Marketing

• process of planning and executing pricing, promotion and
• distribution of good and services to create exchanged that satisfy objectives.

• Focus on what sets them apart from the
• competition

• Starting point-factory
• Focus-Existing products
• Means-selling and promoting
• Ends-Profit through sales volume

• Market
• customer needs
• Intergrated marketing
• Profits through customer satisfaction

• Catering to the needs and wants of target markets to deliver and meet expectations better
• than the competitors

• 1. Understand the market (need
• & wants)

• 2. Design customer driven
• marketing strategy

• 3.Construct marketing program
• that delivers better value

4.Build profitable relationships

5. Capture value from customers

• Product
• Price
• Place
• Promotion

combination of tangible and intangible products – selling the experience

• -Intangibility
• -Inconsistency
• -Inseparability
• -Perishability

• Controllable: 4 P’s
• Uncontrollable: Marketing Environments (outside environments)

• Regulatory
• Economic
• Social/cultural
• Technology

• -Establish goals
• -Strategy to meet current market needs
• -Terms of reference
• -Budget resources
• -Measure success

• -Written
• -Short term
• -Details how organization will achieve its marketing goals

• Written
• Long term (3 or more years)

What is our mission/vision?

What are the goals?

Who are the markets?

• Who are the competitors?
• -How do we want to position ourselves
• against the competition?
• -What strategy will we use to attain that
• position?
• -What is the status of the industry?
• -What resources do we need?
• -How will we measure success?

• -Business Overview
• -Marketing Objectives/Goals
• -Situational Analysis
• -Target Markets
• -Positioning & Marketing Strategy
• -Budget & Action Plan
• -Evaluation

• People
• Process
• Physical facilities
• Packaging
• Partnerships
• Programming

• -Determine market
• -Assess needs
• -Assess competition
• -Determine positioning
• -Design strategy

• Consumer
• Business – industrial or commercial
• Government

segmented using different variables and require a revised marketing strategy for each market segment.

• Marketing segmentation
• Target Marketing
• Marketing Positioning

Identify bases for segmenting the market develop segment profiles.

develope measure of segment attrativeness -selet market segments

• develop positioning for tagerting segments
• Develope market for each segment.

• Geographic – world, region, country, city, climate
• Demographic – age, sex, life cycle, income, job
• Psychographic – lifestyle, personality
• Business – geographic, product/service, type
• Government – federal, provincial, municipal

• -Identify competitive advantages (opportunities)
• -Choose the right competitive differentiation (strengths)
• -Select an overall positioning strategy

• -Determine market segments – assess needs
• -Determine positioning in relation to competitors
• -Design marketing strategy
• -Monitor and adapt position

Marketing- Product, price, place, promotion

• Marketing and other stimuli
• Buyers black box
• Buyers responses

• Buyers charerteristics
• Buyer decisionprocess

• Product choice
• Brand choice
• Dealer choice
• Purchase timing
• Purchase amount

• Need Recognition
• Information search
• Evaluation of alternatives
• purchase decision
• postpurchase behavior

• Cultural- culture, subculture, social glass
• Social-reference groups, family, roles & statues
• Personal-age, life cycle stage, occupation, Econmic situation, lifestyle, personality and self-concept
• Psychological-Motivation, perception, learning, beliefs & attitudes
• Buyers

• Push-Needs and wants
• Pull- Attributes

• - Health & fitness
• -A Desire for escape
• -Rest & relaxatio
• -Adventure
• -Prestige
• -Social interation

• -Beaches
• -Recreation facilities
• -Historic sites
• -Cultural resources
• -Undistributed nature
• -Ease of access