Marketing: It ’ s Your Business. Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is.

Slides:



Advertisements
Similar presentations
Introduction to Marketing
Advertisements

Misconceptions of Marketing Marketing Concept
Reinforce company’s image to exhibit the company’s brand promise
MARKETING OCT 4 Instructions Delete this slide and the next one from your final presentation. Delete instructions from the remaining slides. If you need.
Action Ambro’s Andrew Ambrogioni The changing face of Direct. (and some case studies) September 2006.
Corporate Branding KOM5331 Moniza Waheed monizawaheed.
PART 1 - Identify company’s brand promise
Strategic Planning and the Marketing Management Process
MKTG 4550: The Role of Marcom Dr. Campbell Th 1/13/05.
Creating Brand Equity What is Brand Equity Building Brand Equity
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
Objectives Be able to define product and know the major classifications of products and services. Understand the decisions companies make regarding their.
Strategic Brand Management
1.1 INTRODUCTION to PROMOTION and INTEGRATED MARKETING COMMUNICATIONS Chapter 1:
ADVERTISING MANAGEMENT …through the lens of Branding Dr. Close.
E-commerce E-commerce is defined "as the process of buying, selling, or exchanging products, services, or information via computer networks, including.
Electronic Commerce Creating a Successful Web Presence Marketing Strategy.
Marketing 101 JOMC 272. Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.
GLOBAL MARKETING Brand Management Brand Equity. What is a brand? The name, term, sign, symbol, or design, or a combination of these, that identify the.
1 Marketing “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create.
Advertising and Promotion
Part 2: Planning and Strategy Chapter 4
Chapter 6: Strategic Brand Management
Associate Professor Kitti Siripullop. Does this company have a deep understanding of its consumers’ values, attitudes, needs, desires, hopes, aspirations,
Marketing Methods. Digital Safari Institute GreenBizz Project Integrated Marketing Advertising = Paid Advertising = Paid Public Relations = Free! Public.
GLOBAL MARKETING Brand Management Brand Equity. What is a brand? The name, term, sign, symbol, or design, or a combination of these, that identify the.
Retail Communication Mix
A brand is….. a name or symbol that distinguishes the goods or services of one seller group from those of competitors. BRANDING.
Marketing Is All Around Us
Marketing Is All Around Us. Quick Think How would you define Marketing? Activities that fall under its umbrella.
Introduction to Marketing
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
Branding Marketing Objective Questions Why do companies develop brands? How do they come up with brands? What makes a brand successful?
Marketing Basics. Marketing  Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings.
Principles of Marketing Lecture-23. Summary of Lecture-22.
Applying the Terms.  The process of developing, promoting, and distributing goods and services to meet the needs of customers.
Marketing in Today’s Economy
PowerPoint Presentation by Charlie Cook Copyright © 2005 Prentice Hall, Inc. All rights reserved. Chapter 10 Understanding Marketing Processes and Consumer.
Chapter 10 Marketing.
Fundamentals of Marketing
What is Marketing? 4 Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services.
LOGO Chapter 2 Advertising’s Role in Marketing Professor Yu Hongyan Sun Yat-Sen Business School, SYSU 2 June 2016.
Branding Product Identification and Trust. World Wide Brands.
Key terms & New product development
The World of Marketing Standard 1 Objective 1. Marketing Marketing is the activity, set of institutions, and processes for creating, communicating, delivering,
Marketing & the Global Economy 1.01A.  World of Coke Happiness Video Trailer World of Coke Happiness Video Trailer  more happiness more happiness.
OBJECTIVE 2.07 Reinforce company’s image to exhibit the company’s brand promise.
OBJECTIVE 2.07 Reinforce company’s image to exhibit the company’s brand promise.
D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.
Business Exploring Business, Marketing, and Entrepreneurship.
Advertising’s Role in Marketing
Retail Value Creations- 1 By Dr. U. Srinivasa Raghavan.
Target Audience  What do they know?  What do they believe?  What barriers do they perceive?  What is the competition?
D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.
Chapter 7 Event Marketing
 It is the process of selecting specific market segments on which to concentrate the marketing effort.  This requires the analysis of 4 aspects present.
MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,
Designing and Managing Products Pertemuan 6 Matakuliah: V Penjualan dan Pemasaran Hotel Tahun:
Public Image 101… or Marketing 101? Post-PETS April 8, 2016.
Chapter 1 MARKETING IS ALL AROUND US. The Scope of Marketing Marketing is activity, set of institutions, and processes for creating, communicating, delivering,
Marketing II Chapter 7: Products, Services, and Brands: Building Customer Value.
Marketing : Chapter one Reviewing Objectives and Key Terms Dr. Mazen Rohmi.
D. Marketing a Small Business 6.00 Explain the fundamentals of marketing in a small business Explain marketing and its importance.
INTRODUCTION TO MARKETING SHAH KEVAL En. No.:
D. Marketing a Small Business
Technology objectives
MARKETING A SOCIAL DEFINITION: Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering,
D. Marketing a Small Business
Marketing in Today’s Economy
Product, Services, and Branding Strategy
Presentation transcript:

