We have helped design dozens of marketing organizations. Typically we enter the scene after a traditional business consultancy has done preliminary strategy, cost, and head-count analyses, and our role is to work with the CMO to create and implement a new structure, operating model, and capability-building program. Though we believe there is no ideal organizational blueprint, our experience does suggest a set of operational and design principles that any organization can apply.
^ Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales," Journal of Business Research, Vol. 50, 2000, pp 273–285. Note that the most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., The Effect of Marketing Orientation on Business Profitability," Journal of Marketing, Vo. 54, 1990, pp 20–35
^ Hooley, G., Fahy, J., Beracs, J., Fonfara, K. and Snoj, B., "Market Orientation in the Transition Economies of Central Europe: Tests of the Narver and Slater Market Orientation Scales," Journal of Business Research, Vol. 50, 2000, pp 273–285. Note that the most widely applied scale is that developed by Narver and Slater in Narver, J.C., and Slater, S.F., The Effect of Marketing Orientation on Business Profitability," Journal of Marketing, Vo. 54, 1990, pp 20–35
All 52 8” Cakes 6 Bread 0 Cakes 0 Chef's Choice 0 Customer favorites 0 Danish 0 Drinks 0 Full Month Cakes 5 Hot Espresso 0 Hot Teas 0 Iced Espresso 0 Iced Teas 0 Individual Cake 10 Mooncakes 0 Multigrain 0 Non-Caffeinated 0 Pastries 12 Puff Pastry 0 Savory Bread 0 Sea Salt Beverages 0 Seasonal 0 Sliced Cake 8 Slushes & Smoothies 0 Sponge Cake 11 Sweet Bread 0 Toast 0 Top Picks 0 Yudane 0 Add Ons 0

Some varieties of cake are widely available in the form of cake mixes, wherein some of the ingredients (usually flour, sugar, flavoring, baking powder, and sometimes some form of fat) are premixed, and the cook needs add only a few extra ingredients, usually eggs, water, and sometimes vegetable oil or butter. While the diversity of represented styles is limited, cake mixes do provide an easy and readily available homemade option for cooks who are not accomplished bakers.


During the Great Depression, there was a surplus of molasses and the need to provide easily made food to millions of economically depressed people in the United States.[8] One company patented a cake-bread mix in order to deal with this economic situation, and thereby established the first line of cake in a box. In so doing, cake as it is known today became a mass-produced good rather than a home- or bakery-made specialty.

The process of marketing is that of bringing a product to market, which includes these steps: broad market research; market targeting and market segmentation; determining distribution, pricing and promotion strategies; developing a communications strategy; budgeting; and visioning long-term market development goals.[10] Many parts of the marketing process (e.g. product design, art director, brand management, advertising, copywriting etc.) involve use of the creative arts.

