Marketing.
Methods, Models and Theories
Over a million managers and consultants are working together on management issues via 12manage each month...
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Marketing.Methods, Models and Theories |
Over a million managers and consultants are working together on management issues via 12manage each month... |
Marketing Community of Interest
Marketing Forum
 Comment on this PageMarketing Education & Events |
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| └► Raquel Chu (Philippines) | What is Green Marketing? | "Green marketing refers to the process of selling products and/or services based on their environmental benefits. Such a product or service may be environmentally friendly in itself or produced and/or packaged in an environmentally friendly way." | |
| └► Andy Perkins (United States) | Green Marketing and Greenwashing | "Another important dimension to consider with green marketing is the overall track record of the company with respect to environmental activities and issues. 'Greenwashing' is a term used to describe superficial attempts to use green marketing strategies when, in fact, the company or brand doing so has little credibility with the environmental community." |
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| └► Rahul Agarwala (India) | Green Marketing is Picking Up | "Green marketing is really picking up and companies are adopting this strategy of green marketing. Green marketing means marketing of those products which are environmentally safe. Companies like Videocon, Panasonic and Nokia are adopting green marketing." | |
| └► Sanjay Pandey (India) | Green Marketing. Definition, Objectives and Examples | "Green marketing is environment friendly, sustainable and socially responsible marketing. There are two major objectives of green marketing: - Improved environmental quality - Customer satisfaction Some examples of Green Marketing include: McDonald's restaurant's napkins, bags are made of recycled paper. Coca-Cola pumped syrup directly from tank instead of plastic which saved 68 million pound/year. Philips has launched the ‘super long life’ bulb which saves up 20% energy. HP has promised to cut its global energy uses 20% by 2010. To accomplish this reduction, HP has announced plans to deliver energy-efficient products and services. These are some examples of the green marketing done by organizations." |
| └► Nikhil (India) | Very Important | "Yes Marketing Communication is one of the nerves of marketing these days. As we are in to an age where computers and mobile phones are too common for use these would and are acting as one of the best weapons for communication in all fields including marketing. I feel it is the right communication to the right customer which hits the target. Emails and messages are one of the routine requirements of any one and so they play a vital role in marketing." | |
| └► Goutham (India) | Marketing Communication | "Mktg communication is a key factor to address the consumer's post market segmentation. The issue of how to communicate is critical looking into the segment you want to target. The method can be as complicated TV ad campaign for complex products to road shows for condoms. You just can't live without communicating the attributes of the product" | |
| └► Zelkifli (UK) | Importance of Marketing Communications | "You should look at MarComm with a wider view than just the product. Marketing Communication is all about developing and implementing strategies that ensure you better understand the target audience, deliver your messages in a way that suits them, promote your brand and product in the best possible way using appropriate communications tools some of which have already been mentioned here. The Iphone and its various applications are the latest entry to the wide area of communications tools as well as social media network. For the best result you should think in 3 phases: Your message prior to a campaign, your message during the campaign and your message after the campaign." | |
| └► Manohar (India) | Marketing Communication | "Culture and technology has a great role in marketing communications" |
| └► Deborah (UK) | Marketing Implementation model | "It's remarkable there is not a lot written on this topic. Could it be that marketers rather spend their time on the creative phase? I'd suggest: 1. Create Marketing Strategy 2. Create Marketing Implementation Program (Use McKinsey 7S framework to include all aspects: Structure, Systems, Style, Staff, Skills, Strategy, Shared Values) 3. Implement Marketing Implementation Program. 4. Monitor and adjust if necessary. Compare also the marketing implementation process of Evans and Berman (Marketing, 1985): 1. Marketing strategy 2. Tactical decisions 3. Implementing the marketing mix (internal factors, external factors) 4. Monitor results 5. Adaptation of strategy/results." | |
| └► Ramkishan Rajan (India) | SMART Marketing Implementation | "For a simplistic approach, I would recommend that the marketing implementation model be based on the SMART MBO framework famously proposed by Drucker. Based on the strategy, break the marketing elements so that they are 1. Specific 2. Measurable 3. Achievable 4. Relevant 5. Time-specific. This is an excellent way to ensure that the implementation can be planned, monitored and tracked. Of course, depending on the complexity of the strategy, a lot of care must be given to the specific objectives and measurements used." |
