Introduction to marketing

(S1) - Introduction to marketing

1. MARKETING

Marketing is the study and management of exchange relationships.

Marketing is used on a marketplace (market : a need + demand + offer + price)

Le marketing peut être défini comme l'ensemble des actions ayant pour objectifs d'étudier et d'influencer les besoins et comportements des consommateurs.

Marketing insights : [pic 1]

1.  MARKETING(S)

“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”

“Marketing research is the function that links the consumer and public to the marketer through information used to identify and define marketing opportunities and problems”

1. EXTERNAL ANALYSIS

1. MACRO-ENVIRONMENT OF THE COMPANY : PESTEL

Political

Economical

Social  🡪 Encourage innovation or not?

Technologic

Environmental

Legal

1. OTHERS

🡺 Key success factors

Offer & demand

1.  MICRO-ENVIRONMENT & COMPETITION

Internal data collection

5 forces of Porter

1. STRATEGIC MARKETING

Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal.

- Objectives

- Segments

- Positioning

🡺 In line with corporate values and strategy and business model

1. OPERATIONAL MARKETING

Operational marketing is founded in meeting and them exceeding customer expectations.

Defining the marketing mix : 4Ps

Defining the sales action plan

Implementation

1. Marketer

A wide range of skills.

A  transversal approach.

1. 3 types of positions

Market studies and marketing strategy: analyzing markets and their economic potential

Brand and product marketing: defining the characteristics of the offer (price, distribution, promotion, communication) and of the brand

Direct and digital marketing (operational marketing) focuses on customer relationship. Its objective is to increase customer loyalty by efficiently targetting them thanks to different means

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