Marketing fundamentals
-
Upload
lcrenwick1213 -
Category
Education
-
view
224 -
download
2
description
Transcript of Marketing fundamentals
Advertising & Integrated Marketing Communications
Advertising & Integrated Marketing Communications
Prof. Lucia RenwickMondays 4-7 p.m.
Prof. Lucia RenwickMondays 4-7 p.m.
Welcome & IntroductionsWelcome & Introductions
• Introductions (student & faculty bios)• Review:
• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing
• Introductions (student & faculty bios)• Review:
• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing
IntroductionsIntroductionsYour Professional Bios: Have a few versions of different lengths; a simple one
sentence bio, a 100 word bio and a 250 word bio. Essentially your bio should answer these 4 questions:
1) Who you are2) Your expertise3) How you can help them attain their goal4) How to contact you
Introduce yourself as if you’re meeting a stranger. Lead with your name. People need to know who you are before they hear what you’re about. Immediately state what you do. Your most important details should go in the first sentence because people rarely read more than the first and last sentence. (Source: http://themarketingguy.wordpress.com/2008/11/04/tips-for-writing-your-professional-bio/)
Your Professional Bios: Have a few versions of different lengths; a simple one
sentence bio, a 100 word bio and a 250 word bio. Essentially your bio should answer these 4 questions:
1) Who you are2) Your expertise3) How you can help them attain their goal4) How to contact you
Introduce yourself as if you’re meeting a stranger. Lead with your name. People need to know who you are before they hear what you’re about. Immediately state what you do. Your most important details should go in the first sentence because people rarely read more than the first and last sentence. (Source: http://themarketingguy.wordpress.com/2008/11/04/tips-for-writing-your-professional-bio/)
IntroductionsIntroductionsYour Professional Bios: Touch upon your most important
accomplishments, but don’t list them. A bio is not a resume. It is a quick summary of who you are. Talk in the third person as your bio is something other people use to describe you.
Add a little personal background and levity are important.
Include your contact information. You should have a line in your bio that makes it easy for people to contact you. Stick to the norm and put your contact info in the last sentence.
Your Professional Bios: Touch upon your most important
accomplishments, but don’t list them. A bio is not a resume. It is a quick summary of who you are. Talk in the third person as your bio is something other people use to describe you.
Add a little personal background and levity are important.
Include your contact information. You should have a line in your bio that makes it easy for people to contact you. Stick to the norm and put your contact info in the last sentence.
IntroductionsIntroductions
Your Professional Bios:Examples: One sentence
Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. Mike can be reached at 800-568-8338 or [email protected].
Your Professional Bios:Examples: One sentence
Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. Mike can be reached at 800-568-8338 or [email protected].
IntroductionsIntroductionsYour Professional Bios:
Examples: 100 Words
Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. His slogan “Good ideas are a dime a dozen, but implementation is priceless” encapsulates the transition from advising clients and sending them off to fend for themselves to actually implementing ideas with measurable results to ensure the success of the concept and marketing plan. Mike can be reached through his marketing blog, themarketingguy.wordpress.com, his website mikeblaney.com, by phone at 800-568-8338 or email at [email protected].
Your Professional Bios:Examples: 100 Words
Mike Blaney is known as the Marketing Guy and that is what he has been doing for the past 30 years. Marketing and everything related to marketing for professionals and small businesses. His slogan “Good ideas are a dime a dozen, but implementation is priceless” encapsulates the transition from advising clients and sending them off to fend for themselves to actually implementing ideas with measurable results to ensure the success of the concept and marketing plan. Mike can be reached through his marketing blog, themarketingguy.wordpress.com, his website mikeblaney.com, by phone at 800-568-8338 or email at [email protected].
IntroductionsIntroductions
My Bio:
Lucille Renwick is a strategic communications consultant, specializing in helping nonprofit organizations tell their best stories. She has spent two decades working in communications — as a newspaper reporter, an editor and a public relations executive. Lucille has three children and enjoys training for her first triathlon, running, dancing, and almost any outdoor activity. (65 words)
My Bio:
Lucille Renwick is a strategic communications consultant, specializing in helping nonprofit organizations tell their best stories. She has spent two decades working in communications — as a newspaper reporter, an editor and a public relations executive. Lucille has three children and enjoys training for her first triathlon, running, dancing, and almost any outdoor activity. (65 words)
And You Are????And You Are????
Course ReviewCourse Review
• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing
• Course objectives• Expected outcomes• Content and assignments• Fundamentals of marketing
What is….? What is….?
