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Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.

Levinson identifies the following principles as the foundation of guerrilla marketing:

* Guerrilla Marketing is specifically geared for the small business and entrepreneur.
* It should be based on human psychology rather than experience, judgment, and guesswork.
* Instead of money, the primary investments of marketing should be time, energy, and imagination.
* The primary statistic to measure your business is the amount of profits, not sales.
* The marketer should also concentrate on how many new relationships are made each month.
* Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
* Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
* Forget about the competition and concentrate more on cooperating with other businesses.
* Guerrilla Marketers should use a combination of marketing methods for a campaign.
* Use current technology as a tool to build your business.
* Messages are aimed at individuals or small groups, the smaller the better.
* Focuses on gaining the consent of the individual to send them more information rather than trying to make the sale.

The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as:

* Reverse Graffiti — clean pavement adverts
* Viral marketing — through social networks
* Presence marketing — marketing for being there
* Grassroots marketing — tapping into the collective efforts of brand enthusiasts
* Wild Posting Campaigns
* Alternative marketing
* Buzz marketing — word of mouth marketing
* Undercover marketing — subtle product placement
* Astroturfing — releasing company news to imitate grassroots popularity
* Experiential marketing — interaction with product
* Tissue-pack marketing — hand-to-hand marketing
* Wait marketing — when and where consumers are waiting (such as medical offices and gas pumps) and receptive to communications

Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is now increasingly adopted by large businesses.

The business terms push and pull originated in the logistic and supply chain management,[2] but are also widely used in marketing.[3][4]

A push-pull-system in business describes the movement of a product or information between two subjects. On markets the consumers usually “pulls” the goods or information they demand for their needs, while the offerers or suppliers “pushes” them toward the consumers. In logistic chains or supply chains the stages are operating normally both in push- and pull-manner.[5] The interface between push-based stages and pull-based stages are called push-pull boundary or decoupling point.[5]

Push strategy

Another meaning of the push strategy in marketing can be found in the communication between seller and buyer. In dependence of the used medium, the communication can be either interactive or non-interactive. For example, if the seller makes his promotion by television or radio, it’s not possible for the buyer to interact with. On the other hand, if the communication is made by phone or internet, the buyer has possibilities to interact with the seller. In the first case information is just “pushed” toward the buyer, while in the second case it is possible for the buyer to demand the needed information according to his requirements.

* Applied to that portion of the supply chain where demand uncertainty is relatively small
* Production & distribution decisions are based on long term forecasts
* Based on past orders received from retailer’s warehouse (may lead to Bullwhip effect)
* Inability to meet changing demand patterns
* Large and variable production batches
* Unacceptable service levels
* Excessive inventories due to the need for large safety stocks
* less expenditure on advertising than pull strategy

Pull strategy

In a “pull” system the consumer requests the product and “pulls” it through the delivery channel. An example of this is the car manufacturing company Ford Australia. Ford Australia only produces cars when they have been ordered by the customers.

* Applied to that portion of the supply chain where demand uncertainty is high
* Production and distribution are demand driven
* No inventory, response to specific orders
* Point of sale (POS) data comes in handy when shared with supply chain partners
* Decrease in lead time
* Difficult to implement

Many media and music futurists are speculating upon the change within the industry. The introduction and success of social networking along with digital music has transformed and re-shaped the way music is marketed to the consumer; shifting from a push to pull strategy. In media and advertising everything is switching to pull. There is an imminent difference between the consumer receiving information from a push strategy and a pull strategy. Push example; passive, the marketing campaign is in control of the message being sent out and how it is received by potential customers. Pull example; active, the recipient of the marketing campaign is in control of the message and their decision whether to act or not. Generally the shift from push to pull has been viewed as a shift in power to the consumer away from advertisers and so is bad news for marketers.

With the increase of social networking platforms and users, with emphasis to Facebook, social networking has become a major and focal part to music marketing adopting the pull marketing strategy. Pull marketing shifts the emphasis and attention onto the customer, the essential attribute is to market in the correct places and knowing where and who the target audience are.

Consumers are increasingly customizing music platforms to better suit their individual needs. Rather than relying on music companies or a DJ to pre-determine the mix of songs on a CD, an increasing number of music listeners are downloading individual tracks and assembling their own sequence of songs. This process is also being replicated with the creation of playlists through platforms such as iTunes, Spotify and Last FM. Fan-built playlists and mixes are taking over the way people get their music. Playlists are inevitably becoming a pull marketing resource that marketing alliances must embrace, due to their ability to be share via Peer to peer networks. People are choosing what they want to hear rather than having it pushed on them.

* Advertising – 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. (Not Always Paid For)
* 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 or via telephone.
* Sales promotion – 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.
* Public relations – 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.
* Corporate image – 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.
* Direct Marketing is often listed as a the fifth part of the marketing mix
* Exhibitions – are try-outs. You make your product, and let potential buyers try the product, this way, you know directly what people see in your product. The downside, your competitor can see exactly what you are doing.

The term “marketing mix” was first used in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term “marketing-mix”. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which has seen wide use. The four Ps concept is explained in most marketing textbooks and classes.