My hopes were quickly dashed in my quest for some “meat”, something of genuine value, something I could put to use in my daily job as a marketer. Unfortunately, the book Is really just a continuous string of Mr. Godin’s rambings on various topics he’s discussed in previous works. All of a sudden I was skipping huge swaths of examples and musings in the hope of finding something useful. I know Mr. Godin has a lot of useful advice and insights, but I just couldn’t find anything I could sink my teeth into in this particular book.
Top brands excel at delivering all three manifestations of brand purpose—functional benefits, or the job the customer buys the brand to do (think of the pick-me-up Starbucks coffee provides); emotional benefits, or how it satisfies a customer’s emotional needs (drinking coffee is a social occasion); and societal benefits, such as sustainability (when coffee is sourced through fair trade). Consider the Unilever Sustainable Living Plan, which defines a set of guiding principles for sustainable growth that emphasize improving health, reducing environmental impact, and enhancing livelihoods. The plan lies at the heart of all Unilever’s brand strategies, as well as its employee and operational strategies.
Want to get the word out there and boost your visibility on social media without taking years to build the audience? Then you should certainly leverage influencers. But the key is to find the right influencer. You don't have to go with influencers with millions of followers. You could opt for micro-influencers with tens of thousands or even a hundred thousand followers.
Inspiration is so important that many companies, Unilever among them, have begun measuring employees’ brand engagement as a key performance indicator. Google does this by assessing employees’ “Googliness” in performance appraisals to determine how fully people embrace the company’s culture and purpose. And Zappos famously offers new hires $3,000 to leave after four weeks, effectively cutting loose anyone who is not inspired by the company’s obsessive customer focus.
The Broadway star’s country-themed California wedding featured a cake inspired by her favorite Kentucky dessert: Derby Pie. The confection was a 3-tier, gluten-free chocolate cake with bourbon pecan mousse filling layered with chocolate chips. The frosting on the cake was a vanilla bean buttercream, which was drizzled with bourbon confectioners’ glaze to create the trendy drip look on top. 
Other recent studies on the "power of social influence" include an "artificial music market in which some 14,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay).
On the day of their May 6 nuptials in Devon, England, the British Olympic diver surprised Black with a five-tier, red, white and blue cake made by U.K. bakery Crumbs & Doilies. The dessert featured layers of banana chocolate chip cake (Daley’s favorite) and carrot cake (Black’s favorite) and each tier had its own unique patriotic design, including one decorated with white chocolate bark made by Daley himself. 
As soon as Niemi, the widow of Patrick Swayze, and DePrisco saw a photo of an all-white wedding cake hanging on the wall of Couture Cakes bakery in Delray Beach, Florida, they knew they’d found the cake of their dreams for their May 25 I dos. Covered in silky white fondant, the dessert featured white-cake layers, whipped cream filling, edible pearls and handmade gum-paste lilies and calla lilies. It was as simple and elegant as the wedding itself.
Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”
Morgan, in Riding the Waves of Change (Jossey-Bass, 1988), suggests that one of the greatest limitations of the 4 Ps approach "is that it unconsciously emphasizes the inside–out view (looking from the company outwards), whereas the essence of marketing should be the outside–in approach". An inside-out approach is the traditional planning approach where the organisation identifies its desired goals and objectives which are often based around what has always been done. Marketing's task then becomes one of "selling" the organisation's products and messages to the "outside" or external stakeholders.[45] In contrast, an outside-in approach first seeks to understand the needs and wants of the consumer.[46]
Marketing historically has marched to its own drummer, at best unevenly supporting strategy handed down from headquarters and, more commonly, pursuing brand or marketing goals (such as growing brand equity) that were not directly related to the overall business strategy. Today high-performing marketing leaders don’t just align their department’s activities with company strategy; they actively engage in creating it. From 2006 to 2013, our surveys show, marketing’s influence on strategy development increased by 20 percentage points. And when marketing demonstrates that it is fighting for the same business objectives as its peers, trust and communication strengthen across all functions and, as we shall see, enable the collaboration required for high performance.
As we are working through these issues at CMI, it’s a great time to look for some inspiration and best practices for quality videos. What better place to mine for ideas than some of the best video-related sessions at Content Marketing World. From creating videos that people want to watch to finding ideas for those videos to following best practices for social media, here are some of the key takeaways from my favorite sessions about video.
It’s critical that your marketing department uses their understanding and analysis of your business’s consumers to offer suggestions for how and where to sell your product. Perhaps they believe an ecommerce site works better than a retail location, or vice versa. Or, maybe they can offer insights into which locations would be most viable to sell your product, either nationally and internationally.
However, identifying the right strategies to market your business is often likened to rocket science. How do you get your message to the right audience and do it effectively? How do you boost visibility and increase sales while sustaining a profit with a converting offer? Today, with so much vying for our attention from social media, to search engine optimization, blogging and pay-per-click advertising, it's easy to see why most are ready to pull their hair out.

^ Banting, P.M. & Ross, R.E., "The marketing mix: A Canadian perspective," Journal of the Academy of Marketing Science, vol. 1, no. 1, 1973, doi:10.1007/BF02729310; van Waterschoot, W. and van den Bulte, C., "The 4P Classification of the Marketing Mix Revisited," Journal of Marketing, Vol. 56, No. 4, 1992, p. 84; see also Culliton's original article in Culliton, J. The Management of Marketing Costs, Research Bulletin, Harvard University, 1948
Companies are increasingly enhancing the value of their products by creating customer experiences. Some deepen the customer relationship by leveraging what they know about a given customer to personalize offerings. Others focus on the breadth of the relationship by adding touchpoints. Our research shows that high-performing brands do both—providing what we call “total experience.” In fact, we believe that the most important marketing metric will soon change from “share of wallet” or “share of voice” to “share of experience.”

