Principles of Marketing MKTG 363 Prof. Adriana M. Bóveda-Lambie.

Slides:

Advertisements

Similar presentations

INTERNET MARKETING CHAPTER4 Social Media Marketing Pranjoy Arup Das.

Advertisements

Consumer Behavior: Meeting Changes and Challenges

Goal 1: Define marketing and the marketing process.

Creating and Capturing Customer Value

Marketing Management 14 February Course Outcomes and Outline Outcomes Firm grasp of Principals of Marketing Construction and Implementation of a.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

An Introduction to Integrated Marketing Communications

Learning Goals Define marketing and the marketing process.

Seminar Pemasaran Seminar Pemasaran Konsep Marketing.

Marketing for Hospitality and Tourism, 3e©2002 Pearson Education, Inc. Philip Kotler, John Bowen, James MakensUpper Saddle River, NJ Chapter 1.

CHAPTER 1 Creating and Capturing Customer Value with Duane Weaver.

Overview of CRM and Web-based Technologies. The current business environment is a dynamic mix of growing competition, new and emerging channels, and changing.

How to Use Video to Grow Your Business Presented by: David Anderson, Stream Three Creative.

Relationship Marketing. Mass Markets Historically large-scale mass production and distribution methods adopted. Cost-efficiencies drove prices lower.

Sage Insights 2015 Using the mobile and social benefits of Sage CRM to enhance your business. Ocean Helberg. Senior CRM Consultant.

Chapter 1 Marketing: Creating and Capturing Customer Value

C H A P T E R © 2007 The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin An Overview of Contemporary Marketing 1.

Promotional Mix  Promotion is all about communication. ‘Promotion is how marketers communicate with their target markets that include existing customers.

1 The syllabus of Principles of Marketing. 2 Principles of Marketing,11 edition, （影印版）清华大学出版社， 2007 年 6 月.

 Introductions  Goals  Revenue Management (RM) Review  Questions and discussion  History of Electronic Distribution  Questions and discussion  Self-Assessment.

Database and Direct Response Advertising MKTG 340 Maureen O’Connor.

Chapter 1 Marketing: Managing Profitable Customer Relationships

1 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.

MARKETING THAT WORKS David Camp SVP Business Development.

1- 1 Copyright © 2012 Pearson Education. Chapter One Creating and Capturing Customer Value.

PROMOTION AND PROMOTIONAL MIX Review for Advanced Marketing.

Goal 1: Define marketing and the marketing process.

Kotler / Armstrong 11e, Chapter 1

Learning Goals Define marketing and the marketing process.

Chapter One Marketing: Managing Profitable Customer Relationships.

MT209 Small Business Management Unit 4 – Marketing the Business.

0 Marketing Planning - Key Ingredients  Brand Strategy  Product Strategy  Communications Strategy.

Session Outline The Promotion Mix Integrated Marketing Communications

Microsoft Tag for Consumer Packaged Goods Add the growing power of mobility to your marketing mix.

Chapter 11: Marketing. Marketing  Process for creating, communicating, delivering offerings that have value for customer.

Marketing Management Dawn Iacobucci © 2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible.

1 Modern Marketing Strategies Presented by Josh Williams Electronic Marketing Presentation // December 19, 2006.

Chapter 12 1 Understanding the Customer Prepared by Norm Althouse University of Calgary Prepared by Norm Althouse University of Calgary Copyright © 2011.

Chapter 1 Marketing: Creating and Capturing Customer Value

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Sales & Marketing Session 3

McGraw-Hill/Irwin Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved Mkt 340/Principles of Advertising Class 2.

Chapter 1 An Introduction to IMC

Advertising and Promotion Management MKT Prof. Bóveda-Lambie MW 10-11:50am.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall  1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter 1 Marketing: Creating and Capturing Customer.

Defining markets and marketing environment Adapting to the new market economy.

Principles of Marketing Kotler and Armstrong Insert Textbook Cover Image Chapter 14: Engaging Customers and Communicating Customer Value Integrated Marketing.

01 Copyright © 2012 McGraw-Hill Companies, Inc., All right reversed McGraw-Hill/Irwin An Introduction to Integrated Marketing Communications.

E-commerce Marketing Communication

E-commerce Marketing & Advertising

Marketing Marketing involves creating value for customers and building strong customer relationships in order to capture value from customers in return.