Marketing: It ’ s Your Business

Digital Safari Institute GreenBizz Project What is Marketing? Marketing is NOT sales, it leads to sales Marketing is NOT sales, it leads to sales Marketing is: Marketing is: “The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.” - American Marketing Association (AMA)

Digital Safari Institute GreenBizz Project The Four P ’ s of Marketing Product Product – What you offer is what they need Pricing Pricing – Aligned with sense of value and competition Placement Placement – Make it easy to buy! Promotion Promotion – Express your value proposition!

Branding

Digital Safari Institute GreenBizz Project What is a Brand? “A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ “A name, sign or symbol used to identify items or services of the seller(s) and to differentiate them from goods of competitors.“ "Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality." "Simply put, a brand is a promise. By identifying and authenticating a product or service, it delivers a pledge of satisfaction and quality."

Digital Safari Institute GreenBizz Project What is a Brand? "A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…" "A set of assets (or liabilities) linked to a brand's name and symbol that adds to (or subtracts from) the value provided by a product or service…" "A brand is the most valuable real-estate in the world, a corner of the consumer's mind.“ "A brand is the most valuable real-estate in the world, a corner of the consumer's mind.“ "A brand is a collection of perceptions in the mind of the consumer.“ "A brand is a collection of perceptions in the mind of the consumer.“

Digital Safari Institute GreenBizz Project What is a Brand? Key Points: Key Points: – Brands are not necessarily positive! – Building a positive brand takes effort – It is critical to actively manage and maintain your brand

Digital Safari Institute GreenBizz Project What is Co-Branding? Co-branding is the practice of using multiple brand names together on a single product or service (or a group of products or services) Co-branding is the practice of using multiple brand names together on a single product or service (or a group of products or services) Leveraging one brand to enhance another Leveraging one brand to enhance another Examples? … They’re all around! Examples? … They’re all around!

Digital Safari Institute GreenBizz Project Branding Strategies Goal: To create a brand promise that creates emotional connections Goal: To create a brand promise that creates emotional connections 1. Grounded in the brand’s core values 2. Clearly relevant and engaging to your target market 3. Able to create some sort of positive emotional attachment beyond just being “good”

Digital Safari Institute GreenBizz Project Branding Strategies 4. Repeated internally and externally within your organization 5. Adaptable to the business climate 6. Continually reinforced 7. Consistent across advertising and marketing mediums 8. Known and echoed by business partners

Marketing Communication

Digital Safari Institute GreenBizz Project Marketing Communication: Key Messages for Target Audiences Create awareness Create awareness Make a positive impression Make a positive impression Communicate key information Communicate key information Generate enthusiasm Generate enthusiasm Motivate action Motivate action

Digital Safari Institute GreenBizz Project Keys to Effective Marketing Communication Target your audience Target your audience Define your message Define your message Select the format Select the format Describe the treatment Describe the treatment

Digital Safari Institute GreenBizz Project Expressing Your Business Name of your company Name of your company Tag line Tag line Elevator speech Elevator speech Logo Logo Collateral materials, ads, etc. Collateral materials, ads, etc.

Digital Safari Institute GreenBizz Project Marketing Basics = Web Basics Tag Line Tag Line Value Proposition Value Proposition Sustainable Market Advantage Sustainable Market Advantage Elevator Speech Elevator Speech Site Map Site Map Cool Headings Cool Headings Products/Services Products/Services About Us About Us

Go For It!