Editing User:Jukeboksi/BBA studies/Marketing

:{{Q|'''Marketing''' is the process of communicating the value of a product or service to [[w:customers|customers]], for the purpose of selling the product or service. It is a critical business function for attracting customers.|Wikipedia|[[w:marketing|marketing]]}}

:{{Q|'''Marketing''' serves 2 purposes: #1 Keep the consumers informed of prices and offerings and #2 To do brand enhancement and post-sales brand image reinforcement.|jubo-jubo|[[User:Jukeboksi/BBA_studies/Marketing|marketing]]}}

:{{Q|'''Advertising''' (or '''advertizing''')<ref>[http://www.collinsdictionary.com/dictionary/english/advertising advertizing/advertizing]. [[w:Collins English Dictionary|Collins English Dictionary Online]].</ref><ref>[http://dictionary.reference.com/browse/advertize advertize]. [[w:Random House Webster's Unabridged Dictionary]]. Retrieved from [[Dictionary.com]]</ref><ref>[http://www.thefreedictionary.com/advertize advertize]. [[w:Webster's Dictionary|Webster's Revised Unabridged Dictionary]]. Retrieved from [[TheFreeDictionary.com]]</ref> is a form of [[w:marketing|marketing]] [[w:communication|communication]] used to persuade an [[w:audience|audience]] to take or continue some action, usually with respect to a commercial offering, or  political or ideological support.|Wikipedia|[[w:advertising]]}}

== GloBBA marketing curriculum ==
Courses as of 2014

For all GloBBA students
# [[#Services Marketing|Services Marketing]] - [[w:Services marketing]] ( fi:palvelumarkkinointi
# [[#Corporate Social Responsibility|Corporate Social Responsibility]] - [[w:Corporate responsibility]] ( [[w:fi:Yhteiskuntavastuu]] )
# [[#Customer oriented operations planning (marketing)|Customer oriented operations planning (marketing)]] 

Sales and marketing specialization track
# [[#Creative Corporate and Marketing Communication|Creative Corporate and Marketing Communication]]
# [[User:Jukeboksi/BBA_studies/Innovation Management for Global Competitiviness]]
# [[User:Jukeboksi/BBA_studies/Marketing#Strategic Business-to-Business Relationship Management|Strategic Business-to-Business Relationship Management]]
# [[#Successful Event|Successful Event]]
# [[User:Jukeboksi/BBA_studies/Sales and selling#Business-to-Business Selling and Sales Management|Business-to-Business Selling and Sales Management‎]]
Marketing#Strategic Business-to-Business Relationship Management
{{Marketing}}
{{Internet marketing}}
{{Marketing operations}}

== Services Marketing ==

Economical activity can be divided to '''[[w:Service (economics)|services]]''' and '''[[w:goods]]'''. Often these are packaged together for greater utility for the consumer buying and higher wins for the business selling.

'''[[w:Service economy]]'''  ( [[w:fi:Palveluyhteiskunta]] )is a huge share of the World [[w:GDP]].
'''[[w:Marketing]]''' ( [[w:fi:Markkinointi]] ) can be a valuable tool for both business purposes of the business selling the service and also from the viewpoint of the '''[[w:consumer]]'''

Services can be:

# '''Tangible service''' - [[w:Tangibility]] is the attribute of being easily detectable with the senses. ( Wikipedia )
# '''Intangible service''' [[w:Intangibility]] is used in marketing to describe the inability to assess the value gained from engaging in an activity using any tangible evidence. ( Wikipedia )
# or a mix of both.


'''[[w:Marketing mix]]''' consists of The '''[[w:4P's]]''' as follows:
# '''Product''' - What is it? What need does it satisfy?
# '''Price''' - How much? Price is a marketing decision ( sic. )
# '''Place''' - Where? Do I have to go to big mall or can I get it from corner shoppe? Webshoppe? Physical location? Both? ( win )
# '''[[w:Promotion (marketing)|Promotion]]''' - '''Advertising''' ( Image marketing, novelty marketing and price marketing )
::::How is the consumer informed of the 
::::* Availability of a product or service
::::* Price levels
::::* Service levels in an industry?


In services marketing there is also the [[w:Seven Ps]], the last three being
# '''People'''
# '''Process''' and 
# '''Physical evidence'''

== Corporate Social Responsibility ==

{{Q|CSR is [[w:Ethics|ethics]] in action|jubo-jubo|CSR}}

== Customer oriented operations planning (marketing) ==
[[w:Customer|Customer]] oriented [[w:business operations|operations]] [[w:planning|planning]] ([[w:marketing|marketing]]) 

* '''[[w:Customer|C]]'''[[w:Customer|ustomer]] (also known as a '''client''', '''buyer''', or '''purchaser''') is the recipient of a [[w:goods (economics)|good]], [[w:service (economics)|service]], [[w:product (business)|product]], or idea, obtained from a [[w:seller]], [[w:vendor]], or [[w:distribution (business)|supplier]] for a monetary or other valuable consideration. ( Wikipedia )
* '''O'''riented
* '''[[w:Business operations|O]]'''[[w:Business operations|perations]] The outcome of '''business operations''' is the harvesting of value from assets owned by a business. Assets can be either physical or intangible. ( Wikipedia )
* '''[[w:Planning|P]]'''[[w:Planning|lanning]] (also called forethought) is the process of thinking about and organizing the activities required to achieve a desired goal. ( Wikipedia )
* '''[[w:Marketing|M]]'''[[w:Marketing|arketing]] is the process of [[w:communicating]] the value of a product or service to [[w:customers]]. ( Wikipedia )

=== Customer oriented operations planning (marketing) - Session 1 ===
* '''[[w:Viral marketing|Viral marketing]]''', '''viral advertising''', or '''[[w:marketing buzz|marketing buzz]]''' are [[w:buzzword|buzzword]]s referring to [[w:marketing|marketing]] techniques that use pre-existing [[w:social networking service|social networking service]]s and other technologies to try to produce increases in [[w:brand awareness|brand awareness]] or to achieve other marketing objectives (such as product sales) through self-replicating  [[w:Viral phenomenon|viral]] processes, analogous to the spread of [[w:virus|virus]]es or [[w:computer virus|computer virus]]es (cf. [[w:Internet memes|Internet memes]] and [[w:memetics|memetics]]). ( Wikipedia )
::* The '''[[w:K-factor (marketing)|K-factor]]''' can be used to describe the growth rate of websites, [[w:Mobile app|apps]], or a customer base.<ref>{{cite web | url=http://www.blissdrive.com/blog/the-k-factor-the-secret-factor-behind-your-companys-growth/ | title=The K-Factor: The Secret Factor Behind Your Company’s Growth | publisher=Bliss Drive | date=17 March 2014 | accessdate=26 May 2014 | author=Fong, Richard}}</ref> ( Wikipedia )

* '''[[w:Engagement marketing|Engagement marketing]]''' ( [[w:fi:Engagement-markkinointi]] ), sometimes called "experiential marketing," "event marketing", "live marketing" or "participation marketing," is a marketing strategy that directly engages consumers and invites and encourages [[w:consumer]]s to participate in the evolution of a [[w:brand]]. ( Wikipedia )

* '''[[w:Tacit knowledge|Tacit knowledge]]'''( [[w:fi:Hiljainen tieto]] ) (as opposed to formal or '''[[w:explicit knowledge]]''') is the kind of knowledge that is difficult to transfer to another person by means of writing it down or verbalising it. 

*'''[[w:Database marketing|Database marketing]] in the 80's and 90's then in the 00's evolved to modern '''[[w:Customer relationship management]]'''.


----

=== Customer oriented operations planning (marketing) - Session 2 ===
* '''Feature''' - What it is?
* '''Advantage''' - What will it do ?
* '''Benefit''' - WIIFM ?

