Marketing Researches

Video Marketing As Effective Marketing Tool

2010-02-22T17:19:00.000-08:00

Video Marketing As Effective Marketing Tool

In the era of the internet marketing and search engine marketing it has become absolutely important that we accept acceptable strategies to advance our products, casework or added offerings. Web has become a abundant average to popularize whatever we appetite to adeptness the mindset of masses or called ambition audiences. However, bodies pay added absorption to visuals than the accounting argument and appropriately video marketing has become added accepted than the articles.

In the era of web2.0 it is added important to use the assets in a actual manner. Nobody would sit and watch your videos if they are audibly abounding with the ambitious statements and connotations that "You should shop for my product, it's the best". You charge to actualize videos that brainwash the audience, acquaint them what's abundant about your artefact in a acceptable address and if you administer to do that again absolutely bodies would be addled by your conception and advance it further.

You can actualize videos in array of means and they can be simple video landing pages, webpage with alive videos, downloadable files or chump reviews etc.

Visual advice is consistently added impacting and affecting than the written. It is accurately said that a account is account a hundred words because it helps to acquaint an abstraction in a added absolute and actual way after charge of boundless account or detail. On the added duke if the account or beheld is not intelligently crafted than it may abort to accord the absolute account and appropriately the thoughts and account may be mis-communicated. So there is charge to actualize videos for video marketing in a bright and actual manner.

The adroitness and adeptness to innovate is the key in this field. You may go in for activated videos or absolute activity videos. It can absolutely be acclimated as a able average to allure absorbed buyers into your bazaar base. As per the statistics added than 9 out of 10 bodies would appetite to watch videos rather than account articles. And addition analysis reveals that video marketing has added than 60% of the barter than the added channels of advice in the internet marketing.

It is important that the videos which you actualize are fabricated in acceptable affection and actual format. There are a lot of amusing video administration sites like Yahoo video and YouTube by Google accumulation which can actualize a lot of advertising about your videos. You aloof charge to allotment and upload your videos on these sites, If your videos accept acceptable agreeable and are affably adorning and interesting, bodies would be added than animated to allotment them with others. In this way there would be immense acceptance of your video. The added cardinal of bodies watch your video greater would be the sales of your product.

Viral video marketing is absolutely a abundant way to breed the acuteness and abstraction abaft your artefact to beyond to a added audience.

Internet Marketing Definitions page 5

2009-06-16T14:32:00.000-07:00

Text ad : advertisement using text-based hyperlinks.

Text link exchange : network where participating sites display text ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.

Title tag : HTML tag used to define the text in the top line of a Web browser, also used by many search engines as the title of search listings.

Top 10 : the top ten search engine results for a particular search term.

Trick banner : a banner ad that attempts to trick people into clicking, often by imitating an operating system message.

URL : location of a resource on the Internet .

Vertical banner : a banner ad measuring 120 pixels wide and 240 pixels tall.

Viral marketing : marketing phenomenon that facilitates and encourages people to pass along a marketing message.

Web browser : a software application that allows for the browsing of the World Wide Web.

Web design : the selection and coordination of available components to create the layout and structure of a Web page.

Web directory : organized, categorized listings of Web sites.

Web hosting : the business of providing the storage, connectivity, and services necessary to serve files for a website.

Web ring : a means for navigating a group of related sites primarily by going forward and backward.

Web site traffic : the amount of visitors and vists a Web site receives.

Web site usability : the ease with which visitors are able to use a Web site.

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Internet Marketing Definitions page 4

2009-06-15T04:47:00.000-07:00

Rate card : document detailing prices for various ad placement options.

Reciprocal links : links between two sites, often based on an agreement by the site owners to exchange links.

Rectangle ad : any one of the large, rectangular banner sizes suggested by the IAB.

Rep firm : ad sales partner specializing primarily in single-site sales.

Return days : the number of days an affiliate can earn commission on a conversion (sale or lead) by a referred visitor.

Rich media : new media that offers an enhanced experience relative to older, mainstream formats.

Run of network (RON) : ad buying option in which ad placements may appear on any pages on sites within an ad network.

Run of site (ROS) : ad buying option in which ad placements may appear on any pages of the target site.

Search engine : a program that indexes documents, then attempts to match documents relevant to the users search requests.

Search engine optimization ( SEO ) : the process of choosing targeted keyword phrases related to a site, and ensuring that the site places well when those keyword phrases are part of a Web search.

Search engine spam : excessive manipulation to influence search engine rankings, often for pages which contain little or no relevant content.

Search engine submission : the act of supplying a URL to a search engine in an attempt to make a search engine aware of a site or page.

