Concept of Marketing Communication

Marketing Mix

Marketing is the science and art of exploring, creating, and delivering the value to satisfy the needs of a target market at a profit. (Dr. Philip Kotler)

 

Who does Marketing?

Marketing is often performed by a department within the organization.

 

What are the key process of Marketing?

1.Opportunity identification

2.New product development

3.Customer attraction

4.Customer retention and loyalty building

5.Order fulfillment

Marketing Strategy

• The Ultimate Challenge!

  “Consumers do not buy what one sell. They buy what has value to them.”

• We are exposed to hundreds of marketing messages every day. But our brain automatically pickup only thosestuff that we actually want or need. A marketing message operates exactly the same way. Marketing strategy is the process of uncovering messages that can be heard.
• Why does marketing strategy matter?

  “Because it saves the time, money and efforts, and delivers the message to the audience who actually cares for the message.”

• People don\’t just \”buy\” a product.  They \”buy\” the concept of what that product will do for them. This is exactly what the marketing strategy does.

Marketing Mix

Marketing Communication Mix/Promotion Mix