| └► Puneet Kapoor (India) | Marketing Plan | "A Marketing Plan is an annual plan of Marketing activities specifying Brand's revenue and expenditure. Key elements of Marketing Plans are: 1. Objective (Qualitative and Quantitative) 2. Calender of Activities 3. Details of Expenditure etc." | |
| └► jc (sg) | Marketing plan | "it is an art and science of devicing a way to sell the product, service, brand, the business unit, and even the entire company to meet customers' needs. Some may say identify the customers' needs first and than apply 4ps to deliver solutions ... whatever it is ... as long as your plan can sells - u make it. Time frame is a self-induce restriction." | |
| └► Enrique Florido (Colombia) | Marketing Plan | "Marketing a product/service is more an art than a science. People who lack creativity has made of marketing a science, so they can thrive. The essence of marketing is more like the Blue Ocean Strategy theory; the key is in the innovation (creativity), and that is not a science." | |
| └► Sheree Welch (Trinidad and Tobago) | Marketing Planning | "Marketing planning needs to be integrated and coordinated with other planning activities. You need to do a marketing audit based on your corporate objectives and link this to your marketing objectives and strategies. It is a process of identifying and anticipating future events and aligning resources to meet the marketing objectives." |
| └► Landan (UK) | Strategic Marketing | "Interesting question. In my view, MARKETING STRATEGY is one type of functional strategy. Other functional strategies include: HRM strategy, Supply Chain strategy, Financial strategy, Sales strategy, etc. Typically, in large firms, after the business strategy is formulated, the various functions in the firm create their functional strategy to align with the business strategy. More problematic is the term STRATEGIC MARKETING. This term can best be understood when it is compared with operational marketing, which is about such things as advertising, organising events, PR, customer databases, etc. Strategic Marketing on the other hand is dealing with such things as: product (line) strategy, corporate reputation, branding, strategic planning, etc." | |
| └► Jorge Valeri (Chile) | Strategic Marketing | "In simple words, Strategic Marketing is a tool used to develop the Marketing Strategy of the company, in which case the gross strategic lines are followed by Operational Marketing issues. " | |
| └► jc (sg) | Strategic Marketing | "Strategic marketing is a verb and marketing strategy is a noun." | |
| └► Dr.K.Balanaga Gurunathan (India) | Strategic Marketing Vs Marketing Strategy | "Strategic Marketing is a planning process. Marketing Strategy is implementation of a strategy." | |
| └► Paulo Caius (Spain) | Strategic Marketing | "It is reasonable to understand marketing strategy as a concept based and included on Mid Term Business Plan. Strategic marketing should be considered as a short term tactic inside marketing strategy. So, strategic marketing action should be considered for a better understanding." | |
| └► Sherief (Egypt) | Difference between strategic marketing & marketing strategy | "Strategic marketing is related to the corporate level for example CEO & Director, in which we allocate budget to each strategic business units (SBU), downsizing SBU etc. Marketing strategy is related to product manager level in which we create the marketing strategy for some product (for example price, distribution & promotion)." | |
| └► Rajat (South Africa) | Strategic Marketing | "Acc to me: Strategic Marketing would cover how an organisation intends to market its Brands, Product and Services, etc. Marketing Strategy would take guidance from the above, but would be more streamlined for a particular product or service. In short, Strategic Marketing is at the Organisation Level and Marketing Strategy would be at the level of each marketing initiative " | |
| └► Dr.Hemjith (India) | Strategic Marketing | "Strategic Marketing provides direction and analyses the market, competitors, customers and the capability of the organisation by focusing on geographic, demography and behaviour of customers. Marketing Strategy focuses on the company's products and their positioning in relation to sales-competition and customers. Marketing plans ensure that concrete and clear actions, approaches and methodologies are undertaken to achieve the same." | |
| └► Rajiv Kuruppu (Sri Lanka) | Marketing Strategy Vs Strategic Marketing | "The real question that needs to be answered is "what is strategy? " . Strategy in my opinion , is a plan you device to differentiate all internal and external processes in your value chain, from your competition, with one clear outcome in mind. The outcome which the value chain should be tailored to achieve, is the corporate vision. Therefore marketing strategy, is a roadmap of how you plan to differentiate all activities which has an impact on the customer , in relation to the competitive environment, where the theme of differentiation is the corporate vision. Strategic Marketing is the process of continuously making alterations to the marketing strategy, with feedback from your external environment, as which ever strategic manouver you perform will alter your environment, thus the strategy itself needs to be re-adjusted. Hope this makes sense" | |
