marketing

• Marketing is the activity of institutions and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large
• Needs:

  • A human need is something that a person must have in order to live or survive
• Wants:

  • A human want is something that a person desires to have
• Demands:

  • Demands are human wants that are supported by buying power
• Market:

  • The market is composed of people with both desire and ability to buy a product or service
• Goods:

  • Physical goods comprise the volume of most countries' production and marketing effort
• Services:

  • As economies progress, a growing proportion of their activities are concentrated on the production of services
• Experiences:

  • Through organizing a number of services and goods, one can generate, stage, and market experiences
• Events:

  • Marketers endorse time-based events
• Persons:

  • Celebrity marketing has turned into a main and popular business
• Places:

  • Place marketers consist of economic development specialists, real estate agents, commercial banks, local business associations, and advertising and public relations agencies
• Properties:

  • Properties are intangible rights of ownership of either real property
• Organizations:

  • Organizations aggressively labor to create a strong, positive image in the mind of their publics
• Information:

  • The production, packaging, and distribution of information is one of society's chief industries
• Ideals:

  • Each market offering has a fundamental idea at its core
• Goals:

  • Goals describe how marketing will contribute to the business in key areas of growing sales, communicating with the audience, and saving money
• Objective:

  • Specific SMART objectives give clear direction and commercial targets
• Traditional Concept Marketing:

  • Marketing strategy a company uses to determine if it can produce a viable product consumers want or need
• Relationship Concept Marketing:

  • An approach that centers on maintaining and improving value-added long-term relationships with current customers, distributors, dealers, and suppliers
• Societal Marketing Concept:

  • Views that organizations must satisfy the needs of consumers in a manner that gives for society's benefit
• Production Concept:

  • Focuses on the internal potentials of the company and not based on the desires and needs of the market
• Sales Concept:

  • Refers to the idea that people will buy more goods and services through personal selling and advertising done aggressively to push them in the market
• Marketing Concept:

  • A philosophy which states that organizations must try hard to find out and satisfy the needs and wants of consumers while at the same time accomplishing the organizational goals
• Key performance indicators (KPIs) are specific metrics used to track performance and ensure that marketing activities are on track to meet specific objectives
• KPIs are sometimes known as performance drivers or critical success factors
• Not-for-profit organizations do not aim to earn profit for their owners; the money earned is allocated towards pursuing the organization's objectives
• Person marketing involves efforts to cultivate the attention, interest, and preferences of a target market towards a celebrity or authority figure
• Place marketing aims to attract customers to specific areas, showcasing beautiful spots in different cities, provinces, and regions
• Place marketing is also used to promote sites suitable for establishing businesses
• Cause marketing involves recognizing and marketing social issues, causes, or ideas to target markets
• Cause marketing increases awareness on issues such as literacy, physical fitness, child obesity, environmental protection, birth defects prevention, child-abuse prevention, and preventing drunk-driving
• Event marketing includes sports, cultural, and charity activities targeted at specific markets, with sponsorship from different companies to support these activities and raise public awareness
• Green marketing involves selling products/services based on their environmental benefits and promoting them as environmentally friendly or produced in an environmentally friendly way
• goals must be

  • attainability
  • consistency
  • intangibilty
  • comprehensiveness
• noteworthy marketing goals

  • identifying the target market
  • increasing sales and profit
  • increasing brand awareness
  • increasing market share
  • countering competitive strategies
  • reputation
  • increasing distribution channels
• characteristics of a not for profit organization

  • genarate as much revenue as possible to support their causrs
  • market to multiple publics
  • compete with other organizations for donors pesos
  • after possess some degree of monopoly power in a given geographic area
• guidelines to consider in cause marketing

  • understand marketing
  • support reputation causes
  • maintain transparency
  • think maintream
  • stay consistent
• essential features of event marketing

  • wide range of events
  • goal oriented
  • effective promotion and communication
  • proper evaluation
  • feedback from clients
  • location
• things that needs to be done in green marketing

  • being genuine
  • educating customer
  • giving a customer an opportunity to participate
• maslows hierarchy of needs

  • basic needs ( physiological and safety)
  • psychological needs (esteem, belongingness and love)
  • self fulfillment needs (self actualization)