I recently had the opportunity to give a talk about the discipline of marketing to a group of business strategy consultants. Here's what I presented.

1. AN OVERVIEW OF MARKETING
DANIA KADI
http://tinyurl.com/o7z8ppp

2. This presentation is intended as
a high level overview of the
discipline of marketing. Hope you
find it useful!
Dania

3. TABLE OF CONTENTS
 Definition
 The Marketing Mix
 Marketing Functions Overview
 A long list of functions
 Branding
 The corporate comms functions
 Other marketing functions
 CRM
 Exercise
 The Evolution of Marketing
 Customer behaviour
 The impact of technology
 Bought, Owned and Earned media
 Exercise
 Current trends
 What’s next
 Recommended Resources
 Q&A

4. "MARKETING ISTHE MANAGEMENT PROCESS RESPONSIBLE FOR IDENTIFYING,
ANTICIPATING AND SATISFYING CUSTOMER REQUIREMENTS PROFITABLY."
Two widely recognised sub-divisions:
• B2B - marketing to other businesses
• Business-to-business or B2B marketing involves products or services that are sold to other businesses,
enterprises or organisations.These products could include large-scale equipment, production machinery and
operating supplies like paper, pens, etc. In telecoms this often means marketing to enterprise and SMB customers
• B2C - marketing directly to consumers
• Business-to-consumer marketing (B2C) is about marketing to people who buy products and services for their
own personal or domestic use.This includes durable items such as mobile devices, cars, white goods as well as
consumer goods for fast consumption such as food and drink, also known as FMCG (Fast Moving Consumer
Goods). Marketing to very small businesses is sometimes included in this category as they tend to make many
purchases in general retail and other consumer outlets
Official academic definition from The Chartered Institute of Marketing (CIM)

5. THE MARKETING MIX
 The 4Ps model was created by E.
Jerome McCarthy in the 1960s.
Often considered as the “classic”
marketing model
 The 7Ps is the extended model.
Generally used in the service
industries, its use has spread since
the 1980s
Marketing
Mix
Product
Price
Promotion
Physical
EvidenceProcess
People
Place
The“classic”4Ps
The “extended” 7 Ps

6. ELEMENTS OFTHE MIX
Marketing
strategy
Product
•Design
•Technology
•Usefulness
•Packaging
Price
•Premium
•Loss leader
•Skimming
•Psychological
Place
•Retail
•Wholesale
•Internet
•Multichannel
Promotion
•Advertising
•Special offers
•User trials
•Content
Physical Evidence
•Facilities
•Infrastructure
•Services delivery
Process
•Uniformity of
offering
•Service delivery
•Service
consumption
People
•Employees
•Management
•Culture
•Customer Service
The 7Ps framework is one of the most
popular for deciding a marketing strategy for
services, from strategy setting to
implementation
Some also talk about the “8th P” which is about
Productivity and Quality

7. MARKETING FUNCTIONS OVERVIEW

8. A LONG LIST OF FUNCTIONS
Source: http://www.marketing-schools.org/types-of-marketing.html

9. BRANDING
 Definition:The marketing practice of creating a name, symbol or design that identifies and differentiates a company or its
product from others
 A company’s brand represents their market identity—who they are, what they do, what kind of quality they provide, their
reputation for trustworthiness, and more
 A brand name instantly informs customers, investors and stakeholders about a company’s reputation, enabling them to
trust its products and business practices.The mention of a brand name or sight of its logo conjures perceptions and
customer experiences, positive or negative
 Branding teams are concerned with creating a lasting impression throughout all communications. Brand managers
issue guidance and oversee advertising and marketing activities to ensure messages and imagery are delivered
consistently

10. DIFFERENT COMPANIES DO IT DIFFERENTLY
Branded House House of BrandsHybrid

11. IN TELECOMS
Branded House House of Brands

12. INTERBRAND’S TOP 25 GLOBAL BRANDS
Methodology
Interbrand’s brand valuation brings together market, brand,
competitor, and financial data into a single framework.The ranking is
based on a combination of attributes that contribute to a brand’s
cumulative value:
• The financial performance of the branded products and services
• The role the brand plays in influencing customer choice
• The strength the brand has to command a premium price or
secure earnings for the company
http://interbrand.com/best-brands/best-global-brands/2015/ranking/

13. FORBES’TOP 5 GLOBAL BRANDS
http://www.forbes.com/powerful-brands/list/
Methodology
Forbes measures the world’s most valuable
brands by looking at the financial numbers.The
most valuable brands are the ones that generate
massive earnings in industries where branding
plays a major role. Forbes required brands to
have a presence in the U.S.

14. THE CORPORATE COMMS FUNCTIONS
 Investor (or “shareholder”) Relations – Historically, the primary objective of a shareholder relations programme was to
increase the company’s share price over the short term.Today companies seek to build long term relationships with their
shareholders and the wider financial community to help them gain cost-effective access to capital and support for their
business.
 Analyst Relations is the function that focuses on influencing and shaping industry analysts’ opinion about the company
and its products. It often works closely with Investor Relations.
 Public Relations (PR) is the way organisations, companies and individuals communicate with the public through
journalists, bloggers and other such media representatives. Examples include press releases, newsletters, public
appearances. Crisis management is also part of this function
 Internal Communication – also known as Employee Communication – facilitates strategic connections
and conversations within an organisation. Examples: regular management updates, change management programmes,
crisis communications, staffing updates

