1. What is Marketing? Marketing is an organizational function
and a set of processes for creating,
communicating, and delivering value
to customers and for managing
customer relationships in ways that
benefit the organization and its
stakeholders.

2. Core Concepts Needs, wants, and demands
Target markets, positioning, segmentation
Offerings and brands
Value and satisfaction
Marketing channels
Competition
Marketing environment
Marketing planning

3. The Marketing Concept
The marketing concept is the philosophy that firms should analyze the needs of their customers and then make decisions to satisfy those needs, better than the competition.
The marketing concept relies on marketing research to define market segments, their size and their needs.

4. Marketing Mix
"Marketing mix" is a general phrase used to describe the different kinds of choices organizations have to make in the whole process of bringing a product or service to market.

5. The Four P’s of the Marketing Mix
Product
Price
Place
Promotion

6. The Marketing Mix Packaging ID the brand Convey information
Facilitate logistics
Aid consumptions

7. The Four C’s of the Marketing Mix
Customer
Cost
Convenience
Communication

8. The New Four Ps
People
Processes
Programs
Performance

9. What is Marketing Management?
Marketing management is the
art and science
of choosing target markets
and getting, keeping, and growing
customers through
creating, delivering, and communicating
superior customer value.

10. Holistic Marketing
The marketing concept holds that the key to achieving organizational goals consists of being more effective than competitors in integrating marketing activities toward determining and satisfying the needs and wants of target markets.
- Kotler

11. The Marketing Mix & The Pasta Sauce
Ingredients working in unison to produce the desired result.

12. What is Holistic Marketing?
Holistic marketing sees itself as integrating the value exploration, value creation, and value delivery activities with the purpose of building long-term, mutually satisfying relationships and co-prosperity among key stakeholders.
Holistic marketers thus succeed by managing a superior value chain that delivers a high level of product quality, service, and speed. They achieve profitable growth by expanding customer share, building customer loyalty, and capturing customer lifetime value.

13. Holistic Marketing

14. Table 2.1 Master Marketers

15. The Value Proposition
A well-defined and persuasive marketing statement related to a specific product or service that details the reasons why a consumer would benefit from purchasing it. A business will typically use a customer value proposition as part of its marketing strategy to consumers, rather than using it internally among staff, suppliers or distributors.

16. The Value Proposition
The formal expression of the value of a product/service is: V = B – C.
The Value is equal to the Benefits of the product/service minus the cost associated with purchase.

18. Market Segmentation
A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action.
Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another.

19. Market Segmentation
Generally three criteria can be used to identify different market segments:
Homogeneity (common needs within segment)
Distinction (unique from other groups)
Reaction (similar response to market)

20. Market Segmentation
Geographic Segmentation is based on regional variables such as religion, climate, population density and population growth rate.
Demographic Segmentation is based on variables such as age, gender, ethnicity, education, occupation, income and family status.

21. Market Segmentation
Psychographic Segmentation is based on variables such as values, attitudes and lifestyles.
Behavioral Segmentation is based on variables such as usage rate, patterns, price sensitivity, brand loyalty and benefits sought.

22. Market Research
Market research is the process of gathering and analyzing consumer and economic data to help you understand which products and services your customers want, and how to differentiate your business from your competitors.

23. Market Research
Market research can also provide valuable insight to help you to:
Reduce business risks
Spot current and upcoming problems in the current market
Identify sales opportunities
Develop plans of action

24. Differentiation Strategy
A differentiation strategy seeks to achieve competitive advantage by offering unique product and service propositions to the market or by presenting a picture which leads customers to perceive that the company is different from its competitors.

25. E-Marketing
E-Marketing refers to the application of marketing principles and techniques via electronic media and more specifically the Internet. The terms eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous.

26. E-Marketing
eMarketing is the process of marketing a brand using the Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.

27. E-Marketing Why is it Important?
When implemented correctly, the return on investment (ROI) from eMarketing can far exceed that of traditional marketing strategies.

28. E-Marketing Why is it Important?
Whether you're a "bricks and mortar" business or a concern operating purely online, the Internet is a force that cannot be ignored. It can be a means to reach literally millions of people every year.
It's at the forefront of a redefinition of way businesses interact with their customers.

29. E-Marketing Follow the Money Internet Spending
Overdrive Interactive

30. E-Marketing Follow the Money
Overdrive Interactive

31. E-Marketing Follow the Money Google Top U.S. Spenders

32. Source: Mashable

33. The Power of Google AdWords
2011 Revenues = $37.9B
96% of Revenues Came From Advertising

34. Google – National Economic Driver
In 2011, Google’s search and advertising tools brought in $80 billion for 1.8 million advertisers, website publishers, and nonprofits in the U.S.

35. “Start Spreading the News”

36. E-Mail Marketing Learning Objectives
Understand how developed into an important eMarketing tool
Understand the different types of and how they are used
Understand what the nine steps to an campaign are
Learn how to prepare for an campaign
Learn best practices for executing an campaign
Learn what steps to take after the completion of the campaign

37. Introduction
marketing - Tool for customer relationship management
It is a form of direct marketing that utilizes electronic means to deliver commercial messages to an audience
Advantages of marketing:
Extremely cost effective due to a low cost per contact
Highly targeted
Customizable on a mass scale
Completely measurable

38. How it Works E-mails can be categorized into:
Transactional s
Newsletters
Commercial s
Two types of commercial s:
Promotional s
Retention-based

39. Nine Steps to Executing an E-mail Campaign
Strategic planning
Definition of list
Creative execution
Integration of campaign with other channels
Personalization of the message
Deployment
Interaction handling
Generation of reports
Analysis of results

40. Nine Steps to Executing an E-mail Campaign
Precampaign
Step 1: Strategic planning
Planning around the goals you want to achieve
Step 2: Definition of list
List of subscribers who have agreed to allow a company to send them s with marketing messages

41. Nine Steps to Executing an E-mail Campaign
Step 3: Creative execution
s can be created and viewed as HTML or as text s
Step 4: Integration of campaign with other channels
Integrating marketing can serve to reinforce a brand’s message and increase responses

42. Parts of an E-mail Header Subject line Personalized greeting Body
Footer
Unsubscribe link

43. Execution Step 5: Personalization of the message Step 6: Deployment
Allows for mass customization on a macro scale
Step 6: Deployment
An marketer ensures an excellent delivery rate by:
Creating valuable content
Establishing the correct frequency
Testing an for display and deliverability

44. Execution Step 7: Interaction handling
Every interaction via should be considered as part of a company’s marketing practice and treated as opportunities to engage with customers

45. Post Campaign Step 8: Generate reports Step 9: Analysis of results
tracking systems produce statistics in a user-friendly manner
Step 9: Analysis of results
Once the reports have been generated, analyze what the numbers are revealing and use this information to improve the next sent out