Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
A brand is simply a person’s emotional connection to a product, service, or company. We will discuss how to forge this relationship through design and personal experience with your brand. The session will include a general overview of the principles of marketing and branding, and delve deeper into topics such as brand strategy, research and positioning, design elements and naming, as well as brand extensions. Logos and naming are the two most basic elements of any brand, and we will discuss them at length.
The document discusses the marketing communications mix, which consists of 6 ways for companies to communicate their message to customers: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. Each of these channels is briefly defined. The document was written by Ricardo Vanegas in 2011 to provide a brief overview of the marketing communications mix.
The document discusses the promotion mix and elements of promotion, including personal selling, mass selling, advertising, publicity, and sales promotion. It defines advertising and describes its role in informing customers, retaining them, and influencing them to purchase products. The stages of advertising are discussed as pioneering, competitive, and retentive. Forms of advertising like product, corporate, social, and societal advertising are also summarized.
The document discusses the marketing mix, also known as the 4Ps and 7Ps. The 4Ps refer to product, price, place, and promotion. Product factors include design, quality, and branding. Pricing strategies include penetration and skimming. Distribution places include retail, wholesale, and online. Promotion methods are advertising, endorsements, and competitions. The 7Ps add people, physical environment, and process to refer respectively to employees, store atmosphere, and how services are delivered. The marketing mix outlines key elements companies consider when developing marketing strategy.
The document discusses various topics related to marketing including types of products based on durability and usage, brand hierarchy, packaging, product lifecycle, promotion, and advantages and disadvantages of television advertising. Specifically, it covers non-durable, durable and service products. Consumer products include convenience, specialty, shopping and unsought types. It also discusses manufactures brands, resellers brands and generic brands. The document outlines the stages in a product lifecycle as introduction, growth, maturity and decline. Finally, it provides details on the advantages of reaching large audiences through TV ads but notes the high production and air time costs.
The document discusses key aspects of product marketing including the marketing mix of product, price, place, and promotion. It defines a product as anything that can satisfy a market need and explains that products have features, quality characteristics, and design. A brand is a name, symbol, or design that identifies and differentiates a product from others while a logo is a graphic element of a brand. Packaging and labels are also discussed as part of product identification and description for marketing purposes.
Integrated marketing communications is an approach where different communication modes work together to create a seamless experience for customers. The goal is to make advertising, sales promotion, public relations, direct marketing, online communications, and social media reinforce a unified brand message rather than work in isolation. Components include corporate image, branding, media selection, promotional tools, customer relationship management, and consistent messaging across all channels. Tools that are part of an IMC plan include advertising, sales promotion, direct marketing, personal selling, and public relations activities. The unified approach is important as it allows a brand to communicate effectively to a large audience at a minimal cost while also maintaining long-term customer relationships.
A brand is simply a person’s emotional connection to a product, service, or company. We will discuss how to forge this relationship through design and personal experience with your brand. The session will include a general overview of the principles of marketing and branding, and delve deeper into topics such as brand strategy, research and positioning, design elements and naming, as well as brand extensions. Logos and naming are the two most basic elements of any brand, and we will discuss them at length.
The document discusses the marketing communications mix, which consists of 6 ways for companies to communicate their message to customers: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. Each of these channels is briefly defined. The document was written by Ricardo Vanegas in 2011 to provide a brief overview of the marketing communications mix.
The document discusses the promotion mix and elements of promotion, including personal selling, mass selling, advertising, publicity, and sales promotion. It defines advertising and describes its role in informing customers, retaining them, and influencing them to purchase products. The stages of advertising are discussed as pioneering, competitive, and retentive. Forms of advertising like product, corporate, social, and societal advertising are also summarized.
The document discusses the marketing mix, also known as the 4Ps and 7Ps. The 4Ps refer to product, price, place, and promotion. Product factors include design, quality, and branding. Pricing strategies include penetration and skimming. Distribution places include retail, wholesale, and online. Promotion methods are advertising, endorsements, and competitions. The 7Ps add people, physical environment, and process to refer respectively to employees, store atmosphere, and how services are delivered. The marketing mix outlines key elements companies consider when developing marketing strategy.
The document discusses various topics related to marketing including types of products based on durability and usage, brand hierarchy, packaging, product lifecycle, promotion, and advantages and disadvantages of television advertising. Specifically, it covers non-durable, durable and service products. Consumer products include convenience, specialty, shopping and unsought types. It also discusses manufactures brands, resellers brands and generic brands. The document outlines the stages in a product lifecycle as introduction, growth, maturity and decline. Finally, it provides details on the advantages of reaching large audiences through TV ads but notes the high production and air time costs.
The document discusses key aspects of product marketing including the marketing mix of product, price, place, and promotion. It defines a product as anything that can satisfy a market need and explains that products have features, quality characteristics, and design. A brand is a name, symbol, or design that identifies and differentiates a product from others while a logo is a graphic element of a brand. Packaging and labels are also discussed as part of product identification and description for marketing purposes.
