1 / 21

Principles of Marketing

Principles of Marketing. MKTG 363 Prof. Adriana M. Bóveda-Lambie. Agenda for Today. Introductions Required Work Policies What is Marketing. About Me. BS in Marketing, MA in Advertising, Ph.D. in Marketing 9 years corporate experience Regional Acct. Executive (Y&R Latam , IMS)

kapono
Download Presentation

Principles of Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Principles of Marketing MKTG 363 Prof. Adriana M. Bóveda-Lambie

  2. Agenda for Today • Introductions • Required Work • Policies • What is Marketing

  3. About Me • BS in Marketing, MA in Advertising, Ph.D. in Marketing • 9 years corporate experience • Regional Acct. Executive (Y&R Latam, IMS) • Direct Marketing, CRM & Customer Service Senior Manager (Americatel) • Born and raised in PR; bilingual • Football and baseball fan • Research: Co-creation, Social Media, Social Branding • Classes: Principles of Marketing, Advertising and Promotion Management, Social Branding & Internet Marketing

  4. About You • Name • Hometown • Major • Something interesting about you

  5. Coursework • Five Individual Written Assignments • SWOT Analysis • Industry Analysis • Segmentation Analysis • Promotion Analysis • Case Analysis • Article Summary • Group Project – Marketing Plan

  6. Policies • Attendance • No cellphones • No laptops • Email turnaround 24hrs • No late assignments • No email assignments • All assignments in pdf in dropbox

  7. Class Website • Classroom.scb.rit.edu/aboveda • Under Teaching Tab select Principles of Marketing • Syllabus • Grading Forms • Class Slides

  8. What is Marketing?

  9. Marketing is all around us • Not just business • Personal life too • Marketing is about experiences

  10. History of Marketing • Production Era • Sales Era • Marketing concept • Social Marketing • Value based Marketing

  11. Marketing tells a story • The customer chooses or not to believe it • Marketing is about creating an experience • So the customer comes back • So it becomes unique & different from competition • And only YOU can offer it

  12. Marketing is about VALUE • Creating value • Capturing value • Delivering value • Communicating value • Product • Price • Place • Promotion Marketing Mix

  13. Marketing today is about VALUE • Value for the customer • Value for the firm Satisfaction of wants and needs Cost effective Delivers product promise Resistance to competition Price insensitive customer Brand loyalty CRM

  14. Value = benefits vs costs • Consumers weigh benefits of acquiring and using products versus all the costs associated with its purchase • Examples of Value Driven companies – how do they offer value? Other examples?

  15. Value = Relationships = CRM • Building relationships with customers • Brand engagement • Brand Content • Unique experiences

  16. “old” CRM ways • Customer touchpoints • POS • Inbound/Outbound communications • Phone • Email • Mail

  17. Today’s CRM • Social Branding • Search Engine Marketing • Mobile Marketing • Location based marketing Customer led brand engagement

  18. Shift to customer led marketing • Customer more and more in control of offering, place and communication • Co-creation/customization • 3D Printing • Online/mobile shopping • Social/Mobile Branding • Company still controls price BUT customer can get around it • Ebay • Overstock • Amazon

  19. Marketing is Dynamic • Constantly changing • Never static • If you stay static you lose

  20. Current Trends in Marketing • Social Branding • Mobile Marketing • Bluetooth • Interactive • Location-based • Customization • 3D Printing

  21. Summary • Marketing is • Creating an offering • Delivering it to the customer • Telling the customer a story about it • Getting something in return • Product • Place • Promotion • Price Marketing Mix

More Related