=== Customer oriented operations planning (marketing) -  Session 3 ===
* '''[[w:Market segmentation]]''' ( [[w:fi:Segmentointi]] ) is a '''[[w:marketing strategy]]''' that involves dividing a broad [[w:target market]] into subsets of [[w:consumers]] who have common needs (and/or common desires) as well as common applications for the relevant goods and services. ( Wikipedia )
* A '''[[w:persona]]''' ( [[w:fi:Persoonallisuus]] ) (plural personae or personas), in the word's everyday usage, is a social role or a character played by an actor.
* In [[w:marketing]], '''[[w:positioning (marketing)|positioning]]''' is the process by which marketers try to create an image or identity in the minds of their target market for its [[w:product (businesss)|product]], [[w:brand|brand]], or organization. ( Wikipedia )

*A '''[[w:value proposition|value proposition]]''' is a promise of '''[[w:value (economics)|value]]''' ( [[w:fi:Arvo (talous)]] ) to be delivered and a belief from the customer that [[w:value (economics)|value]] will be experienced. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services. ( Wikipedia )

=== Terminology for COOPM marketing exam ===

* '''[[w:Marketing strategy]]''' is the goal of increasing sales and achieving a sustainable [[w:competitive advantage|competitive advantage]].<ref>Baker, Michael ''The Strategic Marketing Plan Audit'' 2008. ISBN 1-902433-99-8. p.3</ref> 
:: Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.<ref>Homburg, Christian; Sabine Kuester, Harley Krohmer (2009): ''Marketing Management - A Contemporary Perspective'' (1st ed.), London.</ref> ( Wikipedia )

* '''[[w:Marketing mix]]''' a.k.a. the '''[[w:4P's]]''' ( product, price, place, promotion )
:: The '''[[w:marketing mix|marketing mix]]''' is a business tool used in [[marketing|marketing]] and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the '''four P's''': ''price'', ''product'', ''promotion'', and ''place''.<ref>{{cite book|last=McCarthy|first=Jerome E.|title=Basic Marketing. A Managerial Approach|year=1964|publisher=Irwin|location=Homewood, IL}}</ref> 
::::In service marketing, however, the four Ps are expanded to the '''seven P's'''<ref>{{cite journal|last=Booms|first=Bernard H.|author2=Bitner, Mary Jo|title=Marketing Strategies and Organization Structures for Service Firms|journal=Marketing of Services. American Marketing Association|year=1981 |pages=47–51}}</ref> or '''Seven P's''' to address the different nature of services. ( Wikipedia )


* '''[[w:Market Segmentation]]''' is a [[w:marketing strategy]] that involves dividing a broad '''[[w:target market]]''' into subsets of [[w:consumer]]s who have common needs, And then be designed and implemented to target these specific customer segments, addressing needs or desires that are believed to be common in this segment, using media that is used by the market segment. ( Wikipedia ) 

:::'''[[w:Undifferentiated]]''' segmentation
:::'''[[w:Differentiated]]''' segmentation


* '''[[w:Market positioning]]''' 
:::In [[w:marketing]], '''positioning''' is the process by which marketers try to create an image or identity in the minds of their target market for its [[w:product (business)|product]], [[w:brand]], or organization. ( Wikipedia )


* '''Consumer behavior''' or '''buyer behaviour'''
:::'''[[w:Consumer behaviour]]''' is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. ( Wikipedia )


* '''Concentrated (niche) [[w:marketing]]'''  
:::'''[[w:Niche marketing]]''' redirects to '''[[w:niche market]]''' which is a subset of the market on which a specific product is focusing. So the market niche defines the specific product features aimed at satisfying specific market needs, as well as the [[w:price]] range, production quality and the [[w:demographics]] that is intended to impact. It is also a small market segment. ( Wikipedia )
:::'''Market Nicher''' is a company that sells a product or service that few other companies provide:
::::A true market nicher has a distinctive product that appeals strongly to a particular consumer segment. ( Soile )

* Marketing '''[[w:intermediary|intermediaries]]''' ( [[w:fi:Välittäjä]] )
:::An '''intermediary''' (or '''go-between''') is a third party that offers ''intermediation'' services between two trading parties.  The ''intermediary''  acts as a conduit for goods or services offered by a supplier to a consumer. Typically the intermediary offers some added value to the transaction that may not be possible by direct trading. ( Wikipedia )


* '''[[w:Customer relationship management]]''' or '''CRM'''( [[w:fi:Asiakkuudenhallinta]] ) is a model for managing a company’s interactions with current and future [[w:customers]]. It involves using technology to organize, automate, and synchronize [[w:sales]], [[w:marketing]], [[w:customer service]], and [[w:technical support]]. ( Wikipedia )
:::'''Customer [[w:relationship marketing]]''' was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes [[w:customer retention]] and satisfaction, rather than a dominant focus on sales transactions. ( Wikipedia )


* '''[[w:Product line]]'''
:::'''[[w:Product lining]]''' is the [[w:marketing]] strategy of offering several related [[w:product (business)|products]] for sale as individual units.  Unlike [[w:product bundling]], where several products are combined into one group, which is then offered for sale as a unit, product lining involves offering the products for sale separately. ( Wikipedia )


* '''[[w:Price]]''' and '''[[w:pricing strategies]]'''
:::'''[[w:Pricing]]''' is the process of determining what a company will receive in exchange for its products. Pricing factors are [[w:manufacturing cost]], market place, competition, market condition, and quality of product. ( Wikipedia )
:::'''[[w:Pricing strategies]]''' for [[w:product (business)|products]] or [[w:Service (economics)|services]] encompass three main ways to improve profits. These are that the business owner can cut costs or sell more, or find more profit with a better pricing strategy. When costs are already at their lowest and sales are hard to find, adopting a better pricing strategy is a key option to stay viable. ( Wikipedia )
::: A plethora of [[w:Pricing strategies#Models of pricing|models of pricing]] exist.


* '''Variety seeking buyer behavior'''


* '''[[w:Needs]], [[w:wants]], demands''' of the '''[[w:consumer]]''' affect the purchase process.


* '''Purchase process'''
:::For a business '''[[w:purchasing]]''' refers to a business or organization attempting to acquiring goods or services to accomplish the goals of its enterprise. ( Wikipedia )


* '''[[w:Value proposition]]''' 
:::A '''value proposition''' is a promise of value to be delivered and a belief from the customer that value will be experienced. A value proposition can apply to an entire organization, or parts thereof, or customer accounts, or products or services. ( Wikipedia )


* '''Levels  of [[w:product (business)|product]]''' ( [[w:fi:Tuote]] )


* '''Business Buyer Behavior''' ( purchasing & procurement )
:::'''[[w:Procurement]]''' is the acquisition of goods, services or works from an external source. It is favorable that the goods, services or works are appropriate and that they are procured at the best possible cost to meet the needs of the purchaser in terms of quality and quantity, time, and location (Weele 2010). ( Wikipedia ) 


* '''[[w:Convenience]]''' '''[[w:product]]'''
:::'''Convenient''' procedures, products and services are those intended to increase ease in accessibility, save resources (such as time, effort and energy) and decrease frustration. ( Wikipedia )


* '''Opinion leader'''


* '''[[w:Derived demand]]'''
:::'''Derived demand''' is a term in economics, where [[w:demand]] for a [[w:factor of production]] or [[w:intermediate good]] occurs as a result of the demand for another intermediate or [[w:final good]].


* '''[[w:Shopping]] product''' ( [[w:fi:Shoppailu]] )


* '''[[w:Perception]], [[w:attitude]], [[w:belief]]''' affect consumer behaviour.


* '''[[w:Specialty]] product'''


* Complex buying behavior


* '''[[w:Brand]]''' ( noun )  ( [[w:fi:Brändi]] ) - '''branding''' ( verb )
:::'''Brand''' is the "name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."

:::'''Brand management''' is a communication function that includes analysis and planning on how that brand is positioned in the market, which target public the brand is targeted at, and maintaining a desired reputation of the brand. Developing a good relationship with target publics is essential for brand management. Tangible elements of brand management include the product itself; look, price, the packaging, etc. The intangible elements are the experience that the consumer takes away from the brand, and also the relationship that they have with that brand. A brand manager would oversee all of these things.