The document discusses product promotion strategies. It defines product promotion as communicating the benefits of a product to address customer needs and motivate purchase. It outlines the key questions to consider in promotion: the objectives, product, target audience, and messaging. Common promotion vehicles include advertising, direct marketing, public relations, and sales promotions. An example is given of IndiaMART's online business-to-business platform and how it maps its benefits to small and medium enterprises' pain points to promote its services.
This document discusses the marketing mix, which refers to the combination of marketing tools a company uses to satisfy customers and achieve organizational goals. It describes the traditional 4Ps of marketing - product, price, place, and promotion. It also discusses 3 additional Ps: people, process, and physical environment. For each P, key considerations are outlined, such as what to offer for product, pricing strategies, distribution channels for place, and advertising vs. personal selling for promotion. The marketing mix must be tailored based on objectives, products, target markets, and other factors.
Market segmentation involves dividing a large market into smaller subgroups of consumers with similar characteristics or needs. It is done by segmenting consumers, not products or prices. Markets can be segmented by geography, demographics, psychographics, and buying behavior. Some examples of market segmentation include segmenting the watch market by price range, segmenting the car market by age groups, and segmenting the food market by lifestyle or dietary preferences. The key to effective segmentation is identifying distinct groups that respond differently to marketing strategies so companies can better target their products.
This document discusses marketing communication and personal selling. It covers the different elements of a promotional mix, including advertising, personal selling, sales promotions, publicity and public relations. It explains how these promotional tools can be used to inform, persuade and remind potential customers. The document also discusses factors that influence the promotional mix, such as the product, its life cycle stage, the target market and type of buying decision. It provides details on personal selling, including the steps in the selling process and sales management.
This document discusses different types of promotion decisions and advertising. It outlines sales promotion techniques like special offers and deals aimed at consumers or retailers to boost short-term sales and repeat purchases. It also describes below-the-line promotion incentives not involving direct communication, such as price deals, loyalty programs, coupons, and point-of-sale displays used to encourage immediate purchases from consumers or distribution through retailers. The document lists various promotional methods including BOGO offers, games, personal selling, direct mail, sponsorships and public relations.
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
This document provides an overview of marketing principles and social media basics to help attract customers to a website. It discusses defining marketing and differentiating it from sales. Key marketing concepts covered include market research, developing a marketing plan, market segmentation, analyzing competitors, and establishing a unique selling proposition. Traditional and digital marketing channels are compared, with examples of using social media like Facebook, blogs, and video sharing sites. Risks of social media are also briefly mentioned.
The document outlines the 6 main components of a company's marketing communications mix: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. It provides a brief 1-sentence definition for each component and notes they are ways for a company to communicate its message to customers. The document was written by Ricardo Vanegas in 2011 to describe the marketing communications mix.
GCSE Business Studies presentation which covers market mapping / perceptual mapping / position mapping, together with market segments and gaps in the market.
The document discusses key concepts in marketing including the functions of marketing like distribution, financing, pricing, and promotion. It also covers the marketing mix known as the 4 Ps - product, place, price, and promotion. Additionally, it outlines the importance of market research and product development which involves generating ideas, screening ideas, developing a business proposal, test marketing, and evaluating customer acceptance. Finally, it discusses channels of distribution and how products move from manufacturers to consumers through direct or indirect distribution channels involving various intermediaries like distributors, wholesalers, and retailers.
Direct marketing is a form of advertising that allows businesses to directly communicate with customers through various channels like email, text, websites, mail, and more. It aims to drive a specific call to action and track measurable responses. Common direct marketing methods include email, online/mobile, telemarketing, mail, television, radio, magazines, and direct selling. Services marketing also focuses on intangible offerings and emphasizes people, process, physical evidence, and differentiating the service experience. Sponsorship involves providing financial or in-kind support to an event or organization in exchange for commercial opportunities.
Presentation on Marketing - U of Huddersfield & Kajire Girls Sote ICT
This marketing presentation is a product of team of students from the University of Huddersfield, UK who mentored students from Kajire Secondary, Kenya in marketing, customer relations and business sustainability. Students communicated through skype and email in the first term of 2016. The cooperation was managed by student Chris Wainwright from the University of Huddersfield and Abuga Ezra, teacher and Sote ICT Club mentor at Kajire Secondary.
The document discusses different elements of a promotional mix and their pros and cons. It covers advertising which can be creative but also time consuming; displays which provide in-store promotion but are limited locally; personal selling which helps with individual customer needs but can be high pressure; public relations which builds reputation but can be expensive; and sales promotions which create good customer response but lose impact when overused by competitors.
According to The American Marketing Association [1]: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ... Price – the value of the exchange between the customer and producer.
The document discusses strategies for effective long-term selling. It states that buyers prefer to purchase from salespeople they like, trust, and who can meet their needs. It warns against relying on "silver bullet" solutions and advises determining customers' needs and perceptions. The document emphasizes building relationships, focusing on service, understanding customers, and targeting communications appropriately.