15. OTHER MARKETING FUNCTIONS
 Marketing communications (marcomms) is the function that develops and delivers promotional messages through the right media to
communicate with a target market.
 Product marketing includes defining the scope of the product line, identifying potential markets for a product, determining optimal pricing
and developing the value proposition to the target customers.
 Channel marketing is about extending promotional efforts and support materials aimed at partners in a distribution channel
(distributor, wholesaler, retailer).This involves marketing TO partners and THROUGH them to end customers.
 Retail marketing comprises the activities related to selling products through physical or online shops and locations. It encompasses
elements such as merchandising, in-store branding and promotions and focuses on charting and understanding customers’ experience
and journey inside the shop
 Direct marketing is the process of making direct contact with existing and potential customers. It targets specific individuals
using internal or external databases. It is mostly delivered through email marketing, telephone marketing and mobile and SMS
marketing. Marketing automation tools such as Oracle Eloqua and IBM Unica are widely used, it is also closely linked to CRM.
But traditional methods such as direct mail and leafleting continue to be used.

16. CRM
 CRM is a customer centric management approach, which aims to build and enhance the quality of a relationship between a
company and its individual customers by using technology to build institutional knowledge, understand, and predict customers’
needs and wants.
 A CRM system is an automated tool or set of tools for identifying, targeting, acquiring, and retaining customers. It helps
profile prospects and understand their requirements to provide the most suitable products and customer service. CRM
teams manage the customer database, recording their purchases and interactions with the company, especially with
customer support. CRM is considered as the base for retention and building customer lifetime value. Companies also use it
as a key touchpoint in cross-selling and upselling to existing customers. It also helps customers to manage some of their
own information. Key CRM solutions include Salesforce.

17. EXERCISE
Plot these against the typical product lifecycle
 Branding
 Channel Marketing
 Product Marketing
 CRM
 Marcomms
 PR

18. EXERCISE
Most marketing
departments tend to spend
their budgets and focus on
the “introduction” stage,
but in reality there are no
set ways of spreading your
marketing activities.
Creativity, engagement and
response to customer
needs are key.

19. THE EVOLUTION OF MARKETING

20. CUSTOMER BEHAVIOUR HAS BEEN TRANSFORMED
“In the past decade, what marketers do to
engage customers has changed almost beyond
recognition”- Harvard Business Review,August 2014
Customer behavior
• Increasingly complex purchase decision
• Increasing mobile media consumption
• Multi-screen usage

21. TECHNOLOGY HAS DEEPLY ALTERED MARKETING
New Marketing Roles
 Chief Marketing Technologist
 Chief Listening Officer
 Growth Hacker
 SEO Specialist
 Marketing app Designer
 Marketing Analytics specialist
 Bid Marketing Manager
 SEO Manager
 Digital Marketing Specialist
 Social Media Manager
 Community Manager
 Marketing Media/content manager
 Editorial planner
New MarketingTerminology
 “A/B testing”
 “Engagement”
 “Algorithm”
 “Inbound”
 “Content Marketing”
 “Marketing Optimisation”
 “Performance Marketing”
 “Tagging and Tracking”
 “MetaData”
ImagefromGoogle

22. BOUGHT, OWNED AND EARNED MEDIA
 Owned media is when you leverage a channel you create and control. This could be your company blog,YouTube
channel, your website, or even your Facebook page. Even though you don’t strictly “own’ yourYouTube channel
or your Facebook page, you do control them and don’t have to pay for basic usage.
 Earned media is when customers, the press and the public share your content, speak about your brand via
word of mouth, and otherwise discuss your brand. In other words, the mentions are “earned,” meaning they
are voluntarily given by others.
 Paid (bought) media is when you pay to leverage a third-party channel, such as sponsorships and
advertising on third-party sites.

23. EXERCISE
Plot these against BOE
 @mentions
 @replies
 Billboard ad
 Company website
 Company’s twitter
account
 Booth at trade show
 Facebook share
 Flyer
 In-store poster
 CustomerWebinar
 Organic Google search
result
 Retweet
 Top search hit on
Google
 TV Commercial
 Vending Machine
 YouTube comment
Bought
Owned
Earned

24. EXERCISE
Earned
• Retweet
• Facebook share
• Organic Google
search result
• YouTube comment
• @mentions
• @replies
Owned
• Booth at Trade show
• Customer Webinar
• Company website
• In-store poster
• Flyer
• Vending Machine
• Company twitter account
Bought
• TV Commercial
• Top search hit on
Google
• Billboard Ad

25. http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-trends-
2016/
CURRENT TRENDS
Source: the Boston Consulting Group
Source: the Lego Group

26. WHAT’S NEXT?
New or Growing Disruptions
 Wearables
 3D Printing
 Internet of Things (IoT)
 Big Data (including market and customer insight and
predictive analytics)
 Conversion rate optimisation (CRO)
 Location based marketing
 CRM and Social Customer Care
New Politics
 The rise of the Chief MarketingTechnologist
 The shift in control of marketing technology from IT
and Sales to Marketing.
 Marketing performance measurement/accountability
 From digital silos to integrated teams

27. RECOMMENDED RESOURCES
 www.cim.co.uk
 http://www.adweek.com/
 http://www.campaign.magazine.co.uk
 www.hubspot.com
 www.marketo.com
 www.hbr.org
 www.simplymeasured.com
 http://www.brandrepublic.com
 http://www.meltwater.com/uk/

28. THANKS 