Marketing Strategy Essay

10656 Words Apr 16th, 2015 43 Pages
Marketing Strategy…… KEY CONCEPTS to review for ETS exam….

Marketing Strategy: Key Concepts 1

Concepts, key terms linked to dictionary
Link to Discussion Board

What is Marketing?

Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services that satisfy individual and organizational goals. --- AMA
Product is the platform for attracting customers.
All organizations are in the business of attracting customers.
Can the above two statements be challenged?
Is marketing selling OR does it reduce the need for selling?
Discussion Topic: Challenge the above statements, using your own experiences as reference.

What are markets?

Exchange, division of
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3. Marketing Concept Supply > Demand ... therefore producers need to first understand what consumers wanted, then produce those products, then convince consumers to purchase those products. Target marketing and market segmentation became the new tools to increase company profitability. 4. One 2 One (Relationship) Marketing Concept The Marketing era evolved and saw producers further segment their markets, targeting smaller groups of consumers within those markets. With the potential unleashed by the microprocessor and information technology, we are seeing targeting down to the individual, one to one. A commonly cited example is Amazon. Notice, if you make a purchase from this site (or similar) when you return to the site, you will receive recommendations based on your previous purchases. This presentation is based not only on your purchases (data stored in your cookie file allows for this), but on purchases of others who have bought the same book and similar books. 5. Viral Marketing An interesting thing is occuring, as we are now in a networked economy. Our consumers are able to "talk" to each other and serve as an extended sales force. This lateral communication and / or transaction between customers and non-customers can serve as an opportunity for companies to leverage. The pioneer of viral marketing was Hotmail. This Wired

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