Finals: Marketing Overview

• it is the study of management and the analysis of the relation between companies and consumers

  marketing
•  "the activity, set of institutions, and processes

  for creating, communicating, delivering, exchanging offerings that have value for customers, clients, partners, and society at large."

  marketing
• what are the techniques used in marketing

  1. market research
  2. marketing information system
  3. market segmentation
  4. market positioning
  5. brand management
• Marketing theorist identify a number of distinct stages in marketing, what are they?

  1. Production Orientation
  2. Product Orientation
  3. Selling Orientation
  4. Marketing Orientation
• the firm is focusing on production methods
• the firm focusing on  quality of the product

  product orientation
• the firm focused on selling method

  selling orientation
• the firm focusing on  needs and wants of customer

  marketing orientation
• Contemporary Approaches:

  1. Direct Marketing
  2. Internet Marketing
• this marketing approaches traditionally through 'direct mail' (postal) communications and more recently, via e- mail.

  direct marketing
• it is sometimes considered to be broad in scope, because it not only refers to marketing on the Internet, but also includes marketing done via e-mail, wireless media as well as driving audiences from traditional marketing methods like radio and

  billboard to internet properties or a landing page.

  internet marketing
• Marketing Approaches

  1. Relationship Marketing / Relationship Management
  2. Business Marketing / Industrial Marketing
  3. Societal Marketing
  4. Branding
• it is a marketing approaches that  building and keeping good customer relations

  relationship marketing or relationship management
• a marketing approach that building and keeps relationships between organizations.

  business marketing or industrial marketing
• this marketing approach benefit to the society

  societal marketing
• this marketing approach focuses on brand value


  branding
• •  is a business tool used in marketing and by

  marketers.

  marketing mix
• who originally coined the marketing mix?

  Neil Borden
• this can be used when determining a product or brand's offer and is often associated with the four Ps.

  marketing mix
• 4 P's

  1. Product
  2. Price
  3. Promotion
  4. Place
• it is the actual unit in a business

  product
• this represents the process of determining the value of a product.

  price
• this represents the variables of getting the product to the consumer such as distribution channels, market coverage, and movement organization.

  place
• it is the process of reaching the target market and convincing them to buy the product.

  promotion
• FACTORS OF INFLUECING ON MARKETING STRATEGIES:

  1. Regulatory
  2. Economic
  3. Social
  4. Political
  5. Technological
  6. Competitive
• • the marketing strategies often adapt to the pace of development of the consumer demand and exponential technological progression.

  technological
• •  refers to the numbers of similar competitive product brands.

   

  competitive
• • depending on the governmental impact on

  bureaucracy, corruption, freedom of speech, and other limitations (or opportunities), the marketing strategies will adapt to the political conditions.

  political
• • refer to the structure and dynamics of individuals and groups and their behaviors, beliefs, thought patterns, and lifestyles, friendships, etc.

  social
• • various trends in the economic business cycle, including inflation, recessions, deficit, or income level.

  economic
• •  refers to laws and legality (governmental policies) that may affect the way marketing can be characterized.

  regulatory
• A firm in the market economy survives by producing goods and services that persons are willing and able to buy, this implies that the company focuses its activities and products on consumer demands.

  consumer orientation
•  this system is basically the four Ps renamed and reworded to provide a customer focus.

  SIVA
•  it provides a demand/customer-centric alternative to the well-known 4Ps supply side model (product, price, placement, pro motion) of marketing management.

  SIVA
• SIVA means


  Solution, Information, Value, Access
• determine the SIVA


  Product- Solution

  Promotion- Information

  Price- Value

  Place- Access
• it is heavily integrated with the daily life as well as visual culture of the societies in which we live in.

  consumerism
• it  is a new technology that beginning to transform the online marketplace.

  RTB
• with this technology, within a fraction of a second the consumer is identified by the RTB, and then bid on by many bidders from which an ad is delivered by the winner.

  real-time bidding
• is essentially the construction of the consumer's identities through the consumer products being sold.

  commodity culture