Marketing. Plan Main definitions Inbound marketing activities Outbound marketing activities 4P’s...
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Transcript of Marketing. Plan Main definitions Inbound marketing activities Outbound marketing activities 4P’s...
Marketing
Plan
• Main definitions• Inbound marketing activities• Outbound marketing activities• 4P’s of marketing• Some interesting practices from modern
marketing trends
Marketing
Definitions
Definitions
Inbound marketing
Marketing researchMarketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services
Stages:
Marketing research ≠ Market research
Segmentation, Positioning and PricingMarket 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
Branding and namingBrand 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
Best brands 2009
http://www.interbrand.com/best_global_brands.aspx
Multi-brandsProcter&Gamble Unilever
Canniba-lization?
NamingBrandnomer = genericized trademark
Outbound marketing
Four P’s of marketing
Ambush marketing a marketing campaign that takes place around an event but
does not involve payment of a sponsorship fee to the event
Guerrilla marketingguerrilla marketing campaigns are:
Anti-flea spray
Nivea
Barbeque
Hot sauce
Thank you for your attention!
Have a break…