This document discusses various promotion methods for small businesses. It outlines established and newly created customer demand and how promotion can influence both. The main promotion methods covered are advertising, personal selling, publicity, and sales promotion. Advertising media and types are defined. Personal selling discusses the sales process and types of salespeople. Publicity differentiates between paid advertising and unpaid media coverage. Sales promotion examples temporary incentives to increase sales like discounts, samples, and contests. Word of mouth is also highlighted as a key promotion method.
The document discusses promotion and a company's promotion mix. It defines promotion as communicating information between a seller and potential buyer to influence attitudes and behavior. A promotion mix is the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing that a company uses to communicate value to customers. The promotion mix seeks to inform, persuade, and remind potential buyers in order to influence opinions, elicit responses, and shift demand curves. An effective promotion mix is important as it can increase sales, market share, brand loyalty, and product differentiation for a company.
This document discusses objectives and strategies for effective advertising. It outlines that advertising should have specific objectives like introducing new products, obtaining outlets, and ongoing customer contact. Objectives then determine the type of advertising, like product or institutional advertising. The document also discusses choosing the best media to deliver the message by matching the target market. It provides examples of different types of advertising and emphasizes planning an effective message using techniques like AIDA to guide message development.
The document discusses five marketing approaches: production, product, marketing, societal marketing, and agribusiness marketing. It then covers the marketing mix, which includes the four Ps - product, price, place, and promotion. The marketing mix involves identifying customer needs and wants to develop products and services, set prices, distribute to appropriate locations, and promote offerings through advertising and other methods. The goal is to profitably satisfy consumer needs through an understanding of the market environment.
This document summarizes an integrated marketing communication competition presentation about a school. It includes an introduction, vision and mission statements, strengths, weaknesses, competitors, segmentation, target market, and positioning. The school aims to provide high-quality, low-cost education with trained faculty in clean, well-equipped classrooms and different curricular activities. Weaknesses include the school's location and lack of an informative website. The presentation recommends expanding to new campuses and cities, increasing enrollment, and providing teacher training to strengthen their position against new competitors in the area. The target market segments are students ages 3-16 in Karachi from upper-middle and upper-class families.
The document discusses product promotion strategies. It defines product promotion as communicating the benefits of a product to address customer needs and motivate purchase. It outlines the key questions to consider in promotion: the objectives, product, target audience, and messaging. Common promotion vehicles include advertising, direct marketing, public relations, and sales promotions. An example is given of IndiaMART's online business-to-business platform and how it maps its benefits to small and medium enterprises' pain points to promote its services.
This document discusses the marketing mix, which refers to the combination of marketing tools a company uses to satisfy customers and achieve organizational goals. It describes the traditional 4Ps of marketing - product, price, place, and promotion. It also discusses 3 additional Ps: people, process, and physical environment. For each P, key considerations are outlined, such as what to offer for product, pricing strategies, distribution channels for place, and advertising vs. personal selling for promotion. The marketing mix must be tailored based on objectives, products, target markets, and other factors.
Market segmentation involves dividing a large market into smaller subgroups of consumers with similar characteristics or needs. It is done by segmenting consumers, not products or prices. Markets can be segmented by geography, demographics, psychographics, and buying behavior. Some examples of market segmentation include segmenting the watch market by price range, segmenting the car market by age groups, and segmenting the food market by lifestyle or dietary preferences. The key to effective segmentation is identifying distinct groups that respond differently to marketing strategies so companies can better target their products.
This document discusses marketing communication and personal selling. It covers the different elements of a promotional mix, including advertising, personal selling, sales promotions, publicity and public relations. It explains how these promotional tools can be used to inform, persuade and remind potential customers. The document also discusses factors that influence the promotional mix, such as the product, its life cycle stage, the target market and type of buying decision. It provides details on personal selling, including the steps in the selling process and sales management.
This document discusses different types of promotion decisions and advertising. It outlines sales promotion techniques like special offers and deals aimed at consumers or retailers to boost short-term sales and repeat purchases. It also describes below-the-line promotion incentives not involving direct communication, such as price deals, loyalty programs, coupons, and point-of-sale displays used to encourage immediate purchases from consumers or distribution through retailers. The document lists various promotional methods including BOGO offers, games, personal selling, direct mail, sponsorships and public relations.
Attracting Customers To Your Site - Marketing and Social Networks - South Man...JohnKeys
Once you have a website you need to attract customers. The key to success is the development of a marketing plan which includes a mix of offline & online routes.
Marketing And Social Media - Central South Manchester Nov. 09JohnKeys
This document provides an overview of marketing principles and social media basics to help attract customers to a website. It discusses defining marketing and differentiating it from sales. Key marketing concepts covered include market research, developing a marketing plan, market segmentation, analyzing competitors, and establishing a unique selling proposition. Traditional and digital marketing channels are compared, with examples of using social media like Facebook, blogs, and video sharing sites. Risks of social media are also briefly mentioned.