Search spy : a perpetually refreshing page that provides a real-time view of actual Web searches.

Self-serve advertising : advertising that can be purchased without the assistance of a sales representative.

Shopping cart : software used to make a site's product catalogue available for online ordering, whereby visitors may select, view, add/delete, and purchase merchandise.

Sig file : a short block of text at the end of a message identifying the sender and providing additional information about them.

Site search : search functionality specific to one site.

Skyscraper ad : an online ad significantly taller than the 120x240 vertical banner.

Spam : inappropriate commercial message of extremely low value.

Splash page : a branding page before the home page of a Web site.

Sponsorship : advertising that seeks to establish a deeper association and integration between an advertiser and a publisher, often involving coordinated beyond-the-banner placements.

Stickiness : the amount of time spent at a site over a given time period.

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Internet Marketing Definitions page 3

2009-05-20T15:48:00.000-07:00

Keyword : a word used in a performing a search.

Keyword marketing : putting your message in front of people who are searching using particular keywords and keyphrases.

Keyword research : the search for keywords related to your Web site, and the analysis of which ones yield the highest return on investment (ROI).

Keywords tag : META tag used to help define the primary keywords of a Web page.

Manual submission : adding a URL to the search engines individually by hand .

Marketing plan : the part of the business plan outlining the marketing strategy for a product or service.

Media kit : a resource created by a publisher to help prospective ad buyers evaluate advertising opportunities.

Navigation : that which facilitates movement from one Web page to another Web page.

Pay per click (PPC) : online advertising payment model in which payment is based solely on qualifying click-throughs .

Pay per click search engine (PPCSE) : search engine where results are ranked according to the bid amount and advertisers are charged only when a searcher clicks on the search listing.

Pay per lead (PPL) : online advertising payment model in which payment is based solely based on qualifying leads.

Pay per sale (PPS) : online advertising payment model in which payment is based solely based on qualifying sales.

Permission marketing : marketing centered around getting customer's consent to receive information from a company.

Pop-under ad : an ad that displays in a new browser window behind the current browser window.

Pop-up ad : an ad that displays in a new browser window.

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Internet Marketing Definitions page 2

2009-05-19T13:50:00.000-07:00

Deep linking : linking to a web page other than a site's home page .

Description tag : an HTML tag used by Web page authors to provide a description for search engine listings.

Email : the transmission of computer-based messages over telecommunication technology .

Email marketing : the promotion of products or services via email.

Email spam : unwanted, unsolicited email .

Favicon : a small icon that is used by some browsers to identify a bookmarked Web site.

Forum : an online community where visitors may read and post topics of common interest.

House ad : self-promotional ad a company runs on their own site/network to use unsold inventory.

HTML banner : a banner ad using HTML elements, often including interactive forms instead of (or in addition to) standard graphical elements.

HTML email : email that is formatted using Hypertext Markup Language, as opposed to plain text email.

Incentivized traffic : visitors who have received some form of compensation for visiting a site.

Interactive agency : an agency offering a mix of Web design/development, Internet advertising/marketing, or E-Business/E-Commerce consulting.

JavaScript : a scripting language developed by Netscape and used to create interactive Web sites.

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Internet Marketing Definitions page 1

2009-05-05T13:59:00.000-07:00

Ad blocking : the blocking of Web advertisements, typically the image in graphical Web advertisements.

Advertising network : a network representing many Web sites in selling advertising, allowing advertising buyers to reach broad audiences relatively easily through run-of-category and run-of-network buys.

Banner advertisement : a graphical web advertising unit, typically measuring 468 pixels wide and 60 pixels tall (i.e. 468x60).

Banner exchange : network where participating sites display banner ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites

Business hosting : Web hosting geared towards the mission-critical functions demanded by business-class customers.

Button advertisements : a graphical advertising unit, smaller than a banner ad.

Button exchange : network where participating sites display button ads in exchange for credits which are converted (using a predetermined exchange rate) into ads to be displayed on other sites.

Caching : the storage of Web files for later re-use at a point more quickly accessed by the end user.

Click-through rate (CTR) : The average number of click-throughs per hundred ad impressions, expressed as a percentage .

Cascading style sheets (CSS) : a data format used to separate style from structure on Web pages.

Cost-per-action (CPA) : online advertising payment model in which payment is based solely on qualifying actions such as sales or registrations.

Cost per click (CPC) : the cost or cost-equivalent paid per click-through.

CPM : cost per thousand impressions.

Customer acquisition cost : the cost associated with acquiring a new customer.

