WHAT IS MARKETING......?

Marketing is defined by the AMA as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large." Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.

Today’s savvy internet users know spam when they see it so curtail overt sales pitches. Facebook . but the venue has changed. They simply can’t compete with the ability of the World Wide Web to disseminate news from anywhere in an instant. newspapers are shutting down around the world. the average consumer spent a lot of time reading the newspaper front page to back. an internet business needs to appear at the top of the search engine ranking pages to gain customers.A LOOK AT OLD VS NEW MARKETING TECHNIQUES Old Marketing Technique 1: Newspaper Advertising Before the internet became available in most households. Old Marketing Technique 2: In-Person Social Networking It used to be that any new business owner benefited from attending various social functions sponsored by local civic organisations.” Social networking is still an important part of marketing a business. Forget print copy. MySpace. you just have to develop relationships in a format that does not allow for face-to-face interaction. and to find vendors for specific products or services. The rules for polite interaction haven’t changed. the modern business owner is better served by spending time posting profiles at various social media websites such as Twitter. You will get far greater reach and far better results if you institute a pay per click campaign. newspaper advertisements are a bad investment of your marketing dollars. Instead of making a physical appearance at a ribbon-cutting ceremony. . It was the best way to find out what was going in the community. I’ll scratch yours. Today. Now that news stories are available online and updated in real time. It is imperative you adopt a respectful tone and take an interest in other members through the written word. and LinkedIn. Everyone in town would gather together for hors d’oeuvres and drinks and make business deals based on the old tenet of “you scratch my back.

Old Marketing Technique 3: Cold Sales Calls You may have a held a job in the past where your main task was to go through a list of telephone numbers and make phone calls. Email messages. desperately hoping that the person receiving the call would be interested in what you were selling and not hang up. The New Marketing Technique is to use modern methods of reaching potential clients. and they come straight to your website. there is little need for a telephone. you could simply get sales from those efforts. and a list of your services online all function as your virtual sales staff. a sales letter posted on your web page. . Most consumers do their buying online. By performing some basic website optimisation for search engines. an online contact form. Nowadays.

.

banner and contextual advertising. or other recruiting sources. including social media marketing (SMM). even hosting and domain issues. web pages. only the larger flagships actually have basement-level space devoted to the cellar concept. letters. One can understand the term. The distinction between direct and database marketing stems primarily from the attention paid to the analysis of data. Cloud marketing Cloud Marketing refers to any and all marketing efforts that take place on the Internet. Internet article marketing is used to promote products and services online via article directories. Cross-media marketing Cross media marketing is a form of cross-promotion in which promotional companies commit to surpassing the traditional advertisements and decide to include extra appeals to their offered products.[1] The material can be communicated by any mass media such as emails. aka the Cloud provided as a service. mobile media marketing (MMM). Database . as well as a wider set of organic marketing issues. "Cloud Marketing" to encompass both issues.MODERN AGE MARKETING TECHNIQUES Article marketing Article marketing is a type of advertising in which businesses write short articles about themselves as a marketing strategy. The Cellar (marketing) The cellar is the marketing theme or concept for the group of departments that are commonly located on the first floor below ground level at the larger Macy's department store locations. DATABASE MARKETING Database marketing is a form of direct marketing using databases of customers or potential customers to generate personalized communications in order to promote a product or service for marketing purposes. This method can be extremely successful for publishers because the marketing increases the ad’s profit from a single advertiser. Although every Macy's has such a department.

online marketing. which are then used to select customers for communications. development. “webvertising”.marketing emphasizes the use of statistical techniques to develop models of customer behaviour. also known as web marketing. banner ads on specific websites.0 strategies. catalogue distribution. DIGITAL MARKETING Digital marketing is the use of digital sources based on electronic signal like Internet. Digital marketing may cover the more traditional marketing areas such as Direct Marketing by providing the same method of communicating with an audience but in a digital fashion. Internet marketing also refers to the placement of media along many different stages of the customer engagement cycle through search engine marketing (SEM). interactive consumer websites. from a moral standpoint. and outdoor advertising. email. or e-marketing. with advertising techniques such as mobile messaging. digital display advertising and other digital media such as television . search engine optimization (SEO). Ethical marketing generally results in a more socially responsible and culturally sensitive business community INTERNET MARKETING Internet marketing. ETHICAL MARKETING Ethical marketing refers to the application of marketing ethics into the marketing process. Internet marketing ties together the creative and technical aspects of the Internet. promotional letters. advertising and sales. I Marketing is used as an abbreviated form for Internet Marketing.radio. fliers. mobile advertising. and Web 2. of particular marketing issues that are matters of moral judgment. including design. Briefly. is referred to as the marketing (generally promotion) of products or services over the Internet. marketing ethics refers to the philosophical examination. and mobile phones in the promotion of brands and products to consumers. online display ads. . DIRECT MARKETING Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer. email marketing.

