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11: Marketing (Orientation (Market oriented (Marketing integrated in all…
11: Marketing
Orientation
Product oriented
Small competition
Manufacturing as key function
Market oriented
Market is stalled
Key function: Understanding what customers want
Marketing integrated in all business functions
Build brand
Build reputation
Conceive the product
Sale oriented
More competition
Advertising as key function
Activities
Communication / Advertising
Brand communication
Product communication
Analysis (BI)
Collect informations on the market
Understand customer needs
Concept
Design new products
Digital Marketing
Strategy
4Ps
Place
Internet
Traditional
Price
Transparent
Product
Must provide value
Must be consistent with what is promised
Promotion
Website, SEO, Email, IM, Social
Website
Supports the funnel
Exposure
Be aware of the existence of the website
Discovery
Visit website
Measures
No. hits per day
Consideration
Leaving information (Registration)
Prospect: Can be customers
Measures
No. hits per day per IP
No. new emails left
No. new account created
No. inquiries received
Conversion
Buy something
Customer Relationship
Buy something again
Retention
SEO
SERP
Organic
Sponsored
Channels
Traditional
Word of mouth
Press, fliers, paper
Radio, TV, telephone
Digital
Websites
E-mail
Instant Messaging
Social media