::: For more info see [[w:Category:Types of branding]]

* '''[[w:Habitual]] buyer behavior'''


* '''[[w:Discounts and allowances]]''' are reductions to a basic price of goods or services. ( Wikipedia )


* '''Product Mix'''


* '''[[w:Marketing channel]]'''s 
:::A '''marketing channel''' is a set of practices or activities necessary to transfer the ownership of goods, and to move goods, from the point of [[w:Production (economics)|production]] to the point of [[w:consumption (economics)|consumption]] and, as such, which consists of all the [[w:institutions]] and all the [[w:marketing]] activities in the marketing process. ( Wikipedia )


* Conventional '''[[w:distribution channel]]'''
:::'''Product distribution''' (or '''place''') is one of the four elements of the [[w:marketing mix]]. Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with [[w:intermediaries]].


* '''[[w:Vertical marketing]]''' systems
::: A '''vertical market''' is a [[w:market]] in which [[w:vendor (supply chain)|vendor]]s offers [[w:good (economics)|good]] and [[w:service (economics)|service]]s specific to an [[w:industry]], [[w:trade (occupation)|trade]], [[w:profession]], or other group of [[w:customer]]s with specialized needs. It is distinguished from a [[w:horizontal market]], in which vendors offer a broad range of goods and services to a large group of customers with wide range of needs, such as [[w:business]]es as a whole, [[w:man|men]], [[w:woman|women]], [[w:household]]s, or, in the broadest horizontal market, everyone.


* '''[[w:Horizontal marketing]]''' systems
:::'''A horizontal market''' is a market which meets a given need of a wide variety of industries, rather than a specific one, in contrast to a vertical market.


* '''Multichannel''' distribution systems
::: '''[[w:Multichannel marketing]]''' is marketing using many different marketing channels to reach a customer.


* '''[[w:Retailing]]''' ( [[w:fi:Vähittäiskauppa]] )


* '''[[w:Warehousing]]''' ( [[w:fi:Varasto]] )


* '''[[w:Promotional mix]]'''
:::There are five main aspects of a '''promotional mix'''. These are:

::::* '''''[[w:Advertising]]''''' ( [[w:fi:Mainonta]] ) - Presentation and promotion of ideas, goods, or services by an identified sponsor. ''Examples: Print ads, radio, television, billboard, direct mail, brochures and catalogs, signs, in-store displays, posters, motion pictures, Web pages, banner ads, and emails.''
::::* '''''[[w:Personal selling]]''''' - A process of helping and persuading one or more prospects to purchase a good or service or to act on any idea through the use of an oral presentation. ''Examples: Sales presentations, sales meetings, sales training and incentive programs for intermediary salespeople, samples, and telemarketing. Can be face-to-face selling or via telephone.''                  
::::* '''''[[w:Sales promotion]]''''' ( [[w:fi:Myynninedistäminen]] ) - Media and non-media marketing communication are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. ''Examples: Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.''
::::* '''''[[w:Public relations]]''''' ( [[w:fi:Tiedotus- ja suhdetoiminta]] ) - Paid intimate stimulation of supply for a product, service, or business unit by planting significant news about it or a favorable  presentation of it in the media. ''Examples: Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.''
::::*'''''[[w:Direct Marketing]]''''' ( [[w:fi:Suoramarkkinointi]] ) is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising.

::::'''''[[w:Corporate image]]''''' Corporate image may also be considered as the sixth aspect of promotion mix. The Image of an organization is a crucial point in marketing. If the reputation of a company is bad, consumers are less willing to buy a product from this company as they would have been, if the company had a good image. ( Wikipedia )


* '''[[w:Integrated marketing communications]]''' ( '''obs.''' plural according to Wikipedia ) or ('''IMC''')
::: '''Integerated marketing communications''' is an approach to [[w:brand]] communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, [[w:public relations]], [[w:direct marketing]], personal selling, online communications and [[w:social media]] work together as a unified force, rather than permitting each to work in isolation, which in turn maximizes their [[w:Cost-effectiveness analysis|cost effectiveness]]. ( Wikipedia )


* '''[[w:Selling]]''' process results in '''[[w:sales]]''' 


* '''[[w:Trade promotion (marketing)|Trade promotion]]
:::In [[w:business]] and [[w:marketing]], “trade” refers to the relationship between [[w:manufacturer]]s and [[w:retailer]]s. '''Trade Promotion''' refers to marketing activities that are executed in [[w:retail]] between these two partners.  Trade Promotion is a marketing technique aimed at increasing demand for products in [[w:retail store]]s based on special pricing, display fixtures, demonstrations, value-added bonuses, no-obligation gifts, and more. ( Wikipedia ) 


* '''[[w:Competitive advantage]]'''
::: '''Competitive advantage''' seeks to address some of the criticisms of [[w:comparative advantage]]. [[w:Michael Porter]] proposed the theory in 1985. Competitive advantage theory suggests that states and businesses should pursue policies that create high-quality goods to sell at high prices in the market. ( Wikipedia )

* [[w:Market]] positions:
# '''[[w:Market leader]]''' i.e. dominant player in a market. '''Market dominance''' is a measure of the strength of a [[w:brand]], [[w:product (business)|product]], [[w:Service (economics)|service]], or [[w:corporation|firm]], relative to competitive offerings. There is often a geographic element to the competitive landscape. In defining market dominance, you must see to what extent a product, brand, or firm  controls a product category in a given geographic area. ( Wikipedia )
# '''[[w:Market challenger]]''' also redirects to [[w:Dominance (economics)]]
# '''Market follower'''


* '''[[w:Marketing concept]]''' redirects to [[w:customer relationship management]].

----

== Creative Corporate and Marketing Communication ==

=== Creative Corporate and Marketing Communication - Session 1 ===

* '''[[w:Brand|Brand]]''' is the "name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers." ( Wikipedia )

:::* '''[[w:Brand management|Brand management]]''' is a communication function in [[w:marketing|marketing]] that includes analysis and planning on how that [[brand]] is positioned in the [[w:market (economics)|market]], which target public the brand is targeted at, and maintaining a desired reputation of the brand ( Wikipedia )

:::* The outward expression of a brand – including its name, trademark, communications, and visual appearance – is brand identity. ( Wikipedia on '''[[w:Brand identity|Brand identity]]''' )

* '''[[w:Problem-based learning|Problem-based learning]]''' ('''PBL''') is a student-centered [[w:pedagogy|pedagogy]] in which students learn about a subject through the experience of problem solving. ( Wikipedia )

* A '''[[w:blog|blog]]''' (a truncation of the expression '''''weblog''''')<ref>{{cite web|url=http://www.rebeccablood.net/essays/weblog_history.html|title=Weblogs: A History And Perspective|last=Blood|first=Rebecca|date=September 7, 2000}}</ref> is a discussion or informational site published on the [[w:World Wide Web|World Wide Web]] and consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first). ( Wikipedia )

:::* [[w:Blogger (service)|Blogger]][http://blogger.com (.com)] is a [[w:blog|blog]]-[[w:Weblog software|publishing service]] that allows multi-user blogs with time-stamped entries. It was developed by [[w:Pyra Labs|Pyra Labs]], which was bought by [[w:Google|Google]] in 2003. Generally, the blogs are hosted by Google at a [[w:subdomain|subdomain]] of '''blogspot.com'''. A user can have up to 100 blogs per account. ( Wikipedia )

:::* [[w:WordPress|WordPress]][https://wordpress.org/ (.org) for hosting blog self] [https://wordpress.com (.com) for hosted blogs] is a [[w:free and open-source software|free and open-source]] [[w:blog|blog]]ging tool and a [[w:content management system|content management system]] (CMS) based on [[w:PHP|PHP]] and [[w:MySQL|MySQL]]. ( Wikipedia )

