GATHERING AND USING INFORMATION:
MARKETING RESEARCH AND MARKET
MARKETING RESEARCH AND MARKET INTELLIGENCE
A process of collecting, analyzing,
and reporting marketing
Used to improve a companys
THE MARKETING PLAN
The marketing plan should communicate:
Realistic expectations to top management.
Marketing-related responsibilities to those individuals who
have marketing related responsibilities and how they
PUBLIC RELATIONS, SOCIAL
MEDIA, AND SPONSORSHIPS
PUBLIC RELATIONS ACTIVITIES AND TOOLS
Good public relations efforts can help a firm create rapport
with its customers, promote what it has to offer, and
supplement its sales efforts.
Puts a pos
WHAT SALESPEOPLE DO
CREATE VALUE FOR
RELAY CUSTOMER AND
BACK TO THEIR
The salesperson has a fiduciary responsibility
PROVIDING TOOLS THAT ENABLE
CUSTOMERS TO TAKE CONTROL OR
Understand strategies involving online and personal forms
of influencer marke
PRICE, THE ONLY REVENUE
THE PRICING FRAMEWORK
Various pricing objectives:
Targeted Return on Investment (ROI): The profit an
organization hopes to make given the amount of assets,
or money, it has tied up in a product.
THE VALUE PROPOSITION
THIRTY-SECOND ELEVATOR SPEECH
STATING THE SPECIFIC BENEFITS A
PRODUCT OR SERVICE OFFERING
PROVIDES A BUYER
It shows why the good is superior to competing
The value proposition answers the questi
MARKETING V 2.0
By Jeff Tanner and Mary Anne
WHAT IS MARKETING?
THE ACTIVITY, SET OF INSTITUTIONS, AND
PROCESSES FOR CREATING, COMMUNICATING,
DELIVERING, AND EXCHANGING OFFERINGS THAT
HAVE VALUE FOR CUSTO
CONSUMER BEHAVIOR: HOW
PEOPLE MAKE BUYING
ESSENTIAL CONSUMER BEHAVIOR QUESTIONS
Why do you buy the things you buy?
How did you decide on what you bought?
Where and When do you like to shop?
CONSIDERS THE MANY REASO
The number sold to business markets and the size of
each trans is much greater than consumer markets.
The size of each transaction for business customers is
also much greater.
Dividing or segmenting people and organizations into
different groups of potential buyers with similar
Selecting market segments
DEVELOPING AND MANAGING OFFERING
Developing new products for most companies is a constant
Some new offerings may be only improved versions of
OFFERING DEVELOPMENT: 7 STEPS
USING SUPPLY CHAINS
TO CREATE VALUE FOR
THE SUPPLY CHAIN
INCLUDES ALL OF THE ORGANIZATIONS
THAT IMPACT PRODUCTS BEFORE,
DURING, AND AFTER THEIR PRODUCTION
Designing, monitoring, and altering these
organizations is called supply chain
USING MARKETING CHANNELS
TO CREATE VALUE FOR
Today, consumers are used to getting
What they want,
When they want it,
Where they want to get it.
Otherwise, they buy a competing product.
Getting a product in a tim
COMMUNICATIONS AND THE
INTEGRATED MARKETING COMMUNICATIONS
Integrated marketing communications (IMC) provide an
approach designed to deliver one consistent message to
buyers through an organization