The document outlines the 6 main components of a company's marketing communications mix: advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, and personal selling. It provides a brief 1-sentence definition for each component and notes they are ways for a company to communicate its message to customers. The document was written by Ricardo Vanegas in 2011 to describe the marketing communications mix.
GCSE Business Studies presentation which covers market mapping / perceptual mapping / position mapping, together with market segments and gaps in the market.
The document discusses key concepts in marketing including the functions of marketing like distribution, financing, pricing, and promotion. It also covers the marketing mix known as the 4 Ps - product, place, price, and promotion. Additionally, it outlines the importance of market research and product development which involves generating ideas, screening ideas, developing a business proposal, test marketing, and evaluating customer acceptance. Finally, it discusses channels of distribution and how products move from manufacturers to consumers through direct or indirect distribution channels involving various intermediaries like distributors, wholesalers, and retailers.
Direct marketing is a form of advertising that allows businesses to directly communicate with customers through various channels like email, text, websites, mail, and more. It aims to drive a specific call to action and track measurable responses. Common direct marketing methods include email, online/mobile, telemarketing, mail, television, radio, magazines, and direct selling. Services marketing also focuses on intangible offerings and emphasizes people, process, physical evidence, and differentiating the service experience. Sponsorship involves providing financial or in-kind support to an event or organization in exchange for commercial opportunities.
Presentation on Marketing - U of Huddersfield & Kajire Girls Sote ICT
This marketing presentation is a product of team of students from the University of Huddersfield, UK who mentored students from Kajire Secondary, Kenya in marketing, customer relations and business sustainability. Students communicated through skype and email in the first term of 2016. The cooperation was managed by student Chris Wainwright from the University of Huddersfield and Abuga Ezra, teacher and Sote ICT Club mentor at Kajire Secondary.
The document discusses different elements of a promotional mix and their pros and cons. It covers advertising which can be creative but also time consuming; displays which provide in-store promotion but are limited locally; personal selling which helps with individual customer needs but can be high pressure; public relations which builds reputation but can be expensive; and sales promotions which create good customer response but lose impact when overused by competitors.
According to The American Marketing Association [1]: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. ... Price – the value of the exchange between the customer and producer.
The document discusses strategies for effective long-term selling. It states that buyers prefer to purchase from salespeople they like, trust, and who can meet their needs. It warns against relying on "silver bullet" solutions and advises determining customers' needs and perceptions. The document emphasizes building relationships, focusing on service, understanding customers, and targeting communications appropriately.
This document discusses various promotion methods for small businesses. It outlines established and newly created customer demand and how promotion can influence both. The main promotion methods covered are advertising, personal selling, publicity, and sales promotion. Advertising media and types are defined. Personal selling discusses the sales process and types of salespeople. Publicity differentiates between paid advertising and unpaid media coverage. Sales promotion examples temporary incentives to increase sales like discounts, samples, and contests. Word of mouth is also highlighted as a key promotion method.
The document discusses promotion and a company's promotion mix. It defines promotion as communicating information between a seller and potential buyer to influence attitudes and behavior. A promotion mix is the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing that a company uses to communicate value to customers. The promotion mix seeks to inform, persuade, and remind potential buyers in order to influence opinions, elicit responses, and shift demand curves. An effective promotion mix is important as it can increase sales, market share, brand loyalty, and product differentiation for a company.
This document discusses objectives and strategies for effective advertising. It outlines that advertising should have specific objectives like introducing new products, obtaining outlets, and ongoing customer contact. Objectives then determine the type of advertising, like product or institutional advertising. The document also discusses choosing the best media to deliver the message by matching the target market. It provides examples of different types of advertising and emphasizes planning an effective message using techniques like AIDA to guide message development.
The document discusses five marketing approaches: production, product, marketing, societal marketing, and agribusiness marketing. It then covers the marketing mix, which includes the four Ps - product, price, place, and promotion. The marketing mix involves identifying customer needs and wants to develop products and services, set prices, distribute to appropriate locations, and promote offerings through advertising and other methods. The goal is to profitably satisfy consumer needs through an understanding of the market environment.
This document summarizes an integrated marketing communication competition presentation about a school. It includes an introduction, vision and mission statements, strengths, weaknesses, competitors, segmentation, target market, and positioning. The school aims to provide high-quality, low-cost education with trained faculty in clean, well-equipped classrooms and different curricular activities. Weaknesses include the school's location and lack of an informative website. The presentation recommends expanding to new campuses and cities, increasing enrollment, and providing teacher training to strengthen their position against new competitors in the area. The target market segments are students ages 3-16 in Karachi from upper-middle and upper-class families.
This document provides an overview of an event management project report submitted by Sahiba Sehgal to fulfill the requirements of a Bachelor's degree in Business Administration. The report includes chapters on event management as a promotional tool, analysis of primary data collected, recommendations, and keys to successful event marketing. It discusses concepts like event designing, communication effects, evaluation of events, and return on investment. The objective is to understand the industry and apply management theories and techniques to practical problems through this research project experience.