| └► Andrea Stocchetti (Italy) | Strategic Marketing vs Operational Marketing | "According to general literature strategic marketing is intended as a stage of analysis (of the competitive environment, of competitors, of firm's weaknesses and strenghts, etc.) which is a premise to strategic decision related to the competitive positioning and, in general, to the mission of the firm. Operational marketing is devoted to implement the policies which should put the firm into the desired position. E.g.: customer's analysis and Porter's 5 forces analysis stands within the boundary of SM, while pricing and advertising stands within OM" | |
| └► Nauman Ghauri (UK) | Eastern Vs Western strategies | "In the present era, where there is only one country slogan for businessmen, "Globalisation", what sort of pasta would the competitive marketing strategy planners cook? I know its a D-tailed question." | |
| └► Kalaivanan (India) | Marketing Strategy vs Strategy Marketing | "After the business plan is made, every department in the organisation makes their own strategy of making things happen. So to implement our marketing objectives, the marketing startegy is made." | |
| └► Bernadette (Kenya) | Strategic Marketing vs Marketing Startegy | "From my view, startegic marketing is the overall view of how a company may want to place itself in the environment. After it does that, then marketing startegy comes in to help the company have action plans to either retain or achieve a certain position in the market. Strategic marketing is broader and used in tandem with the corrporate startegies while marketing strategies is the action plan on how to achieve marketing department objectives." |
| └► Pete (US) | AMA definition of marketing | "The American Marketing Association gives the following definition of marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. So even AMA missed the point by Kotler, since their definition starts with creating the offerings, not with understanding the needs..." |
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| └► Morwan (Sudan) | Marketing | "I understand marketing is how to know customers needs." | |
| └► Anthony Nair (Sri Lanka) | Marketing | "Mother science of Marketing is "NEEDS"" | |
| └► Dr.Hemjith (India) | Emotions and Marketing | "All marketing is now focussed on " emotions". Our emotions have already decided before our cognition as to what is good for us." | |
| └► Phil (Can) | 3 key verbs | "Kotler, Steven and Pete are right to argue that understanding or discerning the customer needs is the starting point. I think however the following definition is most balanced: Marketing is the business process (and organization, and discipline) which discerns customers' wants (or emotions), focusing on a product or service to fulfill those wants, and attempting to move the consumers toward the products or services offered. Key verbs in defining marketing are: discerning ... focusing ... attempting." |
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| └► Dashrath Prasad (India) | Marketing | "The definition given by Kotler is perfect & it is covering all the aspects of marketing. So I am in favour of Kotler." | |
| └► Mick Huckerby (France) | Marketing definition | "It may be semantics - but if marketing is the art of identifying and understanding customer needs, the real customer is the 'need' and anything that sits between 'it' and the 'solution' can only tend to confuse and delay." | |
| └► Kabir Hamisu Kura (Nigeria) | Social Marketing | "I am quite in support of Kotler's Definition when considering marketing from commercial point of view. What of Social Marketing? Needs are identified and offerings (services/information) are made with the aim of satisfying those needs eg Behavior change, buying in to government programs etc. Here profits are not key to providers but rather benefits to clients and citizens." | |
| └► Luigi Barberio (Italy) | Marketing for Politics | "I think that the definition offered by Kotler is perfect also for politicians." | |
| └► Wael seifeldin (Egypt) | Marketing is a Religion | "Marketing, it is a "religion" to be defined by the experts to the others in order to understand the rules...and act upon it." | |
| └► Bena Dookie-Shah (Trinidad & Tobago) | What is Marketing | "Kotler, in Marketing Management, 11th Edition, describes what is referred to as the shortest definition of marketing, that is, "meeting needs profitably". Some marketeers focus heavily on advertizing and communication to sway or influence 'needs' but if they focus on creating product awareness and don't create a product that is, or will be needed (know what to make), the chance that it will be successful is slim and the product may become a fad and then fade or simply fade." | |
| └► Jamal Ghamari (Malaysia) | Definition lacks Competition | "I think Kotler's definition of marketing disregards competition. If this aspect were incorporated into the definition, it would be perfect." | |
| └► AbdulAzizMomand (Afghanistan) | What is Marketing | "Marketing is a total system of business which is to design, price, promote and distribute wants satisfying products to target markets in order to achieve organizational objectives. So the most important part in the marketing process is to know the customer needs and know what they want in return of their money." | |
| └► Evelyn Mendoza (Philippines) | Central Idea of Marketing | "The central idea of marketing is that a firm or entity will create something of value to one or more customers, who has the ability or capability to buy the product." |
