MARKETING

AND STRATEGIES
****************
11-ABM ************
AGENDA
What is Marketing?
7ps of Marketing Mix?
Introduction of Marketing.
Planning a Marketing Strategy.
​Future Trends in Marketing.
Marketing Primary Goal.
 Presentation title 3

WHAT IS MARKETING?
  Every product we buy, every store we visit, every media message we receive and every choice we make in our consumer society has
been shaped by the forces of marketing. 

  Sometimes people assume marketing is just about advertising or selling, but this is not the whole story. It is a key management
discipline that ensures producers of goods and services can interpret consumer desires and match, or exceed them.
  The marketing process is central to the business performance of companies, both large and small, because it addresses the most
important aspects of the market. It is about understanding the competitive marketplace and ensuring you can tap into key trends,
reaching consumers with the right product at the right price, place and time. 
  Clever marketing has led to many recent business success stories - from pharmaceuticals to airlines, sports brands to food and drink,
business-to-business companies to small, niche players.
  Conversely, history reminds us that without proper marketing, you can’t get close to customers and satisfy their needs – and if you
can’t, a competitor surely will. 
  Getting close has become more important than ever as digital and mobile technology make inroads into all aspects of life. This
revolution has also provided new tools to make marketing more targeted, relevant and effective.
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WHY IS MARKETING?
  Many organisations – especially small firms - are already marketing without realising it.
  You might not be advertising your services, but you probably do make an effort to know your customers well. Your instincts tell you
that figuring out what every customer wants, and meeting those expectations, will keep you in business. You know that you need to
improve and extend existing products, and sometimes develop new ones.

  If this description rings true, your marketing activity closely fits the classic definition used by CIM.

But is this kind of ‘unconscious’ marketing adequate?

 This isn’t an obvious problem for very small organisations, but marketing on the hoof becomes less feasible as you grow.
 How do you create a proper marketing strategy for the future? How can you keep up with your competitors, exploiting all the latest
technological developments at a time of rapid change?
 Applying a simple marketing framework is vital. It enables you to plan your activities in advance, find out what works, then use them
again when and where they are most effective.
 The rest of this article will help you to do just that, giving you suggestions for practical marketing that builds on what you are already
doing.
PRODUCT PRICE PLACE PROMOTION
PRO
PRI PLA PROMOTION
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CT
PRO PRICE PLA PR
DU OM
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CT OTI
ON
 P PLA PR
PRODUCT RI CE OM
C OTI
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PRO PRI PR
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PRODUCT PRICE PLACE PROMOTION
 PRICE

PRODUCT PLACE

PROMOTION
 • a product is an object, or system, or
CT service made available for consumer
DU
PRO use as of the consumer demand; it is
anything that can be offered to a
market to satisfy the desire or need
of a customer.
• Place in the marketing mix
refers to the channel, or the
P LA route, through which goods
CE
move from the source to the
final user. Place could be the
intermediaries, distributors,
wholesalers and retailers.
• Price is the amount that
consumers will be willing to
PRIC
E
pay for a product. Marketers
must link the price to the
product's real and perceived
value, while also considering
supply costs, seasonal
discounts, competitors'
prices, and retail markup.
• Promotions refer to the
ION entire set of activities,
M OT which communicate the
O
PR product, brand or service to
the user. The idea is to
make people aware, attract
and induce to buy the
product, in preference over
others.
 PRICE

PRODUCT PLACE

PROMOTION
 PHYSICAL
PEOPLE PROCESS
EVIDENCE
 PROCESS

• is an element of Services Marketing Mix. The delivery of

PEOPLE PHYSICAL
your service is usually done with the customer present so
how the service is delivered is once again part of what EVIDENCE
the consumer is paying for. This element of the
marketing mix looks at the systems used to deliver the
service.
 PEOPLE
PROCESS PHYSICAL
• In the marketing mix, refers to anyone directly or
indirectly involved in the business side of the EVIDENCE
enterprise. That means anyone involved in selling a
product or service, designing it, marketing, managing
teams, representing customers, recruiting and
training.
 PHYSICAL
EVIDENCE
PEOPLE PROCESS
• This refers to all existing and potential features
customers see when engaging with your business.
Physical evidence: is the tangible proof that
establishes credibility. includes the look and feel of
your business branding
 PHYSICAL
PEOPLE PROCESS
EVIDENCE
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INTRODUCTION MARKETING
 While this definition can help us better comprehend the parameters of marketing, it does not provide a full picture. Definitions of
marketing cannot flesh out specific transactions and other relationships among these elements. The following propositions are offered
to supplement this definition and better position marketing within the firm:
  The overall directive for any organization is the mission statement or some equivalent statement of organizational goals. It reflects
the inherent business philosophy of the organization. 
 • Every organization has a set of functional areas (e.g. accounting, production, finance, data processing, marketing) in which tasks
that are necessary for the success of the organization are performed. These functional areas must be managed if they are to achieve
maximum performance.
 • Every functional area is guided by a philosophy (derived from the mission statement or company goals) that governs its approach
toward its ultimate set of tasks.
 • Marketing differs from the other functional areas in that its primary concern is with exchanges that take place in markets, outside
the organization (called a transaction).
 • Marketing is most successful when the philosophy, tasks, and manner of implementing available technology are coordinated and
complementary.
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PLANNING A MARKETING STRATEGY

