1.

What is Marketing?

An integrated set of strategies for selling products

and services or ideas.

2.

What is Marketing?

Most people think that Marketing is a tool, but for governments and not-for-profit it is a way of thinking. It goes beyond selling, advertising. It is a mindset which puts the customer first and ensures that the organization's philosophy is without customers there is no organization.

3.

What Marketing does?

Opportunity for long-term planning, promise of a

positive and productive relationship with the clientele. Analyses client needs. Determines how the resulting product will be packaged, promoted and distributed.

4.

Perceptions of Marketing

Historical
Associated with

Present
Strategic Essential

world of business Often lack strategy Low priority

Long-term
Communication-

based Client-driven

5. Keys to Marketing: I

Segmentation Recognize the market clusters that exist in your target audience. What differentiates each group? What makes them unique?

6. Keys to Marketing: II

Targeting choose the group that will be the focus of your campaign.

7. Keys to Marketing: III

Positioning What message do you want to convey? How do you want your audience to see you?

8. The Marketing Mix

Past: 4Ps Product Price Place Promotion

Present: 4Cs Customer Value Cost Convenience Communications

9. The 5 Most Important Questions

1. What is your Business (Mission)? 2. Who is your client? 3. What does the client consider value? 4. What is the plan? 5. What are our evaluation criteria?

10. Marketing Tips

More than selling Understand your clients needs, Develop plans that reflect those needs,

Support the Marketing function,

Develop a specialized program of training, Find ways to sell / distribute products and services more efficiently.

The Golden Rules of Marketing By Small Business Resource Ltd

Crafting a Marketing Plan

Why develop a plan?

Provides a sense of purpose and direction

Guide to implementation and control

Why develop a plan?

A Marketing-oriented planning can help the entire organization achieve its goals

The Marketing Plan

Step 1: Step 2: Step 3: Step 4: Step 5: Step 6: Step 7:

Situation Analysis Objectives Budgeting Strategies and Tactics Coordination Measure Effectiveness Evaluation

Situation Analysis

Cultural and social influences, individual differences, decision processes Definition and identification of target groups Segmentation and Positioning Competition S.W.O.T. 4 P's

Set Your Objectives

Objectives should be SMART:

Specific Measurable Attainable Realistic Time limited

Set Your Budget

Try to get budget to meet your plan and not a plan to meet your budget Develop plan, then revise if needed

Strategies and Tactics

Specification and Management of Program Elements

advertising PSAs promotional activities partnerships public relations, etc.

Coordinate Your Efforts

Achievement of proper balance between program elements Scheduling of execution Utilization of personnel and outside services Revise budgets

Monitor Your Progress and Effectiveness

Effects to be measured awareness (aided and unaided) interest recognition recall attitude change behavioral intentions adoption of behavior

Monitor Your Progress and Effectiveness (Contd.)

Methodologies

tracking

surveys
media audits

Evaluation and follow-up

Post mortem Assessment of accountability Did we do the right things? Did we do the things right?

Final Thoughts

Once the Marketing Plan has been written and developed, we know what needs to be done.
We must now concern ourselves with putting the plan into operation.