Introduction to marketing management for BSAM
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The document discusses key concepts in marketing including understanding customer needs, wants, and demands; developing products and services to satisfy those needs; delivering value and satisfaction to customers; building exchanges and relationships; and understanding different market segments. It covers marketing orientations like the production, product, selling, and marketing concepts. It also discusses developing an integrated marketing plan and mix, building customer relationships and loyalty through customer value and satisfaction, and capturing lifetime value from customers to grow profits.
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Fons油van Dyck(Branding, marketing and Communications advisor & Vrije Universiteit Brussel) besprak hoe merken en bureaus zich bewegen in een wereld vol maatschappelijke onrust, technologische versnelling, klimaatproblemen en culturele polarisatie.Turn less traffic into more revenue, Zero-click SEO
Turn less traffic into more revenue, Zero-click SEOAnton Shulke
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Search is changing fast. Are you ready?
Organic traffic is getting squeezed by AI Overviews, zero-click search results, and ranking volatility. But with the right strategy, and by targeting the right searches with new organic strategies purpose-built for AI search platforms, fewer clicks can mean more revenue. by Dale Bertrand.
https://www.duda.co/webinars/turn-less-traffic-into-more-revenueANewswire vs 24-7 Press Release_ Which Offers Broader Syndication
ANewswire vs 24-7 Press Release_ Which Offers Broader Syndicationhttps://anewswire.com/
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Compare two leading press release distribution platforms to discover which delivers superior syndication reach for your news.
When it comes to press release distribution, syndication is everything. The difference between a story that reaches thousands versus millions can make or break your PR campaign. But with so many distribution services claiming "broad reach," how do you separate real syndication power from marketing fluff?
Today we're comparing ANewswire's AI-powered global network against 24-7 Press Release's tiered distribution system. One promises 5.2 billion potential readers across 550+ outlets, while the other offers structured plans from local visibility to premium PR Newswire access. But which one actually delivers broader, more effective syndication for your investment?
Let's dive deep into the syndication networks, pricing tiers, and real-world reach of both platforms to find out which gives you the most comprehensive distribution coverage.
Google AI Overviews: Smarter Search Is Here
Google AI Overviews: Smarter Search Is HereTextuar Communications LLP
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Google AI Overviews: The Future of Search is Here!
Discover how AI is revolutionizing search with Googles AI Overviewsdelivering instant, summarized answers powered by Gemini. No more endless clickingjust quick, context-rich responses right at your fingertips!
How it works:
Understands your query intent
Aggregates high-quality sources
Generates concise, actionable answers
What it means for you:
Saves time with instant insights
More accurate for long-tail queries
SEO shifts toward expert-level content
Challenges? Googles on itimproving accuracy and balancing publisher impact.
The future? Personalized, voice-integrated, and smarter than ever!ANewswire vs Presswire_ Who Offers Stronger UK Media Coverage
ANewswire vs Presswire_ Who Offers Stronger UK Media Coveragehttps://anewswire.com/
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Compare two leading press release platforms to discover which delivers superior UK media reach and regional coverage for businesses targeting British markets.
When it comes to UK-focused communications, selecting the right press release distribution platform determines whether your announcements reach influential British media outlets or disappear into generic international feeds. The distinction between platforms optimized for UK market penetration and those offering broad global distribution affects whether your investment generates meaningful coverage in publications that matter to your target audience. But with services claiming extensive UK networks while delivering vastly different regional results, how do you separate genuine British media strength from marketing promises?
Strategic overview of Marketing Departement
Strategic overview of Marketing DepartementNabeelMalik49
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Strategic overview of Marketing Departement TAM Sports_IPL 18_Commercial Advertising_Report.pdf
TAM Sports_IPL 18_Commercial Advertising_Report.pdfSocial Samosa
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The TAM Sports report observed a marked rise in ads under 10 seconds, which accounted for 54% of total ad insertions. By contrast, 1120 second ads comprised 39%, while longer formats between 2040 seconds held just a 6% share.How To Create PR Content That Journalists Actually Use
How To Create PR Content That Journalists Actually Usehttps://anewswire.com/
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For communications professionals, creating PR content that journalists actually use has become increasingly challenging. With newsrooms shrinking and journalists facing mounting pressure to produce more content with fewer resources, PR materials that don't immediately demonstrate value are quickly discarded.
Most PR content fails because it prioritizes company messaging over journalistic needs. According to the 2025 Cision Media Survey, journalists report that 78% of PR materials they receive lack the essential elements required for story development.
Here's how to create PR content that journalists will actually use.
How to Write a Press Release for a Nonprofit
How to Write a Press Release for a Nonprofithttps://anewswire.com/
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Crafting a compelling press release for your nonprofit is an essential skill that helps spread your mission and impact. Many nonprofit leaders feel unsure about writing press releases. Still, with the right approach and some practice, you can create press releases that capture media attention and help your cause gain visibility.
A well-written nonprofit press release includes several key components: an attention-grabbing headline, a strong opening paragraph, an informative body, relevant quotes, and a clear boilerplate about your organization. Understanding the different types of nonprofit press releases and when to use them will maximize your communication efforts.
You can use press releases to announce fundraising events, share success stories, introduce new programs, highlight community partnerships, or recognize volunteers and donors. Tailoring your press release to your specific announcement increases its effectiveness.
So what makes a great nonprofit press release? And what types of press releases work best for nonprofit organizations? In this article, we walk you through how to write a nonprofit press release and provide a useful template. Read on to learn more about nonprofit press releases or use the links below to navigate the article.
