From a high-level, the goal of a marketing strategy is to identify a target market and develop a marketing mix that will appeal to those potential customers. Decisions regarding the ideal marketing mix can be organized in terms of Price, Promotion, Product, and Price. However, the goal is not to just come up with a particular strategy, but rather to focus on providing value to your key market segments.
Trade promotion is any expenditure paid directly by a manufacturer to the trade or retail factors in a given industry as a set amount on a per unit basis or in payment for a merchandising value provided by the retailer.
- Source: Promotion Marketing Association (PMA)
Trade promotion is a key activity for all consumer marketing plans which encourages increased short-term sales by effectively decreasing the cost-per-item to the end consumer.
Over the past 10 years there has been a distinctive shift in Marketing activities; budgets are only being allocated to investments that can produce measurable returns, such as sales support and lead generation. In a time of Sarbanes-Oxley compliance, repeatable controls, processes, and policy & procedures, have been implemented to ensure accountability.
“A podcast is a collection of digital media files distributed over the internet using syndication feeds for playback on portable media players and personal computers.
Although podcasters’ web sites may offer direct download or streaming of their content, a podcast is distinguished by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added. This is done using an aggregator or feed reader capable of reading feed formats such as RSS (really simple syndication).”
Source - Wikipedia
Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase the product’s perceived value to the customer and thereby increase brand franchise and brand equity.
Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with present and future purchases of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product.
Over 70% of mid-sized organizations are currently involved in a website redesign initiative, or have one planned for this year. Before you go to your CFO to get some budget for this program, conduct a brief website effectiveness audit to build the need.
Organizational change provides the opportunity for organizations to build more focused, disciplined, and mature businesses. This opportunity comes with significant financial risk if changes are not planned and managed proactively.
Marketing has the unenviable reputation as the line of business that is not held accountable for achieving specific, measurable, bottom-line results. Finding a bean counter that does not view Marketing as a cost center - producing intangible results - is a daunting task.