This document discusses marketing segmentation. It defines marketing segmentation as dividing the market into distinct groups according to needs, characteristics or behaviors. There are different levels of segmentation from mass marketing, which treats all customers the same, to niche marketing, which focuses on small customer subgroups. The document also discusses segmenting consumer markets using geographic, demographic, psychographic and behavioral factors. It provides examples of segmenting based on these criteria and concludes with a case study on segmentation of Nivea sun products.
The document discusses various aspects of event management including types of events, the role of an event manager, event planning process, budgeting, venue selection, supplier and speaker checklists, risk management, marketing strategy, and event evaluation. It provides information on corporate events, conferences, trade shows, product launches, and private events. It outlines the main responsibilities of an event manager including project management, client services, budgeting, logistics, and production.
Market segmentation involves dividing a market into distinct groups of customers with distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. The key benefits are identifying new product opportunities, designing effective marketing programs for homogeneous groups, and improving resource allocation. Segments must be identifiable, accessible, responsive to different offers, large enough to target, and stable over time. Common bases for segmentation include geographic, demographic, psychographic, and behavioral factors such as age, gender, income, lifestyle, customer behavior, and usage occasions.
This document provides an overview of event management concepts and strategies. It includes:
1) An index listing the contents of the document, which covers topics like universal and Indian views on event management, key concepts and characteristics, event planning models, successful strategies, and event marketing.
2) Descriptions of event planning models and the event planning process to provide structure for organizing events.
3) Details on developing a vision and objectives, crafting strategies to achieve goals, implementing strategies, and evaluating outcomes.
4) An explanation of the marketing environment and how internal and external factors influence an organization's success through strategic manipulation.
The document discusses different types of market segmentation. It defines market segmentation as breaking buyers into internally similar but externally different groups. There are four main bases for segmentation: geographic, demographic, psychographic, and behavioral. Demographic segmentation divides the market based on variables like age, gender, income, occupation, and household size. Psychographic segmentation uses psychological attributes, lifestyles, and attitudes to develop behavioral profiles of customers. Behavioral segmentation focuses on factors like usage occasions, benefits sought, and brand loyalty.
Market segmentation involves dividing a target market into subgroups with distinct needs, characteristics, or behaviors. It allows companies to target specific marketing strategies at select customer groups. The key benefits are increased marketing effectiveness, greater customer satisfaction, and cost savings. Common bases for segmenting consumer markets include geographic, demographic, psychographic, and behavioral factors. While segmentation provides focus, its limitations include increased costs when targeting multiple segments and potential issues from narrowly defining segments.
Market segmentation involves dividing a heterogeneous market into homogeneous subgroups. It allows companies to target specific groups more effectively. The document discusses various bases for segmenting markets, including geographic, demographic, psychographic, and behavioral factors. It also explains that markets can be segmented using multiple bases sequentially for more precise targeting. This provides a better understanding of customer needs in each segment and allows companies to tailor their marketing mix to attract specific subgroups.
Market Segmentation, Targeting and PositioningDaniel Gibson
The document summarizes the key steps in market segmentation, targeting, and positioning. It discusses:
1) The benefits of segmentation including effective use of resources, focus, and value creation.
2) The main steps in segmentation, targeting, and positioning including identifying market segments, developing segment profiles, evaluating segment attractiveness, selecting target segments, and developing a positioning and marketing mix for each.
3) Common bases used for segmenting markets such as demographics, psychographics, behaviors, and geography. It also outlines strategies for market coverage and choosing positions that create competitive advantage.
This document discusses key aspects of developing a customer-driven marketing strategy, including segmentation, targeting, differentiation, and positioning. It describes how to segment customers based on geographic, demographic, psychographic, and behavioral variables. The key steps in targeting involve evaluating segments, selecting target segments, and ensuring social responsibility. Differentiation involves creating superior customer value, while positioning is how a product is defined by consumers relative to attributes and competitors. An effective value proposition and positioning statement are also discussed.
Market segmentation involves dividing a large population into smaller subgroups with distinct characteristics to better understand customers. Segmenting allows companies to tailor their messaging, offerings, and strategies to each subgroup's unique needs and buying behaviors. Examples of common segmentation categories include company size, geographic location, industry, purchasing situation, and demographics. The goal is to maximize competitive advantage by closely aligning products and marketing with what each segment wants.
The document summarizes the roles of marketing and brands in business. Marketing's role is to increase sales, build trust with customers, understand the market to identify future directions, and give a real view of the market and business. A brand's role is to gain recognition for a business, provide motivation and direction for staff, generate referrals, provide legal protection for unique product features, represent a promise to customers, create clarity and focus for a business, and help connect with customers emotionally. A strong brand becomes an invaluable asset that provides business value once established.
This document discusses key aspects of integrated marketing communications (IMC) and the marketing process. It covers the following topics:
1. The marketing process model which includes product, pricing, distribution, and promotional decisions. Promotional decisions involve advertising, direct marketing, interactive marketing, sales promotions, publicity, and personal selling.
