1. Marketing

2. Plan Main definitions Inbound marketing activities Outbound marketing activities 4P’s of marketing Some interesting practices from modern marketing trends

3. Marketing Marketing is the wide range of activities involved in making sure that you're continuing to meet the needs of your customers and getting value in return. Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably.

4. Definitions Advertising is bringing a product (or service) to the attention of potential and current customers Advertising Promotion keeps the product in the minds of the customer and helps stimulate demand for the product Promotion Public relations includes ongoing activities to ensure the overall company has a strong public image Public relations

5. Definitions Publicity is mention in the media Publicity Sales involves most or many of the following activities, including cultivating prospective buyers (or leads) in a market segment; conveying the features, advantages and benefits of a product or service to the lead; and closing the sale (or coming to agreement on pricing and services) Sales

6. Inbound marketing Marketing Research Competitive Analysis PositioningPricing Naming and Branding

7. Marketing research Marketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services Statistical methods quantitative research qualitative research hypothesis tests linear regression correlations frequency distributions the definition of a problemdevelopment of a research plan collecting and interpretation of data disseminating information formally in form of a report Stages: Marketing research ≠ Market research

8. Segmentation, Positioning and Pricing Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. Positioning includes identifying the unique market position, or "niche", for your organization Pricing: how much the customers/clients might be willing pay and how (pricing analysis) Lower prices don’t help to build Goodwill SegmentTargetPositionSTP

9. Branding and naming Brand is the image of the product in the market Intangible assets are defined as identifiable non-monetary assets that cannot be seen, touched or physically measured, which are created through time and/or effort and that are identifiable as a separate asset Intangible asset Brand

10. Best brands 2009 http://www.interbrand.com/best_global_brands.aspx

11. Multi-brands Procter&GambleUnilever Canniba- lization?

12. Naming AcronymDescriptive Alliteration and rhyme Evocative NeologismsForeign word Founders' names Geography Personification Brandnomer = genericized trademark

13. Outbound marketing Advertising and promotions (focused on the product) Sales Public and media relations (focused on the entire organization) Customer service Customer satisfaction

14. Four P’s of marketing ValueAccess InformationSolution ProductPromotion PricePlacement

15. Ambush marketing a marketing campaign that takes place around an event but does not involve payment of a sponsorship fee to the event

16. Guerrilla marketing unexpected and unconventionalpotentially interactiveconsumers are targeted in unexpected places guerrilla marketing campaigns are:

17. Anti-flea spray

18. Nivea

19. Barbeque

21. Hot sauce

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