What is Marketing? • Marketing refers to business activities associated with communicating, advertising, delivering, or selling products or services to customers. A company undertakes the activities to promote the sale of a product or service to the target audience.

What is Marketing? • Marketing involves getting consumers interested in the product offerings by conducting marketing research and gaining a better understanding of the customer’s interests, tastes, and preferences.

What is Marketing? • In the process, the marketing personnel creates a marketing plan, which entails all the activities and channels that the company will use to draw the customer’s attention to the products or services offered

What is Marketing? Marketing refers to the activities pursued by a company to promote its products or services to the target market.

What is Marketing? The goal of marketing is to draw the consumers’ attention to the company’s products and create a relationship with existing customers.

What is Marketing? • It involves product development, product distribution, advertisement, selling, and the delivery of products to the end consumer.

Evolution of Marketing : • The history of modern marketing can be traced to the 1950s when companies used various marketing methods to draw the customers’ attention to a product. Before then, companies used print media to place ads that enticed consumers to buy their products and services.

Evolution of Marketing : * With the introduction of TV and the internet, companies became more creative in how they communicated product information to consumers. They conducted marketing campaigns across multiple platforms as advertisers competed to outdo other competing products in the market and get customers interested in their products.

Types of Marketing? 1. Traditional 2. Digital 3. Relationship 4. Brand

__________ refers to any marketing channels that existed before the advent of the internet. Examples of _________marketing channels include print, telephone books, direct mail, phone, radio, and TV..

___________ is considered one of the oldest marketing methods, and it is important when an advertiser wants to reach the local

__________ is the opposite of traditional marketing, and it leverages the internet to reach the target audience

__________ enjoys an advantage over traditional marketing because businesses can control what and how their target audiences see their ads, and they can measure the results of their advertisements in real-time.

The _________ strategy focuses on enhancing existing customer relationships to build customer loyalty and long-term engagement. The purpose of relationship building is to create stronger emotional connections between the customer and the brand as a way of maintaining formidable customer relationships.

__________ is a marketing strategy that promotes the company’s products or services in a way that makes the brand stand out.

The strategy focuses on shaping the public perception of the brand name and creating an emotional appeal with the target audience through humor, creativity, and storytelling.

For example, Apple Inc.’s strong brand equity can be attributed to its success in positioning itself as an innovative player in the technology industry

Marketing Principles : * The first of these seven marketing principles is _____. A _______ can be defined as simply an item that addresses a consumer’s wants or needs. Some products are goods, or tangible objects. * If someone asked you what your company’s product is, you would probably be able to quickly reel off the details. An important key here is that your _______ must meet the wants and needs of your

Marketing Principles: The second marketing principle is ______. The ______ is simply the amount a consumer pays for a product. Coming up with your pricing, however, isn’t always that easy.

Marketing Principles: It takes careful market research to understand what your competitors are charging for comparable products, what your customers expect to pay for your product and what you should actually charge.

Marketing Principles: ______ is the location where your product is available for consumers to purchase. _______ is all about providing access for the consumer. It doesn’t have to be a physical, brick-and- mortar store; it could also be a website or other online location.

Marketing Principles: One out of every four people shops online. The key is to make your products as accessible as possible so the buying journey will be convenient for consumers.

Marketing Principles: Social media marketing. Platforms might include Facebook, Instagram, Twitter, YouTube, Pinterest, LinkedIn or Tik Tok depending on your brand audience. • Public relations. Public relations is a way to manage how the public views your brand. • Email marketing. Send marketing emails and/or email newsletters to help leads move through the sales funnel.

Marketing Principles: • Search marketing. SEO, or search engine optimization, can help your website rank more highly in search engine results. • Direct marketing. With direct marketing, you go straight to your ideal customer to communicate with them. • Sales promotion. A sales campaign is a special offer designed to stir up interest around your product.

Marketing Principles : The ______ you’re selling to — and the ______ in your company who are doing the selling — are an important aspect of marketing. Whether the “_______” you’re referring to are customers interacting with your brand or the employees who make the magic happen, _______ are a component of your marketing that you can’t overlook. • Some researchers prefer to use the word ________ instead. This refers to ________ the product correctly to get it in front of the right audience.

Marketing Principles: • ________ is what happens behind the scenes as you create your product or service. From the employees who are doing the hands-on work, to the employees who sit in offices answering emails, it’s all part of your business’ _______. • This principle can also refer to the entire customer experience journey — the service a customer receives from your company, from start to finish. Your goal is to make this _______ as smooth and enjoyable as possible.

• ______________ consists of anything your customer sees or experiences when interacting with your business. Is your store clean and bright? Is your website well- designed and optimized for browsing? Do you have good customer reviews? These can all serve as signals to a potential customer that you’re a reputable business and you’ll be easy to work with.

• If you’re a service-based business, physical evidence becomes especially important. Physical indicators of your product might include things like your website or business cards.

Marketing Principles: • It’s essential for these pieces of evidence to be right on brand and to align with the rest of your marketing. Since customers may not be able to view a tangible item before converting, it’s important to provide as much evidence as you can to convince them to take the plunge.

Marketing Principles: • researchers add Packaging as the final principle of marketing. In this case, they’re referring to the way that your products (or services) are presented to customers. 72% of US consumers say that a product’s packaging design has an impact on their decision to buy. It’s clear that packaging is extremely important.

Marketing Environment : • Marketing environment is the combination of external and internal factors and forces that affect the company’s ability to establish a relationship and serve its customers. • The marketing environment of a business consists of an internal and an external environment

Marketing Environment Internal Environment components can be grouped under the Five M’s of the business, which are:

Marketing Environment: The people of the organization including both skilled and unskilled workers.

Marketing Environment: Time taken for the processes of the business to complete.

Marketing Environment : The External Environment has two (2) types: 1. Micro Marketing Environment 2. Macro Marketing Environment