Marketing demystified : a self-teaching guide

The goal of marketing is simple: attract customers who will purchase your product. Getting there, though, isn't so easy. Real marketing success involves a strong foundation in everything from planning, advertising, and publicity to Internet strategies, database management, and more. Enter Marketing DeMystified . Addressing every step of the process in plain English, it helps you master all the tools at your disposal to cultivate strong brand awareness, maximize profits, and build lasting customer loyalty. Featuring realworld examples, end-of-chapter quizzes, and a final exam, Marketing DeMystified is the fuel you need to power up your marketing machine and start producing results. This fast and easy guide covers: Marketing’s four Ps . . . plus three—planning, positioning, and people Tactics for organizing a research-driven campaign Strategies for leading a marketing team Techniques for branding from the inside out Case studies of marketing successes and failures Simple enough for a novice or student, but challenging enough for a veteran marketing manager, Marketing DeMystified is the most thorough and simple shortcut to decoding key marketing concepts and principles. Contents 4 Acknowledgments 15 Introduction 17 Part One: Understanding Marketing Principles 23 Chapter 1 Principles of Integrated Marketing 25 Developing a Strategic, Integrated Approach 26 Defining the Marketing Mix: The Seven Ps of Marketing 28 The Value of an Integrated Marketing Approach 39 Building Capacity as a Marketing Organization 40 Setting the Process in Motion 42 Quiz 43 Chapter 2 Principles of Branding 45 Logotype 46 Cultivating Brand Value 46 Getting Started 47 Integrated Branding: The BOLD Way 49 Building Brand Image 51 Creating and Communicating Value 52 Uncovering Beliefs that Influence Consumers 54 Connecting with Customers 55 Employing Communication Essentials 57 Home in on Benefits 58 Focus on Outcomes 58 Differentiating a Brand 59 Meeting Customer Needs 60 Quiz 60 Part Two: Developing A Marketing Plan 63 Chapter 3 Elements of a Strategic Marketing Plan 65 Building a Strategic Marketing Plan 65 Getting Started 66 The Planning Pyramid 66 Goals of a Strategic Marketing Plan 67 Best-Practice Planning 67 The First Rule of Planning 68 Elements of a Strategic Marketing Plan 68 Primary Results Areas 80 Quiz 81 Chapter 4 Applying Marketing Research 83 Understanding Demography 84 Styles of Marketing Research 85 Informal Marketing Research 85 Research Strategies 86 Information Gathering 86 Formal Marketing Research 88 SWOT Analysis 89 Market Segmentation 89 Impact of the New Economy 90 Buying Patterns Predict Next Purchases 90 Zooming in on Target Audiences 91 Assessing Market Potential 91 Identifying Opportunities through Market Segmentation 92 Determining Your Market Fit 92 Using Marketing Research to Postpone or Validate Market Entry 94 Research Resources 95 Evaluating Research Information 95 Quiz 95 Chapter 5 Positioning Brands, Products, and Services 99 Establishing Market Position 100 Strategies for Market Positioning 101 Positioning to Your Best Advantage 103 Communicating Value 105 Repositioning an Ailing Brand 109 Depositioning a Brand 109 Quiz 110 Chapter 6 Placement Strategies 113 Channel Marketing 113 Choosing Channels for Success 116 Virtual Placement 117 Integrating Marketing Research 117 Niche Markets 118 Targeting Qualified Placements 118 Test Marketing 119 Identifying Opportunities 119 Sorting Market Capabilities 119 Barriers to Entry 119 Building an Internet-Based Joint Venture Partnership and e-List 121 Quiz 122 Chapter 7 Pricing and Profitability 125 Integrating Cost, Pricing, and Marketing Strategies 127 Assessing Your Cost Structure 128 Calculating Costs 129 Pricing Strategies and Methods 129 Choosing among Many Pricing Options 134 Market Variables and Comparisons 137 Customer Perspective and Market Value 137 Pricing Models 138 Quiz 139 Chapter 8 Incorporating People and Culture 141 Branding as a Key Recruitment and Retention Strategy 142 Developing People as a Core Marketing Resource 143 Culture and Communication 144 Warning Signs of a Brand Disconnect 144 Assessing Your Own Business Culture 145 Meeting the Needs of Internal and External Audiences 147 Cultural Marketing 147 The Impact of Training on Culture 148 Cultivating Employees as Brand Builders 150 Quiz 151 Part Three: Mastering Marketing Communication 153 Chapter 9 Promoting Products and Services 155 Product Marketing 156 Influencing Buyers 156 Influence Communication 157 Influencing Perception through Creative Design 157 Communicating Across Visual Channels 165 Standards of Excellence 172 Evaluating Marketing Promotions 173 Quiz 174 Chapter 10 Marketing in a Digital world 177 Building an Internet Relationship 