=== Jubo-jubo's review of video editing software ===

'''[[w:Video editing software|Video editing software]]''' is [[w:application software|application software]] which handles the [[w:post-production|post-production]] [[w:video editing|video editing]] of [[w:digital video|digital video]] sequences on a computer [[w:non-linear editing system|non-linear editing system]] (NLE). ( Wikipedia )
::: A '''[[w:non-linear editing system|non-linear editing system]]''' ('''NLE''') is a [[w:video editing|video]] (NLVE) or [[w:Sound editor (filmmaking)|audio editing]] (NLAE) [[w:digital audio workstation|digital audio workstation]] (DAW) system that performs [[w:non-destructive editing|non-destructive editing]] on source material.  The name is in contrast to 20th century methods of [[w:linear video editing|linear video editing]] and [[w:film editing|film editing]]. ( Wikipedia )

Various editors exist for various [[w:Computing platform|platforms]] or so called [[w:software ecosystem|software ecosystem]]s

==== Wikipedia lists of video editing software ====
* [[w:List_of_free_and_open-source_software_packages#Video_editing|List of free and open-source software packages - Section Video editing]]
* [[w:List of video editing software|List of video editing software]]
* [[w:Comparison of video editing software|Comparison of video editing software]]
* [[w:Comparison of video encoders|Comparison of video encoders]]

==== Lists of video editing software on the Internet ====
* [http://www.linux.com/news/software/applications/693365-top-3-linux-video-editors/ Top 3 Linux video editors listed by Linux.com] - [[w:OpenShot|OpenShot]], [[w:Blender (software)|Blender]], [[w:Cinelerra|Cinelerra]]

* [http://www.linuxlinks.com/article/20100523032629714/VideoEditors.html Top 8 video editors by linuxlinks.com] - [[w:Kdenlive]], [[w:OpenShot]], Kino, [[w:Cinelerra]], [[w:LiVES]], [[w:PiTiVi]], Open Movie Editor and [[w:Avidemux]]

* [http://webseasoning.com/technology/best-free-video-editing-software-for-windows/1079/ Top 19 Video editing softwares for Windows by webseasoning.com]. #1 [[w:Lightworks]] [http://www.lwks.com/ (lwks.com)] MSFT #2 with [[w:Windows Movie Maker]] 2.6, a free/gratuit freeware download from Microsoft. 100% legal and #3 [[w:VirtualDub]]. 
::: Runners up: ZS4 Video Editor, Wax, Cinefx Jashaka, [[w:Blender (software)]], Avidemux, MovieStorm, Movica, Video Spin, AVIedit, StoryBoard Pro Software, AVI Trimmer, Zwei-Stein, DVDVideoSoft Free, AVITricks Video Editor, DVD Knife and Mewa Film

==== FOSS and/or run on GNU/Linux video editors ====

* '''[[w:Avidemux|Avidemux]]'''[http://www.avidemux.org/ (.org)] is a [[w:free and open-source|free and open-source]] [[w:video editing software|video editing program]] licensed under the GPL and designed for video editing and [[w:video processing|video processing]] '''available for Linux, OS X, Windows and some BSD flavour'''. ([http://fixounet.free.fr/avidemux/download.html download page])
* [[w:AviSynth|AviSynth]][http://avisynth.nl/index.php/Main_Page (.nl) (wiki)] is a video editor for GNU/Linux and is licensed under [[w:GNU GPL]]

* '''[[w:Blender (software)|Blender]][http://www.blender.org/ (.org)]''' - '''[[w:Blender|Blender]]''' is a professional [[w:free and open-source software|free and open-source]] [[w:3D computer graphics software|3D computer graphics software]] product licensed under GNU GPL and is used for creating animated films, visual effects, art, 3D printed models, interactive 3D applications and video games. It is '''available for GNU/Linux, OS X and Windows'''.
:::Blender's features include [[w:3D modeling|3D modeling]], [[w:UV mapping|UV unwrapping]], [[w:Texture mapping|texturing]], [[w:Raster graphics editor|raster graphics editing]], [[w:Skeletal animation|rigging and skinning]], [[w:Fluid simulation|fluid and smoke simulation]], [[w:Particle system|particle]] simulation, [[w:Soft body dynamics|soft body]] simulation, [[w:Digital sculpting|sculpting]], [[w:Computer animation|animating]], [[w:match moving]], [[w:camera tracking]], [[w:Rendering (computer graphics)|rendering]],''' [[w:video editing software|video editing]]''' and [[w:compositing|compositing]]. Alongside the modeling features it also has an integrated [[w:Game Blender|game engine]]. ( Wikipedia )
* [[w:Cinelerra|Cinelerra]] [http://heroinewarrior.com/cinelerra.php @ heroinewarrior.com] for GNU/Linux
* [[w:DScaler|DScaler]] is an open-source video deinterlacer and scaling program for Microsoft Windows. ( Wikipedia )
* <s>[[w:DVD Flick|DVD Flick]] - Stalled years ago</s>
* [[w:Kaltura|Kaltura]][http://www.kaltura.org/ (.org)] [[w:Freemium]] The main components of Kaltura's online video platform are based on software, enabling any site to add advanced video and rich-media capabilities.
* '''[[w:Kdenlive|Kdenlive]] [https://kdenlive.org/ (.org)]'''  is a versatile and easy to use editing software available under [[w:copyleft]] ( I have some proficiency in this handy FLGOSS candy ) ( jubo-jubo )
* <s>[[w:Kino (software)|Kino]] was an non-linear video editor.</s>
* [[w:LiVES|LiVES]][http://lives.sourceforge.net/ @ sourceforge.net] - GNU/Linux and various other *NIX
* [[w:OpenShot Video Editor|OpenShot Video Editor]][http://openshot.org/ (.org)] - written in [[w:python]] ( editors note: python is known to be good to those who speak it )for GNU/Linux
* [[w:Pitivi|Pitivi]][http://www.pitivi.org/ (.org)] also written in python. For GNU/Linux
* [[w:VirtualDub|VirtualDub]][http://www.virtualdub.org/ (.org)] - for Windows, licensed under [[w:GPL|GPL]]
* <s>[[w:VirtualDubMod|VirtualDubMod]] -  Defunct</s>
* '''[[w:VLMC#VLMC|VideoLAN Movie Creator]]'''[http://www.videolan.org/vlmc/ @ videolan.org] - In early development phase — VLMC is a non-linear editing software for video creation based on libVLC and '''running on Windows, Linux and Mac OS X.''' ( Wikipdia ) Released under GPL ( GNU General Public Licence, one of the leading [[w:copyleft]] licenses. All who have used the [[w:VLC]] know of its high quality on all platforms.

( list from [[w:List_of_free_and_open-source_software_packages#Video_editing|Wikipedia list of free and open-source software packages - Section Video editing]] )

==== Video editors for OS X ====
Stock ticker symbol: AAPL
* '''[[w:iMovie]]''' is installed on OS X by default
* I have no working mac. iMovie is probably easy to use. Also innovativeness associated with their GUI
* It is possible to install '''kdenlive''' also on OS X. It can handily be done with less then 10 lines of commands into the command line interface of choice, mainly installing the '''ports''' [[w:repository]]

==== Video editors for Windows ====

* '''[[w:Windows Movie Maker]]''' (Ticker symbol: MSFT )  ([http://windows.microsoft.com/fi-fi/windows-live/movie-maker Free download from Microsoft]) runs on Windows7 and WindowsXP

=== Creative Corporate and Marketing Communication - Session 2 - Integrated marketing communication ===

* '''[[w:Corporate communication|Corporate communication]]''' is a  set of activities involved in managing and orchestrating all internal and external communications aimed at creating favourable point of view among stakeholders on which the company depends.<ref name=":0">[[w:Riel, Cees B.M. van|]]; Fombrun, Charles J. (2007). Essentials Of Corporate Communication: Abingdon & New York: Routledge. ISBN [[w:Special:BookSources/9780415328265|9780415328265|]].</ref> 
:::It is the messages issued by a corporate organization, body, or institute to its audiences, such as employees, media, channel partners and the general public. Organizations aim to communicate the same message to all its [[w:Stakeholder (corporate)|stakeholder]]s, to transmit [[w:coherence (linguistics)|coherence]], [[w:credibility|credibility]] and [[w:ethic|ethic]]. 
:::::Corporate communications help organizations explain their mission, combine its many visions and values into a cohesive message to stakeholders. The concept of corporate communication could be seen as an integrative communication structure linking stakeholders to the organization. ( Wikipedia )

