Marketing

1. Marketing Paulina Nowak Grupa projektowa: IV Trener:Cesar Alcibar Martinez Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

2. What is marketing? Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.It generates the strategy that underlies sales techniques, business communication, and business developments. It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

3. What are the “Four P’s?” The elements of the marketing mix are often referred to as the "Four 'Ps″ or ″Marketing Mix", a phrase used since the 1960s • Product • Price • Promotion • Place Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

4. Product It is a tangible good or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service-based, like the tourist industry or the hotel industry, or code-based products like cellphone load and credits. Typical examples of a mass-produced-tangible objects are car enginesand the disposable razors. A less obvious though ubiquitous mass-produced services are computer operating systems. Packaging also requires to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategies to differentiate a product from its competitors. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

5. Price The price is the sum of money a customer pays for the product. The corporation or firm may increase or decrease the price of the product if other stores have the same product, or if there is strong competence. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

6. Promotion Represents all of the communications that a marketeer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

7. Place Refers to providing the product at a place which is convenient for consumers to access. Place is synonymous with distribution. Various strategies such as intensive distribution, selective distribution, exclusive distribution, franchising can be used by the marketer to complement the other aspects of the marketing mix. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

8. Marketing strategy The field of marketing strategy encompasses the strategy involved in the management of a given product. A given firm may hold numerous products in the marketplace, spanning numerous and sometimes wholly unrelated industries. Accordingly, a plan is required in order to effectively manage such products. Evidently, a company needs to weigh up and ascertain how to utilize its finite resources. For example, a start-up car manufacturing firm would face little success should it attempt to rival Toyota, Ford, Nissan, Chevrolet, or any other large global car maker. Moreover, a product may be reaching the end of its life-cycle. Thus, the issue of divest, or a ceasing of production, may be made. Each scenario requires a unique marketing strategy. Listed below are some prominent marketing strategy models. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

9. Developing a marketing strategy • Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing objectives. Plans and objectives are generally tested for measurable results. Commonly, marketing strategies are developed as multi-year plans, with a tactical plan detailing specific actions to be accomplished in the current year. Time horizons covered by the marketing plan vary by company, by industry, and by nation, however, time horizons are becoming shorter as the speed of change in the environment increases. Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics. • Marketing strategy involves careful scanning of the internal and external environments. Internal environmental factors include the marketing mix, plus performance analysis and strategic constraints. External environmental factors include customer analysis, competitor analysis, target market analysis, as well as evaluation of any elements of the technological, economic, cultural or political/legal environment likely to impact success.A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. • Once a thorough environmental scan is complete, a strategic plan can be constructed to identify business alternatives, establish challenging goals, determine the optimal marketing mix to attain these goals, and detail implementation. A final step in developing a marketing strategy is to create a plan to monitor progress and a set of contingencies if problems arise in the implementation of the plan. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

10. Strategic models Marketing participants often employ strategic models and tools to analyze marketing decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad understanding of the strategic environment. An Ansoff Matrix is also often used to convey an organization's strategic positioning of their marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a defined strategy. There are many companies, especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business centered around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for "Growth Opportunities" in their categories by identifying relevant insights (both mindsets and behaviors) on their target Consumers, Shoppers and retail partners. These Growth Opportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges.The Marketing team can then prioritize these Growth Opportunities and begin to develop strategies to exploit the opportunities that could include new or adapted products, services as well as changes to the 7Ps. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

11. Real-life marketing • Real-life marketing primarily revolves around the application of a great deal of common-sense; dealing with a limited number of factors, in an environment of imperfect information and limited resources complicated by uncertainty and tight timescales. Use of classical marketing techniques, in these circumstances, is inevitably partial and uneven. • Thus, for example, many new products will emerge from irrational processes and the rational development process may be used (if at all) to screen out the worst non-runners. The design of the advertising, and the packaging, will be the output of the creative minds employed; which management will then screen, often by 'gut-reaction', to ensure that it is reasonable. • For most of their time, marketing managers use intuition and experience to analyze and handle the complex, and unique, situations being faced; without easy reference to theory. This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall strategy, coupled with the knowledge of the customer which has been absorbed almost by a process of osmosis, will determine the quality of the marketing employed. This, almost instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it from the refined, aesthetically pleasing, form favored by the theorists. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki

12. Services marketing Services marketing relates to the marketing of services, as opposed to tangible products. A service (as opposed to a good) is typically defined as follows: • The use of it is inseparable from its purchase (i.e., a service is used and consumed simultaneously) • It does not possess material form, and thus cannot be touched, seen, heard, tasted, or smelled. • The use of a service is inherently subjective, meaning that several persons experiencing a service would each experience it uniquely. For instance, a train ride can be deemed a service. If one buys a train ticket,bthe use of the train is typically experienced concurrently with the purchase of the ticket. Although the train is a physical object, one is not paying for the permanent ownership of the tangible components of the train. Services (compared with goods) can also be viewed as a spectrum. Not all products are pure goods, nor are all pure services. An example would be a restaurant, where a waiter's service is intangible, but the food is tangible. Projekt współfinansowany ze środków Unii Europejskiej w ramach Programu Operacyjnego Kapitał Ludzki