Transmissions can be received by individuals in that location who wish to receive them and have the necessary equipment to do so. NANO CAMPAIGNING Nano-campaigning refers to an approach within Marketing communications. notably email marketers and search marketers. but also for the sales of others they recruit. It is mostly used by online marketers. . based on strategic management. creating a down line of distributors and a hierarchy of multiple levels of compensation. Public relations and Lobbying which uses personalised and product-specific or issue-specific tactics as the starting point for more extensive strategic campaigns. Branding. For example. in which a company focuses on growing and retaining existing customers through incentives. PERMISSION MARKETING Permission marketing is a term popularized by Seth Godwin (but found earlier) used in marketing in general and e-marketing specifically. network marketing. Marketers obtain permission before advancing to the next step in the purchasing process. Other terms for MLM include pyramid selling. The undesirable opposite of permission marketing is interruption marketing. as well as certain direct marketers who send a catalogue in response to a request. product marketing and loyalty marketing all form part of the customer proposition – the subjective assessment by the customer of whether to purchase a brand or not based on the integrated combination of the value they receive from each of these marketing disciplines MULTILEVEL MARKETING Multi-level marketing (MLM) is a marketing strategy in which the sales force is compensated not only for sales they personally generate. PROXIMITY MARKETING Proximity marketing is the localized wireless distribution of advertising content associated with a particular place. and referral marketing. they ask permission to send email newsletters to prospective customers. It is based on the principles of social psychology and is enabled by the application of social media technologies.LOYALTY MARKETING Loyalty marketing is an approach to marketing.

widely-implemented strategy for managing and nurturing a company’s interactions with clients and sales prospects. or more commonly is specifically targeted to devices known to be in a particular area. retailers and shoppers. (also known as marketing sequences). limited edition and variants such as deluxe edition. and leveraging this intelligence to the benefit of all stakeholders. a common and highly inaccurate assumption that impairs the spread of any industry definition. (principally sales and marketing activities). in different channels and formats. originally published products related to the arts. The location of a device may be determined by:   A cellular phone being in a particular cell A Bluetooth or Wi-Fi device being within range of a transmitter. fine wine and other products." Shopper marketing is not limited to in-store marketing activities. . defined as brands. RELATIONSHIP MARKETING Relationship marketing is a broadly recognized. and most importantly. what their own needs as a shopper are. The overall goals are to find. and what in-store activity influences them. such as books. attract and win new clients. in which stores they can be influenced in. collector's edition and others. These shoppers need to be understood in terms of how well they interpret the needs of the consumer. nurture and retain those the company already has. SHOPPER MARKETING Shopper marketing is "understanding how one's target consumers behave as shoppers. consumers. where they are likely to shop. automate those marketing and communication activities on concrete marketing sequences that could run in autopilot. prints or recorded music and films. SPECIAL EDITION The terms special edition. synchronize business processes. Shopper marketing must be part of an overall integrated marketing approach that considers the opportunities to drive consumption and identifies the shopper that would need to purchase a brand to enable that consumption. are used as a marketing incentive for various kinds of products. but now including cars. It also involves using technology to organize.Distribution may be via a traditional localized broadcast.

From this the Z-CARD was developed and launched in 1992. which includes the Z-CARD foldable guide. While there. Z-CARD Ltd. holds over 20 patents in 80 countries for their Pocket Media line. McDonald found that traditional fold-out maps were too bulky to carry with him on travel research trips and wanted a more convenient solution. portable tissue packages to move advertising copy directly into consumers' hands. with the company as it looks today being founded in 2003. . stealth marketing. TISSUE PACK MARKETING Companies use small. the actor will also talk up their product to people they befriend in that location. All Z-CARD products are legally required to carry patent and trademark notification. LIVE IN MARKETING Live-in Marketing is a term used to describe a variant of marketing and advertising in which the target consumer is allowed to sample or use a brands product in a relaxed atmosphere over a longer period of time. even handing out samples if it is economically feasible. For example. The actor will often be able to sell consumers on their product without those consumers even realizing that they are being marketed to. viral advertising.UNDERCOVER MARKETING Undercover marketing (also known as buzz marketing. or marketing buzz are buzzwords referring to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives (such as product sales) through selfreplicating viral processes. a marketing company might pay an actor or socially adept person to use a certain product visibly and convincingly in locations where target consumers congregate. Z CARD The Z-CARD is the registered trademark for the foldable guide invented by George McDonald when he was a travel writer and consultant for British Airways. or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to. Much like product placement in film and television LIM was developed as a means to reach select target demographics in a nonevasive and much less garish manner than traditional advertising. analogous to the spread of viruses or computer viruses can be delivered by word of mouth or enhanced by the network effects of the Internet. VIRAL MARKETING Viral marketing.

cities. splitting up the market into smaller groups. . The people in a given segment are supposed to be similar in terms of criteria by which they are segmented and different from other segments in terms of these criteria.nations. These can be broadly viewed as 'positive' and 'negative' applications of the same idea. People within the same demographic group can exhibit very different psychographic profiles. neighbourhoods. personality. or zip codes. states. Examples:        Gender Price Interests Location Religion Income Size of Household BASES FOR SEGMENTATION     Geographic segmentation Demographic segmentation Psychographic segmentation Behavioural segmentation GEOGRAPHIC SEGMENTATION The market is segmented according to geographic criteria. counties. regions. Psychographic segmentation: Consumers are divided according to their lifestyle.MARKETING SEGMENTATION Market segmentation pertains to the division of a market of consumers into persons with similar needs and wants. values. PSYCHOGRAPHIC SEGMENTATION Psychographics is the science of using psychology and demographics to better understand consumers.

attitude towards. consumers are divided into groups according to their knowledge of. .BEHAVIORAL SEGMENTATION In behavioural segmentation. use of or response to a product.