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Internet Marketing Definitions

2009-05-05T13:56:00.000-07:00

Internet Marketing Definitions

Thousands of " Internet Marketing Definitions "

HERE

Definition of Marketing Automation

2009-04-16T03:56:00.000-07:00

Marketing Automation is the use of software to automate marketing processes such as customer segmentation, customer data integration (CDI), and campaign management. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient, and makes some new processes possible. Marketing automation is an integral component of customer relationship management (CRM) .

What is the meaning of (CDI) ?

Customer data integration (CDI) is the process of consolidating and managing customer information from all available sources, including contact details, customer valuation data, and information gathered through interactions such as direct marketing. Properly conducted, CDI ensures that all relevant departments in the company have constant access to the most current and complete view of customer information available. As such, CDI is an essential element of customer relationship management (CRM) .

Although many companies have been gathering customer data for a good number of years, it hasn't always been managed very effectively. As a result, companies may maintain outdated, redundant, and inconsistent customer data. According to a Forrester Research report, although 92% of companies surveyed believe having an integrated view of customer data is either "critical" or "very important," only 2% have actually managed to achieve that goal.

What is the meaning of (CRM) ?

CRM (customer relationship management) is an information industry term for methodologies, software, and usually Internet capabilities that help an enterprise manage customer relationships in an organized way. For example, an enterprise might build a database about its customers that described relationships in sufficient detail so that management, salespeople, people providing service, and perhaps the customer directly could access information, match customer needs with product plans and offerings, remind customers of service requirements, know what other products a customer had purchased, and so forth.

Many organizations turn to CRM software to help them manage their customer relationships. CRM technology is offered on-premise, on-demand or through Software as a Service (SaaS) CRM, depending on the vendor. Recently, mobile CRM and the open source CRM software model have also become more popular.

Marketing Automation

2009-04-10T15:19:00.000-07:00

Marketing Automation

Marketing Automation's definition :

Marketing Automation is the use of Information Technology solutions to automate marketing processes such as Marketing Planning and Budgeting, Lead Management , Campaign Management, Interaction Management, Marketing Resource Management , Analytics and reporting, and other functional and vertical aspects of marketing functionality .

Marketing Automation help to improve the effectiveness and efficiency of marketing work , The use of marketing automation makes routine processes that would otherwise have been performed manually much more efficient, and makes some new processes possible. Marketing Automation solutions are supplied either is an integral part of either an Customer Relationship Management (CRM) systems or Commercial operations management solution, or as a stand-alone Enterprise Marketing Management (EMM) systems.

Marketing automation works best when the message is relevant. Every customer has a distinctive combination of preferences, interests and demands that make them unique. The closer you come to addressing the uniquely triggered needs in your marketing communications, the greater the likelihood that you will convert prospects into customers .

تاريخ المزيج التسويقي

2009-04-10T05:21:00.000-07:00

تاريخ المزيج التسويقي

/ تاريخ المزيج التسويقي

أصبح مصطلح المزيج التسويقي مصطلح ذات شهرة بعد ان قام نيل برودين بنشر مقالته عام 1964 م بعنوان مفهوم المزيج التسويقي ، و كان نيل برودين قد بدأ في استخدام مصطلح المزيج التسويقي في أواخر عم 1940 م وذلك بعدما

. قام جيمس كيوليتون بوصف مدير التسويق بأنه خليط أو مزيج من المكونات

ومكونات المزيج التسويقي عند برودين تشتمل علي : تخطيط النتج ، التسعير ، العلامات التجارية ، قنوات التوزيع ، البيع الشخصي ، الاعلان ، الترويج ، التعبئة ، التغليف ، العرض ،تقديم الخدمات المادية ، المناولة ، تقصي الحقائق

. وتحليلها

.... 4P's إلي أن جاء جيروم مكارثي لاحقا وجمع كل هذه المكونات في أربع فئات والتي عرف اليوم باسم

(السعر ، المنتج ، الترويج ، والمكان )

المزيج التسويقي

2009-04-09T04:39:00.000-07:00

المزيج التسويقي

The Marketing Mix

. يعد مصطلح المزيج التسويقي من أشهر المصطلحات التسويقية علي الاطلاق ، و المزيج التسويقي من اهم العناصر في الخطط التسويقية ومهم لكل دارسي علم التسويق
. وكلمة مزيج لم تأتي من فراغ ولكن السبب قيها هو المزيج التسويقي يتكون من مجموعة من العناصر تكمل بعضها البعض
مفهوم مبسط للمزيج التسويقي
أي شئ له عناصر مكونه له ومكمله بعضها لبعض تنتج مزيج ، اي ان المزيج ما هو الا مجموعة من العناصر المكمله بعضها لبعض ومثال علي ذلك

