Marketing Notes

Marketing
 What is marketing :
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.
 Search Engine Marketing: This entails companies attempting to increase

search traffic through two ways. First, companies can pay search engines
for placement on result pages. Second, companies can emphasize search
engine optimization (SEO) techniques to organically place high on search
results.
 E-mail Marketing: This entails companies obtaining customer or

potential customer e-mail addresses and distributing messages or
newsletters. These messages can include coupons, discount
opportunities, or advance notice of upcoming sales.
 Social Media Marketing: This entails building an online presence on

specific social media platforms. Like search engine marketing, companies
can place paid advertisements to bypass algorithms and obtain a higher
chance of being seen by viewers. Otherwise, a company can attempt to
organically grow by posting content, interacting with followers, or
uploading media like photos and videos.
 Affiliate Marketing: This entails using third-party advertising to drive

customer interest. Often, an affiliate that will get a commission from a
sale will do affiliate marketing as the third party is incentivized to drive a
sale for a good that is not their own original product.
 SEM :
Search engine marketing (SEM) is a digital marketing strategy that helps
companies increase their visibility in search engine results pages (SERPs)
through paid advertising. SEM is also known as paid search or pay per
click (PPC).
 SEO :
o The 7 Ps of marketing are a framework that can help businesses create an
effective marketing strategy. The 7 Ps are:
 Product: What the business offers to meet customer needs

 Price: The business's pricing strategy and how customers pay for
products and services
 Place: Where the products and services are made, found, distributed,
sold, and supported
 Promotion: How the business communicates information about its
products and services to target customers
 People: A consideration for the marketing strategy
 Process: How the business manages its processes, including making the
customer experience comfortable and convenient
 Physical Evidence: The tangible elements that customers interact with,
such as the physical environment, product packaging, and marketing
materials.
o BCG Matrix :
The Boston Consulting Group (BCG) growth share matrix is a planning tool that
uses graphical representations of a company’s products and services to help
the company decide what it should keep, invest more money in, or sell.
The company’s offerings are plotted in a four-square matrix. The y axis
represents the rate of market growth, and the x axis represents market share.
The BCG growth share matrix was introduced by the Boston Consulting Group
in 1970
o Difference in sales and marketing :
Sales refer to the exchange of goods and services in return for the money. It is a
process to transfer goods from manufacturer to distributor, distributor to
wholesaler, wholesaler to retailer and from retailer to the consumer. The primary
object of sales is to increase revenue.
Marketing is a process that involves research and analysing customer

requirement, according to which a company manufactures a product to satisfy
their need. The marketing team regularly do market research to examine the
likes and dislikes of customers or a group with different tools. In other words,
marketing is all about discovering human needs and satisfying them with the
desired product, thus resulting in sufficient income
Sales Marketing
Definition
Sales is a transfer of product from the Marketing is understanding the customers

manufacturer to the customer in exchange need and introducing a product
for the money
Approach
Product oriented approach is followed Customer oriented approach is followed
Strategy adopted
Sales follows push strategy Marketing adopts pull strategy
Target audience
Individuals and companies Target audience for marketing is the public

in general
Tenure
Short-term Long-term
Primary Objective
Influence the target audience to become Identify customer requirements and make
buyers of the product products that fulfills their requirements
Scope
Scope of sales is limited only towards Scope of marketing is varied and includes
product selling. advertisement, customer support, after sales
service etc.
Essential skills required
Good communication and selling skills Good analytical skills

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Marketing

 Search Engine Marketing: This entails companies attempting to increase

 E-mail Marketing: This entails companies obtaining customer or

 Social Media Marketing: This entails building an online presence on

 Affiliate Marketing: This entails using third-party advertising to drive

 Product: What the business offers to meet customer needs

o Difference in sales and marketing :

Marketing is a process that involves research and analysing customer

Sales is a transfer of product from the Marketing is understanding the customers

Product oriented approach is followed Customer oriented approach is followed

Sales follows push strategy Marketing adopts pull strategy

Individuals and companies Target audience for marketing is the public

Essential skills required

Good communication and selling skills Good analytical skills

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