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Essential Marketing Concepts Explained
1. Marketing.
The process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods,
and services to create exchanges that satisfy individual
and organizational objectives.
- American Marketing Association Definition
2. What is marketing?
• Marketing is the action or business of
promoting and selling products or services
through research and advertising.
• Marketing is satisfying customers needs and
putting the customer at the centre of what a
firm does.
3. The marketing mix:
• Elements of the marketing mix include the
combination of the 4 P’s.
• Product- goods or services and their benefits.
• Price- costs for goods or services (money,
time, travel)
• Place- location and also time of
day/week/year
• Promotion- Activities designed to publicize
programs/services
4. Unique selling point:
• Every brand must have a USP that enables
audience/customer to want this particular
product etc.
• The USP can be shown through packaging,
branding or features of the product itself.
5. Branding
• Putting a brand name/logo on something in
order to attract a certain kind of customer.
The marketing practice of creating a name,
symbol or design that identifies and
differentiates a product from other products.
• A brand should produce its own products and
services because it makes that brand unique
and is therefore more likely to attract
buyers/customers.