{الخبز ، الشاي ، الكيك }

. الخبز يحتوي علي : دقيق ، ماء ، خميرة ، ملح
. الشاي يحتوي علي : شاي ، ماء ، سكر
. الكيك يحتوي علي : دقيق ، ماء ، بيض ، سكر
بمعني عند مزج العناصر المكونه للشاي يتنج لنا الشاي و عن طريق هذه العناصر نتحكم في الشكل النهائي للشاي فزيادة الكميه من عنصر
ما او تقليلها يؤثر علي الشكل النهائي للشاي
وعناصر المزيج التسويقي هي
المنتج
السعر
المكان
الترويج
4P's ويطلق علي عناصر المزيج التسويقي
P وذلك لأن كل عنصر من نذه العناصر يبدا بحرف
المنتج Product
السعر Price
المكان Place
الترويج Promotion

التسويق

2009-04-08T13:20:00.000-07:00

التسويق

الــتــســويــــق

هو مجموعة العمليات أو الأنشطة التى تعمل على أكتشاف رغبات العملاء و تطوير مجموعة من المنتجات أو الخدمات التى تشبع رغباتهم و تحقق للمؤسسة الربحية خلال فترة مناسبة

وعندما نسمع كلمة تسويق قد ياتي في ذهننا مفاهيم كثيرة نظن انها مهمة التسويق ولكن

التسويق لا يعني الأعلان : يقول فيليب كوتلر في كتابه (كوتلر يتحدث عن التسويق ) "من أكثر أنواع البلبلة شيوعا ً هي النظرة إلى التسويق و البيع على أنهما شيء واحد ، وليس هذه نظرة الكثيرين من عامة الناس بل نظرة العديد من رجال الأعمال ، إن البيع جزء من التسويق غير أن التسويق يشمل أشياء أكثر من البيع ويمكننا أن نشبه البيع على أنه القشرة الخارجية للتسويق

التسويق لا يعني البريد المباشر : الكثير من الشركات تظن أنها تستطيع الحصول على الحجم الذي تحتاجه من التجارة بالبريد المباشر ، ولعل شركات الطلبيات البريدية محقة في ذلك ، ولكن معظم الشركات تحتاج إلى وفرة من أسلحة التسويق الأخرة لدعم البريد المباشر و لإنجاح البريد المباشر

التسويق لا يعني المنشورات الدعائية : تتسابق معظم الشركات لإنتاج منشور دعائي عن المنافع التي يوفرونها ، ثم يثنون على أنفسهم لإبداع منشور عالي الجودة . فهل ذلك المنشور هو التسويق ؟ إنه جانب مهم من جوانب خطتك عندما يمتزج بعشرة أو خمسة عشرة جزءاً مهما ً ؛ وليس بمفرده تماماً

إذا كان التسويق لا يعني البيع أو الإعلان أو البريد المباشر أو المنشورات الدعائية اذا

ماذا يعني التسويق ؟؟؟

للتسويق تعريفات كثيره ومنها

****

نظام متكامل من أنشطة الأعمال المتفاعلة التي تستهدف تخطيط وتسعير وتوزيع وترويج السلع والخدمات التي تشبع حاجات ورغبات العملاء الحاليين والمرتقبين

****

التسويق هو عبارة عن عملية يهتم بتحديد رغبة ما عند العميل و العمل على تلبية هذه الرغبة

****

قال فيليب كوتلر/ التسويق عملية إدارية اجتماعية يحصل بموجبها الأفراد والمجموعات على ما يحتاجون، ويتم تحقيق ذلك من خلال إنتاج وتبادل المنتجات ذات القيمة مع الآخرين

Privacy Policy for four-ps.blogspot.com

2009-03-23T05:22:00.000-07:00

Privacy Policy for four-ps.blogspot.com/

If you require any more information or have any questions about our privacy policy, please feel free to contact us by email at ma_researches@yahoo.com.

At four-ps.blogspot.com/, the privacy of our visitors is of extreme importance to us. This privacy policy document outlines the types of personal information is received and collected by four-ps.blogspot.com/ and how it is used.

Log Files
Like many other Web sites, four-ps.blogspot.com/ makes use of log files. The information inside the log files includes internet protocol ( IP ) addresses, type of browser, Internet Service Provider ( ISP ), date/time stamp, referring/exit pages, and number of clicks to analyze trends, administer the site, track user’s movement around the site, and gather demographic information. IP addresses, and other such information are not linked to any information that is personally identifiable.

Cookies and Web Beacons
four-ps.blogspot.com/ does use cookies to store information about visitors preferences, record user-specific information on which pages the user access or visit, customize Web page content based on visitors browser type or other information that the visitor sends via their browser.

