Marketing, The Mix, Branding and
Integrated Marketing Uses
By: Jillian Johns
3/23/2010
About Me:
Name: Jillian Johns
Major: Interpersonal Speech Communication
Minor: Entrepreneurship
Study Buddy: Matthew Giljahn
Course Objective 1: Create a well
established E-portfolio
Course Objective 2: Gain hands on
experience and understand how ORG COM
plays a role in the business world.
Career Goals: Manage my own business
Preview:
Strategic Organizational Communications
•Marketing
•Strategic planning vs. Marketing planning
•The Marketing Mix
•The four P’s
•Branding
•Relationship Marketing and the
Use of Marketing Databases
• Summary
•Concluding remarks
Objective:
•Developing an awareness of professional
responsibilities for strategic organizational
communication
What is Marketing?
• Management process that bears responsibility for
communicating and implementing strategy
•Process through which companies create value for
customers and build strong customer relationships
• Brings about a change between an organization
and a customer
•Advertising is small component of the marketing
process
Strategic vs. Marketing Planning:
•Marketing plan supports
company strategic
planning with more
detailed planning for
specific marketing
opportunities.
• Looks as the companies
needs and the company’s
ability to satisfy them
•Then guide the company
mission or plan
Strategic planning
Marketing Planning
Where the ORG is
going over time
and how its getting
there
Necessary actions
to achieve one or
more marketing
objective
Focused on major
functions
Strategies for
reaching the unit’s
objective
The Marketing Mix:
• Professional marketing plans coordinates multiple
elements or “ingredients”
•
Prominent marketer Jerome McCarthy proposed a 4 P
classification in 1960
• Work together to achieve the marketing goals
• Blend of four “ingredients” or the four P’s
o PRODUCT
o PRICING
o PLACE
o PROMOTION
Think in terms of your cell phone
Endorsement: Luke Wilson
 AT&T vs. Verizon networks
Branding:
• Communication professionals= responsible for
branding
• Process of developing product or service naming
and identity statements that distinguish products or
services from competitor products or services
o In the form of a slogan about the product or service
http://www.youtube.com/watch?v=wMgGXBsHyRc
Relationship Marketing and the
Use of Marketing Databases:
• Long term relationships with customers
• “Responsibility between buyer and the seller that normally
results from interchanges and exchanges of information”
•Advances in technology allow companies to strengthen
the relationship
oCompile info about their customers from past
purchases and suggest new products (UPC code)
oEx: Facebook, online retail stores with
o “you may also like or suggested items”
• Put into marketing database used as a tool for integrated
marketing technique
oTarget communication to a specific audience
oEx: Retail stores ask you your E-mail address
Summary:
• Discussed Marketing differs from Advertising
o Strategic vs. Marketing planning
• The Marketing Mix
o Cell phone example
• Branding for your ORG
• Relationship Marketing and the Use of
databases
• QUESTIONS???
Concluding Message:
•Before we get out into the real world realize we can use
concepts discussed
oBranding: Make yourself different from another job
candidate
oYou’re a step ahead!
oawareness of professional responsibilities for strategic
organizational communication