* '''[[w:Marketing communications|Marketing communications]]''' are [[w:message|message]]s and related media used to communicate with a [[w:Market (economics)|market]]. 
::: Marketing communications is the "promotion" part of the "[[w:marketing mix|marketing mix]]" or the "four Ps": price, place, promotion, and product. It can also refer to the strategy used by a company or individual to reach their target market through various types of communication. ( Wikipedia )

:::* '''[[w:Integrated marketing communications|Integrated marketing communications]]''' (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia )

:::* '''[[w:Multichannel marketing|Multichannel marketing]]''' is the ability to interact with potential customers on various platforms. 
::::::In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. ( Wikipedia )

* '''[[w:Emotional branding|Emotional branding]]''' is a term used within [[w:marketing communication|marketing communication]] that refers to the practice of building [[w:brand|brand]]s that appeal directly to a [[w:consumer|consumer's]] emotional state, needs and aspirations. ( Wikipedia )

* '''[[w:Global marketing|Global marketing]]''' is “[[wiktionary: marketing|marketing]] on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives".<ref>http://www.oup.com/uk/booksites/content/0199267529/student/glossary.htm#G Oxford University Press’ Glossary of Marketing Terms</ref> ( Wikipedia )

* '''[[w:Advertising|Advertising]]''' is a form of [[w:marketing|marketing]] [[w:communication|communication]] used to persuade an [[w:audience|audience]] to take or continue some action, usually with respect to a commercial offering, or  political or ideological support. ( Wikipedia )
::: In Latin, ''ad vertere'' means "''to turn toward''".
::: Commercial advertisers often seek to generate increased [[w:consumption (economics)|consumption]] of their [[w:product (business)|products]] or [[w:service (economics)|services]] through "branding", which involves associating a product name or image with certain qualities in the minds of consumers. ( Wikipedia )

:::* An '''[[w:advertising agency|advertising agency]]''' or '''ad agency''' or '''advert agency''' is a service based [[w:business|business]] dedicated to creating, planning, and handling [[w:advertising|advertising]] (and sometimes other forms of [[w:promotion (marketing)|promotion]]) for its clients. ( Wikipedia )

:::* '''[[w:Storytelling#In_marketing|Storytelling in marketing]]''' is increasingly used in advertising today in order to build customer loyalty. ( Wikipedia )

:::* A '''[[w:storyboard|storyboard]]''' is a graphic organizer in the form of [[w:illustration|illustration]]s or [[w:image|image]]s displayed in sequence for the purpose of [[w:Previsualization|pre-visualizing]] a [[w:motion picture|motion picture]], [[w:animation|animation]], [[w:motion graphic|motion graphic]] or [[w:interactive media|interactive media]] sequence. ( Wikipedia )

::::::'''See also'''
::::::** [[w:Animation|Animation]]
::::::** [[w:Filmmaking|Filmmaking]]
::::::** [[w:Graphic organizer|Graphic organizer]]
::::::** [[w:Previsualization|Previsualization]]
::::::** [[w:Pre-production|Pre-production]]
::::::** [[w:Screenplay|Screenplay]]
::::::** [[w:Screenwriting|Screenwriting]]
::::::** [[w:Script breakdown|Script breakdown]]
::::::** [[w:List of film topics|List of film-related topics...]] ( [[w:storyboard#See also|Wikipedia article on storyboard see also section]] )

=== Creative Corporate and Marketing Communication - Session 3 - Introduction to making videos ===

'''[[w:Guerrilla marketing|Guerrilla marketing]]''' was originally a [[w:marketing|marketing]] strategy in which low-cost, unconventional means (including the use of [[w:graffiti|graffiti]], [[w:Sticker art|sticker bombing]], [[w:Flyposting|flyer posting]], etc.) were used in a (generally) localized fashion to draw attention to an idea, product, or service. 
::Today, guerrilla marketing may also include promotion through a network of individuals, groups, or organizations working to popularize a product or idea by use of such strategies as [[w:flash mobs|flash mobs]], [[w:Viral marketing|viral marketing campaigns]], or [[w:Undercover marketing#Internet marketing|internet marketing]]. ( Wikipedia )

=== Creative Corporate and Marketing Communication - Session 4 - Branding ===

* '''Brand image vs. brand identity'''

::* '''[[w:brand#Brand identity|Brand identity]]''' is the outward expression of a brand – including its name, trademark, communications, and visual appearance ( Wikipedia )

::* The psychological aspect, sometimes referred to as the '''[[w:Brand#Concepts|brand image]]''', is a symbolic construct created within the minds of people, consisting of all the information and expectations associated with a product, service or the company(ies) providing them. ( Wikipedia )


* '''[[w:Brand alliances|Brand alliances]]''' is a [[w:brand|brand]]ing strategy used in a [[w:business alliance|business alliance]]. Brand alliances are divided into three types. 
:** '''[[w:Cobranding|Cobrands]]''' also called brand partnership,<ref>http://www.schmoozyfox.com/2010/03/brand-partnerships/</ref> is when two companies form an [[w:Brand alliances|alliance]] to work together, creating marketing synergy. As described in ''Co-Branding: The Science of Alliance'':<ref name="customersandcapital.com">{{cite web | url= http://www.customersandcapital.com/book/2007/09/co-branding-tra.html| title= Competing for Customers and Capital| work= Southwest Airlines: Put a Little LUV in Your Logo!| publisher=customersandcapital.com}}</ref> ( Wikipedia )
:** '''[[w:Brand alliances#Brand licenses|Brand licenses]]''' are a contractual agreement where a company lets another organisation use its brand on other products in exchange for a licensing fee. ( Wikipedia )
:** '''[[w:Brand alliances#Cross marketing|Cross marketing]]''' is an agreement for mutual promotion between two companies. One company for instance will include coupons for another company in its parcels to its clients if the other company will agree to include a promotion from the other company in its direct mails to its client base. ( Wikipedia )

* '''[[w:Co-creation|Co-creation]]''' is a management initiative, or form of [[w:economic strategy|economic strategy]], that brings different parties together (for instance, a company and a group of customers), in order to jointly produce a mutually valued outcome.<ref>Prahalad, C.K.; Ramaswamy, V. (2004) "Co-Creation Experiences: The Next Practice in Value Creation". ''[[w:Journal of Interactive Marketing]]''. Volume 18, Number 3.</ref>

* '''[[w:Brand management|Brand management]]''' is the analysis and planning on how that [[w:brand|brand]] is perceived in the [[w:market (economics)|market]].  
::**Developing a good relationship with the [[w:target market|target market]] is essential for brand management. 
::**Tangible elements of brand management include the product itself; look, price, the packaging, etc.  
::**The intangible elements are the experience that the consumer has had with the brand, and also the relationship that they have with that brand.  
:::: A brand manager would oversee all of these things. ( Wikipedia )


=== Creative Corporate and Marketing Communication - Session 5 - Digital marketing ===
* The '''[[w:sociology of the Internet|sociology of the Internet]]''' involves the application of sociological theory and method to the [[w:Internet]] as a source of information and communication. [[w:Sociologists|Sociologists]] are concerned with the social implications of the technology; new [[w:social networks|social networks]], [[w:Virtual community|virtual communities]] and ways of [[w:social interaction|interaction]] that have arisen, as well as issues related to [[w:cyber crime|cyber crime]]. ( Wikipedia )

* '''[[w:Online advertising|Online advertising]]''', also called '''online marketing''' or '''Internet advertising''', is a form of marketing and advertising which uses the Internet to deliver [[w:promotion (marketing)|promotional]] marketing messages to consumers.  It includes email marketing, [[w:search engine marketing|search engine marketing]] (SEM), social media marketing, many types of [[w:display advertising|display advertising]] (including [[w:web banner|web banner]] advertising), and [[w:mobile advertising|mobile advertising]]. ( Wikipedia )

