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Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
Marketing 101 for Community Newspapers
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Marketing 101 for Community Newspapers

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Stacy Landreth Grau, a professor of professional practice at TCU's Neeley School of Business, gave this presentation at a marketing and branding workshop for the Texas Center for Community Journalism …

Stacy Landreth Grau, a professor of professional practice at TCU's Neeley School of Business, gave this presentation at a marketing and branding workshop for the Texas Center for Community Journalism on March 10, 2011.

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  • 1. Marketing 101<br />Stacy Landreth Grau, Ph.D.<br />
  • 2. The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities.<br />The goal is long-term profitability and growth.<br />Strategic Planning<br />
  • 3. Why Write a Marketing Plan?<br /><ul><li>Provides a basis for comparison of actual and expected performance
  • 4. Provides clearly stated activities to work toward common goals
  • 5. Serves as a reference for the success of future activities
  • 6. Provides an examination of the marketing environment
  • 7. Allows entry into the marketplace with awareness</li></li></ul><li>Business Mission Statement<br />Objectives<br />Situation or SWOT Analysis<br />Marketing Strategy<br />Target Market Strategy<br />Marketing Mix<br />Product<br />Distribution<br />Price<br />Promotion<br />ImplementationEvaluationControl<br />Marketing PlanElements<br />
  • 8. Defining the Business Mission<br /><ul><li>Answers the question, “What business are we in?”
  • 9. Focuses on the market(s) rather than the good or service
  • 10. Strategic Business Units (SBUs) may also have a mission statement</li></li></ul><li>Marketing Objectives<br />“Our objective is to achieve 10 percent dollar market share in the cat food market within 12 months of product introduction.”<br /><ul><li>S = SPECIFIC
  • 11. M = MEASURABLE
  • 12. A = ACTIONABLE
  • 13. R = REALISTIC
  • 14. T = TIME ORIENTED</li></li></ul><li>S<br />Things the company does well.<br />Internal<br />W<br />Things the company does not do well.<br />O<br />Conditions in the external environment that favor strengths.<br />External<br />T<br />Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.<br />©South-Western College Publishing<br />SWOT Analysis<br />
  • 15. Competitive Advantage<br />The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.<br />
  • 16. Cost<br />Types of Competitive Advantage<br />Product/Service Differentiation<br />Niche Strategies<br />Competitive Advantage<br />
  • 17. The provision of something that is unique and valuable to buyers beyond simply offering a lower price than the competition’s.<br />Product/Service Differentiation<br /><ul><li>Brand names
  • 18. Strong dealer network
  • 19. Product reliability
  • 20. Image
  • 21. Service</li></li></ul><li>The activities of selecting and describing one or more target markets and developing and maintaining a market mix that will produce mutually satisfying exchanges with target markets.<br />Marketing Strategy<br />
  • 22. Appeal to the entire market with one marketing mix<br />Concentrate on one marketing segment<br />Appeal to multiple marketswith multiple marketing mixes<br />Target Market Strategy<br />
  • 23. Segmentation<br />
  • 24. Price<br />Promotion<br />Place<br />Product<br />Marketing Mix: The “Four Ps”<br />
  • 25. Implementation<br />Evaluation<br />Product <br />Place<br />PromotionPrice<br />Met objectives?<br />Audits<br /><ul><li>comprehensive
  • 26. systematic
  • 27. independent
  • 28. periodic</li></ul>Implementation, Evaluation, and Control<br />
  • 29. External Marketing Environment<br />External Environment (uncontrollable)<br />Social<br />Change<br />Internal (within the organization)<br />Demographics<br />Ever-Changing<br />Marketplace<br />Marketing mix<br />Economic<br />Conditions<br />Product<br />Distribution<br />Promotion<br />Price<br />Competition<br />Target Market<br />Political &amp; <br />Legal Factors<br />Technology<br />Environmental<br />Scanning<br />

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