02 Digital Marketing Strategy What’s inside: An introduction to some key terms and concepts and a guide to understanding strategy. We look at the questions to ask when compiling a digital marketing strategy, and a digital marketing strategy in action. Digital Marketing Strategy › What is marketing? Digital Marketing Strategy › Introduction 2.1 Introduction A strategy indicates the most advantageous direction for an organisation to take over a defined period of time. It also
Words: 7307 - Pages: 30
THE PROMOTIONAL MIX A company’s total promotion mix also called its marketing communications mix; consists of the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to persuasively communicate customer value and build customer relationships. THE FIVE MAJOR PROMOTION TOOLS The Nature of each Promotion Tool ADVERTISING Each promotion tool has unique characteristics and costs. Marketers must understand
Words: 2351 - Pages: 10
1.6 DEFINITION OF TERMS Marketing – this is societal process by which individuals and groups obtain what they need through offering and freely exchanging products and services of value with other. The managerial perspective of marketing is “the art of selling products” (Kotler P. and Keller K, 2006). It can also be defined as an organizational function and a set of process for creating, communicating and delivering value to customers and for managing customer relationship in ways that benefit the
Words: 2997 - Pages: 12
Marketing is the action or business of promoting and selling products or services, including market research and advertising. Apple Marketing objectives: Aims & Objectives: Apples aim and objectives are to be able to become the leading business in the mobile market, expanding their distribution network to reach more consumers, and to create more company revenue than their competitors. Marketing aims & objectives: To continuously make and improve new generations of products.
Words: 1393 - Pages: 6
and apply important marketing concepts to Company G. By working through the exercises and matrices introduced in this worksheet (Section A, Section B, and Section C), you are laying the foundation for your marketing plan required in this assessment. This worksheet should be completed before you write your Marketing Plan, for which a template is provided. SECTION A – Product and Target Market The purpose of this exercise is to help you define and classify your chosen product, and define a specific
Words: 1300 - Pages: 6
Marketing is considered to be one of the most important aspects of a successful business practice and its importance is further increasing caused by competition becoming more intense in all industries globally. However, it has to be noted that “marketing is not the same as marketing research or planning. Neither it is the same thing as selling, nor it is a synonym for the marketing concept. Marketing as it is conceived by business authorities today is a broad function of business composed of many
Words: 2463 - Pages: 10
A Framework for Marketing Management, 5e (Kotler) Chapter 18 Managing Marketing in the Global Economy 1) What is a global firm? A) A firm that operates in one country and exports its goods and services to foreign countries. B) A firm that operates in more than one country and has a sales and marketing staff in those countries. C) A firm that operates in more than one country and captures R&D, production, logistical, marketing, and financial advantages not available to purely domestic competitors
Words: 5344 - Pages: 22
integrated with the rest of the marketing mix in a selected organisation to achieve its marketing aims and objectives. I will be referring to Walkers as my chosen business throughout completing this task. Definition Specific objectives Corporate mission statement Overall vision Their aim is to produce a first class product that everyone enjoys. Business Aims and Objectives What has to be achieved to deliver the vision The objective is to manufacture a quality product to a high standard and become
Words: 372 - Pages: 2
Marketing Process Essay: This page essay provides information about the Marketing Process. To begin is important to understand the meaning of Marketing. The American Marketing Association defines marketing as “The Process of planning and executing the conception, pricing, promotion, and distribution of ideas, good, and services to create exchanges that satisfy individual and organizational objective”. The Marketing process is the method of evaluating openings, choosing the proposed customer
Words: 765 - Pages: 4
analysis about the situation of the product. This analysis of background information is the research foundation that provides the basis of formulating objectives, create strategy and organize specific activities or tactics. Before the marketing communications campaign appears there are there are stages that undertaken to provide a successful marketing communication. Situational analysis that analyzed about the products and give a big help in out coming a successful product promotion. Another thing to be
Words: 993 - Pages: 4