* '''[[w:Digital marketing|Digital marketing]]''' is [[w:marketing|marketing]] that makes use of electronic devices ([[w:computer|computer]]s) such as [[w:personal computer|personal computer]]s, [[w:smartphone|smartphone]]s, [[w:Cell phone|cellphones]], [[w:tablet computer|tablets]] and [[w:game console|game console]]s to engage with stakeholders. ( Wikipedia )

* '''[[w:Social media marketing|Social media marketing]]''' is the process of gaining [[w:Web traffic|website traffic]] or attention through social media sites.<ref>{{cite journal|author=Trattner, C., Kappe, F.|url=http://www.austria-lexikon.at/attach/User/Trattner%20Christoph/trattner_kappe.pdf |title=Social Stream Marketing on Facebook: A Case Study|journal= International Journal of Social and Humanistic Computing (IJSHC)|year= 2013|volume=2|issue= 1/2}}</ref>

:'''Types of videos''' according to Lasse Rouhiainen:
:* Tutorial
:* Testimonial ( or case study is a better expression )
:* Product
:* Story

* '''Lasse advices to maximize your touchpoints''' 
::A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders|]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments. ( Wikipedia )
''"Make many types of videos as well as a series of videos of some type to maximize the touchpoints."'' - Jubo-jubo


* In [[w:Internet marketing|online marketing]] a '''[[w:landing page|landing page]]''', sometimes known as a "'''lead capture page'''" or a "'''lander'''", is a single web page that appears in response to clicking on a [[w:search engine optimization|search engine optimized]] search result or an [[w:Ad serving|online advertisement]]. The landing page will usually display directed sales copy that is a logical extension of the advertisement, search result or link. ( Wikipedia )



:'''Lasse uses''':
:* '''[[w:Jing (software)]]''' is a [[w:screencast|screencast]]ing [[w:computer program|computer program]] launched in 2007 as Jing Project by the [[w:TechSmith|TechSmith Corporation]].<ref>{{cite news
  |title=TechSmith Announces the Jing Project.
  |url=http://www.accessmylibrary.com/coms2/summary_0286-33477989_ITM
  |work = [[Business Wire]]
  |publisher = The Gale Group, Inc.
  |location = Okemos, Michigan
  |date=28 November 2007
  |accessdate=8 February 2011
  |archiveurl=http://www.webcitation.org/5cyzBYLKM
  |archivedate=11 December 2008
}}</ref><ref name="Riley">{{cite news |last=Riley |first=Duncan |date=2007-07-19 |title=The Jing Project: The 3 Legged Dog Of Screen Captures And Screencasting |url=http://techcrunch.com/2007/07/19/the-jing-project-the-3-legged-dog-of-screen-captures-and-screencasting/ |publisher=[[TechCrunch]] |accessdate=2014-07-22 |archiveurl=http://www.webcitation.org/6RFafqRuZ |archivedate=2014-07-22 }}</ref> ( Wikipedia )
:* '''http://www.powtoon.com/''' - Create animated videos and presentations
:* '''Snapchat'''[https://www.snapchat.com/ (.com)] is a [[w:Photo sharing|photo messaging]] application ( Wikipedia )
:* A '''[[w:podcast|podcast]] ''' is a [[w:Digital media|digital medium]] that consists of an episodic series of [[w:digital audio|audio]], [[w:digital video|video]], [[w:digital radio|digital radio]], [[w:PDF|PDF]], or [[w:ePub|ePub]] [[w:Computer file|files]] subscribed to and [[w:download|download]]ed through [[w:web syndication|web syndication]] or streamed on-line to a computer or mobile device. ( Wikipedia )

=== Creative Corporate and Marketing Communication - Session 6 - Project plan presentations ===

== Strategic Business-to-Business Relationship Management ==
=== Strategic Business-to-Business Relationship Management - Session 1 ===

* '''[[w:Strategic management|Strategic management]]''' involves the formulation and implementation of the major goals and initiatives taken by a company's top management on behalf of owners, based on consideration of [[w:Factors of production|resources]] and an assessment of the internal and external environments in which the organization competes.

* '''[[w:Marketing strategy|Marketing strategy]]''' is the goal of increasing sales and achieving a sustainable [[w:competitive advantage|competitive advantage]]. ( Wikipedia )

* '''[[w:Business-to-business|Business-to-business]]''' ('''B2B''') describes commerce transactions between businesses, such as between a [[w:manufacturer|manufacturer]] and a [[w:wholesaler|wholesaler]], or between a wholesaler and a retailer. ( Wikipedia )

* '''[[w:Customer relationship management|Customer relationship management]]''' ('''CRM''') is a system for managing a company’s interactions with current and future [[w:customers|customers]]. It often involves using technology to organize, automate and synchronize [[w:sales|sales]], [[w:marketing|marketing]], [[w:customer service|customer service]], and [[w:technical support|technical support]]. ( Wikipedia )

* '''[[w:Solution selling|Solution selling]]''' is a [[w:sales|sales]] methodology. Rather than just promoting an existing product, the salesperson focuses on the customer's pain(s) and addresses the issue with his or her offerings (product and services). The resolution of the pain is what constitutes a "solution". ( Wikipedia )

* '''[[w:Relationship marketing|Relationship marketing]]''' was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes [[w:customer retention|customer retention]] and satisfaction, rather than a dominant focus on sales transactions. ( Wikipedia )

* The '''[[w:Business Model Canvas|Business Model Canvas]]''' is a [[w:strategic management|strategic management]] and [[w:lean startup|lean startup]] template for developing new or documenting existing [[w:business models|business models]]. It is a visual chart with elements describing a firm's [[w:value proposition|value proposition]], infrastructure, customers, and finances. ( Wikipedia )
** [https://www.youtube.com/watch?v=QoAOzMTLP5s Youtube: Business Model Canvas Explained]

=== Strategic Business-to-Business Relationship Management - Session 2 ===

* '''[[w:Selling|Selling]]''' is offering to [[w:Trade|exchange]] an item of [[w:Value (economics)|value]] for a different item. ( Wikipedia )

* A '''[[w:sales|sale]]''' is the act of selling a product or service in return for money or other compensation. ( Wikipedia )

* '''[[w:Purchasing|Purchasing]]''' refers to a [[w:business|business]] or [[w:organization|organization]] attempting to acquiring [[w:Good (economics)|goods]] or [[w:Service (economics)|services]] to accomplish the goals of its enterprise. ( Wikipedia )

'''Some titles in sales:'''
* '''[[w:Account Manager|Account Manager]]''' is a person who works for a company and is responsible for the management of [[w:sales|sales]], and relationships with particular [[w:customer|customer]]s.  The account manager does not manage the daily running of the account itself. They manage the relationship with the [[w:Customer|client]] of the account(s) they are assigned to. ( Wikipedia )
* '''[[w:Account_manager#Key_account_manager|Key account manageer]]''' is assigned to a company headquarters to oversee the account team assigned to a particular account. Key account management includes sales but also includes planning and managing the full relationship between a business and its most important customers. An account manager who works in this role will engage in a variety of tasks including [[w:project management|project management]], coordination, [[w:strategic planning|strategic planning]], [[w:relationship management|relationship management]], negotiation, leadership and innovative development of opportunities, and keeping record of transaction of sale and purchase goods. The tasks may include working with product design and application, logistics, sales support, and marketing. ( Wikipedia on key account manager )
* '''[[w:Export|Export]] managers'''  serve as intermediaries between foreign buyers and domestic sellers. Unlike export traders, who buy the products before selling directly to foreign buyers, export managers find buyers internationally for domestic product manufacturers. ( [http://education-portal.com/articles/Export_Manager_Job_Description_Duties_and_Requirements.html Education portal] )
* '''Sales manager''' is the typical title of someone whose role is sales management.  The role typically involves [[w:talent development|talent development]] and  [[w:leadership|leadership]]. ( Wikipedia on [[w:Sales management|Sales management]] )
::: '''Sales management''' is a [[w:business|business]] discipline which is focused on the practical application of [[w:sales|sales]] techniques and the management of a firm's [[w:sales operations|sales operations]]. ( Wikipedia )