1- 1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Dr. Shari Carpenter Welcome! Important things! Attendance Online aspect.

Course Name: Principles of Marketing Code: MRK 152 Chapter: Nine Advertising and Public Relations.

INTRODUCTION TO MARKETING/ BASIC CONCEPTS MARKETING: CREATING AND CAPTURING STAKEHOLDER VALUE Course Name: Principles of Marketing Code: MRK 152 Chapter:

The Marketing Mix Discussion of the 4Ps. What is the Marketing Mix? Often referred to as the 4Ps The variables through which a company carries out its.

MT 219 Marketing Unit One Welcome! Course Overview Introduction to Marketing Note: This seminar will be recorded by the instructor.

ON MARKETING  A Business Firm  The Profit Generation Mechanism  The Key Business Functions  Marketing as a Business Function Target Interest Groups.

By: Francisco Hernández

Marketing Creating and Capturing Customer Value

Marketing: Managing Profitable Customer Relationships

MARKETING CLASS is a program of IMCB to educate and teach Binus University’s students about marketing for those interested in this major. MATERIALS PRACTICE.

Chapter 1 Marketing: Creating and Capturing Customer Value

Marketing: Managing Profitable Customer Relationships

Marketing: Managing Profitable Customer Relationships

What Is Marketing? Simple Definition: Marketing is managing profitable customer relationships. Goals: Attract new customers by promising superior value.

Marketing: Managing Profitable Customer Relationships

MARKETING FOUR STEPS SEGMENTATION MARKET RESEARCH IT MARKETING

Marketing: Managing Profitable Customer Relationships

Presentation transcript:

Principles of Marketing MKTG 363 Prof. Adriana M. Bóveda-Lambie

Agenda for Today Introductions Required Work Policies What is Marketing

About Me BS in Marketing, MA in Advertising, Ph.D. in Marketing 9 years corporate experience Regional Acct. Executive (Y&R Latam, IMS) Direct Marketing, CRM & Customer Service Senior Manager (Americatel) Born and raised in PR; bilingual Football and baseball fan Research: Co-creation, Social Media, Social Branding Classes: Principles of Marketing, Advertising and Promotion Management, Social Branding & Internet Marketing

About You Name Hometown Major Something interesting about you

Coursework Five Individual Written Assignments SWOT Analysis Industry Analysis Segmentation Analysis Promotion Analysis Case Analysis Article Summary Group Project – Marketing Plan

Policies Attendance No cellphones No laptops turnaround 24hrs No late assignments No assignments All assignments in pdf in dropbox

Class Website Classroom.scb.rit.edu/aboveda Under Teaching Tab select Principles of Marketing Syllabus Grading Forms Class Slides

What is Marketing?

Marketing is all around us Not just business Personal life too Marketing is about experiences

History of Marketing Production Era Sales Era Marketing concept Social Marketing Value based Marketing

Marketing tells a story The customer chooses or not to believe it Marketing is about creating an experience So the customer comes back So it becomes unique & different from competition And only YOU can offer it

Marketing is about VALUE Creating value Capturing value Delivering value Communicating value Product Price Place Promotion Marketing Mix

Marketing today is about VALUE Value for the customer Value for the firm Satisfaction of wants and needs Cost effective Delivers product promise Resistance to competition Price insensitive customer Brand loyalty CRM

Value = benefits vs costs Consumers weigh benefits of acquiring and using products versus all the costs associated with its purchase Examples of Value Driven companies – how do they offer value? Other examples?

Value = Relationships = CRM Building relationships with customers Brand engagement Brand Content Unique experiences

“old” CRM ways Customer touchpoints POS Inbound/Outbound communications Phone Mail

Today’s CRM Social Branding Search Engine Marketing Mobile Marketing Location based marketing Customer led brand engagement

Shift to customer led marketing Customer more and more in control of offering, place and communication Co-creation/customization 3D Printing Online/mobile shopping Social/Mobile Branding Company still controls price BUT customer can get around it Ebay Overstock Amazon

Marketing is Dynamic Constantly changing Never static If you stay static you lose

Current Trends in Marketing Social Branding Mobile Marketing Bluetooth Interactive Location-based Customization 3D Printing

Summary Marketing is Creating an offering Delivering it to the customer Telling the customer a story about it Getting something in return Product Place Promotion Price Marketing Mix