Positioning 

 is the marketing activity and process of identifying a market problem or opportunity, and developing a solution based on market research, segmentation and supporting data. Positioning may refer the position a business has chosen to carry out their marketing and business objectives. Positioning relates to strategy, in the specific or tactical development phases of carrying out an objective to achieve a business' or organization's goals, such as increasing sales volume, brand recognition, or reach in advertising.

Generally, the brand positioning process involves:

1. Identifying the business's direct competition (could include players that offer your product/service amongst a larger portfolio of solutions)
2. Understanding how each competitor is positioning their business today (e.g. claiming to be the fastest, cheapest, largest, the #1 provider, etc.)
3. Documenting the provider's own positioning as it exists today (may not exist if startup business)
4. Comparing the company's positioning to its competitors' to identify viable areas for differentiation
5. Developing a distinctive, differentiating and value-based positioning concept
6. Creating a positioning statement with key messages and customer value propositions to be used for communications development across the organization
   

Promotion mix

 Promotion mix

Promotion mix is also called the marketing communications mix.communication is an important function in marketing,and constitutes one of the 4ps of marketing mix.ie,promotion,product,priceand place.it carries out the task of informing the target customers about the nature and type of products and services available,their unique features and benefits,uses ,prices and places they are available in.Marketing communications are pervasive in nature aimed at influencing the consumer behaviour in favour of acompanys product offerings.the marketing success of any product.

A specific combination of promotional methods used for one product or a family of products. Elements of a promotion mix may include print or broadcast advertising, direct marketing, personal selling, point of sale displays.

 

 

 

Guerrilla marketing 

It was originally a marketing strategy in which low-cost, unconventional means including the use of graffitti,  , flyer posting, etc. were used in a (generally) localized fashion to draw attention to an idea, product, or service. Today, guerrilla marketing may also include promotion through a network of individuals, groups, or organizations working to popularize a product or idea by use of such strategies as flash mobs, in ternet or marketing.

Guerrilla marketing was initially used by small and medium sized businesses, but it is increasingly being adopted by business. The concept of guerrilla marketing rises from an unconventional system of promotion that relies on patience, energy, and imagination rather than a big advertising budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, with consumers targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging, and thought-provoking concept to generate buzz.

Guerrilla marketing involves unusual approaches to advertising, such as targeted promotional-driven encounters in public places, street giveaways of products,  stunts, flash-mob presentations, or any unconventional marketing intended to get results and create a memorable brand experience. Modern approaches to guerrilla marketing often utilize mobile technologies. This enables advertisers to engage consumers emotionally, and often enough, to hopefully cause a campaign to turn viral, thereby realizing maximum returns on a relatively low initial investment.

rural marketing.

Marketing may aptly described as the process of defining,

anticipating and knowing customer needs, and organizing all the

resources of the company to satisfy them. In fact, satisfaction of

customer’s needs and wants provides the rationale for the firm’s

existence. Knowledge of consumer behavior, therefore, is vital for a firm

to achieve its marketing goals. The consumer’s behavior comprises the

acts, processes and social relationships exhibited by individuals, groups

and organizations in searching, obtainment, use of, and consequent

experience with products and services. An understanding and knowledge

of the motives underlying consumer behavior  helps a firm in seeking

better and more effective ways to satisfy its customers. It helps to select

appropriate sales and advertising strategies, and to plan marketing

programme in a more efficient manner.

 

Advantages and disadvantages of salesmanship

Advantages of salesmanship:

usually manufacturer produces things in anticipation of demand.Many of them also produce on mass scale.Salesmanship helps producers in following ways:

• It enables the produces to push their products in a competitive market.Efficient salesman are able to sell whatever the producers produce.
• It helps the producers to increase production.
• As production and sales increase,manufactures get more profit.
• Capacity of the industry increases.
• It also promotes goodwill of the firm.
• Salesmanship help customers to select right type articles.
• It never cheats them by supplying duplicate goods at higher prices.

  Disadvantages of salesmanship:

• Lack of knowledgeable and skilled salesman.
• Bad employers
• Little respect
• practices of fraud
• difficult job.

Consumer behaviour

Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour. 

It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general.

Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field.Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

Marketing strategy

Marketing strategy is the goal of increasing sales and achieving a sustainable competitive advantage. Marketing strategy includes all basic and long term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of the market oriented strategies and therefore contribute to the goals of the company and its marketing objectives.

Types of strategies:

Marketing strategies may differ depending on the unique situation ,of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below:

Strategies based on market dominance-In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies:

·       Leader

·       Challenger

·       Follower

·       Nicher

According to Shaw, Eric(2012). Marketing Strategy:Form the origin of the concept to the development of a conceptual framework.journal of historical research in marketing,there is a framework for marketing strategies.

Marketing mix

   The marketing mix is a business tool used in marketing and by the marketers. The marketing mix is often crucial when determining a product or brand’s offer, and is often associated with the four p’s:price,product,promotion,and place. In service marketing’ however’ the four PS are expanded to the seven p’s to address the different nature of services.

    In the 1990’the concept of four’s was introduced as a more customer-driven  replacement of four p’s. There  are  two  theories   based    on    four 

Cs: Lauterborn’s four Cs (consumer, cost, communication, convince) and Shimming four Cs (commodity, cost, communication, channel).

    In 2012, a new four p’s theory was proposed with people, processes, programs, and performance. In his paper ”the concept of the marketing mix”, Neil Borden reconstructed te history of the term “marketing mix “He started teaching the term after an associate < James Litton described the role of the marketing manager in 1948 as a “mixer of ingredients”, one who sometimes follows recipes prepared by others, sometimes prepares his own recipe as he goes along, sometimes adapts a recipe from immediately available ingredients, and at other times invents new ingredients no one else has tried.

Marketing management

Marketing management is a business decision which focuses on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. Globalization has led firms to market beyond the borders of their home countries, making international marketing highly significant and an integral part of a firm’s marketing strategy.

Marketing management employs various tools from economic and competitive strategy from economic and competitive strategy to analyze the industry context in which the firm operates. These include Porter’s five forces, analysis of strategic groups of competitors ,value chain analysis and others. Depending on the industry, the regulatory context may also be important to examine in detail.

In competitors analysis, marketers build detailed profiles of each competitor in the market, focusing especially on their relative competitive strengths and weaknesses using SWOT analysis. Marketing managers will examine each competitors cost structure, sources of profits, resources and competencies, competitive positioning and product differentiation, degree of vertical integration, historical responses to industry developments and other factors.

Introduction to Marketing:

 Marketing is the science of meeting the needs of a customer by providing valuable products to customers by utilizing the expertise of the organisation,at same time,to achieve organisational goals.According to the American Marketing Association.

   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. 

   with this definition,it is important to realize that the customer can be an individual user,a company ,or several people who contribute to the purchasing decisions.The product can be a hard good,a service,or even an idea-anything that would provide some value to the person who provide some value to the person who provides an exchange.An exchange is most often thought of as money,but could also be a donation of time or effort,or even a specific action.a producer is often a company,but could be an individual or non profit organisation.