| └► Andre Antonio de Sousa Lopes (Portugal) | Future | "Marketing is the soul of any organization. No Marketing no future." | |
| └► Muhammad Umar Hashmi (UAE) | The Future of Marketing | "Marketing is strategically a very crucial department. Without marketing its like "you are looking for a black cat in a dark room which is not there"" | |
| └► Conway Maluleke (RSA) | Is there a future for marketing? | "Is there a future for marketing? Are we able to grow this concept that started out as a simple product display to the core of a business strategy? Should we be concerned or have we come to the destination that we so pursued as marketers?" | |
| └► Amir Atarodian (Iran) | The Future of Marketing | "Marketing science belongs to every moment and all the era. We can not ignore the importance of Marketing in our organizations. maybe some new techniques are replaced to the previous ones. but it is still so important. It should be noted that some new concepts of marketing have been presented during past few years. concepts such as: 1- Green Marketing 2- Social Responsibility in Marketing 3- Internet or Electronic Marketing are new aspects of Marketing knowledge." |
| └► Uditha Liyanage (Sri Lanka) | Marketing Strategy vs. Strategic Marketing | "Strategic Marketing is about isolating your target customer and positioning your product in the mind of that target customer. Marketing Strategy is about operationalizing that positioning through the marketing-mix." |
| └► Niks (India) | Feasibility | "Dear Mr.Joost what you are suggesting is absolutely correct. But one thing you should find out: why was this not done till now. Maybe the trading rules are different or maybe there are some other constraints which are preventing it. We should try to look from a trading and feasibility point of view. Your suggestion is logical and correct. But someone back there might have thought this over and may be not found it feasible. So we need to find out what are the rules, costs etc... to get it imported directly to Romania port. This is my view obviously! Reply if you find it correct." | |
| └► Joost (Netherlands) | RE | "Dear Niks, Thank you for helping! For my thesis I would make a marketanalysis with the Gametheory of Brandenburger and Nalebuff. About the practical side of the story, that won't be a problem because there is plenty of information, I will have contact with the ambassy and some other information/consultants... Thank you again for your view over it. Regards!" | |
| └► Niks (India) | Thnks | "Thanks for your reply...Yes surely market analysis is must for any type of market research since it gives us fine steps to work.Please let me know how you proceed and how well you work it out.Since this is really a interesting case study." | |
| └► Hans van Klooster (Netherlands) | Other views | "Also look at things like transport. I assume you import eg melons to the Netherlands and then to Romania also? Think about the cost of 2 places (customs, logistic, more personal etc) to import it to 1 and then transport it to Romania. Also the control of the flow in 1 place could be easier then in 2 places. Stock control in 1 place is easier. Do you plan two have all overhead in Romania also or is it controlled from the Netherlands? And as Niks mentioned try to find out why it not has happened yet (an import hub in Romania)." |
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| └► Ingrid (Slovakia) | Constantza Port | "New ports, which are very flexible comparing with westeuropean ports - koper - Slovenia or Constanta - Romania now are very good and interesting alternative logistics solutions, which can be very helfull during peak season, when there is huge congestions in Hamburg or Rotterdam ports. From the financial point of view - there is no question, if you are a big importer that you can save a lot of money. These ports are not fully used and their customer oriented attitude comparing with too much busy western ports are also a good advantage. Make some test shipments and use wellknown international transport agents, which are located in Romania. A few multinational companies such as Samsung are starting to use easteuropean ports to save the lead time - so good luck." |
| └► AAyushi (India) | How to Market a Small Scale Industry | "Hi Janesh, good to see young people like you doing some serious thinking. I am actually confused about your doubt. You want to know marketing strategies regarding small scaled businesses or an upcoming industry. Both have different strategies. Do let me know about which one do you intend to find out. Best regards" |
| └► Mahendra (India) | Commoditisation | "Can you define commoditisation?" | |
| └► Peter Sicher (Austria) | Preventing Commoditization | "There are many ways to differentiate. It's a too generic question. When you think about differentiation, don't think too narrow, don't have only the service in mind." |
| └► Waseem (Jordan) | Answer: | "It’s simply the difference between short term and long term in marketing planning." | |
| └► Christopher Schwand (Austria) | Operational vs. Strategic | "Generally, the duration of the planning perspective makes the difference (long term orientation vs. "everyday" marketing agenda). Hence it is also possible to distuingish tasks in primarily strategic and operational. My list for you here would include: Strategic Marketing: - Marketing environment - Strategic Marketing Management - Market Research - Consumer Behaviour - B2B - Market Segmentation - Internationalisation Operational Marketing: - Product - Price - Place - Promotion - Services - Internet Hope this helps a little." |
