Marketing for Dummies

 

“For years, corporate marketers have walked into budget meetings like neighborhood junkies. They couldn’t always justify how well they spent past handouts or what difference it made. They just wanted more money – for flashy TV ads, for big ticket events, for, you know, building the brand.”

Marketing for Dummies – What is Marketing?

Dictionary Definitions of Marketing

Marketing – Oxford English Dictionary

Noun – the promotion and selling of products or services.

Marketing – Websters English Dictionary

• mar·ket·ing
• Function: noun
• Date: 1561
• 1 a: the act or process of selling or purchasing in a market
• b: the process or technique of promoting, selling, and distributing a product or service
• 2: an aggregate of functions involved in moving goods from producer to consumer

Marketing – American Marketing Association Definition

Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.

Marketing – Wikipedia Definition

• The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.
• Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers’ future needs and wants, which are often discovered through market research
• Marketing is influenced by many of the social sciences, particularly psychology, sociology, economics, anthropology and neuroscience . Market research underpins these activities. Through advertising, it is also related to many of the creative arts.
• From the 1960’s, a Marketing Mix model was developed based on the 4 Ps, based on which marketers developed their Marketing Plans
• B2B and High-Value/ High-Touch selling has led to the growth of Relationship Marketing

  Marketing – The MBA Definition

  Marketing is a strategic function. It defines what markets the company enters, how it positions and differentiates products & services against competitors, and what revenues it expects to raise

  Sales & marketing operations must meet the strategic goals set out in the Marketing Strategy, a central component of the overall Business Plan

  Sales and Marketing

  Sales

  • Oxford: the activity or profession of selling
  • Merriam-Webster: adjective: of, related to, or used in selling
  • Wikipedia: a sale is the pinnacle activity involved in selling products or services in return for money or other compensation. It is the completion of a commercial transaction.

  How Sales & Marketing View Each Other

  Sales: See themselves as the real breadwinners. View marketing as a support function that provides collaterol

  Marketing: See themselves as the core strategic function of the company. View sales as one of their distribution channels

  So – Are You Sales or Marketing?

Sales & Marketing

• Marketing Industry, Marketing Trade
• Sales Industry, Sales Trade
• The Sales Funnel

Marketing for Dummies Guides

• Marketing for Dummies
• Marketing Plan
• Marketing Strategy
• Positioning
• Differentiation
• Brand Equity
• Brand Marketing
• Direct Marketing
• RFM – Recency Frequency Monetary
• Breakeven Response Rate
• Customer Profitability
• CLV – Customer Lifetime Value
• Loyalty Program
• The 4 Ps
• The Campaign Framework
• The Marketing Budget
• The Marketing Mix

Measuring, Marketing, Metrics & KPIs

• KPI – The One Key Marketing Metric
• Marketing KPIs and Metrics
• Measuring Marketing
• ROMI – Return on Marketing Investment
• Marketing Finance
• Financial KPIs
• Market Share
• Mind Share
• Customer Satisfaction (Cust Sat)
• Net Promoter Score
• Kano Model

Online Marketing/ Digital Marketing

• CPM Advertising
• CPC Advertising
• CPA Advertising
• Click Through Rate (CTR or Click Thru Rate)
• Conversion Rate
• SEO Marketing
• SERP: Search Engine Ranking Page
• Behavioral Email
• Guerilla Marketing