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Marketing Management: - Narendra Dutta

This document discusses various marketing concepts and strategies. It covers the basic definition and goals of marketing, including communicating value to customers and understanding buyer behavior. It then lists and briefly describes key marketing concepts such as the marketing mix elements of product, price, place, promotion; as well as branding, segmentation, social media marketing and more. Various promotional and advertising strategies are also outlined such as advertising, public relations, sales promotions, guerrilla marketing and surrogate advertising.

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Prashant SA RA
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35 views

Marketing Management: - Narendra Dutta

This document discusses various marketing concepts and strategies. It covers the basic definition and goals of marketing, including communicating value to customers and understanding buyer behavior. It then lists and briefly describes key marketing concepts such as the marketing mix elements of product, price, place, promotion; as well as branding, segmentation, social media marketing and more. Various promotional and advertising strategies are also outlined such as advertising, public relations, sales promotions, guerrilla marketing and surrogate advertising.

Uploaded by

Prashant SA RA
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Marketing Management

-Narendra Dutta

Marketing
Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer buying behavior and providing superior customer value.

Key Concepts:
Product marketing Pricing Distribution Service Retail Brand management Account-based marketing Ethics Effectiveness Research Segmentation Strategy Activation Management Dominance Marketing operations Social marketing Identity

Promotional contents:
Advertising Branding Underwriting spot Direct marketing Personal sales Product placement Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes Corporate anniversary On Hold Messaging

Promotional media
Printing Publication Broadcasting Out-of-home advertising Internet Point of sale Merchandise Digital marketing In-game advertising Product demonstration Word-of-mouth Brand ambassador Drip marketing Visual merchandising

Ambush Marketing
Ambush marketing is a marketing strategy wherein the advertisers associate themselves with, and therefore capitalize on, a particular event without paying any sponsorship fees.

Mystery shopping
Mystery shopping or a mystery consumer is a tool used externally by market research companies, watchdog organizations, or internally by companies themselves to measure quality of service, or compliance with regulation, or to gather specific information about products and services. The mystery consumer's specific identity and purpose is generally not known by the establishment being evaluated. Mystery shoppers perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way, and then provide detailed reports or feedback about their experiences.

Guerrilla marketing
Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984). The term has since entered the popular vocabulary and marketing textbooks.

Surrogate marketing
'Surrogate Advertising' is a form of advertising which is used to promote banned products like cigarettes and alcohol, in the disguise of another product. The banned product (alcohol or cigarettes) may not be projected directly to consumers but rather masked under another product under the same brand name, so that whenever there is mention of that brand, people start associating it with its main product(the alcohol or cigarette). In India there are tons of companies doing that, from Bacardi Blast music CD's , Bagpiper Club Soda to Officers Choice playing cards. The masking product i.e. the music CD's, or mineral water might not even be marketed in real, it is just a strategy used to generate top of the mind recall.

Spin Selling
Spin selling is a sales methodology. Rather than just promoting an existing product, the salesperson focuses on the customer's pain(s) and addresses the issue with his or her offerings (product and services). The resolution of the pain is what constitutes a true "solution". A limitation of this approach is that not all customers buy to address a "pain", not every need is a problem needing a solution.

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