Strategic Marketing Fundamentals and Business Growth
Branding: Concept and Significance
Meaning and Concept
Branding is the process of creating a unique name, symbol, design, or identity for a product or company that distinguishes it from competitors and builds a lasting image in the minds of consumers.
Importance and Significance
- Product Identification: Helps consumers easily identify and differentiate a product from similar offerings in the market.
- Customer Loyalty: Strong brands encourage repeat purchases and develop customer loyalty.
- Premium Pricing:
Core Marketing Concepts and Tourism Terminology
Core Marketing Concepts
Marketing: The process of creating, communicating, and delivering value to satisfy customer needs profitably.
Fundamental Needs and Desires
- Needs: Basic human requirements such as rest, safety, or belonging.
- Wants: Shaped by culture and personality; how people choose to satisfy their needs.
- Demand: Wants backed by purchasing power and willingness to pay.
Customer Relationship Metrics
- Customer Value: The difference between perceived benefits and total costs.
- Customer Satisfaction:
Strategic Brand Impact: P&G, Burger King, and KFC Cases
1. P&G – “The Look” Campaign Analysis
This campaign is not trying to sell a product. It’s trying to change how people think and feel. That means it fits under institutional advertising, advocacy advertising, and cause marketing. It deals with brand image, emotion-based positioning, and public relations, even though it’s structured like a paid ad.
What makes this ad powerful is that it uses emotional appeal (especially empathy and discomfort) to engage viewers. It doesn’t have a slogan
Read MoreDigital Media Strategies: Content, Ethics & Sustainability
Introduction to Digital Media
Digital media refers to any form of content that is created, shared, or consumed using digital technology. Examples and platforms include: Starbucks, ISB, Instagram, Facebook, IKEA, and Spotify.
Content Marketing
Content marketing involves creating and sharing online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products and services. Because content marketing is all about
Read MoreMarket Segmentation: Requirements, Methods, and Positioning Strategy
Understanding Market Segmentation
Market segmentation is defined as the process of dividing a heterogeneous market into homogeneous groups based on several common characteristics. This division allows for the application of a differentiated commercial strategy tailored to each group. The final aim of segmentation is to identify homogeneous groups within a large, heterogeneous market.
Key Dimensions of Segmentation
- A Process: It develops through a series of sequenced tasks and actions.
- Division into
Mastering Modern Sales Strategies and Techniques
Introduction to Sales Fundamentals
Historical Context of Selling
- The Snake Oil Salesman: Recognized as the first door-to-door salesman.
- The use of fake medicine (poison) highlighted the critical importance of communication in sales.
The First Sales World Congress (1916)
- Shift in focus: Began understanding the importance of the client.
- Changed the approach from product-centric to client-centric: Listen to their needs and wants.
Door-to-Door Selling: Salespeople typically have no appointment and lack prior
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