We had a pre-course of "Brand Management" in June before we officially become the students of BIT MBA. In this sense, it is necessary to read some referrence books. Here is one : <Strategic Marketing> I just finished reading. I scanned over the PDF Version during 10 days and acctually I could not remember too much about the content and concept in it . In case of out of mind , I made a small note of that.
1,Marketing is commonly misunderstood as as ostentatious term for advertising and promotion; in reality it is far more than that. Thais perception isn't in many ways unreasonable, advertising and promotion are the majoy ways in which most people are exposed to marketing. However, the term " marketing" actually covers everything from company culture and positioning, through market reasearch, new business/ product development, advertising and promotion,PR( public/press relations), and arguably all of the sales and customer service functions as well.
three levels
A, In deed we now call this the top level of marketing --Marketing as a business philosophy. So yes, marketing is everything.In essence it's the process by which a company decides what it will sell, to whom, when and how and the does it !
B,Markeing as srtategy.The second layer is about segmenting(S) the marketing, deciding which customers to targer(T) and decideing what messages you want the targets to associate with you; what is called Positioning(P).
C,The third leve of marketing is a bout the day to day operational running of marketing, it encompasses the control of the marketing Mix and processes within a business that help created and deliver that company's products and services to the customer. This level spans all aspects of a business and across all customer contact points.
2，several concepts in the book.
3,Brand
A strong brand is now seen as key to comercial success by providing the folling main advantages:
high brand equity
increased product awareness levels
the ability to charge a premium price
reduced susceptibility to price wars
competitive edge
a sound basis for building strong customer relationships
higher likelihood of repeat purchases
retail leverage
new products have a better chance of success thanks to the brand name
4 Expanding Marketing
ambient marketing, astroturfing or astroturf marketing,buzz marketing,cause markeing,event markeing,experiential marketing,guerrilla marketing, grass roots,organisation marketing,person marketing,place markeing, presence marketing,social marketing, social media marketing,sporting marketing,,undercover marketing, virtual marketing,etc.
