Marketing

Plan

• Main definitions• Inbound marketing activities• Outbound marketing activities• 4P’s of marketing• Some interesting practices from modern

marketing trends

Marketing

Definitions

Definitions

Inbound marketing

Marketing researchMarketing research is the systematic gathering, recording, and analysis of data about issues relating to marketing products and services

Stages:

Marketing research ≠ Market research

Segmentation, Positioning and PricingMarket segmentation pertains to the division of a market of consumers into persons with similar needs and wants.

Positioning includes identifying the unique market position, or "niche", for your organization

Pricing: how much the customers/clients might be willing pay and how (pricing analysis)

Lower prices don’t help to build Goodwill

Branding and namingBrand is the image of the product in the market

Intangible assets are defined as identifiable non-monetary assets that cannot be seen, touched or physically measured, which are created through time and/or effort and that are identifiable as a separate asset

Best brands 2009

http://www.interbrand.com/best_global_brands.aspx

Multi-brandsProcter&Gamble Unilever

Canniba-lization?

NamingBrandnomer = genericized trademark

Outbound marketing

Four P’s of marketing

Ambush marketing a marketing campaign that takes place around an event but

does not involve payment of a sponsorship fee to the event

Guerrilla marketingguerrilla marketing campaigns are:

Anti-flea spray

Nivea

Barbeque

Hot sauce

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