Intro to Marketing Chapter 1

» CHAPTER 1
INTRODUCTION TO
MARKETING

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LEARNING OBJECTIVES

» Explain the key roles of a company’s marketing department
» Identify the differences among marketing, sales, and advertising
» Recognize how marketing supports the efforts of sales and
advertising
» Describe the importance of customers and target audiences
» Identify the importance of simple and clear messaging and
communication
» Define a “marketing mix” (four P’s of marketing)

» SECTION 1
WHAT IS MARKETING?

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MARKETING

The process of communicating a company’s value to customers

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» ADVERTISING

» BRAND MANAGEMENT

» CUSTOMER SUPPORT

» DISTRIBUTION

» EVENT PLANNING

MARKETING PLAN

» MARKETING RESEARCH

» MEDIA PLANNING

» PUBLIC RELATIONS (PR)

» SALES

» SALES PROMOTION

Why Do Companies Need Marketing?

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1.Increase sales

2. Build customer awareness and loyalty

3. Acquire new customers

» SECTION 2
UNDERSTANDING THE CUSTOMER

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TARGET MARKETS(TARGET AUDIENCES)

Identified groups of consumers most likely to purchase your product or service

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TARGET MARKET INFORMATION

» Demographics

» Household income

» Education level

» Purchase habits

» Needs, Wants, Goals, Desires

» Struggles, Challenges, Difficulties

» Products, services currently purchased

» Competitive landscape

COMMON PRACTICES

» engage withFOCUS GROUPS

» conductSURVEYS

» work withRESEARCH COMPANIES

» useWEB ANALYTICS

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Diverse groups of consumers that participate in guided interviews conducted
to better understand customer perception of a product or service

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FOCUS GROUPS

A way for marketers to gather information about consumers, specifically
demographic and quantitative data

SURVEYS

Market research companies sell market and analytical data to companies

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RESEARCH COMPANIES

Examination of data generated by website visitors

WEB ANALYTICS

» SECTION 3
COMMUNICATION AND MESSAGING

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MESSAGING

How businesses communicate with audiences

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MESSAGE

What is communicated to and perceived by an audience

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» ADS

» EMAILS

» TEXT MESSAGES

» PRODUCT PACKAGING

» MERCHANDISING

» SOCIAL MEDIA

» PR EFFORTS

» CUSTOMER ADVOCACY

MARKETING APPROACHES

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» WHO IS THE TARGET AUDIENCE?

» WHAT MESSAGE(S) DO YOU WANT THE AUDIENCE TO RECEIVE?

» WHERE WILL THE AUDIENCE RECEIVE THE MESSAGE(S)?

» WHAT IS THE CALL TO ACTION?

CREATING MESSAGING

» SECTION 4
THE FOUR P’s OF MARKETING

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PRODUCT

The actual product or service a company offers

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PRICE

The cost of a product or service a company offers

PROMOTION

The messaging and communication channels marketers use to generate
awareness, interest, engagement, and excitement about products or services

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PLACE

Where the product is sold and delivered to customers