Marketing

Marketing

1. Branding

   • Is a name, slogan, sign, symbol or design, or a combination of these elements that identify products or services of a company
   • Is getting your prospects to see you as the sole provider of a solution to their problem or need.
   • Objectives
     • Delivers the message, confirms your credibility, motivates the buyer to buy and creates User Loyalty
   • Helps employees understand the purpose of the organization or the business.

2. Is about identifying and meeting human and social needs.

3. Philip Kotler

   • Good companies meet needs; great companies will create markets

4. MAIN TYPES

   • Goods, Services, Events, Experiences, People, Ideas, Places, Properties, Organizations, Information

5. Fundamental to the success of a business

   • it will affect the sales and profits of the organization

6. Some departments work with this department like

   • The production deparment who uses sales forecasts to prepare their production schedules
   • The finance department in order to set appropriate budgets
   • The human resources department to identify to set appropriate budgets

7. Core Marketing Concepts

   • Needs, Wants and Demands, Target markets, Positioning, and Segmentation, Offerings and Brands ,Value and Satisfaction, Marketing Channels

8. Size

   • Customer base, Barriers to entry, Location
   • Growth
     • increase in the size of a market over a period of time, usually per year
     • Sihare
       • organization’s share of the total value of sales of all products within a specific market

9. Realities

   • Network information technology – Globalization – Deregulation – Privatization – Heightened competition – Industry convergence – Retail transformation – Consumer participation

10. Marketers can use the Internet as a powerful information and sales channel

11. Marketing Mix

    • Traditional marketing mix
      • Product, Price, Promotion and Place
    • Modern marketing mix
      • People, Process, Programs and Performance
        • People
          • The provision of services relies on the goodwill of all employees.
        • Process
          • Process refers to the way in which a service is provided or delivered.
        • Program
          • Programs reflects all the firm’s consumerdirected activities.
        • Performance
          • Performance refers to the tangible aspects of a service.

12. A brand refers to a name that is identifiable with a product of a particular business

13. Warranties

    • refers to the terms and situations in which repairs or exchanges will be made in the event that the product does not function as originally described or intended

14. Subsidies

    • A subsidiary is a company that is partly or completely owned by another company that holds a controlling interest in the subsidiary company.

15. Credit is a contractual agreement in which a borrower receives something of value now and agrees to repay the lender at some date in the future, generally with interest.

16. Credit Terms

    • Credit is a contractual agreement in which a borrower receives something of value now and agrees to repay the lender at some date in the future, generally with interest.

17. Promotion

    • Sales Promotion Advertising Public Relations Direct Marketing

18. Advertising

    • Canadian economist Stephen Butler Leacock defined advertising as “the science of arresting the human intelligence long enough to get money from it”.

19. Public Relations

    • Public relations refers to business activities aimed at stablishing and protecting the desired image on an organization

20. Direct Marketing

    • Direct marketing refers to promotional activities that aim to sell a product straight to a customer rather than using an intermediary.

21. Place

    • Distribution Channels Location Transport Inventory Product Assortment

22. Distribution channel

    • The channel of distribution refers to the means used to get a product to the consumer.

23. Inventory

    • Inventory is the raw materials, work-inprocess goods and completely finished goods that are considered to be the portion of a business's assets that are ready or will be ready for sale.