Professional Documents
Culture Documents
What is Marketing?
The way a product is designed, tested, produced, branded, packaged, priced, distributed, and promoted
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Marketing should focus first on identifying the needs and wants of the customer To compete effectively, marketers must focus on the customers problems and try to develop products to solve them
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The act of trading a desired product or service to receive something of value in return Money is exchanged for goods
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The process of creating a distinctive and special meaning for a product Brand equity is reputation, meaning, and value that the brand name or symbol has acquired over time
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The organization, company, or manufacturer producing the product and offering it for sale The advertiser or client (from the agencys point of view)
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Other companies that manufacture the materials and ingredients used in producing the product
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Various companies that are involved in moving a product from its manufacturer to the buyer
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Types of Markets
Market
Where the exchange between buyer and seller takes place A particular type of buyer
Consumer
Business-tobusiness
Market share
The percentage of the total market in a product category that buys a particular brand
Institutional
Channel
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Types of Markets
Consumer Business-to-business (Industrial) Institutional Channel
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The product is both the object of the advertising and the reason for marketing Product category
A class of similar products
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Based on the cost of making and marketing the product and on expected profit
Customary Psychological
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Use face-to-face contact between marketer and prospective customer Used to create immediate sales
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International Marketing
An international brand is available virtually anywhere in the world The shift requires new tools for advertisers, including one language, one control mechanism, and one strategic plan The choice of an agency depends on the decision to standardize messages or localize them to accommodate local cultures
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Relationship marketing
Marketing that considers all the firms stakeholders
Permission marketing
Inviting prospective customers to self-select into a brands target market in order to receive marketing communication
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