[...]...So what is marketing? Strategic Marketing 1 So what is marketing? Marketing is commonly misunderstood as an ostentatious term for advertising and promotion; in reality it is far more than that This perception isn’t in many ways unreasonable, advertising and promotion are the major way in which most people are exposed to marketing However, the term marketing actually covers everything... whom, when & how and then does it! Download free ebooks at bookboon.com 11 So what is marketing? Strategic Marketing This brings us to the second level of Marketing; Marketing as Strategy This entails understanding the environment the business is operating in; customers, competitors, laws, regulations, etc and planning marketing strategy to make the business a success This second layer is about segmenting... feels for giving Effective marketing – at all three levels - can increase the value of this self-gratification in the eyes of the donator, e.g making them feel they are making more of a difference, and thus marketing makes giving easier, i.e marketing is a facilitator of the exchange by creating utility Download free ebooks at bookboon.com 18 So what is marketing? Strategic Marketing Utility is a concept... of technology Marketing- oriented companies help us discover desires we never knew we had, and ways of fulfilling them we never imagined could be invented 1.1 The Three levels of Marketing Almost every marketing textbook has a different definition of the term marketing. ” The better definitions are focused upon customer orientation and satisfaction of customer needs;    The American Marketing Association... a company's capabilities with customers’ wants This matching process takes place in what is called the marketing environment and involves both strategic and tactical marketing within the organisation’s structure A truly marketing oriented business is actually structurally designed to facilitate the Marketing Concept as a philosophy and as a way of operating your chance Please click the advert to change... Download free ebooks at bookboon.com 17 So what is marketing? Strategic Marketing However, businesses do try to influence demand by designing products and services that are;     Attractive Work well Are affordable Are available From what we’ve looked at so far it should be evident that Marketing also fundamentally involves an exchange process, that is marketing involves two or more parties trading... 1991, Regis McKenna published an article in the Harvard Business Review (HBR) entitled Marketing Is Everything.” In the article the McKenna states, "Marketing today is not a function; it is a way of doing business." Indeed we now call this the top level of Marketing – Marketing as a business philosophy So yes, marketing is everything In essence it’s the process by which a company decides what it will... and potentially the more successful the business Marketing therefore, consists in moving goods to the manufacturers, in a form in which it is required at a time when they required, to the place where they are to be used and for those who are to use them for various purposes Download free ebooks at bookboon.com 19 So what is marketing? Strategic Marketing Marketing functions are the activities that create... financing, product and market, and people and organization Some of these strategic decisions are event driven (particular projects or reorganisations responding to the environment and opportunity), while others are the subject of periodic strategic reviews Download free ebooks at bookboon.com 22 So what is marketing? Strategic Marketing 1.3.2 What is the basis for competitive advantage? Industry structure... target with the brand demographic, i.e based in correct segmentation and targeting Level two of Marketing can thus be summarised as STP + Branding; Branding is covered in Chapter Four The third level of marketing is about the day to day operational running of marketing, it encompasses the control of the Marketing Mix and the processes within a business that help create and deliver that company’s products . bookboon.com Please click the advert Strategic Marketing 4 Contents Contents Preface 9 1. So what is marketing? 11 1.1 The Three levels of Marketing 11 1.2 The value of Marketing; Needs, Utility, Exchange. advert Strategic Marketing 8 Contents 8.2 The Marketing Communication Process 111 8.3 Marketing Related Messages 112 8.4 The development of Marcoms 113 8.5 Chapter Summary 114 9. Expanding marketing s. services to consumers. Download free ebooks at bookboon.com Strategic Marketing 11 So what is marketing? 1. So what is marketing? Marketing is commonly misunderstood as an ostentatious term