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Marketing 101<br />Stacy Landreth Grau, Ph.D.<br />
The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving ...
Why Write a Marketing Plan?<br /><ul><li>Provides a basis for comparison of actual and expected performance
Provides clearly stated activities to work toward common goals
Serves as a reference for the success of future activities
Provides an examination of the marketing environment
Allows entry into the marketplace with awareness</li></li></ul><li>Business Mission Statement<br />Objectives<br />Situati...
Defining the Business Mission<br /><ul><li>Answers the question, “What business are we in?”
Focuses on the market(s) rather than the good or service
Strategic Business Units (SBUs) may also have a mission statement</li></li></ul><li>Marketing Objectives<br />“Our objecti...
M = MEASURABLE
A = ACTIONABLE
R = REALISTIC
T = TIME ORIENTED</li></li></ul><li>S<br />Things the company does well.<br />Internal<br />W<br />Things the company does...
Competitive Advantage<br />The set of unique features of a company and its products that are perceived by the target marke...
Cost<br />Types of Competitive Advantage<br />Product/Service Differentiation<br />Niche Strategies<br />Competitive Advan...
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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 on March 10, 2011.

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Transcript of "Marketing 101 for Community Newspapers"

  1. 1. Marketing 101<br />Stacy Landreth Grau, Ph.D.<br />
  2. 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. 3. Why Write a Marketing Plan?<br /><ul><li>Provides a basis for comparison of actual and expected performance
  4. 4. Provides clearly stated activities to work toward common goals
  5. 5. Serves as a reference for the success of future activities
  6. 6. Provides an examination of the marketing environment
  7. 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. 8. Defining the Business Mission<br /><ul><li>Answers the question, “What business are we in?”
  9. 9. Focuses on the market(s) rather than the good or service
  10. 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. 11. M = MEASURABLE
  12. 12. A = ACTIONABLE
  13. 13. R = REALISTIC
  14. 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. 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. 16. Cost<br />Types of Competitive Advantage<br />Product/Service Differentiation<br />Niche Strategies<br />Competitive Advantage<br />
  17. 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. 18. Strong dealer network
  19. 19. Product reliability
  20. 20. Image
  21. 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. 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. 23. Segmentation<br />
  24. 24. Price<br />Promotion<br />Place<br />Product<br />Marketing Mix: The “Four Ps”<br />
  25. 25. Implementation<br />Evaluation<br />Product <br />Place<br />PromotionPrice<br />Met objectives?<br />Audits<br /><ul><li>comprehensive
  26. 26. systematic
  27. 27. independent
  28. 28. periodic</li></ul>Implementation, Evaluation, and Control<br />
  29. 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 & <br />Legal Factors<br />Technology<br />Environmental<br />Scanning<br />
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