Marketing…

The goal is not to be something to everyone, the goal is to be everything to

someone.

Agenda

• What Marketing Is• Neanderthal Marketing• Basic Structure of a Marketing Plan• Discussion

Marketing Is …

… the art of finding, developing and profiting from opportunities.

Tradtionally…P’s - Price, Product, Promotion, and PlaceC’s - Customer solution, Customer cost, Convenience, Communication

Philip Kotler, Kellogg School of Management

Marketing Is …In order to be effective at marketing, an organization needs to understand:• Primary target (Customers)• Others who want your target (Competition)• Where your targets ‘shop’ (Marketplace)

Neanderthal Marketing• Equating marketing with selling

• Emphasizing customer acquisition rather than customer care

• Trying to make a profit on each transaction rather than trying to profit by managing customer lifetime value

• Pricing based on marking up cost rather than target pricing

• Planning each communication tool separately rather than integrating marketing communication tools

• Selling the product rather than trying to understand and meet the customer’s real need

The Marketing Plan • Overview• Vision or Mission• Marketing Objectives• Market Segments/Segmentation

Strategy/Discussion of Needs• Product Definition• Communications Strategy• Distribution Channels• Competitive Analysis• Tactical Plan • Budget• Marketing Resources• Measurement

The Marketing Plan • Overview• Vision or Mission• Marketing Objectives• Market Segments/Segmentation

Strategy/Discussion of Needs• Product Definition• Communications Strategy• Distribution Channels• Competitive Analysis• Tactical Plan • Budget• Marketing Resources• Measurement

The Marketing Plan

• Marketing Objectives• Market Segments/Segmentation Strategy/Discussion of Needs• Communications Strategy• Tactical Plan • Budget• Measurement

The Marketing Plan •Marketing Objectives– What are you going to accomplish?

• Market Segments/Segmentation Strategy/Discussion of Needs– Break down your market into segments and address each segment’s need

• Communications Strategy (advertising, PR, direct marketing)– What will you tell people to attract them?– How will you tell them?

• Tactical Plan – What are the activities you will conduct to “close the deal”?

• Budget– How will you effectively use your funds?•Measurement– How will you judge success?