2. Market segmentation involves identifying consumer groups, developing profiles of segments, and selecting target segments. Common bases for segmentation include demographics, benefits, geography, and psychographics.
3. Market positioning involves differentiating a product from competitors to own a position in the minds of consumers. Developing a positioning strategy requires determining current and desired positions and which competitors to target.
4.
This document provides an overview of marketing communications strategies and tactics that can be used to build integrated marketing campaigns for events. It discusses various strategies like aspirational marketing, affinity marketing, peer-to-peer marketing, guerrilla marketing, stealth marketing and ambush marketing. It also covers the communications mix, pull and push strategies, and different marketing objectives. A variety of tactics are introduced, including advertising, direct marketing, public relations, sponsorship and different types of digital marketing. The document emphasizes the importance of an integrated approach to event marketing communications.
The document provides an overview of key marketing concepts including:
1) Marketing involves facilitating exchanges between parties where each party has something of value to the other. It can involve the marketing of goods, services, and other offerings.
2) Marketing takes place within environments including micro and macro factors that impact organizations.
3) The marketing mix, also known as the 4Ps, involves decisions around product, price, place, and promotion.
The document provides an overview of key concepts related to the role of advertising in marketing. It discusses topics like the marketing process, marketing mix strategies, segmentation, targeting and positioning, branding, and the concept of added value. The marketing mix strategies section specifically focuses on the 4Ps of product, price, place (distribution), and promotion, including advertising. It emphasizes that the goal of advertising planning is to achieve the advertising objectives through an appropriate allocation of resources.
This document discusses market segmentation, targeting, and positioning. It defines market segmentation as dividing a market into distinct groups with distinct needs and characteristics. Markets can be segmented geographically, demographically, psychographically, and behaviorally. The key benefits of segmentation are meeting customer needs better and allowing companies to avoid direct competition. After segmentation, companies evaluate segments to select target markets based on segment size, growth, attractiveness, and fit with company objectives. Positioning develops a statement that expresses a brand's competitive advantage in the target market. Communicating and delivering the chosen position requires aligning all aspects of the marketing mix.
This document provides an overview of marketing concepts including what marketing is, marketing activities, competitive analysis, and market research. It defines marketing as everything done to place a product or service in the hands of potential customers. Key marketing activities discussed are developing strategies to understand customers and markets, defining products, creating marketing collateral, and promoting products. The importance of competitive analysis to understand competitors' strengths, weaknesses, and how to differentiate is also covered.
This document provides an overview of Business Guide and the services it offers to help companies improve their marketing strategies and customer experiences. Business Guide uses primary research, analytics, and modeling to help clients develop optimal marketing strategies, build stronger brands, improve products and advertising, and enhance customer loyalty. The goal is to help companies build sustainable business models for the 21st century. Services include marketing, events, photography/videography, mystery shopping, social media, and more.
Market division is the way toward partitioning a market of potential clients into gatherings, or fragments, in light of various qualities. The portions made are made out of purchasers who will react also to showcasing techniques and who share characteristics, for example, comparative interests, needs, or areas.
A target market is the market a company wants to sell its products and services to, and it includes a targeted set of customers for whom it directs its marketing efforts. Identifying the target market is an essential step in the development of a marketing plan.
Learn more about the benefits and steps involved in Market Segmentation, Targeting and Positioning.
Mr. Arun Tyagi, GM, Marketing, IndiaMART, shares his expertise and experience on the subject, Product Marketing Strategy with IILM students as a part of guest lecture.
Learn more at www.wdcep.com/business-in-dc/marketing-your-business/
Doing Business 2.0 is an education seminar that features content from the WDCEP's Doing Business in DC publication.
The document discusses key concepts in market segmentation, targeting, and positioning (STP). It defines the steps in STP as segmenting the market, deciding on target segments, and positioning products in the minds of consumers. It also discusses different market coverage strategies such as undifferentiated, differentiated, and concentrated strategies. Finally, it outlines steps in developing positioning strategies and communicating a company's position to target audiences.
This document discusses market segmentation, including defining it, different levels and bases for segmenting consumer and organizational markets. It outlines the process of segment evaluation, analysis and selection. This involves identifying attractive segments, evaluating them based on factors like size and profitability, and selecting the best target segment. The document also discusses product positioning and different approaches to market segmentation used in Nepal, such as mass, niche, and customized marketing.
02 The Role of IMC in the Marketing Process.pptAnoop Gupta
This document discusses key aspects of integrated marketing communications (IMC) and the marketing process. It covers topics like market segmentation, target marketing, positioning strategies, branding, packaging, pricing, distribution channels, and promotional strategies. The goal of IMC is to create a clear and consistent message across all marketing communication channels to help influence and engage consumers.
This document discusses key aspects of integrated marketing communications (IMC) and the marketing process. It covers topics like market segmentation, target marketing, positioning strategies, branding, packaging, pricing, distribution channels, and promotional strategies. The goal of IMC is to create a clear and consistent message across all marketing communication channels to help influence and engage consumers.
