Marketing, The Mix, Branding and Integrated Marketing Uses By: Jillian Johns 3/23/2010

About Me: Name: Jillian Johns Major: Interpersonal Speech Communication Minor: Entrepreneurship Study Buddy: Matthew Giljahn Course Objective 1: Create a well established E-portfolio Course Objective 2: Gain hands on experience and understand how ORG COM plays a role in the business world. Career Goals: Manage my own business

Preview: Strategic Organizational Communications Marketing Strategic planning vs. Marketing planning The Marketing Mix The four P’s Branding Relationship Marketing and the Use of Marketing Databases Summary Concluding remarks

Objective: Developing an awareness of professional responsibilities for strategic organizational communication

What is Marketing? Management process that bears responsibility for communicating and implementing strategy Process through which companies create value for customers and build strong customer relationships Brings about a change between an organization and a customer Advertising is small component of the marketing process

Strategic vs. Marketing Planning: Strategic planningMarketing Planning Where the ORG is going over time and how its getting there Necessary actions to achieve one or more marketing objective Focused on major functions Strategies for reaching the unit’s objective Marketing plan supports company strategic planning with more detailed planning for specific marketing opportunities. Looks as the companies needs and the company’s ability to satisfy them Then guide the company mission or plan

The Marketing Mix: Professional marketing plans coordinates multiple elements or “ingredients” Prominent marketer Jerome McCarthy proposed a 4 P classification in 1960 Work together to achieve the marketing goals Blend of four “ingredients” or the four P’s o PRODUCT o PRICING o PLACE o PROMOTION

Think in terms of your cell phone

Endorsement: Luke Wilson  AT&T vs. Verizon networks

Branding: Communication professionals= responsible for branding Process of developing product or service naming and identity statements that distinguish products or services from competitor products or services o In the form of a slogan about the product or service

Relationship Marketing and the Use of Marketing Databases: Long term relationships with customers “Responsibility between buyer and the seller that normally results from interchanges and exchanges of information” Advances in technology allow companies to strengthen the relationship o Compile info about their customers from past purchases and suggest new products (UPC code) o Ex: Facebook, online retail stores with o “you may also like or suggested items” Put into marketing database used as a tool for integrated marketing technique o Target communication to a specific audience o Ex: Retail stores ask you your address

Summary: Discussed Marketing differs from Advertising o Strategic vs. Marketing planning The Marketing Mix o Cell phone example Branding for your ORG Relationship Marketing and the Use of databases QUESTIONS???

Concluding Message: Before we get out into the real world realize we can use concepts discussed o Branding: Make yourself different from another job candidate o You’re a step ahead! o awareness of professional responsibilities for strategic organizational communication