'''Key qualities for working in sales:'''
# [[w:Empathy|Empathy]] and interest in people
# Ability to [[w:Communication|communicate]] (listening)
# [[w:Determination|Determination]] (closing a sale)
# [[w:Self-discipline|Self-discipline]] and [[w:Psychological resilience|resilience]]

* A '''[[w:value proposition|value proposition]]''' is a [[w:promise|promise]] of [[w:value (economics)|value]] to be delivered and acknowledged and a belief from the [[w:customer|customer]] that value will be appealed and experienced. ( Wikipedia )

=== Strategic Business-to-Business Relationship Management - Session 3 ===

* '''[[w:Sales force management system|Sales force management system]]s''' are [[w:information systems|information systems]] used in CRM [[w:marketing|marketing]] and [[w:management|management]] that help automate some [[w:sales|sales]] and [[w:sales force management|sales force management]] functions.  They are often combined with a [[w:marketing information system|marketing information system]], in which case they are often called [[w:customer relationship management|customer relationship management]] (CRM) systems. ( Wikipedia )

* A '''[[w:performance indicator|performance indicator]]''' or '''key performance indicator''' ('''KPI''') is a type of [[w:performance measurement|performance measurement]]. KPIs evaluate the success of an organization or of a particular activity in which it engages. ( Wikipedia )

* A '''[[w:sales process|sales process]]''' is an approach to selling a product or service. The sales process has been approached from the point of view of an [[w:engineering|engineering]] discipline (see [[w:sales process engineering|sales process engineering]]). ( Wikipedia )
:In ''Management of a Sales Force'' (12th Ed. p.&nbsp;66) by Rich, Spiro and Stanton a "sales process" is presented as consisting of eight steps. These are: 
:** Prospecting / initial contact
::** Preapproach - planning the sale
:::** identifying and cross questioning
::::** Need assessment
:::::** Presentation
::::::** Meeting objections
:::::::** Gaining commitment
::::::::** Follow-up ( Wikipedia )

* '''[[w:Sales process engineering|Sales process engineering]]''' is the [[w:engineering|engineering]] of better [[w:sales process|sales process]]es. It is thus the quest to design better ways of [[w:selling|selling]], making [[w:sales|salespeople's]] efforts more productive. ( Wikipedia )

* '''[[w:Customer acquisition management|Customer acquisition management]]''' is the set of methodologies and systems to manage customer prospects and inquiries generated by a variety of [[w:marketing|marketing]] techniques. It can be considered the connectivity between advertising and [[w:customer relationship management|customer relationship management]]. This critical connectivity facilitates the acquisition of targeted customers in an effective fashion. ( Wikipedia )

* '''[[w:Customer retention|Customer retention]]''' is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. ( Wikipedia )

=== Strategic Business-to-Business Relationship Management - Session 4 ===

* A '''[[w:business idea|business idea]]''' is a [[w:concept|concept]] which can be used for [[w:Commerce|commercial]] purposes. It typically centers on a [[w:commodity|commodity]] or [[w:service (economics)|service]] that can be sold for money, according to a unique model. ( Wikipedia )

* A '''[[w:business architecture|business architecture]]''' is a part of an [[w:enterprise architecture|enterprise architecture]] related to corporate [[w:business|business]], and the [[w:document|document]]s and [[w:diagram|diagram]]s that describe the architectural structure of that business. People who build business architecture are known as [[w:business architect|business architect]]s. ( Wikipedia )

* '''[[w:IT service management|IT service management]]''' refers to the implementation and management of quality [[w:information technology|information technology]] services. IT service management is performed by IT service providers through people, process and information technology. ( Wikipedia )

* '''[[w:IT portfolio management|IT portfolio management]]''' is the application of systematic management to the investments, projects and activities of enterprise [[w:Information Technology|Information Technology]] (IT) departments. ( Wikipedia )
:::Examples of IT portfolios would be planned initiatives, projects, and ongoing IT services (such as application support). The promise of IT portfolio management is the quantification of previously informal IT efforts, enabling measurement and objective evaluation of investment scenarios. ( Wikipedia )

* '''[[w:ITIL|ITIL]]''' (formerly known as the '''Information Technology Infrastructure Library''') is a set of practices for [[w:IT service management|IT service management]] (ITSM) that focuses on aligning IT services with the needs of business. ( Wikipedia )

* An '''[[w:elevator pitch|elevator pitch]]''', elevator speech, or elevator statement is a short summary used to quickly and simply define a person, profession, product, service, organization or event and its [[w:value proposition|value proposition]]. ( Wikipedia )

=== Strategic Business-to-Business Relationship Management - Session 5 ===
* Finnbuild fair contacting

=== Strategic Business-to-Business Relationship Management - Session 6 ===

=== Strategic Business-to-Business Relationship Management - Session 7 - CRM in b-to-b services Segmentation in B2B ===


=== Strategic Business-to-Business Relationship Management - Session 8 - Multichannel ===

'''[[w:Multichannel marketing|Multichannel marketing]]''' is the ability to interact with potential customers on various platforms. In this sense, a channel might be a retail store, a web site, a mail order catalogue, or direct personal communications by letter, email or text message. ( Wikipedia )

=== Further reading ===
* [http://scholar.google.com/citations?user=w8_IgR0AAAAJ&hl=en Pennie Frow Google Scholar account] - Associate Professor, University of Sydney - [[w:Co-creation|Co-creation]], [[w:innovation|innovation]], [[w:marketing strategy|marketing strategy]]
* [http://scholar.google.com/citations?user=eGnnzDYAAAAJ&hl=en Adrian Payne Google Scholar account] - Professor of Marketing - Marketing, CRM, Relationship Marketing, Co-creation

== Successful Event ==
Teacher: Anna Hankimaa

=== Successful Event - Session 1 ===
* '''[[w:Event management|Event management]]''' is the application of [[w:project management|project management]] to the creation and development of large scale events such as [[w:festival|festival]]s, conferences, ceremonies, formal parties, concerts, or [[w:convention (meeting)|conventions]]. 
:::It involves studying the brand, identifying the [[w:target audience|target audience]], devising the event concept, planning the logistics and coordinating the technical aspects before actually launching the event. 
::::: The process of planning and co-ordinating the event is usually referred to as '''event planning''' and can include budgeting, scheduling, site selection, acquiring necessary [[w:License|permit]]s, coordinating transportation and parking, arranging for speakers or entertainers, arranging decor, event security, [[w:catering|catering]] and emergency plans. ( Wikipedia )

* '''[[w:Content marketing|Content marketing]]''' is any [[w:marketing|marketing]] that involves the creation and sharing of [[w:Content (media and publishing)|media and publishing content]] in order to acquire and retain customers. 
:::This information can be presented in a variety of formats, including news, video, [[w:white papers|white papers]], [[w:e-books|e-books]], [[w:infographics|infographics]], case studies, how-to guides, question and answer articles, photos, etc. ( Wikipedia )

What are the elements of a successful event?
:* Participants -> target group
:* Venue, location, logistics, catering and beverages
:* Promotion, communication
:* Financing, planning -> profit
:* Customer satisfaction -> customer experience -> feedback
:* Content -> program
:* Project management ->
:::** Timeline
:::** Task and responsibilities
:::** Risk management
:::** Contact with customer
:* Benchmarking with others / goal, target, purpose

=== Successful Event - Session 2 ===
'''Event types:'''
* [[w:Seminar|Seminar]]
* [[w:Trade fair|Trade fair]] or other [[w:fair|fair]]
* Internal / staff / [[w:Recreation|recreational]] event. 
::** A classic example is the Pikkujoulu
::** [[w:Team building|Team building]] event
::** Workplace [[w:well-being|well-being]] event
::** [[w:Training#Job_training_and_development|Job training event]] ( off-the-job or [[w:On-the-job training|on-the-job training]] )
* [[w:Cocktail party|Cocktail party]]
* Launch party / [[w:dot com party|dot com party]] (often known as an internet party or more generally, a launch party) is a social and business networking [[w:party|party]] hosted by an Internet-related business, typically for promotional purposes or to celebrate a corporate event such as a product launch, [[w:venture round|venture funding round]], or [[w:mergers and acquisitions|corporate acquisition]]. ( Wikipedia )
* Press / [[w:News conference|News conference]]
* Charity events / [[w:Fundraising|Fundraising]]
* [[w:Festival|Festival]]s
* [[w:Sponsor (commercial)|Sponsor]] event

