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Key Concepts in Enterprise Marketing

May 12, 2025

Enterprise Marketing Lecture Notes

Goal Setting

  • Definition: Establishing objectives to guide actions.

Marketing Strategy

  • Components:
    • Product
    • Price
    • Place
    • Promotion

Marketing Mix

  • As per W.J. Stanton, marketing mix consists of the four inputs:
    • Product
    • Price
    • Place
    • Promotion

Distribution Channels

  • Shortest Channel: Producer to consumer (Direct channel-zero level).
    • Involves no middlemen.

Sales Strategy Components

  • Plan to position the product/brand for competitive advantage.
  • Target market focus.
  • Knowledgeable sales personnel targeting consumers effectively.

Branding

  • Differentiates products/services from competitors.
  • Importance of Logo: Key for brand identity.

Tagline

  • Short sentence delivering a powerful message.
    • Example: Samsung's "Next is Now" for mobile launch.

Packaging

  • Provides competitive advantage, especially in consumer goods.
  • Functions include safety, moisture protection, appearance.

Labelling

  • Displays product-related information.

Advertising

  • Definition: Paid communication to create consumer desire.
  • Purpose: Target and persuade potential customers.

Negotiation

  • Process for mutually acceptable solutions among parties with different goals.

Customer Relationship Management (CRM)

  • Manages customer information to improve loyalty.

Business Failure Indicators

  • Cessation of operations due to financial or operational issues.

Promotion Strategies

  • ATL (Above-the-line): Mass media channels.
  • BTL (Below-the-line): Targeted strategies.
  • TTL (Through-the-line): Combines ATL and BTL for broader reach.

SMART Goals

  • Specific: Well-defined.
  • Measurable: Trackable progress.
  • Attainable: Realistic targets.
  • Relevant: Market-relevant goals.
  • Time-Based: Set timelines.

Pricing Strategies

  • Penetration Pricing: Low initial price to attract customers.
  • Skimming Pricing: High initial price to recover costs quickly.

Brand Name Qualities

  • Easy to pronounce.
  • Attention-grabbing.
  • Pleasant sounding.

Advertising Rules

  • Aim, Target, Media, Competitors.

AIDA Model

  • Attention, Interest, Desire, Action: Stages of consumer engagement through advertising.

Salesperson Roles

  • Persuasive communicator.
  • Service provider.

Public Relations

  • Maintains mutual understanding between company and public.

Vendor vs. Employee Management

  • Employee management focuses on HR.
  • Vendor management involves outsourcing and contracts.

ATL vs. BTL Advertising

  • ATL: Mass audience, hard to measure.
  • BTL: Targeted audience, easy to measure.

Public Relations Tools

  • Publications, events, sponsorship.

CRM Benefits

  • Centralized data access.
  • Improved collaboration and automated processes.

Vendor Management

  • Involves finding, evaluating, and working with vendors effectively.

Additional Notes:

  • Case studies and examples provided throughout the lecture.
  • Emphasis on practical application of marketing concepts.