ABCs of MARKETING

ABCs of Marketing

Sit yourself down, take a seatAll you gotta do is repeat after me

A B CIt's easy as, 1 2 3As simple as, do re miA B C, 1 2 3

ABCs of Marketing

What is marketing? – Awareness

Marketing principles – Basics

Developing a marketing plan-Concepts

What is Marketing?

Marketing IS NOT Advertising

What is Advertising?

The non-personal presentation or promotion by a firm of its products to its existing and potential customers.

A mode of Promotion and Communication

Modes of Promotion and Communications

Advertising Sales promotion Events and

experiences Public relations and

publicity

Direct marketing Interactive

marketing Personal selling Word-of-mouth

marketing

Social Media or New Media

What is Marketing?

Marketing is an ongoing process of planning and executing the marketing mix for the mutually advantageous exchange of products or services.

Marketing Mix – 4Ps

Product

Price

Promotion and Communication

Place

The Process

“If you don’t know where you are going, any road will get you there.”

Lewis Carroll

“If you don’t know where you are going, you will wind up somewhere else!”

Lawrence “Yogi” Berra

“Change is not a destination and hope is not a strategy.”

Rudy Giuliani

ABCs of Marketing – Building Blocks

Building Blocks - Process

Adviser

SWOTResearch

Planning

ImplementationMonitor

Evaluation

Objectives

3C’s

Starts with you

Strategies – 4P’s

The Marketing ProcessUnderstand the role of marketingUnderstand 3C’s

Company, Consumer, CompetitionSet SMART marketing objectivesDevelop and implement marketing

strategy4Ps

Design performance measuresEvaluate marketing efforts

ABCs of Marketing

Foundation You are ....

Know that everything you do impacts the brand

SWOT Center and Competition

Strengths

Weaknesses

Opportunities

Threats

Know Your Customers

Internal

External

Need for Information

Market ResearchSystematic and objective process of collecting, recording, and analyzing data to aid decision-making

Need for Information

Enhances quality of decision-making More accurate planning Better anticipation of consumer needs Better anticipation of competitors Recognize new opportunities

Identifying SMART objectives

ABCs of Marketing – 4Ps

Product

Price

Promotion and Communication

Place

ABCs of Marketing

Product

ProductsGoodsGoods

ServicesServices

Events & ExperiencesEvents & Experiences

PersonsPersons

Places & PropertiesPlaces & Properties

OrganizationsOrganizations

InformationInformation

IdeasIdeas

Marketing Can Promote IdeasEducationUSA centers actively promote United States higher education around the world by offering accurate, unbiased, comprehensive, objective and timely information about education institutions in the United States and guidance to qualified individuals on how best to access those opportunities.

Net: Study in the United States

Price

The amount of money charged for a product or service, or the sum of the

values that consumers exchange for thebenefits of having or using the product or

service.

Price

Place

•Outreach•Center

Promotion and Communication

The means by which firms attempt to inform, persuade, and remind

consumers, directly or indirectly, aboutthe products and brands they sell.

Promotion and Communications

The voice of the brand

Promotion and Communication

Plays three vital roles:

Provide information and advice

Persuades the target customers of value your product or service.

Encourages customer to take action

Promotion and Communication

Customers involved in co-production so:

Teach customer how to move effectively through the process

Shape customers’ roles and manage their behavior

Customer Satisfaction

The feeling that a product has met or exceeded the customer’s expectations

Building Blocks - Process

Adviser

SWOTResearch

Planning

ImplementationMonitor

Evaluation

Objectives

3C’s

Starts with you

Strategies – 4P’s

Why is marketing planning necessary?

Systematic futuristic thinking Better co-ordination of a center’s

efforts Development of performance

standards for control Sharpening of objectives and policies Better prepared for sudden

developments

Challenge – Create a 1 year Plan

1 2 3 4 5 6 7 8 9 10

11

12

Target 1

Strategy

Target 2

Strategy

Target 3

Strategy

Target 4

Strategy

ABCs of Marketing