1. Marketing, Advertising, and Sales Promotions for Entrepreneurial BusinessMonday September 20, - December 6, 20106:30 PM to 9:30 PMBunche Hall, RM 1209ADavid Novak david@tradewindmarketing . com 1

2. How do you select the right market? How can you differentiate your product or service from yourcompetitor? How do you best reach your market? What pricing structure should you employ? How do you build a strong customer base? How do you maintain customer loyalty? How do you continuously build market share? How can you get the maximum results from yourteam/employees? How can we compete in a dynamic, competitive and globalmarket?2 3. Marketer- someone soliciting an action Prospect- someone being solicited Need a specific requirement Food, clothing, homes, entertainment Want something specific Hamburger, BMW Demand having the resources to fill the need/want Income Grades Value and Satisfaction What the customer PERCEIVES 3 4. Product Price Promotion PlaceThese have been the traditional" tools. the strategicrequirements necessary to meet an organizationsmarketing objectives 4 5. Product- An acceptableproduct or service that creates aneed to buy for the prospect Price- A competitive and fairprice Promotion- What strategieswill you use to communicate withthe customer Place- How easy is it for thecustomer to do business with you5 6. The Marketing Mix is comprised of the tools that a business chooses to use in obtaining its marketing objectivesProduct Price VarietyList Price QualityDiscounts DesignAllowances FeaturesTerms PackagingCredit policies 6 7. Promotion Place Sales promotionsLocation Advertising Warehousing Public relationsConvenience Sales force Inventory 7 8. Product Quality Personal Pride Professional customer service Power sales programs designed to sell solutions and not only product Achieved through training Shared knowledge Commitment from everyone in the company8 9. Sellers View Buyers View Product Customer Value Price Competitive cost Promotion Convenience Place Communication 9 10. The 4 Cs Customer service Convenience Communication Cost Value HOW WOULD YOU RATE THESE IN IMPORTANCE? 10 11. The Product Concept Do you have the right product or service for your selectedmarket? The Marketing Concept Are you satisfying the needs of the customer by means ofquality, service, choice, etc Do you know your target market Do you know your customers needs and wants Do you have an integrated marketing plan Will you achieve profitability 11 12. ProductPricePlace PromotionCustomer CompetitiveValueConvenientCommunication Pricing Marketing CompetitiveMarketing Marketing Information InformationControlsPlanningDemographicsPsycho-Political Economygraphics Mood 12 13. 1. Negative demand the market dislikes the product or service2. No demand customers are not motivated to buy3. Latent demand strong demand but no product is available4. Falling demand declining market interest in product or service5. Irregular demand fluctuations in demand of product6.Unwholesome demand products that might have a negative acceptance or approval7. Full demand your customer desires your product8. Overall demand more orders than you can produce13 14. All the aspects of the company support the marketing effort Administrative Customer Service Production Traffic Department TOP MANAGEMENT COMMITTMENT 14 15. THEN NOW- Improve on ones own- Benchmarking - Go It Alone- Networking - Operate with functional dept - Team Selling - Focus domestically - Focus Globally - Be product-centered- Customer focused - Have a standard product - Differentiation - Practice mass marketing - Target marketing - Find a competitive edge - Innovation - Manage from the top- Manage up and downand across15 16. New ChartOld Chart Customers Front LineSr.StaffMGMT Middle Management Middle Management Sr. MGMTFrontlineStaffCustomers16 17. Creates repeat and loyal customers Trust and integrity are established Two-way communications Profit is a measure of success for all partiesinvolved Long-term partnerships Win-Win relationships 17 18. T Purpose of marketing is to make a sale R Purpose of marketing is to create a customer T Sale is a result and the measure of success R Sale is the beginning of a long-term relationship T Business is defined by its products and services R Business is defined by its relationships T Price is determined by competitive forces R Price is determined by negotiation and joint decision-making 18 19. T Communications are aimed at groups of businesses andcustomers R Communications are targeted and tailored to individualcustomers T Companies and individuals are valued for its productsand services R Companies and individuals are valued for itsquality, service and problem solving skills T- Traditional Marketing philosophy was to Make the nextsale, find the next customer R Modern Day Marketing is Satisfy the customer bydelivering superior value 19 20. Have It Your Way Burger King Putting People First British Airways Lowest prices guaranteed, or we will give youan additional 10% off the price Home Depot Fly The Friendly Skies United Airlines Starbucks Wal-Mart Ben & Jerrys Ice Cream 20 21. Your first obligation is to find out the mission that you are meant for. Your mission will manifest in you when you decide to listen to your hearts desire Naomi Stephens, Finding Your Mission Say Who You Are What You do What Is Your Purpose Say What You Stand For21