Here, the discussion goal is to link YouTube’s threats, opportunities, and performance to the rapid changes occurring in the firm’s microenvironment and macroenvironment. The company’s humble beginnings and nimble marketplace approach paint a clear picture of the impact of the marketing environment on marketing strategy.
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Going far beyond mere survival, YouTube reinvents itself regularly with new, forward-thinking ideas on how to produce, distribute, and monetize online video.
Change will be the only constant.ĭiscussion Objective A brief discussion of the YouTube story will help to illustrate how leading companies don’t just react to changes in the environment – they lead those changes. To remain on top, YouTube will have to be nimble in adapting to the ever-changing marketing environment-or better, in leading the change. YouTube is also developing an advertising model that’s built around the way people use the site, a model that best suits the needs of users, content providers, advertisers, and its own bottom line. YouTube generates more than $1 billion in annual revenue for Google, its parent company. Not only is YouTube generating mind-numbing traffic, it’s also making money.
More than 30,000 partners in 27 countries now participate in the Partner Program, producing new content and sharing the revenue that YouTube generates from ads that accompany their videos. Instead of simply providing more access to traditional Hollywood-type content, YouTube created its Partner Program, which encourages aspiring Web video producers to create original new content for YouTube. Rather than simply surviving in its chaotic environment, YouTube is thriving, leading the way in shaping how video is produced, distributed, and monetized. Last year, it captured more than 1 trillion video views worldwide, giving it a 43 percent share of the online video market. Synopsis YouTube, the Internet video-sharing giant, burst onto the scene only a few short years ago.
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The 8th edition reflects the latest trends in marketing, including new coverage on online, social media, mobile, and other digital technologies to build customer engagement, brand community and sales, as well as wider coverage of cases and examples from an Australian perspective.ĭescription based upon print version of recordĭenize, Sara M.Instant download and all chapters Solutions Manual Principles of Marketing 15th Edition Philip Kotler, Gary Armstrong Ĭhapter 3 ANALYZING THE MARKETING ENVIRONMENT LECTURE STARTER: CHAPTER 3 YouTube: Adapting to the Fast-Changing Marketing Environment
With engaging real-world examples and information, Principles of Marketing shows students how customer value - creating it and capturing it - drives every effective marketing strategy. This best-selling and marketing-leading product introduces marketing through the lens of creating value for customers. Part 1 Defining marketing and the marketing process - 1 Marketing: Creating and capturing customer value - 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships - Part 2 Understanding the marketplace and consumers - 3 The marketplace and customers: Analysing the environment - 4 Marketing analytics and artificial intelligence: Gaining customer insights - 5 Buyer behaviour: Understanding consumer and business buyers - Part 3 Designing a customer-driven strategy and mix - 6 Customer-driven marketing strategy: Creating value for target customers - 7 Products, services and brands: Offering customer value - 8 New products: Developing and managing innovation - 9 Pricing: Capturing customer value - 10 Placement: Customer value fulfilment - 11 Communicating customer value: Advertising and public relations - 12 Personal selling and sales promotion: Creating value in relationships - 13 Direct and digital marketing: Interactivity and fulfilment - Part 4 Extending marketing - 14 Sustainable marketing: Social responsibility, ethics and legal compliance - Appendices -Glossary - Index