Marketing communication Strategies and Planning introduction to marketing the role of marketing within a firm customer wants and needs marketing decisions product placement promotion and price are four elements of the marketing mix siva solution incentive information value and access the marketing exchange relationship building with various stakeholders the marketing environment marketing by individuals and firms marketing methods used to deliver value evolution of the marketing orientation contemporary relationship marketing business marketing social marketing branding branding concepts and techniques value based marketing the development of value driven firms the importance of marketing marketing can play a key role in integrating supply chain processes and promoting global marketing strategies consumer awareness careers in marketing types of marketing careers marketing as an entrepreneurial force importance of evaluating marketing performance marketing performance metrics methods for evaluating marketing performance marketing strategies and planning process customer satisfaction and loyalty is essential to any marketing plan strategic business units marketing planning and strategy is to produce multiple sources strategic views market penetration market development bcg matrix ge approach to strategic planning introducing the marketing plan what makes a marketing plan effective advantages of a marketing plan marketing plan advantages successful marketing planning marketing plan elements purpose of the marketing plan why a marketing plan is essential steps required to forecast steps to creating a marketing plan defining the business mission conducting a situational analysis defining the marketing objectives defining the target market creating a marketing mix managing marketing strategy the marketing environment 2 external environment in marketing strategy internal factors competition calculating market share how competitors operate monitoring competition external factors consumer income purchasing power and confidence cultural values marketers must understand the cultures that govern customers buying habits demographics identify common demographic changes in the current marketplace different types of external factors or trends used in creating marketing strategies technology impact of technology on marketing use of new technologies in marketing and research marketing innovation trends introduction to consumers goals of consumer market research quantitative vs qualitative research what is quantitative research what is qualitative research the market research process marketing research data collection process developing insights and an action plan technology to assist market research what are market segmentation the importance of market segmentation developing a market segmentation identification of target markets concentrated targeting measuring a successful segmentation identification of target markets 2 concentrated targeting 2 conducting a segmentation segmentation for b2b marketing b2b businesses operate company evaluating market segments how to select targeted groups selecting target markets competitive perceptual positioning positioning bases the consumer decision process information search consumer decision process influences of personality on the consumer decision process social influences on the consumer decision process consumer experience factors influencing experience involvement and satisfaction business marketing 2 what is business marketing b2b promotional mix b2b vs consumer marketing similarities and differences types of businesses business customer interactions customer concerns b2b companies implement client services or customer care processes purchase behavior purchase influences promotional methods promotional tools used in the b2b marketing mix industrial classification the business buying decision process stages of business buying business ethics in b2b customer service as a supplement to products the importance of services marketing services as products service marketing management and metrics client based relationships marketing marketing mixes for services siva solution incentive information value and access 2 service quality trade and globalization are global corporations beneficial global marketing environment measuring the economic environment political and regulatory environment demographics of new markets important international bodies and agreements the world trade organization types of international business what is franchising multinational firms improved communication and technology outsourcing business functions contract manufacturing importing global marketing mix relationship between product and promotion promotional mix changes in promotion marketing mix changes in placement marketing mix changes in pricing global marketing and the internet introduction to price terms used to describe price the importance of price to marketers value and relative value competitive dynamics and pricing demand analysis the influence of supply and demand on price yield management systems inputs to pricing decisions pricing objectives why pricing objectives focus on delivering return on investment product quality general pricing strategies demand based pricing competitor based pricing markup pricing profit maximization pricing specific pricing strategies product line pricing pricing during difficult economic times pricing strategies everyday low pricing other pricing strategies pricing tactics value based pricing geographic pricing pricing legal concerns what is a product benefits and solutions what is a product 2 benefits and solutions 2 types of products consumer products and shopping products shopping products specialty products unsought products business products product line and product mix product life cycles impact of the product life cycle on marketing strategy managing existing products when to modify products new product development new product development strategy idea generation for new products concept testing business analysis developmentmarketing development stages of new product development