=== Successful Event - Session 3 ===
Bigger "lines" / principals
* Know your audience
* Know your objectives ( should be measurable )

Planning the programme
* Fixed points -> derive the starting points from the fixed points
* Theme -> consistency -> brand
*

=== Successful Event - Presentation on customer experience management ===
==== Successful Event - Presentation on customer experience management - Key definitions ====
{{Q|A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments.|Wikipedia|touchpoints}}

* '''[[w:Customer experience|Customer experience]]''' ('''CX''') is the sum of all experiences a [[w:customer|customer]] has with a [[w:supply chain|supplier]] of [[w:good (economics)|goods]] and/or [[w:Service (economics)|services]], over the duration of their [[w:Customer relationship management|relationship]] with that supplier.  
::This can include 
:::* awareness, 
::::*discovery, 
:::::*attraction, 
::::::*interaction, 
:::::::*purchase, 
::::::::*use, 
:::::::::*cultivation and 
::::::::::*advocacy.  

{{Q|'''[[w:Experience design|Experience design]]''' ('''XD''') is the practice of [[w:design|design]]ing products, processes, services, events, and environments with a focus placed on the quality of the [[w:user experience|user experience]] and culturally relevant solutions.<ref>{{cite book|last=Aarts|first=Emile H. L.|author2=Stefano Marzano|title=The New Everyday: Views on Ambient Intelligence|publisher=010 Publishers|year=2003|isbn=978-90-6450-502-7|page=46}}</ref>|Wikipedia|[[w:experience design|experience design]]}}

::{{Q|In its commercial context, '''[[w:experience design|experience design]]''' is driven by consideration of the moments of engagement, or [[w:touchpoint|touchpoint]]s, between people and brands, and the [[w:idea|idea]]s, [[w:emotions|emotions]], and [[w:memories|memories]] that these moments create.|Wikipedia|[[w:Experience_design#Commercial_context|experience design in the commercial context]]}}

* A '''[[w:Touchpoint|Touchpoint]]''' (contact point, customer contact, Moment of Truth, point of contact) describes the interface of a [[w:product (business)|product]], [[w:Service (economics)|service]] or [[w:brand|brand]] with [[w:customer|customer]]s/users, non-customers, employees and other [[w:stakeholder (corporate)|stakeholders]], before, during and after a transaction. This may be applied in [[w:business-to-business|business-to-business]] as well as [[w:business-to-consumer|business-to-consumer]] environments. ( Wikipedia )

* In its commercial context, '''[[w:experience design|experience design]]''' is driven by consideration of the moments of engagement, or [[w:touchpoint|touchpoint]]s, between people and brands, and the [[w:idea|idea]]s, [[w:emotions|emotions]], and [[w:memories|memories]] that these moments create. 
:::Commercial experience design is also known as [[w:customer experience|customer experience]] design. In the domain of [[w:marketing|marketing]], it may be associated with [[w:experiential marketing|experiential marketing]]. 
:::::Experience designers are often employed to identify existing touchpoints and create new ones, and then to score the arrangement of these touchpoints so that they produce the desired outcome. ( Wikipedia on [[w:Experience_design#Commercial_context|experience design in the commercial context]] )

* '''[[w:Customer satisfaction|Customer satisfaction]]''' is a term frequently used in [[w:marketing|marketing]]. 
::It is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified [[w:Contentment|satisfaction]] goals."<ref name=Marketing_Metrics>Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; David J. Reibstein (2010). ''Marketing Metrics: The Definitive Guide to Measuring Marketing Performance.'' Upper Saddle River, New Jersey: Pearson Education, Inc. ISBN 0-13-705829-2.</ref> ( Wikipedia )

::* '''[[w:Customer satisfaction research|Customer satisfaction research]]''' is that area of [[w:marketing research|marketing research]] which focuses on customers' perceptions with their shopping or purchase [[w:experience|experience]]. ( Wikipedia )

* '''[[w:Customer experience transformation|Customer experience transformation]]''' (CxT) is a strategy that uses [[w:business process management]] to enhance [[w:customer service|customer service]] experience from any [[w:customer|customer]] [[w:touchpoint|touchpoint]]. ( Wikipedia )

==== Successful Event - Presentation on customer experience management - Technological solutions ====

* '''[[w:Business process management|Business process management]]''' ('''BPM''') is a field in [[w:Operations Management|operations management]] that focuses on improving corporate performance by managing and optimising a company's business processes.<ref name="Panagacos2012">{{cite book|author=Theodore Panagacos|title=The Ultimate Guide to Business Process Management: Everything You Need to Know and How to Apply It to Your Organization|url=http://books.google.com/books?id=AyCQMQEACAAJ|date=25 September 2012|publisher=CreateSpace Independent Publishing Platform|isbn=978-1-4774-8613-9|pages=6–7}}</ref> It can therefore be described as a "[[w:process optimization|process optimization]] process."  It is argued that BPM enables organizations to be more efficient, more effective and more capable of change than a functionally focused, traditional hierarchical management approach.<ref>[http://portal.acm.org/citation.cfm?id=1558897.1558901&coll=ACM&dl=ACM&CFID=86325717&CFTOKEN=44883106  Ryan K. L. Ko (2009). A computer scientist's introductory guide to business process management (BPM)], ACM Crossroads 15(4), ACM Press
</ref> These processes can impact the cost and revenue generation of an organization.

* An '''[[w:issue tracking system|issue tracking system]]''' (also '''ITS''', '''trouble ticket system,''' '''support ticket,'''  '''request management''' or '''incident ticket system''') is a [[w:computer software|computer software]] package that manages and maintains lists of [[W:Issue (computers)|issues]], as needed by an organization. ( Wikipedia )

* '''[[w:Customer feedback management services|Customer feedback management (CFM) online services]]''' are [[w:web applications|web applications]] that allow businesses to manage user suggestions and complaints in a structured fashion. 
::A 2011 study conducted by [[w:Aberdeen Group|Aberdeen Group]] showed that companies using customer feedback management services and social media monitoring have a 15% better customer retention rate.<ref>{{cite web|last=Omer|first=Minkara|title=Customer Experience Management: Using the Power of Analytics to Optimize Customer Delight|url=http://www.aberdeen.com/Aberdeen-Library/7460/RA-customer-experience-satisfaction.aspx|publisher=[[w:Aberdeen Group|]]|accessdate=2012-02-12|date=2012-01-01|quote=Companies using customer feedback management and social media monitoring have a 15% better customer retention rate. [http://multichannelmerchant.com/crosschannel/four-ways-boost-your-customer-experience-0123-jt1/]}}</ref> ( Wikipedia )

* '''[[w:Customer experience systems|Customer experience systems]]''' are integrated [[w:Business Support System|business]] and [[w:operational support systems|operational support systems]] (BSS/OSS) for [[w:telephone company|telephone company]] that particularly address [[w:service provider|service provider]]s’ mandate of focusing on the [[w:customer experience|customer experience]]. [...] the remaining differentiator is how well a company can deliver a customer experience that is ''personalized, rewarding, and meets customer needs''. (Peppers & Rogers 2005) <ref>{{cite book|author1=Martha Rogers|author2=Don Peppers|title=Return on Customer: Creating Maximum Value From Your Scarcest Resource|url=http://books.google.com/books?id=wvd4y742XPoC|accessdate=13 October 2012|date=21 June 2005|publisher=Random House Digital, Inc.|isbn=978-0-385-51030-1}}</ref> ( Wikipedia with modifications )
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== Read more on marketing: ==

* [[w:Shopper marketing]]
* [[w:Category:Types of marketing]]
* [[w:Category:Types of branding]]

== References ==
<references/>

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[[Category:realcontent]]
[[Category:Marketing]]
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