Some of our advertising partners may use cookies and web beacons on our site. Our advertising partners include Google Adsense, .

These third-party ad servers or ad networks use technology to the advertisements and links that appear on four-ps.blogspot.com/ send directly to your browsers. They automatically receive your IP address when this occurs. Other technologies ( such as cookies, JavaScript, or Web Beacons ) may also be used by the third-party ad networks to measure the effectiveness of their advertisements and / or to personalize the advertising content that you see.

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You should consult the respective privacy policies of these third-party ad servers for more detailed information on their practices as well as for instructions about how to opt-out of certain practices. four-ps.blogspot.com/'s privacy policy does not apply to, and we cannot control the activities of, such other advertisers or web sites.

If you wish to disable cookies, you may do so through your individual browser options. More detailed information about cookie management with specific web browsers can be found at the browsers' respective websites.

Marketing Definitions (2)

2009-02-17T11:52:00.001-08:00

(2)

B2B : It mean "Business to Business." A business that markets its products or services to other businesses.

B2C : It mean "Business to Consumer." A business that markets its services or products to consumers.

Balance Of Payments : A record of all the economic transactions between a country and the rest of the world. For the world as a whole, theoretically, imports must equal exports. The balance of payments can be divided into the so-called current account and capital account. The current account is for goods and services, the capital account is for money and investments.

Balance Of Trade : The balance of merchandise imports and exports.

Bar Code : An information technology application that uniquely identifies various aspects of product characteristics as well as additional information regarding delivery and handling instructions.

The information is read by scanning devices and greatly increases the speed, accuracy, and productivity of the distribution process.

Brainstorming : A group method of problem solving, used in product concept generation. It is sometimes thought to be an open, free-wheeling idea session, but more correctly is a specific procedure developed by Alex Osborn, with precise rules of session conduct. Now it has many modifications in format of use, each variation with its own name.

Branch House : An establishment maintained by a manufacturer, separate from the headquarters establishment and used primarily for the purpose of stocking, selling, delivering, and servicing the manufacturer's product.

Branch House Wholesaler : A national, regional, or sectional wholesaler who operates a number of variously located establishments to provide better customer service in all parts of the territory covered. It differs from a chain wholesaler in that each branch is closely supervised as an extension of the main wholesale house.

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Marketing Definitions (1)

2009-02-17T02:39:00.000-08:00

(1)

Above-The-Line Cost : Any cost involved in the advertising production process that is specifically listed in the budget .

Acceptable Price Range : The prices that buyers are willing to pay for goods or services .

Adaptation : The process of adjusting to environmental stimuli such that the stimuli become less noticed .

Adaptation Pricing Policy : Pricing for the rest of the world of adapting home country prices to local competitive and market circumstances. It also is known as polycentric pricing policy.

Agency Cost : The dollar reduction in welfare experienced by the principal due to the inherent nature of the agency relationship with management.

Anchor : The reference price or reference product in consumers comparisons.

Below-The-Line Cost : Any cost in the advertising production process that is not specifically itemized in the production budget .

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Marketing Definitions

2009-02-17T01:38:00.000-08:00

From here you can find a lot of Marketing Definitions

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Marketing Definitions

Product Mix .

2009-01-09T13:44:00.000-08:00

Marketing has marketing mix , and promotion has promotion mix also product has product mix .
Product Mix is all the products offered for sale by an organisation , and Product Mix also mean the variety of product lines that a company produces, or that a retailer stocks . Product mix is sometimes called product assortment.
In product line we have four qualities ( length , breadth , depth and consistency ) .

Length : mean the number of products in the product line .
Breadth : mean the number of product lines that a company offers .
Depth : mean the different varieties of product in the product line .
Consistency : the relationship between products in their final destination .

In usual Product mix refers to the ( length,breadth,depth and consistency ) of product line .

History of Marketing Research. Part Two

2009-01-04T14:21:00.000-08:00

History of Marketing Research

From 1940 to 1960 .

In 1940
1930-1940. Interest in research turned to statistical methodology. Quantitative rather than qualitative information was emphasized, particularly for use in analysis of factors affecting sales and in the setting of sales quotas.

In 1950
1940-1950. The refinement of statistical techniques and with the growing interest in research methodology drawn from other social sciences. Attention was given to sampling theory and to multivariate and correlation methods.

In 1960
1950-1960. Emphasis placed upon managerial decision making in marketing analyses of consumer motivation and use of concepts developed in related behavioral sciences.

History of Marketing Research. Part One

2009-01-04T13:18:00.000-08:00

History of Marketing Research .