test marketing the stage where all the variables in the marketing plan commercialization the process of launching a new product differentiating factors in product design organizational requirements for product development and management the spread of new products four main elements that influence the spread of new ideas and technologies branding a brand refers to a name term symbol or any other type value of branding long term profitability through increased customer loyalty what is the purpose of branding and why is it so important benefits of branding for the consumer manufacturer retailer brand loyalty consumer purchase behavior following perceived value satisfaction and brand trust benefits of brand loyalty brand equity measuring brand equity types of brands individual products ranges services organizations individuals brand ownership building a brand branding strategies different types of branding strategies packaging the purposes of packaging packaging strategies highlight key product attributes qualifiers branding images strategic value global considerations in branding and packaging marketing channels in the supply chain types of marketing channels direct selling selling through intermediaries dual distribution strategic selection of marketing channels channel intermediaries functions of agents wholesalers distributors and retailers streamlining distribution planning and efficient use of supply chain resources channel structures business to consumer and business to business marketing alternative channel arrangements additional types of marketing distribution channels member characteristics marketing channel strategy decisions distribution intensity different distribution intensity strategies marketing channel relationships marketing channel relationships channel power control and leadership channel partnerships are strategic collaborations introduction to integrated marketing communications benefits of integrated marketing communications integrated marketing communications process consumer perception of communication aida model what is the aida approach understanding promotion how promotional tools work together brand awareness and loyalty identifying prospects customers and understand their needs encouraging product trials free samples and discounts reminding and retaining customers the promotion mix developing a media plan advertising campaign personal selling different elements of personal selling sales promotion public relations message between an individual or organization and the public social media 3 direct marketing 2 types of direct marketing tools selecting the promotion mix for a particular product stages in the product life cycle the promotion mix is an element of the marketing mix target market characteristics characteristics of the product different types of buying decisions push and pull strategies are promotional strategies differentiate between trade and consumer promotions relative to a products marketing mix state the most common goals of integrated marketing communications campaigns imc budget marketing budgets aid in the planning of operations measuring success most important analyses used to measure marketing performance the growing importance of word of mouth types of advertising product advertising impacts of advertising consumer influence the advertising campaign product benefits in advertising campaigns identifying the target market how it impacts advertising strategies how campaign objectives are identified for an advertising campaign different types of advertising informative persuasive and reminder advertising focus of an advertisement determining a budget differentiate between fixed and variable budgeting strategies creating a media plan types of media and types of scheduling used in advertising campaigns creating advertisements measuring impact with data metrics from advertising campaigns public relations tools handling unfavorable publicity measuring effectiveness of public relations efforts personal selling 2 value of personal selling the personal selling process requirements for a sales approach as part of personal selling and sales promotion sales presentation handling sales objections closing the sale following up crm and personal selling selling roles ways to remove friction in your b2b sales process types of selling team selling and relationship selling managing the sales force creating sales force structure territories and goals recruiting and selecting salespeople sales training motivating and compensating salespeople measuring sales force performance sales promotion 2 promotion methods in consumer sales promotion methods in consumer sales rebates promotion methods in consumer sales premiums loyalty marketing impact of loyalty programs as a personal selling and sales promotion contests and sweepstakes how companies benefit from their use sampling what is sampling how to create an effective sampling program point of purchase promotions online sales promotion promotion methods in trade sales introduction to social media and digital marketing types of social media social media marketing communications digital marketing characteristics types of internet advertising mobile marketing is the practice of promoting brands social behavior of consumers types of consumer generated digital content social media and technology trends mobile consumer behavior targeting consumers where they spend time making appropriate changes to product placement promotion and pricing the marketing mix in the digital age the marketing mix in social media understanding apps in a marketing context trends in social media marketing research and consumer created content overview of ethics role of ethical moral reasoning in the business environment define ethics and how it applies to organizations ethical marketing policies to guide corporate social responsibility types of social responsibility sustainability introduction to corporate social responsibility types of social responsibility philanthropy social responsibility audits promoting ethical behavior through the planning process nonprofit marketing