consumers hold for a brand.
brand loyalty…
Brands ability to attract
consumers and to keep them
indicates how connected
consumers are to a brand.
the four components of brand equity…
33. Marketing
Branding
“Do you think it‟s possible that IBM could look like the kind of
company it really is?”
How do we get perceived the way we would like to be & how do we
achieve positive brand equity?
35. Marketing
Branding
A LOGO does one, or a combination, of these three things…
1. Identification
The logo identifies your organisation in a quick, visual way. It‟s the first thing a
customer sees and they need to know who it belongs to.
2. Distinction
The logo distinguishes your organisation from the competition. You are
recognised because of it. Or at least should be if it is unique enough.
3. Communication
The logo should communicate something about your organisation. Sometimes
directly, sometimes subtly.
36. Marketing
Branding
What to consider when choosing a SYMBOL for the organisation and their logo…
1. Storytelling:
Not all symbols are created equal - choose symbols that tell a story. Do your research and make sure
the symbols incorporated in your logo convey clear and concise representations.
2. International Perspectives:
What a symbol represents in one culture may not be what it represents in another. This is crucial for
companies who seek to create international identities and brands.
3. Conflicts Of Interest:
Do not use multiple symbols in one logo or brand that might possibly represent conflicting ideas.
4. Clarify The Communication:
Each logo should communicate something. Symbols are powerful communication devices when used
wisely. One smart symbolic element in a logo design can express everything, but the symbol used in a
logo should express one thing well, not many ideas poorly.
38. Colours – red
Psychological Meaning Cultural Meaning
Western:
danger
a warning to stop
anger
Valentine's Day
Eastern:
prosperity
good fortune
worn by brides
China:
the color of good luck and
celebration
vitality, happiness, long life
China cont...
used as a wedding color
used in many ceremonies from
funerals to weddings
used for festive occasions
traditionally worn on Chinese
New Year to bring luck and
prosperity
Russia:
associated with the Bolsheviks
and Communism,
means beautiful in Russian
language
often used in marriage
ceremonies
• Action
• Energy and speed
• Attention-getting
• Assertive and confident
• Energizing
• Stimulating
• Exciting
• Powerful
• Passionate
• Courageous and strong
Marketing
Branding
39. Colours – blue
Psychological Meaning Cultural Meaning
Western:
conservative,
"something blue" bridal tradition
masculine color
baby boys
Eastern:
immortality
China:
immortality
associated with pornography and 'blue films'
feminine color
Korea:
color of mourning
Iran:
color of mourning
heaven and spirituality
immortality
Egypt:
virtue
protection - to ward off evil
Middle East:
protection
US Politics:
Liberalism
Belgium:
color for baby girls
• Loyalty
• Trust and integrity
• Perseverance
• Caring and concern
Authority
Marketing
Branding
40. Colours – yellow
Psychological Meaning Cultural Meaning
Middle East:
happiness
prosperity
Japan:
courage
beauty and refinement
aristocracy
cheerfulness
Europe:
happiness, joy
cowardice, weakness
hazard warning
Western:
happiness, joy
hope
cowardice
caution, warning of hazards
Eastern:
sacred
imperial
China:
sacred
imperial, royalty
honor
masculine color
• Cheerfulness
• Enthusiasm
• Fun
• Good-humored
• Confidence
Marketing
Branding
41. Colours – orange
Psychological Meaning
• Warmth
• Happiness
• Physical energy
• Cheerfulness.
• Enthusiasm
• Courage
Cultural Meaning
Western:
affordable or inexpensive items
Halloween, combined with black
Eastern:
happiness
spirituality
Thailand:
color for Thursday
Ireland:
religious color for Protestants
appears on the Irish flag along with
white for peace and green for
Catholics
Netherlands:
color of the Dutch Royal Family
Hinduism:
Saffron, a soft orange color, is
considered an auspicious and
sacred color
Marketing
Branding
42. Colours – green
Psychological Meaning Cultural Meaning
• Growth and vitality
• Renewal
• Restoration
• Self-reliance
• Reliability and dependability
• Nature,
Western:
lucky color in most western cultures
spring, new birth, regeneration
nature and environmental awareness
color for 'go' at traffic lights
Saint Patrick's Day
jealousy
greed
Eastern:
new life, regeneration and hope
fertility
China:
fertility
Disgrace
Ireland:
religious color for Irish Catholics
color symbol of Ireland
Middle East:
color of Islam
strength
fertility
Luck
USA:
money
Jealousy
Marketing
Branding
43. San Serif (without feet) – Modern
• Arial
• Verdana
Serif (feet) – Traditional
• Times New Roman
• Century Schoolbook
Marketing
Branding
45. So when looking at anything visual that is associated with a brand it
should be communicating something, however subtle, about that brand.