From 1910 to 1930 .

In 1910
The practice of marketing research began about 1910 as result of a growing demand for accurate knowledge of marketing and of an increasing application of the methods of science to marketing management .

In 1911
In 1911 Charles Coolidge Parlin gathered information useful to businessmen were unskilled in interpreting them . And he called his proposed operation “Commercial Research.”
His first study was of the agricultural implement industry resulted in a 460 page report, which is credited with being the first marketing research study

in 1912
In 1912, Charles Coolidge Parlin he made second study . He visited all cities over 50,000 population to estimate the volume of business done in department stores, wholesale dry goods establishments, and principal merchant tailoring operations. That resulted in a second report entitled “Department Store Lines.” He stated in that study that “The Consumer Is King” which became a slogan throughout the period of the consumer movement.

In 1914
Charles’s third study was in the first census of distribution. In 1914, he published another study, “Automobiles,” pointing out possible successful lines and prices. The studies undertaken by Parlin made commercial fact finding a profession.

In 1920
From 1910 to 1920, The growing size of business establishments, particularly in the distributive trades, focused interest on measures of internal activity and encouraged research in operating statistics and other internal data.

In 1930
From 1920 to 1930, Focus of attention on markets, resulting form the introduction of new products, growth of new types of marketing establishments, and their uncertainty of consumer buying habits.

The Promotion Mix

2008-12-30T09:01:00.000-08:00

The Promotion Mix

Let us look to each element of the promotion mix elements , in more detail
Remember Promotion objectives are : sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.
The elements of the promotions mix are:
1- Personal Selling :

Personal Selling is an effective way to manage personal customer relationships. The sales person acts on behalf of the organization. They tend to be well trained in the approaches and techniques of personal selling. However sales people are very expensive and should only be used where there is a genuine return on investment. For example salesmen are often used to sell cars or home improvements where the margin is high.
2- Sales Promotion :

Sales promotion tend to be thought of as being all promotions apart from advertising, personal selling, and public relations. or Buy One Get One Free. Others include coupling, money-off promotions, competitions, free accessories (such as free blades with a new razor), introductory offers (such as buy digital TV and get free installation), and so on. Each sales promotion should be carefully cost and compared with the next best alternative.
3- Public Relations (PR) :

Public Relations is defined as 'the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics' (Institute of Public Relations). It is relatively cheap, but certainly not cheap. Successful strategies tend to be long-term and plan for all eventualities. All airlines exploit PR; just watch what happens when there is a disaster. The pre-planned PR machine clicks in very quickly with a very effective rehearsed plan.
4- Direct Mail :

Direct mail is very highly focussed upon targeting consumers based upon a database. As with all marketing, the potential consumer is 'defined' based upon a series of attributes and similarities. Creative agencies work with marketers to design a highly focussed communication in the form of a mailing. The mail is sent out to the potential consumers and responses are carefully monitored. For example, if you are marketing medical text books, you would use a database of doctors' surgeries as the basis of your mail shot.
5- Trade Fairs and Exhibitions :

Such approaches are very good for making new contacts and renewing old ones. Companies will seldom sell much at such events. The purpose is to increase awareness and to encourage trial. They offer the opportunity for companies to meet with both the trade and the consumer. Expo has recently finish in Germany with the next one planned for Japan in 2005, despite a recent decline in interest in such events.
6- Advertising :

Advertising is a paid for communication. It is used to develop attitudes, create awareness, and transmit information in order to gain a response from the target market. There are many advertising 'media' such as newspapers (local, national, free, trade), magazines and journals, television (local, national, terrestrial, satellite) cinema, outdoor advertising (such as posters, bus sides).
7- Sponsorship :

Sponsorship is where an organization pays to be associated with a particular event, cause or image. Companies will sponsor sports events such as the Olympics or Formula One. The attributes of the event are then associated with the sponsoring organization.

Marketing Mix ( Promotion ) .

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Marketing Mix

Promotion

One of the four elements in marketing mix is ( PROMOTION ) .

Promotion includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, brand, or company .
That mean promotion includes all of the tools available to the marketer for marketing communication .

Promotion is generally sub-divided into two parts:

Above the line promotion: Promotion in the media (e.g. TV, radio, newspapers, Internet and Mobile Phones) in which the advertiser pays an advertising agency to place the ad
Below the line promotion: All other promotion. Much of this is intended to be subtle enough for the consumer to be unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows .

Marketing has marketing mix , also promotion has promotion mix .
as we said that marketing mix elements like cake mix , the same way with promotion mix .
The basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different. It is the same with promotions. You can 'integrate' different aspects of the promotions mix to deliver a unique campaign.