Underperforming marketers, on the other hand, underinvest in training. Their employees receive just over half a day of training a year, on average, while overperformers give people nearly two full days of tailored, practical training by external experts. At first blush, the Marketing2020 study reveals what you might expect: Marketers must leverage customer insight, imbue their brands with a brand purpose, and deliver a rich customer experience. They must connect, inspire, focus, organize, and build, as detailed here. The finding that’s striking—and should serve as both a warning and a call to arms—is that most organizations haven’t been able to put all those pieces together. Our data show that only half of even high-performing organizations excel on some of these capabilities. But that shouldn’t be discouraging; rather, it illuminates where there’s work to do. Regardless of how marketing delivers its messages in the future, the fundamental human motivations that marketers must satisfy won’t change. The challenge now is to create organizations that can truly speak to those needs.
To overcome the deficiencies of the 4 P model, some authors have suggested extensions or modifications to the original model. Extensions of the four P's include "people", "process", and "physical evidence" and are often applied in the case of services marketing[49] Other extensions have been found necessary in retail marketing, industrial marketing and internet marketing:

Publicity involves attaining space in media, without having to pay directly for such coverage. As an example, an organization may have the launch of a new product covered by a newspaper or TV news segment. This benefits the firm in question since it is making consumers aware of its product, without necessarily paying a newspaper or television station to cover the event.

^ Fisk, R.P., Brown, W. and Bitner, M.J., "Tracking the Evolution of Services Marketing Literature, Journal of Retailing, vol. 41 (April), 1993; Booms, B. and Bitner, M. J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51; Booms, B. and Bitner, M. J. "Marketing Strategies and Organizational Structures for Service Firms" in James H. Donnelly and William R. George (eds), Marketing of Services, Chicago: American Marketing Association, 47–51


Price is also tested through focus groups and surveys. Companies must know the optimal price to sell their products to achieve maximum return. One way to determine price is to set it at a level comparable to competitors, as long the company can recover all associated product expenses and still make a profit. If the company is introducing a product that has never existed, they must determine how much the consumer is willing to pay for it.
This refers to the process of setting a price for a product, including discounts. The price need not be monetary; it can simply be what is exchanged for the product or services, e.g. time, energy, or attention or any sacrifices consumers make in order to acquire a product or service. The price is the cost that a consumer pays for a product—monetary or not. Methods of setting prices are in the domain of pricing science.

Add value. That’s the secret. It’s not really a secret at all. We've already talked about it throughout this piece. Although when you look at some of the marketing companies engage in you wonder if they’re purposely avoiding the obvious. We skip advertising when it provides little to no value. If you want to learn about advertising that doesn’t get skipped, find a skateboarder and ask him if you can watch him look through a skateboard magazine. You’ll see that he spends as much time looking at the ads as he does looking at the articles and photos. Or check out The Berrics website. Much of the content is advertisements, but skaters don’t skip these videos, they watch them just like they watch the other videos, because they’re getting the value they want--good skating. As a skater I’d like to say skateboard companies pioneered content marketing decades ago, but I know they were only doing what came naturally, and selling more product was secondary to the fun of creating videos and magazines. If you want to hire someone onto your marketing team who understands content marketing intuitively, hiring a skateboarder might not be a bad step.


In the past decade, what marketers do to engage customers has changed almost beyond recognition. With the possible exception of information technology, we can’t think of another discipline that has evolved so quickly. Tools and strategies that were cutting-edge just a few years ago are fast becoming obsolete, and new approaches are appearing every day.


Special tools are needed for more complex cake decorating, such as piping bags and various piping tips, syringes and embossing mats. To use a piping bag or syringe, a piping tip is attached to the bag or syringe using a coupler. The bag or syringe is partially filled with icing which is sometimes colored. Using different piping tips and various techniques, a cake decorator can make many different designs. Basic decorating tips include open star, closed star, basketweave, round, drop flower, leaf, multi, petal, and specialty tips. An embossing mat is used to create embossed effects. A cake turntable that cakes are spun upon may be used in cake decoration.
Though Scruggs’s style for her December 12 wedding to the E! News co-host leaned toward traditional, she wanted a contemporary cake – not a problem for Fancy Cakes by Lauren, a Dallas bakery. After studying the bride’s Pinterest boards, baker/owner Lauren Kitchens dreamed up a glamorous six-tier confection that was “light and ethereal,” she said. The buttercream-covered layers (amaretto with toffee filling and vanilla with salted caramel mousse) were decorated with hand-made deep pink sugar flowers, lace appliqués made from fondant and paper thin ombré chocolate ruffles.

The marketing orientation is perhaps the most common orientation used in contemporary marketing. It is a customer-centric approach that involves a firm basing its marketing program around products that suit new consumer tastes. Firms adopting a marketing orientation typically engage in extensive market research to gauge consumer desires, use R&D to develop a product attuned to the revealed information, and then utilize promotion techniques to ensure consumers are aware of the product's existence and the benefits it can deliver.[30] Scales designed to measure a firm's overall market orientation have been developed and found to be relatively robust in a variety of contexts.[31]
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