All About Marketing

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Part 1. Introduction-- Marketing Art or Science? ............................................................................. 2 1.2. Marketing Defined...................................................................................................................... 2 1.3 The Traditional 4Ps of Marketing................................................................................................. 2 1.4 Marketing as a Commodity .......................................................................................................... 3 Table 1 – Increase in Consumer Choice .............................................................................. 3 1.5 Marketing’s History and Evolution ............................................................................................. 3 Chart 1 – the Evolution of Marketing .................................................................................... 3 1.6 Marketing Works .......................................................................................................................... 3 1.7 Conclusion— Marketing Art or Science....................................................................................... 4 Part 2 – Marketing’s Progression ....................................................................................................... 4 2.1 Management - Brief History ........................................................................................................ 4 2.2 The 1980’s Environment............................................................................................................. 4 2.2.1 Nike rises in the 80’s ........................................................................................................ 5 2.2.2 Consumer Expenditure Survey ........................................................................................ 5 2.2.3 The Plight of U.S. Automakers......................................................................................... 6 2.3 Lessons Learned-- Emergence from the 1980’s ....................................................................... 6 Chart 2 – U. S. Passenger Car Market................................................................................. 6 2.3.1 Progression to the 1990’s ................................................................................................ 6 2.4 The Consequences–................................................................................................................... 7 2.5 Marketing’s Reputation ............................................................................................................... 7 2.6 U.S. Advertising Spending –Ad-Spend....................................................................................... 7 Table 3 – U.S. Ad Spend by Industry ................................................................................... 8 Table 4 U. S. Ad Spend by Company................................................................................... 8 Part 3. Current Trends – CRM and Metrics....................................................................................... 9 3.1 Is CRM marketing’s latest trend?................................................................................................ 9 Tables 5 & 6 – AFLAC 2001 Annual Report....................................................................... 10 Part 3.2 Marketing Metrics Applied - AFLAC.................................................................................. 10 3.2.1 AFLAC Background - .................................................................................................... 10 3.2.2 Calculating Name Recognition ROI .............................................................................. 11 3.3.3 Did the duck pay? ........................................................................................................ 11 Table 7 AFLAC ROI Calculation ......................................................................................... 11 Part 4 Conclusions and Lessons Learned........................................................................................ 12

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