Marketing, The Mix, Branding and Integrated Marketing Uses

By: Jillian Johns

3/23/2010

About Me:Name: Jillian Johns

Major: Interpersonal Speech Communication

Minor: Entrepreneurship

Study Buddy: Matthew Giljahn

Course Objective 1: Create a well established E-portfolio

Course Objective 2: Gain hands on experience and understand how ORG COM plays a role in the business world.

Career Goals: Manage my own business

Preview:Strategic Organizational Communications•Marketing• Strategic planning vs. Marketing planning

•The Marketing Mix • The four P’s

•Branding•Relationship Marketing and the Use of Marketing Databases • Summary •Concluding remarks

Objective:

•Developing an awareness of professional responsibilities for strategic organizational communication

What is Marketing?

• Management process that bears responsibility for communicating and implementing strategy•Process through which companies create value for customers and build strong customer relationships• Brings about a change between an organization and a customer•Advertising is small component of the marketing process

Strategic vs. Marketing Planning:

Strategic planning

Marketing Planning

Where the ORG is going over time and how its getting there

Necessary actions to achieve one or more marketing objective

Focused on major functions

Strategies for reaching the unit’s objective

•Marketing plan supports company strategic planning with more detailed planning for specific marketing opportunities.

• Looks as the companies needs and the company’s ability to satisfy them

•Then guide the company mission or plan

The Marketing Mix:• Professional marketing plans coordinates multiple

elements or “ingredients”

• Prominent marketer Jerome McCarthy proposed a 4 P classification in 1960

• Work together to achieve the marketing goals

• Blend of four “ingredients” or the four P’s o PRODUCT o PRICING o PLACEo PROMOTION

Think in terms of your cell phone

Click icon to add picture

Endorsement: Luke Wilson AT&T vs. Verizon networks

Branding:• Communication professionals= responsible for

branding • Process of developing product or service naming

and identity statements that distinguish products or services from competitor products or serviceso In the form of a slogan about the product or service http://www.youtube.com/watch?v=wMgGXBsHyRc

Relationship Marketing and the Use of Marketing Databases:

• Long term relationships with customers

• “Responsibility between buyer and the seller that normally results from interchanges and exchanges of information”

•Advances in technology allow companies to strengthen the relationship

oCompile info about their customers from past purchases and suggest new products (UPC code)oEx: Facebook, online retail stores witho “you may also like or suggested items”

• Put into marketing database used as a tool for integrated marketing technique

oTarget communication to a specific audienceoEx: Retail stores ask you your E-mail address

Summary:

• Discussed Marketing differs from Advertisingo Strategic vs. Marketing planning

• The Marketing Mix o Cell phone example

• Branding for your ORG• Relationship Marketing and the Use of

databases• QUESTIONS???

Concluding Message:•Before we get out into the real world realize we can use concepts discussed

oBranding: Make yourself different from another job candidate

oYou’re a step ahead!oawareness of professional responsibilities for strategic organizational communication