Intro to Marketing

1
Intro to Marketing
2
Introduction

• The purpose of this presentation is to
• Introduce the aims of Marketing
• Understand how Advertising fits in those aims

3
Topics of Discussion

• Marketing
• Market Analysis
• Segmentation
• Positioning
• Promotion
• Advertising

4
Topic One 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.
• - American Marketing Association

5
Topic One Marketing

• Marketing is
• Analyzing customers, competitors, ones company
  and ones environment,
• Determining segments based on this analysis,
• Deciding on targeting the most profitable
  segments,
• Positioning your products/services and then,
• Developing a strategy to deliver on that
  positioning.

6
Topic One Marketing

• The Strategy is the Marketing Mix (4Ps)
• Product
• Price
• Place
• Promotion

7
Topic Two Market Analysis

• 1. Customers
• Based on Industry Size
• Based on Company Size
• Based on Geography
• Based on Demographics
• Based on Psychographics

8
Topic Two Market Analysis

• 2. Company
• Based on Objectives
• Production
• Finance
• Marketing
• HR
• RD
• Based on Resources
• Based on Cultural/Social Environment

9
Topic Two Market Analysis

• 3. Competitors
• Based on Market Situation
• Pure Competition
• Oligopoly
• Monopolistic
• Based on Dimensions
• Uniqueness of Product
• Number of Competitors
• Size of Competitors
• Control of Price
• Elasticity of Firm/Industry

10
Topic Two Market Analysis

• 4. Environment
• Based on Economics
• Based on Technology
• Based on Politics
• Based on Laws

11
Topic Three Segmentation

• How to Segment
• 1. Determine product type and specific brand
  factors that reflect differences in customers
  requirements or responsiveness to marketing mix
  such as
• Purchase Behavior
• Usage
• Benefits Sought
• Intentions
• Preference
• Loyalty
• 2. Choose Descriptors that will identify
  independent Segments and suggest competitive
  strategy implications.

12
Topic Three Segmentation

• Criteria for Segments
• Homogeneous Within
• Heterogeneous Between
• Substantial
• Operational

13
Topic Four Positioning

• The way consumers, users, buyers, and others view
  competitive brands or types of products. As
  determined by market research techniques, the
  various products are plotted onto maps, using
  product attributes as dimensions. This use of
  product positioning is perceptual, not
  necessarily valid as based on measured product
  attributes.

14
Topic Four Positioning
15
Topic Five Promotion
16
Topic Six Advertising