The elements of the promotions mix are:
1- Personal Selling.
2- Sales Promotion.
3- Public Relations.
4- Direct Mail.
5- Trade Fairs and Exhibitions.
6- Advertising.
7- Sponsorship.

Promotion objectives are :sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image.

Marketing Mix ( Place )

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Marketing Mix

PLACE

Another element of Marketing Mix is Place.

What is The concept of PLACE ?
Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet .

Distribution Channel comprises a set of institutions which perform all of the activities utilised to move a product and its title from production to consumption.

There are six basic channel decisions:

Do we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via a wholesaler).
Cumulative length of the multiple channels.
Types of intermediary .
Single or multiple channels.
Which companies as intermediaries to avoid 'intrachannel conflict' (i.e. infighting between local distributors).
Number of intermediaries at each level (e.g. how many retailers in Southern Spain).

Marketing Mix ( Product )

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Marketing Mix

PRODUCT

One of the four elements in marketing mix is ( PRODUCT ) .
What is The concept of product ?

The product is the end result of the manufacturing process, to be offered to the marketplace to satisfy a needs .

Raw Materials
Manufacturing Process
Product

That mean we take raw materials put it in manufacturing process to mix these materials , and produce new material we call it a product .

We will use simple example to know what is product mean ? ..
If you need to make a cup of tea , you will use ( tea , sugar and water ) let's call these elements ( raw materials ) , then you will boil the water and mix tea , sugar and water ( raw materials ) .
Let's call mixing process ( Manufacturing Process ) .
After manufacturing process you will have cup of tea and we will call these ( product ).
The product is the end result of the manufacturing process, to be offered to the marketplace to satisfy a needs ..
That mean the firms produce product to satisfy consumer needs .
And that is the Target of Marketing .

Concepts of Marketing .

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Concepts of Marketing .

There are many definitions of marketing e.g :

Kotler
Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others .

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CIM

( The Chartered Institute of Marketing )

Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably .

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Palmer

Marketing is essentially about marshalling the resources of an organization so that they meet the changing needs of the customer on whom the organization depends .

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Bartles

Marketing is the process whereby society, to supply its consumption needs, evolves distributive systems composed of participants, who, interacting under constraints - technical (economic) and ethical (social) - create the transactions or flows which resolve market separations and result in exchange and consumption.

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Cohen

Implementation of the marketing concept [in the 1990's] requires attention to three basic elements of the marketing concept. These are: Customer orientation; An organization to implement a customer orientation; Long-range customer and societal welfare.

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Jobber

The achievement of corporate goals through meeting and exceeding customer needs better than the competition.

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Barwell

This customer focused philosophy is known as the 'marketing concept'. The marketing concept is a philosophy, not a system of marketing or an organizational structure. It is founded on the belief that profitable sales and satisfactory returns on investment can only be achieved by identifying, anticipating and satisfying customer needs and desires.

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Drucker

Marketing is not only much broader than selling, it is not a specialized activity at all It encompasses the entire business. It is the whole business seen from the point of view of the final result, that is, from the customer's point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.
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The better definitions are focused upon customer orientation and satisfaction of customer needs ..

Firms and Consumers .

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Firms And Consumers

let's ask our selfs two questions :
1 - What do consumers want ?
2 - What do firms want ?
to answer first question ( What do consumers want ? ) , We should consider our selfs as consumers , so what do we want ?
If we want to buy a product any product , how do we choose product among other products ?
we will want ( High Quality ) ( Suitable Price ) and other things but quality and price both of them are most important for a lot of consumers ..
to answer the second question (What do firms want ? ) , We should consider our selfs as firms , so what do we want ?
if we want to produce a product or service , What is the target of firms ?
First target is achieve perfect profit , and that will happen if a big number of consumers bought our product .
so firms must know " consumers needs " to make her product harmony with consumer needs .

And these is consistent with the Marketing Concept .

The marketing concept .

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The Marketing Concept .

The marketing concept mean that firms should analyze the needs of their customers and then make decisions to satisfy those needs , and they must satisfy those needs better than other competitors .
In 1776 in The Wealth of Nations, Adam Smith wrote " The needs of producers should be considered only with regard to meeting the needs of consumers. " And this theory is consistent with the marketing concept . While this concept would not be adopted widely until nearly 200 years later.

Now we can say that Marketing mean that to know what are consumer needs and take our decisions to satisfy those needs . We should also know how competitors satisfy those needs and try to take decisions better than competitors took ...

To take good decisions ask yourself :

What are your consumers needs ?

How are your competitors satisfy consumers needs?

Then if you know the answer you will be able to take your decisions ...