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Introduction to marketing management for BSAM
- 1. Session 1
- 2. After this session, Students will be able to learn What is Marketing Understanding the marketplace Why Marketing Some fundamental concepts of marketing Scope of Marketing What are the different domains of Marketing The transition of Marketing in 21st Century Session Objectives
- 3. Consumers Problems Needs Needs are the states of felt deprivation e.g. thirst (water), Hunger (food) etc Wants Wants are the alternatives to satisfy the needs Preferences The criterion of priority for one product on the other Demand Wants backed by buying power, or willingness to buy and ability to buy
- 4. Value The ability of a product to satisfy a need effectively for which it is developed Customers form expectations regarding value Marketers must deliver value to consumers Customer perceived value: The difference between total customer value and total customer cost Customer Life Time Value: The value of the customers entire stream of purchases over a lifetime of support Share of customer: The portion of the customers purchasing that a company gets in its product categories Customer Equity: The total combined customer lifetime values of all of the companys customers
- 5. Sharing Value with Customers Customer relationship management (CRM) The overall process of building and maintaining profitable customer relationships by delivering superior customer values and satisfaction. Customer Satisfaction The extent to which a products perceived performance matches a buyers expectation. Customer Dissatisfaction The extent to which a products perceived performance recedes a buyers expectation Customer Delight The extent to which a products perceived performance exceeds a buyers expectation
- 6. Value Delivery Process Exchange Process by which one or more parties give something of value to each other to satisfy perceived needs Transaction A physical/actual trade of values between two or more parties Monetary Trade Barter Trade Transfer A one way trade in which one party gives something to another and takes nothing in exchange e.g. gifts, charities
- 8. Producer /Seller Communication Product/Service Money Feedback Consumer Marketing The process of developing and maintaining profitable customer relationship.
- 9. a. Customer Needs, Wants, and Demands b. Market Offerings (Products and Services) c. Value and Satisfaction d. Exchanges and Relationships e. Markets 1. Understanding the Marketplace and Customer Needs
- 10. Market offerings are some combination of products, services, information, or experiences offered to a market to satisfy a need or want Marketing myopia is focusing only on existing wants and losing sight of underlying consumer needs Short sightedness by business firms causing management to define their business too narrowly) b. Market Offerings (products and services)
- 11. a. Customer Needs, Wants and Demands Customer Needs, Wants, and Demands Need State of felt deprivation Wants The form human needs take as shaped by culture and individual personality. Demands Wants which are backed by buying power
- 12. Product A market offering (tangible or intangible) that can be offered in a market for attention, acquisition, use, or consumption that might satisfy a need or a want valuably. Produce Experience Idea Property Intellectual Property Services Any benefit or activity that one party can offer to another, that is essentially intangible and do not occur in transfer of ownership Product Support Services A market offering that is the combination of both Product as well as Services
- 13. c. Value and Satisfaction
- 14. Exchange is the act of obtaining a desired object from someone by offering something in return d. Exchanges and Relationships
- 15. Markets are the set of actual and potential buyers of a product e. Markets
- 16. 2. Designing a Customer-Driven Marketing Strategy
- 17. Marketing Management is the art and science of choosing target markets and building profitable relationships with them What customers will we serve? How can we best serve these customers?
- 18. How to Design Winning Marketing Strategy Market segmentation refers to dividing the markets into segments of customers Target marketing refers to which segments to go after Demarketing is marketing to reduce demand temporarily or permanently; the aim is not to destroy demand but to reduce or shift it.
- 20. Production Concept is the idea that consumers will favor products that are available or highly affordable Product Concept is the idea that consumers will favor products that offer the most quality, performance, and features. Organization should therefore devote its energy to making continuous product improvements. Selling Concept is the idea that consumers will not buy enough of the firms products unless it undertakes a large scale selling and promotion effort Marketing Concept is the idea that achieving organizational goals depends on knowing the needs and wants of the target markets and delivering the desired satisfactions better than competitors do Societal : concept is the idea that a company should make good marketing decisions by considering consumers wants, the companys requirements, consumers long-term interests, and societys long- run interests
- 21. 3. Preparing an Integrated Marketing Plan and Program The Marketing Mix is the set of tools (four Ps) the firm uses to implement its marketing strategy. It includes product, price, promotion, and place.
- 23. Customer Relationship Management (CRM) The overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction 4. Building Customer Relationships
- 24. Relationship Building Blocks: Customer Value and Satisfaction
- 25. 5. Capturing Value from Customers Creating Customer Loyalty and Retention Customer lifetime value is the value of the entire stream of purchases that the customer would make over a lifetime of patronage.
- 26. Growing Share of Customer Share of customer is the portion of the customers purchasing that a company gets in its product categories. Customer Equity is the total combined customer lifetime values of all of the companys customers.
- 27. Building Customer Equity Building the right relationships with the right customers involves treating customers as assets that need to be managed and maximized Different types of customers require different relationship management strategies Build the right relationship with the right customers
- 28. Building the Right Relationships with the Right Customers High Profitability Low Long-term customers Short-term customers Strangers Little fit between companys offerings and customers needs; lowest profit potential Butterflies Good fit between companys offerings and customers needs; high profit potential True Friends Good fit between companys offerings and customers needs; highest profit potential Barnacles Limited fit between companys offerings and customers needs; low profit potential Projected Loyalty