Join Drew Boyd for an in-depth discussion in this video Marketing in an organization, part of Marketing Foundations.
…So what is marketing?…The American Marketing Association, or…AMA, defines it as 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.…Well, that's quite a mouthful.…For me, marketing is simply this.…It's all about changing beliefs in the minds of customers.…
Every organization has customers,…regardless of whether you're a commercial for-profit firm, or a non-profit.…All companies must be seen as relevant to those customers if they want to survive.…Marketing then, is getting customers to believe that your products and services…are important, and that they deliver a better value than the competition's.…Smart companies see marketing as an investment.…That's because the marketing function may be the most critical in any organization.…
Marketing is how companies wage competitive battle in the marketplace.…If a company doesn't fight the good fight, it won't be around long.…Companies that excel at marketing not only survive, but they grow in value.…
You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Business Writing Principleswith Judy Steiner-Williams1h 32m Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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