Similar to Tricks of the trade for successfully promoting your event (20)
There are fundamental principles in becoming successful in Virtual Events. Exlink Management and Marketing Services Corporation is one of the first online events management companies in the Philippines to do virtual events in the country. Here is our success playbook.
Mice events are now allowed in Modified General Community Quarantine (MGCQ) areas of the Philippines with certain capacity limits and safety measures. Venues can only operate at 50% capacity with at least 1.5 square meters of space per person. Room setups must allow at least 1-2 meters between seats or use a checkerboard formation. Exhibit booths must be at least 3m x 3m with aisles of at least 3m for two-way traffic or 2m for one-way. Participants can only come from MGCQ areas not under quarantine restrictions.
The National Action Plan Phase 2 outlines 8 key features to guide the country's pandemic response, including promoting a mindset of health and disease prevention, balancing health and economic objectives, institutionalizing containment strategies, sustaining public-private partnerships, enhancing risk communication, highlighting continuity plans, managing travel and tourism safely, and focusing on expanded testing and contact tracing.
Easy Digital Marketing for SMEs is meant to help SMEs adapt to the New Normal.
Digital Marketing offers a lot of opportunities that should not prevent SMEs for being successful despite the challenges of the current pandemic.
This document discusses concepts related to developing grit and perseverance. It defines grit as sustained passion and persistence over long periods of time without concern for rewards. It emphasizes that rising to challenges has more to do with attitude than talent alone. Effort is more important than talent, with talent becoming skill through effort. Grit involves staying passionate about goals over long periods of time. Success requires deciding what not to do as much as what to do. Necessity drives adaptation. World-class experts practice unconsciously through deliberate practice. Our limits are often self-imposed rather than true limits.
10 Power Insights on "Kotler on marketing" that can Help You in this PandemicOrly Ballesteros
The document outlines 10 powerful marketing insights from Philip Kotler to help companies survive the pandemic. It suggests that companies must change their marketing as fast as their changing marketplace. Where there are needs, there are opportunities, such as supplying scarce products or modifying current products for existing customers. Successful marketing will come from designing new products for new customer types or geographic areas while differentiating through physical, availability, service, or price differences. Planning is important, and marketing is a learning process where companies test decisions, learn from results, and make better decisions.
The Mobile-First Trend changes the state of play and opportunities to Small and Medium Enterprises (SME). They can now compete because of the even playing field brought by technology.
The document discusses design thinking and event planning. It provides an overview of the key steps in design thinking which include envisioning results, executing visions, generating ideas, and implementing plans. It also outlines important considerations for event planning such as objectives, challenges, tasks, stakeholders, and the 8 Ps of services marketing. Formulas and models for service delivery including the flower of service are presented.
This document discusses understanding customer behavior through analyzing who buys products, who influences purchase decisions, how decisions are made, what customer needs are met by purchases, why certain brands are chosen, where and when customers shop, how products are perceived, and what social and personal factors influence buying. It outlines 5 stages of the consumer buying process and how customers use and dispose of products. It emphasizes the importance of deeply knowing customers so products practically sell themselves by meeting customer needs.
The document discusses marketing research and outlines the steps in the marketing research process. It includes defining a problem, developing a research plan, collecting relevant information, developing findings, and determining marketing actions. Examples of different types of marketing research methods like observational research and case studies are provided. The importance of analyzing markets, customers, opportunities, problems, actions, performance and competition is emphasized.
This document discusses search engine optimization and provides tips for choosing keywords. It mentions search engine results pages, paid ads versus organic search results, Google Maps results, and social media distribution. The document also lists 5 tips for selecting effective keywords to target.
The document discusses the process of marketing research. It involves defining a marketing problem or opportunity, systematically collecting and analyzing relevant information, and recommending actions. The steps include defining the problem, developing a research plan, collecting relevant information, developing findings, and determining marketing actions. An example problem discussed is long lines at bank tellers, with an automated banking solution as a potential marketing action. The overall process allows marketers to analyze areas like markets, customers, opportunities, problems and performance to inform decisions.
Management Process allows you to achieve your targets and be systematic in creating action plans to correct problems. It is also beneficial in giving clear roles and power to your staff.
An Introduction to Management gives you the fundamentals of management and organization. This allows you to better understand your responsibilities, and authorities that you have.
Event Marketing is critical to the success of your Meetings, Convention, Exhibition and Events. It is critical in making your Meetings, Convention, Exhibition and Events profitable.
