Concepts

  • 4Ps (product, price, place, promotion)
  • Marketing mix
  • STP (segmentation, targeting and positioning)
  • Social marketing
  • Demarketing
  • Megamarketing
  • Macro-marketing
  • Synchromarketing
  • Place marketing
  • Nation marketing
  • Person marketing (high visibility)
  • Cultural marketing
  • QSV (quality, service, value)
  • Customer Relationship Marketing (CRM)
  • Social responsibility marketing
  • Creating genuine customer value
  • Getting, keeping and growing customers
  • All businesses are service businesses
  • Pricing based on value, not on cost
  • Satisfy customers, no, Delight customers
  • Stakeholder value, not shareholder value
  • Marketing warfare
  • Continuous improvement beats breakthroughs
  • Mature markets is an oxymoron
  • No such thing as a commodity
  • Don’t buy market share, earn it
  • Sell through distributors, not to them
  • Sell the value and the price will follow
  • Cheap goods are expensive
  • Cheap advertising doesn’t work
  • Marketing aims to make selling unnecessary
  • All customers are not equal
  • Average marketing doesn’t work
  • Marketing analytics
  • Emotional marketing
  • The three Fs of service marketing: fast, flexible, friendly
  • Be a cause, not just a business
  • Good companies satisfy markets. Great companies create markets.
  • Brand – Believable, Reliable, Accessible, Namable, Differentiable
  • Segments must be Measurable, Substantial, Accessible, Differentiable, and Actionable.
  • Chaos means opportunities
  • Customer lifetime value (CLV)
  • Integrated Marketing Communication (IMC)
  • Authentic marketing
  • Niche marketing
  • Internet marketing
  • Mobile marketing
  • Benefit packages
  • Product life cycle
  • Brand image
  • Brand equity
  • ROI marketing
  • Social responsibility marketing
  • Marketing audit
  • The Marketing Concept
  • Lifestyle marketing
  • The Broadened Concept of Marketing
  • Local vs. global marketing
  • Experiential marketing
  • Co-creation marketing