Relationship marketing About the individual not just the product Going for the long-haul rather than the
short, quick sale More of a narrow-deep approach than a
shallow-broad sell
Relationship marketing About the individual not just the product Going for the long-haul rather than the
short, quick sale More of a narrow-deep approach than a
shallow-broad sell
Marketing Fundamentals:Key Terms & Concepts
Marketing Fundamentals:Key Terms & Concepts
Marketing MixThe Four P’sValue PropositionProduct Dimensions PositioningTargetingBrand Value
Marketing MixThe Four P’sValue PropositionProduct Dimensions PositioningTargetingBrand Value
The Marketing MixThe Marketing Mix
The Four P’s of MarketingProductPlacePricePromotion
The Four P’s of MarketingProductPlacePricePromotion
Consumer-Side MarketingConsumer-Side Marketing
Four Cs of marketing Customer value
(Production) Cost to the customer
(Price) Convenience for the
buyer (Place) Communication
(Promotion)
Four Cs of marketing Customer value
(Production) Cost to the customer
(Price) Convenience for the
buyer (Place) Communication
(Promotion)
Positioning and TargetingPositioning and Targeting
POSITIONING:
Differentiation from Competitors
Value Proposition: What do you offer?
Product Dimensions: What do you do?
POSITIONING:
Differentiation from Competitors
Value Proposition: What do you offer?
Product Dimensions: What do you do?
Positioning and Targeting
Positioning and Targeting
TARGETING Who are you positioning your product
for? Your Demographic Segmentation
TARGETING Who are you positioning your product
for? Your Demographic Segmentation
Value PropositionValue Proposition
So, what’s so good about you? What are the various dimensions
of your product?
So, what’s so good about you? What are the various dimensions
of your product?
Value PropositionValue Proposition
Demographic SegmentsDemographic Segments
Gender Age Income Education Location Marital Status Culture
Gender Age Income Education Location Marital Status Culture
Demographic SegmentsDemographic Segments
Demographic SegmentsDemographic Segments
Coca Cola’s DimensionsCoca Cola’s Dimensions
Coke’s DimensionsCoke’s Dimensions
QuickTime™ and a decompressor
are needed to see this picture.
Know Your PeopleKnow Your People
“If you nail positioning and marketing the rest falls into place.”
— Philip Kotler, Author “Kotler on Marketing”
“If you nail positioning and marketing the rest falls into place.”
— Philip Kotler, Author “Kotler on Marketing”
BrandsBrands
A brand is NOT …..a logo.
A brand is: “a name, term, sign,design, symbol, or any other feature that identifies the differences one seller's goods or services as distinct from those of other sellers.”
Top Global Brands: Coca-Cola, Sony, Mercedes Benz, Disney, Nestle, Microsoft, Toyota, McDonald’s, Apple, Pepsi-Cola
A brand is NOT …..a logo.
A brand is: “a name, term, sign,design, symbol, or any other feature that identifies the differences one seller's goods or services as distinct from those of other sellers.”
Top Global Brands: Coca-Cola, Sony, Mercedes Benz, Disney, Nestle, Microsoft, Toyota, McDonald’s, Apple, Pepsi-Cola
Why Brands? Why Brands?
“The whole reason for creating a brand is to get consumers to identify a number of desirable qualities and traits with your specific product.”
—Sergio Zyman, former Coca-Cola Chief Marketing Officer
“The whole reason for creating a brand is to get consumers to identify a number of desirable qualities and traits with your specific product.”
—Sergio Zyman, former Coca-Cola Chief Marketing Officer
Brand NamesBrand Names
“Harley [Davidson] is maybe the best brand name in the United States. Coca-Cola is a good brand name, but people don’t tattoo it on their bodies.”
— Ralph Wanger, Chicago mutual fund manager
“Harley [Davidson] is maybe the best brand name in the United States. Coca-Cola is a good brand name, but people don’t tattoo it on their bodies.”
— Ralph Wanger, Chicago mutual fund manager
Brand NamesBrand Names
—based on brandchannel.com - Impact Report 2004—based on brandchannel.com - Impact Report 2004
QuickTime™ and a decompressor
are needed to see this picture.QuickTime™ and a decompressor
are needed to see this picture.
Brand ValueBrand ValueAs measured by antenna balls…As measured by antenna balls…
$.99 $3.95
Market ShareMarket ShareHow big is your piece of the pie? How big is your piece of the pie?
Terminology RecapTerminology Recap Marketing Mix: (Price, Product, Place, Promotion) 4 Cs of Consumer-side Marketing: (Cost, Customer
Value, Convenience, Communication) Positioning & Targeting Value Proposition Product Dimensions Demographic Segments Brand Value Market Share
Marketing Mix: (Price, Product, Place, Promotion) 4 Cs of Consumer-side Marketing: (Cost, Customer
Value, Convenience, Communication) Positioning & Targeting Value Proposition Product Dimensions Demographic Segments Brand Value Market Share
Your First AssignmentYour First Assignment
Complete the Personal Profile Form & email to [email protected] by Friday, Aug. 10
Complete the Personal Profile Form & email to [email protected] by Friday, Aug. 10