Transcript The Golden Rules of Marketing

The Golden Rules of Marketing
– By Small Business Resource Ltd
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1. What is Marketing?
An integrated set of strategies for selling products
and services or ideas.
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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.”
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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.
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4. Perceptions of Marketing
Historical
Associated with
world of business
Often lack strategy
Low priority
Present
Strategic
Essential
Long-term
Communicationbased
Client-driven
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5. Keys to Marketing: I
• Segmentation
– Recognize the market clusters that exist in
your target audience.
– What differentiates each group? What makes
them unique?
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6. Keys to Marketing: II
• Targeting
– choose the group that will be the focus of your
campaign.
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7. Keys to Marketing: III
• Positioning
– What message do you want to convey?
– How do you want your audience to see you?
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8. The Marketing Mix
Past: 4P’s
• Product
• Price
• Place
• Promotion
Present: 4C’s
• Customer Value
• Cost
• Convenience
• Communications
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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?
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10. Marketing Tips
More than selling
Understand your client’s 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.
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