Discover timeless style with the 2022 Vintage Roman Numerals Men's Ring. Crafted from premium stainless steel, this 6mm wide ring embodies elegance and durability. Perfect as a gift, it seamlessly blends classic Roman numeral detailing with modern sophistication, making it an ideal accessory for any occasion.
https://rb.gy/usj1a2
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
The APCO Geopolitical Radar - Q3 2024 The Global Operating Environment for Bu...APCO
The Radar reflects input from APCO’s teams located around the world. It distils a host of interconnected events and trends into insights to inform operational and strategic decisions. Issues covered in this edition include:
Starting a business is like embarking on an unpredictable adventure. It’s a journey filled with highs and lows, victories and defeats. But what if I told you that those setbacks and failures could be the very stepping stones that lead you to fortune? Let’s explore how resilience, adaptability, and strategic thinking can transform adversity into opportunity.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
AI Transformation Playbook: Thinking AI-First for Your BusinessArijit Dutta
I dive into how businesses can stay competitive by integrating AI into their core processes. From identifying the right approach to building collaborative teams and recognizing common pitfalls, this guide has got you covered. AI transformation is a journey, and this playbook is here to help you navigate it successfully.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
During the budget session of 2024-25, the finance minister, Nirmala Sitharaman, introduced the “solar Rooftop scheme,” also known as “PM Surya Ghar Muft Bijli Yojana.” It is a subsidy offered to those who wish to put up solar panels in their homes using domestic power systems. Additionally, adopting photovoltaic technology at home allows you to lower your monthly electricity expenses. Today in this blog we will talk all about what is the PM Surya Ghar Muft Bijli Yojana. How does it work? Who is eligible for this yojana and all the other things related to this scheme?
Storytelling is an incredibly valuable tool to share data and information. To get the most impact from stories there are a number of key ingredients. These are based on science and human nature. Using these elements in a story you can deliver information impactfully, ensure action and drive change.
Call8328958814 satta matka Kalyan result satta guessing➑➌➋➑➒➎➑➑➊➍
Satta Matka Kalyan Main Mumbai Fastest Results
Satta Matka ❋ Sattamatka ❋ New Mumbai Ratan Satta Matka ❋ Fast Matka ❋ Milan Market ❋ Kalyan Matka Results ❋ Satta Game ❋ Matka Game ❋ Satta Matka ❋ Kalyan Satta Matka ❋ Mumbai Main ❋ Online Matka Results ❋ Satta Matka Tips ❋ Milan Chart ❋ Satta Matka Boss❋ New Star Day ❋ Satta King ❋ Live Satta Matka Results ❋ Satta Matka Company ❋ Indian Matka ❋ Satta Matka 143❋ Kalyan Night Matka..
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS
Cover Story - China's Investment Leader - Dr. Alyce SUmsthrill
In World Expo 2010 Shanghai – the most visited Expo in the World History
https://www.britannica.com/event/Expo-Shanghai-2010
China’s official organizer of the Expo, CCPIT (China Council for the Promotion of International Trade https://en.ccpit.org/) has chosen Dr. Alyce Su as the Cover Person with Cover Story, in the Expo’s official magazine distributed throughout the Expo, showcasing China’s New Generation of Leaders to the World.
4. Market Segmentation
Dividing a market into distinct
groups with distinct needs,
characteristics, or behavior who
might require separate
products or marketing
mixes.(Kotler)
STP
5. Segmenting Consumer Market
•Geographical segmentation
•Demographic segmentation
-Most popular segmentation
•Psychographic segmentation
-Lifestyle, social class, and
personality-based segmentation
•Behavioral segmentation (Kotler)
STP
6. Segmenting Business Market
•Demographic segmentation
Industry, company size, location
•Operating variables
Technology, usage status, customer
capabilities
•Purchasing approaches
•Situational factors
Urgency, specific application, size of
order
•Personal characteristics
Buyer-seller similarity, attitudes toward
risk, loyalty (Kotler)
STP
7. Target Market
Consists of a set of buyers
who share common needs
or characteristics that the
company decides to
serve(Kotler)
STP
9. Positioning:
•The place the product
occupies in consumers’
minds relative to
competing products.
•Typically defined by
consumers on the basis
of important attributes.
(Jack Trout/Al Ries)
STP
10. Choosing a Positioning Strategy
Identifying Possible Competitive Advantage
Differentiation Can Be Based on:
•Products
•Services
•Channels
•People
•Image
STP
14. Product: Event
Price
Place
Selling /Telemarketing PROMOTION
People
Advertising Process
Direct Marketing
Publicity and PR
Sponsorship/Road shows Marketing
Packaging
Word of Mouth Mix
Email Marketing
Social Media
PROMOTION MIX
16. Promotion Tool August September October November
Packaging
Website
Publicity and PR
Print Display Ad – Manila Bulletin
Direct Marketing
Sponsorship/Road shows
Word of Mouth
Email Marketing
Social Media
Selling /Telemarketing
Promotion Plan
21. Tourism
Segment
Industry
Target PCO, PEO, Hotel,
Market Venues, DMC
The Leading
Positioning Institution for the
M.I.C.E. Industry
Magnitude Philippines
22. Email Word of
Marketing Mouth
Tele
Facebook
Marketing
Print
28. Orly Ballesteros is the current Chief
Operations Officer of Exlinkevents
– a Professional Convention ,
Exhibition and Events Organizer in
the Philippines.
His current passion is Instagram,
sharing stories with his kids about
books they finished reading, and
strolling with his wife in the mall.