178 Maximizing Your Digital Marketing Effort 178 Setting Web Site Goals 179 Defining Your Target Market 179 Ten Steps to Building and a Using Meaningful Customer Profile 180 Maintaining an Effective Web Site 181 Organizing Your Web Site 182 Valuing the Customer Experience 184 Optimizing Your Web Site 184 Leveling the Playing Field 187 Demystifying Social Media 187 Building Online Communities 189 Using Blogs in Your Marketing Strategy 190 Twitter 191 New Products 193 Making the Most of Your Time 193 Quiz 194 Chapter 11 Networking and Referral Marketing 197 Word-of-Mouth Communication 198 How to Network 198 Starting the Networking Conversation 201 Networking Etiquette 202 Common Networking Mistakes 204 Where to Network 204 Networking Outcomes 204 Quiz 206 Part Four: Practical Strategies for Marketing Campaigns 209 Chapter 12 Planning a Marketing Campaign 211 Defining Objectives 212 Managing the Campaign 212 Choosing Your Marketing Channels 214 Opportunities 214 Web Presence 215 The 2 x 2 x 2 Strategy 216 Unshakeable Value 217 Publicity and Promotional Advertising 217 Rolling Out Your Campaign 217 Campaign Creativity 218 Measuring Campaign Results 221 Quiz 223 Chapter 13 Advertising and Media Planning 225 Cutting through Advertising Jargon 227 Key Elements of an Advertising Campaign 231 Advertising and the Marketing Mix 233 Advertising Online 235 Direct Response Marketing 235 Online Advertising 235 Working with a Freelance Graphic Artist or Agency 238 E-mail Campaigns 238 Getting the Most from Your Ad Dollars 239 Internet Radio as a Resource 240 Advertising Ethics 241 Quiz 242 Chapter 14 Organizing a Public Relations effort 245 The Role of Public Relations in an Organization 245 Laying the Groundwork 247 Developing Key Messages 248 Identifying Media Channels 248 Getting the Right Fit 249 Pitching Tips 250 Establishing Media Relations 254 Creating Your Press Kit 254 Writing Your Press Release 255 Timing Your Release 257 Building Relationships with Journalists 257 Talking with Reporters 257 Controlling the Media Interview 258 Developing a PR One Sheet 258 Press Release Checklist 259 Building Your Relationship with a Journalist 259 Public Relations Campaigns 260 Communicating in a Crisis 264 Best Practices in Crisis Management 266 The Alternative to "No Comment" 270 Evaluating Public Relations Efforts 271 Quiz 272 Chapter 15 Loyalty Strategies for Customer Retention 275 Ten Steps to Strong Relationships 276 Building Lifetime Value 278 Drip Marketing 279 Loyalty Marketing Strategies 281 Response Marketing 283 Direct Mail and E-mail Success Strategies 284 Enhancing Your E-mail Campaigns 285 List Building 285 Conducting Cost-Effective Campaigns 287 Reducing Liability 288 Monitor Your Brand 290 Quiz 290 Part Five: Targeting Sustainable Marketing Success 293 Chapter 16 Managing a Marketing Team 295 Management Style Factors Influencing Success 296 Developing a Mission-Centered Team 298 Assembling a Capable Marketing Team 303 The Marketing Team's Relationship to Others 304 Troubleshooting 307 Executing Special Projects 307 Quiz 310 Chapter 17 Managing Expectations 313 Tips for Best-Practice Marketing 313 Setting Expectations 316 Managing by Leadership Expectations 317 Quick Tips for Tactical Planning 318 Managing by Customer Expectations 319 Incorporating Feedback 320 Empowerment and Problem Solving 322 Honoring the Brand 322 Noticing Influence 323 Quiz 323 Chapter 18 Integrating Ethics, Morality, and Social Responsibility 327 Socially Responsible Brand Management 328 Marketing and Social Values 328 Cause-Related Marketing 329 Managing by Values and for Value 331 Trends and Marketing 333 Shifting Performance 336 Marketing Integrity 337 Ethics in Advertising 339 Assessing Organizational Integrity 339 Assessing Marketing Integrity 340 Quiz 341 Chapter 19 Developing a Marketing Budget 345 Budget Process 346 Budget Forecasting 349 Budget Cycles 350 Step-by-Step Budget Planning 351 Budget Control 353 Planning Your Marketing Spend 353 Zero-Based Budgeting 354 Quiz 355 Chapter 20 Evaluating Marketing Performance 359 Getting Started with Evaluation 360 Marketing Audits 362 Measuring Your Progress 362 Marketing Report Cards 365 Keeping the Momentum 366 Quiz 368 Final Exam 371 Answer Key 389 Index 393 A 393 B 393 C 394 D 395 E 395 F 396 G 396 H 396 I 396 J 396 K 396 L 396 M 397 N 398 O 398 P 398 Q 400 R 400 S 400 T 401 U 401 V 401 W 401 Z 401 0071713913,9780071713917,9780071737180 McGraw-Hill Addressing various steps of the marketing process, this title explains how to cultivate basic brand awareness and develop an integrated approach using many different marketing tools. It provides: coverage of the 4 'P's of Marketing - product, price, place, and promotion; and case studies illustrating how marketers operate in the real world.