Marketing Mix ( price ) .

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Marketing Mix

PRICE

What is The concept of price ?

price is a simple word we hear it a lot of times in a day and we hear it in a lot of places , we hear it in market , shops and in economic news .If you want to buy a quantity from food so you will give the seller a quantity from money and take quantity from food , here we call the quantity from money ( price ) .. In the most times the price which you pay it equiponderate what you took . I said that In the most times not at all times .
The concept of price is central to microeconomics where it is one of the most important variables in resource allocation theory (also called price theory).And as you read Price is also one of the four variables in the marketing mix that business people use to develop a marketing plan.

The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product. also it is the result of an exchange and from that trade we assign a numerical monetary value to a good, service or asset. If I trade 4 tomatoes for a carrot, the price of a carrot is 4 tomatoes. Inversely, the price of a tomato is 1/4 carrot.

In general terms price is the result of an exchange or transaction that takes place between two parties and refers to what must be given up by one party ( buyer ) in order to obtain something offered by another party ( seller ).

Pricing:This refers to the process of setting a price for a product, including discounts. The price need not be monetary it can simply be what is exchanged for the product or services ( time, energy, or attention )

Elements Of Marketing Mix ..

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Elements of Marketing Mix , as we said that Professor E. Jerome McCarthy, at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements .and this elements are :

1- Price .

2- Product .

3- Place .

4- Promotion .

It called also Four Ps , by this elements you can control your offers

And we will study each element alone ..

Marketing Mix .

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1- Concept of Marketing Mix :
The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's .
let me show you that the concept simple , Think about another common mix , Everything have elements become mix eg ( bread , tea . cake . etc. ... )
Tea Mix contain ( tea , water , sugar ) .
Bread Mix contain ( flour , water , yeast and salt ) .
Cake Mix contain ( flour , milk , eggs and sugar ) .
you can alter the final tea by altering the amounts of mix elements contained in it So for a sweet tea add more sugar!
that mean you can control in results by changing the amount of elements , the same thing in the Marketing Mix . The offer you make to you customer can be altered by varying the mix elements .

2- history of Marketing Mix :
The term "marketing mix" became popularized after Neil H. Borden published his article 1964 , The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the Four Ps (Price , Product , Promotion , Place ) .

Definitions of marketing .

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Definitions Of Marketing

After the introduction in 4 ps , maybe you didn't understand a lot of expressions as ( marketing , marketing mix .. etc ) , so it is important for beginners who want to learn marketing to know the meaning of marketing .
Marketing Is the set of processes or activities that work for the discovery of the wishes of customers and develop a range of products or services that satisfy the desires of the institution and achieve profitability during the period of time .
There are many definitions of marketing science will be remembered most important of these definitions: first u should know that " You must know that the marketing does not mean the Declaration . "- Marketing is a process that will determine interest in the client and work to meet this desire. - Social marketing management process that provides individuals and groups to what they need, and are achieved through the production and exchange-value products with others. "Philip Kotler" - Is the set of processes or activities that work for the discovery of the wishes of customers and develop a range of products or services that satisfy the desires of the institution and achieve profitability during the period of time.
All of this is simple definition about marketing and it was necessary to began in

" Marketing Study"

Introduction in 4 Ps .

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Introduction in 4 Ps

Maybe you heard about ( Four Ps ) or maybe you saw it in some articles , If you interesting in Marketing so you should know what is Four Ps mean .

In the early 1960s, Professor Neil Borden at Harvard Business School identified a number of company performance actions that can influence the consumer decision to purchase goods or services. Borden suggested that all those actions of the company represented a “Marketing Mix”.
" Marketing Mix " is the division of groups to make a particular product, by pricing, product, branding, place, and quality. Although some marketers have added other P's, such as personnel and packaging .
Professor E. Jerome McCarthy, at the Harvard Business School in the early 1960s, suggested that the Marketing Mix contained 4 elements: product, price, place and promotion.

Product: The product aspects of marketing deal with the specifications of the actual goods or services, and how it relates to the end-user's needs and wants. The scope of a product generally includes supporting elements such as warranties, guarantees, and support.

Pricing: This refers to the process of setting a price for a product, including discounts. The price need not be monetary - it can simply be what is exchanged for the product or services, e.g. time, energy, or attention.

Promotion: This includes advertising, sales promotion, publicity, and personal selling, branding and refers to the various methods of promoting the product, brand, or company.

Placement (or distribution): refers to how the product gets to the customer; for example, point-of-sale placement or retailing. This fourth P has also sometimes been called ( Place) .

These four elements are often referred to as the marketing mix, which a marketer can use to craft a marketing plan.