Clarity Of Offer In Power Point November 29 2009


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Clarity of Offer is copyrighted by the High Traffic Marketing Institute and it is the basis behind the marketing consulting it gives to high traffic destinations.

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Clarity Of Offer In Power Point November 29 2009

  1. 1.
  2. 2. CLARITY OF OFFER<br />
  3. 3. CLARITY OF OFFER<br />“Clarity of Offer is the state of being clear, where all elements of the programme of any facility and/or organization are consistent with and supportive of each other and work in harmony towards a stated end. <br />Clarity of Offer ensures efficient communications with the consumer. <br />Clarity of Offer is the continuous integrated expression of a given statement in the marketplace and is expressed in each of the following elements within a given facility namely: Products, Service, Communications, and Environment”<br />
  4. 4. CLARITY OF OFFER<br />“Marketing is the aggregate of activities necessary to develop relationships and influence perceptions to a planned end”<br />
  5. 5. CLARITY OF OFFER<br />Its originsCN Tower<br />How it works4 Disciplined Steps<br />The benefitsControl, Clarity<br />
  6. 6. CLARITY OF OFFER<br />Step One Information Gathering<br />Step Two Decision Framework<br />Step Three Program Elements<br />Step Four Management<br />
  7. 7. CLARITY OF OFFER<br />Step One: Information Gathering<br /><ul><li>Industry, Consumer, Competition
  8. 8. Performance Review
  9. 9. Problems and Opportunities
  10. 10. Marketing Objective(s) and Strategies</li></li></ul><li>CLARITY OF OFFER<br />Step Two:Decision Framework<br /><ul><li>Marketing Philosophy</li></ul>The basis of any marketing program must be a value statement <br /> that reflects the fundamental purpose and intent of the organization<br /><ul><li>Developing a Philosophy</li></ul>Involve those who represent and/or control the organizations overall <br />values, purpose and intent <br />
  11. 11. CLARITY OF OFFER<br /><ul><li>Marketing Decision Criteria</li></ul>Detail the values and terms of reference expressed in the Philosophy that become the standards of performance against which all marketing program judgments are made<br /><ul><li>Developing Decision Criteria</li></ul>A point by point question expansion of the Philosophy that deliberately forces a response<br />
  12. 12. CLARITY OF OFFER<br />Step Three: The Four Program Elements<br /><ul><li> Assortments</li></ul>“…the collection of elements within a range of merchandise or services .. …the products offered to the consumers.”<br />. Service<br />“… the consumer’s face to face encounter with the facility and its full, part time and volunteer staff” <br />
  13. 13. CLARITY OF OFFER<br /><ul><li>Communications</li></ul> “.. the formal communications of an institution: advertising, promotion, public relations, publicity, visual and graphic identity, formal signage, publications, etc.”<br /><ul><li>Environment</li></ul> “.. The physical setting, where the transaction takes place, where the product is purchased, where the service is provided and embraces: location, layout, presentation, décor and housekeeping.”<br />
  14. 14. CLARITY OF OFFER<br />Step Four: Management<br /><ul><li> Personnel
  15. 15. Implementation Schedule
  16. 16. Financial/Budget Considerations</li></li></ul><li>CLARITY OF OFFER<br />