Marketing Made Obvious

The Marketing Concept

Product Orientation

Sales Orientation

Marketing Orientation

Marketing Orientation

Marketing Orientation

Happy customers mean pots of money!

(well, it’s a starting point)

What else matters in marketing?

Marketing

environment

Competitive

environment

Company

Marketing Mix

Customer

The marketing environment

PoliticalEconomicSocialTechnologicalLegalEnvironmental

PoliticalEconomicSocialTechnologicalLegalEnvironmentalEthical

The competitive environment

Meet same need or aspiration

Compete for same spending power

“Do it yourself” Do nothing

The company SWOT – 3 golden rules

Strengths Weaknesses

Opportunities Threats

Strengths should be:

• Valuable to the business or to its customers;

• Not shared with competitors;• Difficult or expensive to copy;• Able to be put to use for the

business.

Weaknesses should be:

• Significant to the business or to its customers;

• Not shared with competitors or could give the business a competitive advantage if addressed;

• Not easy or cheap to fix;• Not counterbalanced by other

factors.

Opportunities should be:

• Unlikely to prevent the business taking advantage of other opportunities;

• Large enough to be worth cost/effort;• Accessible, i.e. they can be taken

advantage of by the business;• Likely to be around long enough to be

worth taking advantage of.

Threats should be:

• Not mitigated by other external factors;

• Large enough to make an impact;• Not mitigated by actions the

business is already taking;• Likely to be around long enough to

have a significant impact.

The company Marketing Mix

Product

Price

Promotion

PlacePeople

Process

Physical evidence

Action

Conviction

Comprehension

Awareness

Unawareness

Thank youFrancine Pickering

Clarity Marketing Ltdwww.clarity-in-communication.com

francine@clarity-in-communication.com@fmpickering

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