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.

Stra

tegi

c bu

sine

ss p

lan

Products

Price

Promotion

Place

Customer

The strategic business plan is further supported by the marketing and

advertising plans.

Marketing

Advertising St

rate

gic bu

sine

ss p

lan

Products

Price

Promotion

Place

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

Stra

tegi

c bu

sine

ss p

lan

Products

Price

Promotion

Place

Customer

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

g

Stra

tegi

c bu

sine

ss p

lan

Products

Price

Promotion

Place

Customer

$ProfitO

MPETITION

EGULATION

CONOMICS

OCIAL

C R E S TECHNOLOGICAL

And that, my students, is the Fulmer Flower of Marketing!