Elements of the marketing mix are often referred to as ‘the four Ps’:

* Product – A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are service based like the tourism industry & the hotel industry or codes-based products like cellphone load and credits. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system. Packaging also needs to be taken into consideration. Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, product differentiation is required and is one of the strategy to differentiate from its competitors.

* Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer’s perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.
* Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.
* Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from cinema commercials, radio and Internet adverts through print media and billboards. Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations.
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Marketing is used to identify the customer, to satisfy the customer, and to keep the customer. With the customer as the focus of its activities, it can be concluded that marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries.[citation needed] The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable.[citation needed]

The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions.[2] It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.[2]

Marketing research involves conducting research to support marketing activities, and the statistical interpretation of data into information. This information is then used by managers to plan marketing activities, gauge the nature of a firm’s marketing environment and attain information from suppliers. Marketing researchers use statistical methods such as quantitative research, qualitative research, hypothesis tests, Chi-squared tests, linear regression, correlations, frequency distributions, poisson distributions, binomial distributions, etc. to interpret their findings and convert data into information. The marketing research process spans a number of stages including the definition of a problem, development of a research plan, collecting and interpretation of data and disseminating information formally in form of a report. The task of marketing research is to provide management with relevant, accurate, reliable, valid, and current information.

A distinction should be made between marketing research and market research. Market research pertains to research in a given market. As an example, a firm may conduct research in a target market, after selecting a suitable market segment. In contrast, marketing research relates to all research conducted within marketing. Thus, market research is a subset of marketing research.CatDuMr-0301.pdf

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sub·mit  (sb-mt)
v. sub·mit·ted, sub·mit·ting, sub·mits
v.tr.
1. To yield or surrender (oneself) to the will or authority of another.
2. To subject to a condition or process.
3. To commit (something) to the consideration or judgment of another. See Synonyms at propose.
4. To offer as a proposition or contention: I submit that the terms are entirely unreasonable.
v.intr.
1. To give in to the authority, power, or desires of another. See Synonyms at yield.
2. To allow oneself to be subjected to something.
[Middle English submitten, from Latin submittere, to set under : sub-, sub- + mittere, to cause to go.]
sub·mittal (-mtl) n.
sub·mitter n.

submit [s?b'm?t]
vb -mits, -mitting, -mitted
1. (often foll by to) to yield (oneself), as to the will of another person, a superior force, etc.
2. (foll by to) to subject or be voluntarily subjected (to analysis, treatment, etc.)
3. (tr; often foll by to) to refer (something to someone) for judgment or consideration to submit a claim
4. (tr; may take a clause as object) to state, contend, or propose deferentially
5. (intr; often foll by to) to defer or accede (to the decision, opinion, etc., of another)
[from Latin submittere to place under, from sub- + mittere to send]
submittable , submissible adj
submittal  n
submitter  n

Thesaurus

Verb    1.    submit  – refer for judgment or consideration; “The lawyers submitted the material to the court”
subject
give – submit for consideration, judgment, or use; “give one’s opinion”; “give an excuse”
return – submit (a report, etc.) to someone in authority; “submit a bill to a legislative body”
refer – send or direct for treatment, information, or a decision; “refer a patient to a specialist”; “refer a bill to a committee”
relegate, submit, pass on – refer to another person for decision or judgment; “She likes to relegate difficult questions to her colleagues”
2.    submit – put before; “I submit to you that the accused is guilty”
put forward, state, posit
propose, suggest, advise – make a proposal, declare a plan for something; “the senator proposed to abolish the sales tax”
3.    submit – yield to the control of another
subject – make accountable for; “He did not want to subject himself to the judgments of his superiors”
4.    submit – hand over formally
present
give – transfer possession of something concrete or abstract to somebody; “I gave her my money”; “can you give me lessons?”; “She gave the children lots of love and tender loving care”
bring in – submit (a verdict) to a court
5.    submit – refer to another person for decision or judgment; “She likes to relegate difficult questions to her colleagues”
relegate, pass on
submit, subject – refer for judgment or consideration; “The lawyers submitted the material to the court”
6.    submit – yield to another’s wish or opinion; “The government bowed to the military pressure”
accede, give in, bow, defer
buckle under, knuckle under, succumb, give in, yield – consent reluctantly
7.    submitsubmit – accept or undergo, often unwillingly; “We took a pay cut”
take
test – undergo a test; “She doesn’t test well”
undergo – pass through; “The chemical undergoes a sudden change”; “The fluid undergoes shear”; “undergo a strange sensation”
take – experience or feel or submit to; “Take a test”; “Take the plunge”
8.    submit – make an application as for a job or funding; “We put in a grant to the NSF”
put in
apply – ask (for something); “He applied for a leave of absence”; “She applied for college”; “apply for a job”
9.    submit – make over as a return; “They had to render the estate”
render
law, jurisprudence – the collection of rules imposed by authority; “civilization presupposes respect for the law”; “the great problem for jurisprudence to allow freedom while enforcing order”
gift, present, give – give as a present; make a gift of; “What will you give her for her birthday?”
10.    submit – accept as inevitable; “He resigned himself to his fate”
reconcile, resign
accept – consider or hold as true; “I cannot accept the dogma of this church”; “accept an argument”