Marketing plan

In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it.

In the process of creating a marketing strategy you must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level. However, many are common to all marketing strategies.

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Marketing strategies and paradigms

It originated in consumer markets where relatively low-valued products were sold to mass markets using mass media. Marketing theory held that the first step was to determine customer needs, then next, produce a product or service that will satisfy these needs. The underlying philosophy was that all the firm's strategic decisions were driven by customer expectations. This core idea has gone though many incarnations in the intervening decades, and gone under various names including: marketing orientation, customer driven, the marketing philosophy, customer intimacy, customer focus, and market driven.

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There was a group of theorists that felt this gradual evolution was unsatisfactory. They saw marketing, not as a continuously evolving discipline, but as an established discipline ripe for a paradigm shift. They felt that a radical new perspective was required. These theorists are typically associated with either relationship marketing, customer experience management, or network marketing. Relationship marketers, for example, feel that the shift from single transaction marketing to long-term relationship marketing will require a complete revamping of the discipline. Customer experience marketers feel that the relationship marketers started in the right direction but were derailed by their dependence on customer relationship management software, which caused them to lose focus of the individual customer's experience of the service encounter. Network marketers stress the interconnectedness of market actors and transactions and can be seen as the application of systems thinking to marketing.

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Marketing Fundamentals

Many proven marketing processes, like lead generation, branding, PR, and product innovation, are increasingly hard to achieve with any degree of predictability - both in terms of measurable results as well as costs.

The Marketing Fundamentals Unit develops a basic knowledge and understanding of marketing, marketing process and the marketing mix. It aims to provide participants with a framework on which to build marketing knowledge and skills through the units of this level, through units at later levels and in the workplace. Students will not be expected to have any prior knowledge or experience in a marketing role.

The reason for this is that some of the context in which we market products and services has gone through a fundamental transformation, enabled by a participatory technology infrastructure. But unlike what some marketing pundits are claiming - not all the marketing fundamentals have changed. In fact there may be more fundamentals that remained the same than those that changed.

In recent years, the technical, engineering, and industrial communities have migrated to the Internet to search for components and services, and to locate manufacturers, distributors, and service companies. New and innovative online marketing tactics help companies build their brand and generate leads online. Some of the leads are “hot” and ready to buy, while others are long term and need nurturing. To turn these leads into customers, marketing and sales teams must have dedicated and collaborative lead management practices.

• Explain the development of marketing and the ways it can benefit business and organizations
• Identify the main steps in, and barriers to, achieving a marketing orientation within the organization
• explain the context of, and process for, marketing planning and budgeting including related models
• Explain the concept of segmentation and the different bases for effective market segmentation
• Identify and describe the individual elements and tools of the marketing mix
• Identify the basic differences in application of the marketing mix involved in marketing products and services


Grey marketing

Grey marketing is nothing to do with the neither Grey color nor Grey is the name of a commodity. Ah yes, the word commodity reminds me to tell you that Grey marketing is something to do with the stock market. Marketing is absolutely legal but it is the trading transaction done through unofficial and unauthorized distribution channels the grey market of goods is to import and sell products through market channels which are not authorized by the manufacturers. It occurs when the prices of a product differs significantly in different countries.

Adding another interactive agency to its stable, Grey Digital acquired Beyond Interactive, a full-service online advertising agency in July, 1999. Beyond Interactive served such clients, as Nickelodeon, Primedia, Advanta, Borders Books & Music,, Third Age, FortuneCity and Newspage. Beyond Interactive started operating as an independent brand and its management team continued to run the company.

At that time Beyond Interactive offered the following services: the online media planning and buying; the campaign management; the return on investment (ROI) analysis and optimization; the affiliate program management; the permission marketing; the viral marketing and online promotions.
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