When your creating a brand and trying to get its message across through
a visual medium, ask yourself „Does this portray my brand the way I want
it to be portrayed?‟….
…If it doesn‟t, then it needs revising.
Marketing
Branding
48. Descriptive Associative Abstract
KICK TV
Shoot
Who Scored
Nike
Adidas
Reebok
UK Sport
Sport England
Youth Sport Trust
Brand names should fit with your tone of voice.
Marketing
Branding
49. Descriptive Associative Abstract
Product names should fit with your tone of voice.
Products in the same range need to share an identity, so their names
need to be related.
Calling your product the same as another product on the market is OK,
but only if the other product is COMPLETELY unrelated to yours.
Get Into Sport PredatorHyperspeed
Marketing
Branding
50. „Just Do It‟
Strapline:
Why a customer should choose you.
3-6 words with very few over 8.
Slogan.
Marketing
Branding
53. Question and Answer:
Posing and answering a question, or simply having two half sentences
making different sides of a point.
Maybelline… „Maybe She‟s Born With it, Maybe it‟s Maybelline‟
Marketing
Branding
54. Mirroring:
Reflecting or repeating a word or words to make a memorable phrase.
Local shop… „Conveniently Reliable, Reliably Convenient‟
Financial advisor… „Money Talks, So Let‟s Talk Money‟
Kit Kat… „Have a Break, Have a Kit Kat‟
Marketing
Branding
55. Rhyming:
Creating a small rhyme makes your sentence more memorable;
though they can feel a little tacky if not done well!
Shell… „You Can Tell When it‟s Shell‟
Marketing
Branding
56. Alliteration:
Similar to rhyming, alliteration involves the first sound of a word
instead of the end.
Land Rover… The Best Four by Four by Far
Marketing
Branding
58. Traditional media are static, one-way, broadcast technologies.
Social media, or new media, technologies are two-way.
Marketing
Social Media
59. 1. Blogs
2. Microblogs (Twitter)
3. Social Networks (Facebook, LinkedIn)
4. Media Sharing Sites (Flickr, YouTube)
5. Social Bookmarking and Voting Sites (Digg, Reddit)
6. Review Sites (Yelp)
7. Forums
8. Virtual World (Second Life)
Marketing
Social Media
60. Social media has leveled the playing field.
Previously the marketing budget, as much as anything, defined a
promotions scope.
Now, it‟s content, customer engagement and creativity/relevance
that matter; not necessarily budget.
Small brands can make big names for themselves.
Marketing
Social Media
61. - Customer contact point.
- Conversation, not a promotion.
- Part of the relationship.
- Easy to identify prosumers.
- Specific, targeted marketing.
- Know what people are saying about
you. Good and bad!
- Placeless.
- Opportunity to express visual and verbal
identity.
- People get to know „who you are‟ to a much
deeper degree.
- Add (hopefully!) perceived value through
positive brand equity.
Marketing
Social Media
64. A product or brand advocate with the ability
to influence a chain of consumers.
Marketing
Prosumers
65. To be getting on with:
• Mission statement.
• Diary of ALL activity. Meetings, thoughts, progress, teamwork issues,
leadership elements, problems, etc.
• Consider, beyond your participants, who you should be building
relationships with (people &organisations).
• Build your brand (through visual & verbal identity) ready to portray
yourselves to your customers in the way you which to be perceived.
• Identify prosumers.
• How are you addressing the four P‟s?
• Construct a social media campaign that is „on brand‟.
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