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Marketing and Advertising News www.fortattack.com

Marketing and Advertising News

There is probably a perverse pride in my administration… that we were going to do the right thing, even if short-term it was unpopular. And I think anybody who’s occupied this office has to remember that success is determined by an intersection in policy and politics and that you can’t be neglecting of marketing and P.R. and public opinion.
Barack Obama

For a truly effective social campaign, a brand needs to embrace the first principles of marketing, which involves brand definition and consistent storytelling.
Simon Mainwaring

The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.
Peter F. Drucker

We can simply define marketing as the commercial processes involved in promoting, selling and distributing a product or service.  Marketing is a very important part of the economic production cycle, because it is not just a part of the sales process, but is often involved in the process of creating a product before it is even designed. Market researchers find out which people want to buy what and then, for the sales campaigns, how much potential consumers are prepared to pay.
Successful marketing means getting the right product to the right people: • at the right price, • at the right time • in the right place • in the right packager • with the right promotion.
Through marketing strategies and activities producers, firms, professionals and corporations can:
1. identify a market opportunity. This is when a producer investigates what consumers want or need. This can be done through questionnaires, focus groups or simply through tracking consumers’ preferences and buying habits;
2. design a product or service to meet those needs. Part of this involves defining “the “target”, i.e. which consumers will be potential consumers (by age, gender, social status, etc.). The “new” product will not usually be new – it will often be based on something already on the market, but designed to appeal to a different target or with new, updated features;
3. choose a price. Consumers assume that price is based upon what something costs the producer, but that is not usually the case nowadays. Modern businesses are market-oriented, whereas in the past they were product-oriented. Pricing has become a science which aims at deciding how much consumers can he persuaded to pay (and marketing research looks at how to persuade them). Obviously this also involves what competitors are charging- for similar products and services;
4. decide the most appropriate presentation and packaging. Choice of a name is very important here. The name and what the product looks like must reinforce the image that is being sold;
5. design the promotional strategies. With toiletries, cosmetics and perfumes, companies may often use testimonials: a beautiful, sophisticated person with the right image who promotes the brand. This would probably not be as appropriate for a video game or hamburgers;
6. decide on the most appropriate distribution channels. This means whether a product should be sold on the Internet or in boutiques, supermarkets or expensive department stores. Caviar would not be a great success in a discount store!

Market research can be divided into two basic types: field or primary research and desk or secondary research. The type of information collected can be quantitative, referring to numbers and statistics (for example how many teenagers wear a particular brand of sports shoes), or qualitative, with more in-depth information like why people buy something, etc.
1. Field research involves collection of data directly from people who may be customers or potential customers. The information can be gathered through: interviews, either in person or on the phone; – questionnaires, by post, at points of sale or, increasingly, on-line; – focus groups.
2. Desk research uses data that has already been collected. Sources can be internal, for example financial accounts, sales and customer, reports or external, like statistics or reports from government bodies or trade associations, trade journals and publications. Nowadays much desk research uses data gathered electronically: for example, externally and internally from the Internet where search engines track the types of sites people visit, or internally through the use of store cards which track what people buy, how often they shop, how much they spend, etc.
Market Segmentation. Market segmentation is how a market is divided. This is an important concept in marketing as a product i5 normally designed with a target segment in mind.
Market segments can be defined according to: • gender • age range • social status (based on income, profession or education • family structure (families with children, single people, etc.) • geographic area • interests.
The Marketing Mix. The marketing mix covers all the activities normally associated with marketing. These are often known as the 5Ps: • Product: finding the right product or combination of products for that market (through research, design and development); • Price: deciding the most profitable price possible, bearing in mind the competition and demand; • Place: making the product available when and where necessary; • Promotion: persuading customers to buy the product, with suitable means of communication; • People: refer to the staff and salespeople who work for your business, including yourself.

The sole purpose of marketing is to sell more to more people, more often and at higher prices. There is no other reason to do it.
Sergio Zyman

The aim of marketing is to make selling superfluous.
Peter Drucker

What really decides consumers to buy or not to buy is the content of your advertising, not its form.
David Ogilvy


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About Carl William Brown

I'm Carl William Brown a holistic teacher, a webmaster, a trader, and a writer of aphorisms and essays. I have written more than 9,000 original quotations and at present I'm also working at my only novel, Fort Attack, which is also a wide and open blog project. At the moment I'm teaching English in a secondary school, but up to now I have done a lot of other things as well, both in business, educational, sport and social fields. Some years ago, in 1997 following the examples of the Rotary or the Lyons Clubs I founded the Daimon Club Organization to promote every sort of activities, creativity, art, literature, new technologies, informatics, business and marketing, public health and education and to meet new friends with these kind of interests.
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