Media Strategies & Marketing
1. Introduction: What is marketing?
Branding vs marketing
A brand:
Name, term, design or symbol or any other feature that identifies one seller’s goods or
service as distinct from those of other sellers
Branding:
Architecting and managing the meaning and experience of the brand with intention, in order
to create a lasting impression in the minds of customers
Branding → the act of communicating your positioning. Branding creates the context for how
you are perceived
Marketing → This is the act of promoting and selling your product. Marketing is how you get
your message out
Marketing:
The process by which companies engage customers, build strong customer relationships, and
create customer value in order to capture value from customers in return
2. Understand the marketing environment and the consumer
Sales person and marketing person are not always the same people
Marketing → how can I get my message across in a creative way
Sales → how do we make a profit
They have to work together
Branding Marketing Sales
What & why how On an individual level
Long term Short-term & long-term Focus on costumer
(short-term campaigns, where (one person tries to sell to
you look at the results and another person)
quickly change tactics)
Builds loyalty Generates action Leads
Create value Creates & monetizes value Profit
(whatever makes you go back to
that product)
, The marketing process – 5-step model
Understand Design a Construct an Engage Capture value
the costumer integrated costumers, from
marketplace value driven marketing build costumers to
and costumer marketing program that profitable create profits
needs and strategy delivers relationships and costumer
wants superior and create equity
value costumer
delight
customers
capture value
create value for costumers and build customer relationships from in return
What is the marketplace:
Market offerings: a product, experience, information, or services offered to a market to
satisfy needs and wants.
Bv. When you fly to your destination with Rainair you will have a different
experience than with Swissair
Bv. Providing people with information through marketing; to make you change
certain habits (see nudging)
→ nudging: make people change their habits by marketing
It is important not to lose sight of what people really want, it is not only about the aspects of
your product. They lose sight of the fact that maybe society isn’t waiting for your idea
→ don’t focus solely on your product = marketing myopia
A good marketer knows his market and its customers
, Self-
actualization:
achieving
one's full
potential,
• self fulfillment needs
including
creative
Esteem needs:
activities
prestige and
feeling of
• psychological needs
accomplishment
belongingness and love
needs: intimate • psychological needs
relaitonships, friends,...
safety needs: security, safety • basic needs
Physiological needs: food,
water,warmth,rest,...
• basic needs
* Abraham Maslow (pyramid of needs) psychology → marketing took this and uses this to
their advantage
NEEDS
Basic universal things we need to live and feel content
→ there are 3 different types of needs
- Basic needs
- Psychological needs
- Self-fulfillment needs
WANTS
A need becomes a want when there is culture involved or by your own personal preference.
Customer needs & wants
NEEDS
Basic universal things we need to live and feel
content.
→ the need for food; getting hungry
, WANTS
Needs shaped by culture and/or individual
personality. The result of certain preferences
→ wanting ramen or durum,…
DEMANDS
Human wants that are backed up by buying power.
If you are in the position to buy something
→ if you are in the position to buy that then wants become a demand
Marketing people must research customers and look into the marketing environment.
Marketing environment:
The actors and forces outside marketing that affect marketing management’s ability to build
and maintain successful relationships with target customers.
(whatever happens in and outside your organization)
3 levels in the marketing environment:
Macro
• contextual level
External
Meso • transactional
external level
Micro • Company
organisation
Internal level
Micro internal
The internal level, the organization level of your organization
→ Things that happen within the company that effect your marketing decisions.
Examples of those elements that can influence your decisions:
- Business management - Employees, stakeholders
- Research & development - Internal culture
- Finance & Accounting - Mission & vision
- Production - Sales policy
- HR
1. Introduction: What is marketing?
Branding vs marketing
A brand:
Name, term, design or symbol or any other feature that identifies one seller’s goods or
service as distinct from those of other sellers
Branding:
Architecting and managing the meaning and experience of the brand with intention, in order
to create a lasting impression in the minds of customers
Branding → the act of communicating your positioning. Branding creates the context for how
you are perceived
Marketing → This is the act of promoting and selling your product. Marketing is how you get
your message out
Marketing:
The process by which companies engage customers, build strong customer relationships, and
create customer value in order to capture value from customers in return
2. Understand the marketing environment and the consumer
Sales person and marketing person are not always the same people
Marketing → how can I get my message across in a creative way
Sales → how do we make a profit
They have to work together
Branding Marketing Sales
What & why how On an individual level
Long term Short-term & long-term Focus on costumer
(short-term campaigns, where (one person tries to sell to
you look at the results and another person)
quickly change tactics)
Builds loyalty Generates action Leads
Create value Creates & monetizes value Profit
(whatever makes you go back to
that product)
, The marketing process – 5-step model
Understand Design a Construct an Engage Capture value
the costumer integrated costumers, from
marketplace value driven marketing build costumers to
and costumer marketing program that profitable create profits
needs and strategy delivers relationships and costumer
wants superior and create equity
value costumer
delight
customers
capture value
create value for costumers and build customer relationships from in return
What is the marketplace:
Market offerings: a product, experience, information, or services offered to a market to
satisfy needs and wants.
Bv. When you fly to your destination with Rainair you will have a different
experience than with Swissair
Bv. Providing people with information through marketing; to make you change
certain habits (see nudging)
→ nudging: make people change their habits by marketing
It is important not to lose sight of what people really want, it is not only about the aspects of
your product. They lose sight of the fact that maybe society isn’t waiting for your idea
→ don’t focus solely on your product = marketing myopia
A good marketer knows his market and its customers
, Self-
actualization:
achieving
one's full
potential,
• self fulfillment needs
including
creative
Esteem needs:
activities
prestige and
feeling of
• psychological needs
accomplishment
belongingness and love
needs: intimate • psychological needs
relaitonships, friends,...
safety needs: security, safety • basic needs
Physiological needs: food,
water,warmth,rest,...
• basic needs
* Abraham Maslow (pyramid of needs) psychology → marketing took this and uses this to
their advantage
NEEDS
Basic universal things we need to live and feel content
→ there are 3 different types of needs
- Basic needs
- Psychological needs
- Self-fulfillment needs
WANTS
A need becomes a want when there is culture involved or by your own personal preference.
Customer needs & wants
NEEDS
Basic universal things we need to live and feel
content.
→ the need for food; getting hungry
, WANTS
Needs shaped by culture and/or individual
personality. The result of certain preferences
→ wanting ramen or durum,…
DEMANDS
Human wants that are backed up by buying power.
If you are in the position to buy something
→ if you are in the position to buy that then wants become a demand
Marketing people must research customers and look into the marketing environment.
Marketing environment:
The actors and forces outside marketing that affect marketing management’s ability to build
and maintain successful relationships with target customers.
(whatever happens in and outside your organization)
3 levels in the marketing environment:
Macro
• contextual level
External
Meso • transactional
external level
Micro • Company
organisation
Internal level
Micro internal
The internal level, the organization level of your organization
→ Things that happen within the company that effect your marketing decisions.
Examples of those elements that can influence your decisions:
- Business management - Employees, stakeholders
- Research & development - Internal culture
- Finance & Accounting - Mission & vision
- Production - Sales policy
- HR