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| └► mehdi zaribaf (iran) | Strategic vs Operational Plans | "A strategic plan is related to aligning the organization to its environment in the long term. So it emphasizes effectiveness (doing the right things), is general and scientific analysis can be mixed with intuition. An operational plan, which could be tactical and operational, is a plan to execute a strategic plan in the intermediate and short term and it involves resources and time. So it emphasizes efficiency (using resources wisely, or doing the things right)." |
| └► Farhan Majeed (Pakistan) | Steps to Build a Promotion Business | "Hi! It's good to be an entrepreneur. I have some thing to share with you in this regard. 1. Analyze the promotion business industry. 2. Benchmark the industry leader and its competitor. 3. Choose your target market. 4. Create the database of your target market. 5. Introduce your business to your target market by keeping their needs and even go for value addition in your services. 6. Come up with new ideas. 7. Create satisfied clients that will generate your referrals. 8. Arrange some free seminars. 9. Get feed back from previous clients 10. Make continuous improvements in your services. Hope this will work for you." |
| └► Chandan Rawat (India) | Consumer Buying Process | "We can understand consumer buying process in this way: - Recognition of need - Identify the alternative to fullfill that need - Making decision after Evaluating alternatives - Purchase that particular product & services - Post purchase behaviour... Reaction after useing that product or services. (good experience or bad experience). " |
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| └► Gowthami P (India) | Consumer Buying Process | "Hi, there are certain factors that influence consumer buying behaviour Like consumers may be either individuals or households Based on the service or product they need they'll buy it. It can be of many types. They may get influenced by their own, or by external factors, neighbours etc. It varies from product to service. It is also based upon their disposable income and their needs. So if you understand all above things properly you can easily understand the consumer buying process. Major thing is you must be able to differentiate the type of need that's all." |
| └► Girish (India) | Understanding consumer psyche | "U are right in saying that it is not possible to understand human psyche completely, but it is not necessary for a marketer either; one can not deny that there are certain patterns which a similar group of consumers follow upto some extent and knowing that solves a lot of problems in marketing..." | |
| └► Maxin (India) | The Mind of the Consumer | "Marketing is not an exact science." | |
| └► Shobhit (India) | Understanding Psyche | "The psyche of consumer is not the same in all circumstances. It changes, with his needs and experiences. What a marketeer does is (s)he predicts the reaction of the masses, observes carefully. It's just a prediction and the more you hit the bulls eye, the better you are." | |
| └► Ramkishan Rajan (India) | Psychology and Consumer Behavior | "Hi Surya, To begin with, understanding the psychology of the consumer isn't exactly what consumer behavior seeks to achieve, Rather, it provides a set of frameworks that marketers can apply to gain insights for better marketing of their products and services. Consumer behavior is all about creating models for more efficient marketing, Agreed that understanding the psyche of the consumer especially the female psyche can be a bit daunting, but in the absence of "perfect information", consumer behavior is one of the tools available to marketers. Hope this helps." | |
| └► Addae Michael (Ghana) | Linking customer behaviour with marketing | "A group of people sharing similar needs constitutes a market. Therefore, a business entity exists because there is a need to satisfy. Customers as sophisticated as they are will patronise goods and services that certainly give them utmost satisfaction and value for money. That is why organizations are making customers a central focus in their opearations to attract and maintain them. If the culture of attracting and maintaining customers is relevant to the suvival and growth of an organisation, linking customer behaviour to marketing is inevitable. Customers behaviour change with time and it is important to understand, carefully monitor the trends in behaviour and accordingly adjust to continue to satisfy them by giving them the kind of products and services that meet their needs." | |
| └► Mohanned (Tunisia) | Marketing Science | "To respond to this question, it’s necessary to believe in marketing science. This science depends on other sciences like psychology, sociology and philosophy. Studying consumer behavior in marketing engages psychology and sociology. Successful marketers have a large knowledge of psychology and sociology sciences. But the whole consumer process is complex to be understood and the 'truth' is not yet discovered. So don’t worry, the act of consumption of any product or service can not be fully analyzed by any science." |