  Marketing focuses on the fundamental practices that every company has to carry out - identifying customers,
researching their needs and preferences, analysing factors that influence their purchasing decisions and persuading
them to buy products and services from you rather than a competitor.
  All this requires a strategy that is coordinated, considered and realistic in terms of making the most effective use of
the resources and budgets available.
Planning strategy 21

“ PLANNING A MARKETING STRATEGY STARTS WITH A

DETAILED AND ONGOING INVESTIGATION OF THE
MARKET AND ITS SUB-MARKETS OR SEGMENTS. ” 
 Planning a marketing strategy starts with a detailed and ongoing investigation of the market and its sub-markets or
segments. Companies look at the social, political, economic, cultural and technological trends which are shaping the market,
their own position within it and the resources they can marshal to change or influence it. This is sometimes known as the
marketing audit.
 A marketing plan defining objectives, targets and performance measures is then developed, along with a financial budget.
When specific goals have been defined, alternatives to the status quo can be discussed, and ways to achieve those
alternatives can be chosen.
 The marketing strategy is then formalised within a specific plan of action, which is constantly revised and updated, and the
marketing campaign progresses.
 Planning an effective marketing strategy is intimately bound up with the planning process for the entire business, because it
is linked to overall corporate strategy and requires endorsement from the top. The strategy also needs to be continually
reviewed. Therefore, collaboration between marketing and other corporate activities such as finance, research, development
Future trends 22

FUTURE TRENDS IN MARKETING

 We live and work in a world of unprecedented social and technological upheaval, which has introduced new levels of competition
for all kinds of organisations. Business is becoming global, customers are more demanding, many mature markets offer little room
for growth, brand valuation is recognised on financial balance sheets and environmental pressures are growing. Compounding every
other difficulty, the pace of change is quickening all the time – speed of market introduction and acceptance are important factors.
 The economic context is changing, so marketing is changing too. New social trends and corporate structures have opened up fresh
avenues of opportunity for marketers to become even more central to business success. Only recently, technologies including
database marketing, direct-to-plate printing and video-conferencing, the Internet and intranets were buzzwords for marketers. Since
then, viral campaigns and social media have become everyday terms. Technology today offers exciting opportunities that would have
been out of reach a generation ago. What will tomorrow look like
 As organisations introduce streamlined management hierarchies and flexible working practices, the marketing approach is proving a
valuable interdisciplinary asset to companies that want to break down internal boundaries to focus exclusively on what the company
is good at. 
 WHAT ARE MARKETING
GOALS
Marketing goals are specific objectives defined in a marketing plan.

They outline the intentions of the marketing team, provide them clear directions,
and offer information for executives to review and support.

• Tasks like brainstorming a digital marketing plan

• Improving in KPIs like conversion rates 
• Specific sales quotas
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AREAS OF GROWTH

B2B Supply chain ROI E-commerce

Q1 4.5 2.3 1.7 5.0

Q2 3.2 5.1 4.4 3.0

Q3 2.1 1.7 2.5 2.8

Q4 4.5 2.2 1.7 7.0

 25

“ BUSINESS OPPORTUNITIES ARE

LIKE BUSES. THERE'S ALWAYS

”
ANOTHER ONE COMING.
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PLAN FOR PRODUCT LAUNCH 

PLANNING MARKETING DESIGN STRATEGY LAUNCH

Deploy strategic
Disseminate Foster holistically
Synergize scalable Coordinate e- networks with
standardized superior
e-commerce business applications compelling e-
metrics methodologies
business needs
 27

TIMELINE

SEP 20XX NOV 20XX JAN 20XX MAR 20XX MAY 20XX

Synergize scalable Disseminate standardized Coordinate e- Foster holistically Deploy strategic

e-commerce business applications superior methodologies networks with
metrics compelling e-
business needs
 28

AREAS OF FOCUS
B2B MARKET SCENARIOS CLOUD-BASED OPPORTUNITIES

• Develop winning strategies to keep ahead • Iterative approaches to corporate strategy

of the competition • Establish a management framework from
• Capitalize on low-hanging fruit to identify the inside
a ballpark value
• Visualize customer directed convergence
Presentation title
HOW WE GET THERE
ROI
• Envision multimedia-based
expertise and cross-media
growth strategies
• Visualize quality intellectual
capital
• Engage worldwide
methodologies with web-
enabled technologies
NICHE MARKETS
• Pursue scalable customer
service through sustainable
strategies
• Engage top-line web
services with cutting-edge
deliverables
29
SUPPLY CHAINS
• Cultivate one-to-one
customer service with robust
ideas
• Maximize timely
deliverables for real-time
schemas
Presentation title 30

SUMMARY
Marketing focuses on the fundamental practices that every company
has to carry out - identifying customers, researching their needs and
preferences, analysing factors that influence their purchasing
decisions and persuading them to buy products and services from you
rather than a competitor.
THANK YOU
ARCHIE C. MARFIL
11- ABM HENRI FAYOL