.

GUERRILLA MARKETING .

one person's hunch can be enough to launch a new product. energy. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment. Be prepared to bug out at a moment's notice Don't hesitate to abandon a position or a product if the battle turns against you. Guerrilla marketing focuses on low cost creative strategies of marketing.WHAT IS GUIRRELLA MARKETING. He should be quick to give up and move on in a small company. Typically. flash mobs are utilized. e. street giveaways of products. PRINCIPLES OF GUERRILLA MARKETING Find a segment small enough to defend Try to pick a segment small enough so that you can become the leader. They concentrate on a small market segment and are its leader.. This can be a precious asset when competing with the big national companies.g. potentially interactive. and imagination and not money. The objective of guerrilla marketing is to create a unique. energy and imagination rather than a big marketing budget. Robert Gamma footwear importer introduced 'Kangaroos’ -zippered pocket on side of shoes. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. Rolls Royce is the true guerrilla. and consequently turn viral. Guerrillas should be all line and no staff a guerrilla can take advantage of its small size to make quick decisions. engaging and thought-provoking concept to generate buzz. Guerrilla marketing involves unusual approaches such as intercept encounters in public places.. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.? Guerrilla marketing is an advertising strategy in which low cost unconventional means like graffiti.. Sales do not compose of the primary static to measure business but is replaced by profit. PR stunts. The term has since entered the popular vocabulary and marketing textbooks. guerrilla marketing campaigns are unexpected and unconventional. or any unconventional marketing intended to get maximum results from minimal resources. to convey or promote a product or an idea. Emphasis is on retaining existing customers then acquiring new ones. sticker bombing. often in a localized fashion or large network of individual cells. Basic requirements are time. A guerrilla doesn't have the resources to waste on a lost cause. . The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time. and consumers are targeted in unexpected places.

Manufacturing cost reduction strategy Employing lower manufacturing cost through more efficient purchasing. . relaxation of government regulations. decentralization. thus offering more choice to the buyer. tariff wars in telecom industry. Distribution Innovation strategy Developing new channels of distribution like direct selling to customers. This works when the buyer is interested only in price.  Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing. 9. Improved service strategy 7. Product innovation 6. NEED OF GUIRRELLA MARKETING The need for guerrilla marketing can be seen in the light of three facts:  Because of big business downsizing. Cheaper goods strategy The idea is to offer an average or low quality product at much lower price. 5. Prestige goods strategy the challenger can launch a higher quality product and charge a higher price than the leader. Product proliferation strategy Challenger can attack the leader by launching a larger product variety. and a revolution in consciousness. 2. people around the world are gravitating to small business in record numbers.  Guerrilla marketing has been proven in action to work for small businesses around the world. 3. 8.STRATIGIES OF GUIRRELLA MARKETING 1. affordable technology. it is apparent in price wars in airlines.Price discount strategy The challenger can sell a comparable product at lower price. It works because it's simple to understand. Intensive advertising promotion The challenger engages in a rigorous advising program. 4. easy to implement and outrageously inexpensive.

mirror on the wall At the 2011 Euro bike cycling trade show in Germany.FEW EFFECTIVE ADS CREATED THROUGH GUIRRELLA STRATEGY SMOKING While at a quick glance this might look like a clever guerrilla marketing effort for a cigarette brand or the tobacco industry itself. this is actually very cool street art found in Germany. this will most likely encourage you to stop smoking. but the tire art on the mirror is hard to overlook. One could argue here that not everyone washes their hands. And if anything. Mirror. Schwalbe tires found a way to make good use of the bathrooms. . Other companies have utilized the urinals before but that letting someone urinate on your brand is often not a good idea.

Messing with time Diamantini & Domeniconi is well known for a very unique selection of clocks and we actually have one of their Cuckoo Clocks in our home. Their On Time version makes sure that you are on time with a slight kink in the minute hand and you no longer have to move the clock forward... Reach inside the "cancer cutout" and help yourself to some free SPF 30 sunscreen. Very clever. FEW MORE.... Sun Smart in Australia is reminding people with a creative billboard campaign that cutting out the sun exposure is easier than cutting out a skin cancer. Sun Smart Too much of a good thing is still too much and that is especially true of the sun. .

.

COM WWW.GMARKETING.COM .COM WWW.IBELIEVEINADV.GOOGLE.GUERRILLACOMM.WIKIPEDIA.BIBLIOGRAPHY WWW.UK WWW.CREATIVEGUERRILLAMARKETING.COM BLOG.COM WWW.CO.THECOOLHUNTER.COM WWW.

Master your semester with Scribd & The New York Times

Special offer for students: Only $4.99/month.

Master your semester with Scribd & The New York Times

Cancel anytime.