Top 5 Marketing Models - Free eBook in PDF Format

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Book Description - ISBN 971-1-32741-912-4 (36 Pages)
This free eBook describes five essential marketing models that will help you develop effective marketing campaigns. Using the most appropriate techniques as part of your decision-making will ensure that you develop the most effective marketing plan for your organization.

Chapter 1 - The 4 P’s Marketing Model
The 4 P’s of Marketing model enables you to better understanding your whole marketing process. It helps to match which products and services should be promoted to specific market segments. The 4 P’s are: Product, Place, Price, and Promotion.

Chapter 2 - The 4 C’s Marketing Model
In today’s market the customer is critical to your success and the 4 C’s Marketing Model helps you to view your marketing activities from your customers perspective. The 4 C’s stand for: Customer, Cost, Convenience and Communication. Each of these four topics plays a significant role in your organization’s overall marketing strategy.

Chapter 3 - Keller’s Brand Equity Model
Success of organizations often depends on the strength of their brand. Building your reputation is an essential part of any marketing communications plan. Keller’s Brand Equity model creates a four-tier a pyramid – with lowest tier being ‘Identity’ working up through ‘Meaning, then “response’ to the top tier ‘Relationships.’ Long-term success is based on building your organization’s pyramid solidly from the ground up.

Chapter 4 - The STP Model
Most products are sold to a specific group of people, referred to as a market segment, not to all consumers. Whilst this is easy to say it is harder to define the exact make-up of your market segment. This is the concept behind the STP Model, which stands for: Segmentation, Targeting, and Positioning. When you are able to target the right customers with the right message and positioning of your products or service success is closer. These three concepts play a significant role in marketing communications but need to be integrated into your overall plan.

Chapter 5 - Pricing Models
Organizations use pricing models to help identify the ‘best’ price at which to sell their product or service. Understanding how much a customer is prepared to pay is essential to success. The four pricing models described are: Cost-based Pricing, Market Pricing, Portfolio Pricing, and Freemium Pricing.

You will learn:
  • How to use the 4 P’s Marketing Model to match products and services to specific market segments.
  • How to use the 4 C’s Marketing Model to view your marketing activities from your customers perspective.
  • How Keller’s Brand Equity Model to keep you on target when building brand equity.
  • How the STP Model can help you to define the exact make-up of your market segments.
  • How to use Pricing Models to help you identify the ‘best’ price at which to sell your products and services.

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What is the 4 P’s Marketing Model?

  • You have to think logically and clearly about what you are offering to your customers before you can market your goods successfully.
  • The 4 Ps stand for: Product, Place, Price, and Promotion.
  • Your marketing needs to cover the name of the product, the brand that is selling it, the basic features it offers, and more.
  • Consumers have choices in just about every market today, so you need to be very clear as to why your product is superior.
  • Place refers to where the product is sold.
  • The easiest way to find your price point is by looking at similar products that are already for sale.
  • Promotion refers to how you are going to market your product and is influenced by the first three Ps.
  • The 4 Ps model can help you to put your products and/or services in front of the right people, at the right price, at the right time.


What is the 4 C’s Marketing Model?

  • The 4 Cs marketing model helps you to see things from the perspective of your customers.
  • In this model, the 4 Cs stand for: Customer, Cost, Convenience, and Communication.
  • Take as much time as possible to accurately identify your ideal customer and then build your marketing plans around the task of finding that customer.
  • How much is your ideal customer going to be willing to pay for your products?
  • Marketing means communicating effectively with your target audience and delivering a message that they will act on.
  • Convenience not only speaks to the physical locations where your product can be found, but also to the way in which that product can be purchased on your website.


What is Keller’s Brand Equity Model?

  • If you can build up the reputation of your brand in the minds of consumers, you will have a far better chance to continue to grow your business over time.
  • This model takes the shape of a pyramid with four levels: Identity, Meaning, Response, and Resonance.
  • That list is in reverse order, meaning brand identity is located at the bottom of the pyramid, while relationships are at the top level.
  • Brand identity is the way a business wants consumers to perceive its brand.
  • The meaning of your brand is going to give people a reason to be proud of their purchases, and it will give them a reason to come back time and time again.
  • Brand Response is an approach where brand building drives response and this response in turn builds the brand in a virtuous circle of effectiveness.
  • Brand Resonance means that there is a community around the ownership the product where buyers feel connected to one another.


What is the STP Model?

  • The STP marketing model deals with: Segmentation, Targeting and Positioning.
  • Market segmentation involves identifying the basis for segmentation and then determining the important characteristics of each market segment.
  • Market targeting involves evaluating the potential of each segment and then selecting the most appropriate.
  • Product Positioning involves developing a marketing mix for each segment identified in the previous step.
  • No matter what it is that you are trying to sell, using the STP Model is a great way to find your way directly to your ideal market.


What are Pricing Models?

  • Pricing your products or services accurately is one of the greatest challenges you are going to face as a business owner or manager.
  • Cost based pricing is a pricing method in which a fixed sum or a percentage of the total cost is added (as income or profit) to the cost of the product to arrive at its selling price.
  • A product’s market price lies at the point of intersection between the available supply of the good or service and market demand for it.
  • Portfolio pricing involves an attempt to maximise the revenue from each customer by making it attractive to buy a full range of products or services.
  • Freemium is a pricing strategy by which a product or service is provided free of charge, but money is charged for proprietary features, functionality, or virtual goods.
  • Pricing is not an exact science and initial pricing decisions may need to be changed in the light of experience.


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