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FUNDAMENTALS OF
MARKETING
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MARKETING
DEVELOPMENT AND
SCOPE OF THE SUBJECT 1
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Let’s define marketing…
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• The management process through which goods and
services move from concept to the customer.
Marketing Definition
• Marketing is typically seen as the
task(s) of creating, promoting and
delivering differentiated goods
and services to businesses and
consumers at a profit.
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MARKETING
MIX 4Ps, 7Ps and 4Cs2
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Marketing Mix Definition
The marketing mix definition is simple. It is about putting the right
product or a combination thereof in the place, at the right time,
and at the right price. The difficult part is doing this well, as you
need to know every aspect of your business plan.
The marketing mix is predominately associated with the 4P’s of
marketing, the 7P’s of service marketing, and the 4 Cs theories
developed in the 1990s.
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4 Ps
A marketing expert named E. Jerome
McCarthy created the Marketing 4Ps
in the 1960s. This classification has
been used throughout the world.
Business schools teach this concept
in basic marketing classes.
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MARKETING
Product2.1
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Marketing Mix - Product
A product is an item that is built or produced to satisfy the needs
of a certain group of people. The product can be intangible or
tangible as it can be in the form of services or goods.
In developing the right product, you have to answer the following questions:
• What does the client want from the service or product?
• How will the customer use it?
• Where will the client use it?
• What features must the product have to meet the client’s needs?
• Are there any necessary features that you missed out?
• Are you creating features that are not needed by the client?
• What’s the name of the product?
• Does it have a catchy name?
• What are the sizes or colors available?
• How is the product different from the products of your competitors?
• What does the product look like?
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MARKETING
Price2.2
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Marketing Mix - Price
The price of the product is basically the amount that a customer
pays for to enjoy it. Price is a very important component of the
marketing mix definition.
Economy
Skimming Premium
Penetration
Quality
HighLow
Low
High
Pri
ce
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MARKETING
Placechannels of distribution2.3
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Marketing Mix - Place
Placement or distribution is a very important part of the product
mix definition. You have to position and distribute the product in a
place that is accessible to potential buyers.
This comes with a deep understanding of your target market. Understand them inside out and you
will discover the most efficient positioning and distribution channels that directly speak with your
market.
There are many distribution strategies, including:
• Intensive distribution
• Exclusive distribution
• Selective distribution
• Franchising
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MARKETING
Promotion2.4
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Marketing Mix - Promotion
Promotion is a very important component of marketing as it can
boost brand recognition and sales. Promotion is comprised of
various elements like:
• Social Media
• Brand Ambassador
• Contest
• Public Relations
• Advertising
• Mail Order Marketing
• Sales Promotion
• Special Offers
• Gifts
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4 Ps to 7Ps
• People
• Process
• Physical Evidence
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4 Ps to 4Cs
The 4Cs marketing model was developed by Robert F. Lauterborn
in 1990. It is a modification of the 4Ps model. It is not a basic part of
the marketing mix definition, but rather an extension.
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MARKETING
Segmentation,
targeting and positioning3
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Four basic factors that affect market segmentation are
• clear identification of the segment,
• measurability of its effective size,
• its accessibility through promotional efforts, and
• its appropriateness to the policies and resources of the company.
The four basic market segmentation-strategies are based on
• demographic,
• psychographic
• and much more…
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MARKETING
Branding4
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Let’s define brand…
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who am I ?
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MARKETING
Brand Equity
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what makes a brand value
170 billion ?
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MARKETING
Product Life Cycle5
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Introduction Growth Maturity Decline
The need of profit
is not a pressure.
The product is
promoted to
create awareness
Advertising
focus on
building the
market share
Market
Saturation
Focus of
Innovation
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Brand Adoption ?
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MARKETING
ATL. BTL and TTL 6
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MARKETING
and Sales 7
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MARKETING
Experiential8
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MARKETING
Case Study9
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