Marketing Final

Marketing is the activity, set of institutions and process fro creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large.

• Product
• Price
• Place
• Promotion

• Customer Excellence
• Operational Excellence
• Product Excellence
• Locational Excellence

• Step 1. Define the Business Mission.
• Step 2. Conduct a situation analysis using SWOT. (Internal strengths and weaknesses & external opportunities and threats.)
• Step 3. Identify and Evaluate Opportunities using STP (segmentation, targeting and positioning)
• Step 4. Implement Marketing Mix and Allocate Resources
• Step 5. Evaluate performance using Marketing Metrics.

• Market Penetration
• Market Development
• Product Development
• Diversification

• Social Networking sites.
• Media Sharing Sites
• Thought Sharing sites

• Step 1. Identify Strategy and Goals
• Step 2. Find your target audience
• Step 3. Campaign experiment and engage
• Step 4. Budget
• Step 5. Monitor and change.

Withing a Marketing firm (or any division of a marketing firm) includes having a set of values that guides decision making behavior.

Refers to the voluntary actions taken by a company to address the social, ethical and environment impacts of its business operations and the concerns of its stakeholders.

• 1. Identify issues (what are they?)
• 2. Gather info and identify the stakeholders
• 3. Brainstorm and evaluate alternatives
• 4. Choose a course of action

• Company Capabilities
• Corporate Partners
• Competition

• Culture
• Demographic
• Social Trends
• Technological
• Economics
• Political / legal

• 1. Need Recognition
• 2. Information Search
• 3. Alternative Evaluation
• 4. Purcahse
• 5. Post Purchase

• Initiator
• Influencer
• Decider
• Buyer
• User
• Gatekeeper

• 1. Need Recognition
• 2. Product Specification
• 3. RFP Process (Request for Proposal)
• 4. Proposal Analysis, Vendor Negotiation and Selection?
• 5. Order Specification
• 6. Vendor Performance Assessment using metrics

• 1. Evaluate the overall Strategy & Objective.
• 2. Choose the segmentation method.
• 3. Evaluate Segment Attractiveness.
• 4. Select Target Market.
• 5. Develop a positioning Strategy.

• 1. Defining the objectives and research needs.
• 2. Designing the research.
• 3. Data Collection process.
• 4. Analyzing data and developing insights.
• 5. Action plan and implementation.

• Qualitative Research.
• Quantitative Research.

• 1. Brands Facilitate Purchases
• 2. Brands Establish Loyalty
• 3. Brands Protect from Competition and Price Competition
• 4. Brands are Assets
• 5. Brands impact Market value.

• Brand Equity
• Brand Awareness
• Perceived Value
• Brand Association
• Brand Loyalty

• Idea Generation
• Concept Testing
• Product Development
• Market Testing
• Product Launch
• Evaluation of Results

• The Knowledge Gap
• The Standards Gap
• The Delivery Gap
• The Communication Gap

• Competition
• Costs
• Company Objectives
• Cutomers
• Channel Members

• Deceptive and Illegal Price Advertising
• Predatory Pricing
• Price Discrimination
• Price Fixing

• 1. Management of Inbound Transportation
• 2. Receiving and Checking using UPC or RFID (Radio frequency Identification Device)
• 3. Storing and Cross Docking
• 4. Getting Merchandise Floor Ready
• 5. Preparing to ship Merchandise to Store
• 6. Shipping Merchandise to Store.

• Food Retailers
• General Merchandise
• Service

• Advertising
• Public Relations
• Sales Promotion
• Personal Selling
• Direct Marketing
• Online Marketing

• 1. Identify the target audience
• 2. Set advertising objectives
• 3. Determine the advertising budget
• 4. Convey the message
• 5. Evaluate and select Media
• 6. Create Advertisements
• 7. Asses Impact

• Generate and qualify leads
• Preapproach
• Sales Presentation and overcoming reservations
• Closing sale
• Follow up