Post on 30-Dec-2015
description
Who is at the center of everything we do in marketing?
Customer
The customer is surrounded by the marketing mix (aka 4 Ps).
Products
Price
Promotion
Place
Customer
The marketing mix is further supported by our “stem” which is the
strategic business plan.
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Products
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Promotion
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Customer
The strategic business plan is further supported by the marketing and
advertising plans.
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Advertising St
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Products
Price
Promotion
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Customer
In a perfect world this flower continues to bloom.
Consumers make purchases, our plans are effective and our companies are profitable.
Unfortunately…
…we do not live in a perfect world so our flower gets “rained on” by
our environmental factors.
Do you remember what those environmental factors are?
Here is a great way to remember…
For those of you who use Crest Toothpaste you will never look
at CREST in the same way again.
Your environmental factors are…
Environmental Factors
C = CompetitionR = RegulatoryE = EconomicS = SocialT = Technology
So…it is the CREST that rains on our flower.
MarketingAdvertising
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OMPETITION
EGULATION
CONOMICS
OCIAL
C R E S TECHNOLOGICAL
As marketers, we need to respond to our environmental factors and be
proactive in our approach.
We need to know…
• What our competition is doing• What new products/services they are introducing• Where their growth is occurring
…and RESPOND!
We need to know what is happening in the area of regulation.
For example, a simple increase in postage rates has a tremendous affect on marketing budgets!
The economic state of our nation impacts when and if we introduce new
products and services.
The social environment is changing drastically.
Did you know that by 2025 Hispanics will make up the majority of our US population?
And, the unlimited possibilities of technology from the internet, to
kiosks, to interactive strategies opens new avenues to market.
It is my hope, that as you complete this class you will:
1. See the endless marketing capabilities.
2. Proactively address the environmental factors.
3. Think out of the box!
By accomplishing this you will be able to successfully implement, change and
adapt your strategies.
The sun will once again come out bringing you PROFITS!
Marketing
Advertisin
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Products
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$ProfitO
MPETITION
EGULATION
CONOMICS
OCIAL
C R E S TECHNOLOGICAL
And that, my students, is the Fulmer Flower of Marketing!