Basics of Marketing

The Themes:One – The Basics of Marketing – what is marketing – what is connectedness – what is customer creation – what is the marketing approach versus the sales approach – what is value creationTwo – Knowing Your Industry – what are the details of the industry you are studying (Primary industry of Apple is Consumer Electronics) – how is the industry changing – what are the major statistics of the industry (research databases)Three – Knowing the Marketing Mix – what are the major elements of the marketing mix as they apply to the company you are studying – hint, they start with the letter P and there are four of them – and we added a fifth – align the mix with the other elements we discussed that start with the letter C (Customer Solution)Four – Knowing your Product and the Brand – what efforts is your company making in the areas of product development – perhaps it needs to do more – at what stage is your brand in the product life cycle – what is your product’s brand vision, personality and position – the details