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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Marketing 101 for Community Newspapers Marketing 101 for Community Newspapers Presentation Transcript

  • Marketing 101
    Stacy Landreth Grau, Ph.D.
  • The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities.
    The goal is long-term profitability and growth.
    Strategic Planning
  • Why Write a Marketing Plan?
    • 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
  • Business Mission Statement
    Objectives
    Situation or SWOT Analysis
    Marketing Strategy
    Target Market Strategy
    Marketing Mix
    Product
    Distribution
    Price
    Promotion
    ImplementationEvaluationControl
    Marketing PlanElements
  • Defining the Business Mission
    • 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
  • Marketing Objectives
    “Our objective is to achieve 10 percent dollar market share in the cat food market within 12 months of product introduction.”
    • S = SPECIFIC
    • M = MEASURABLE
    • A = ACTIONABLE
    • R = REALISTIC
    • T = TIME ORIENTED
  • S
    Things the company does well.
    Internal
    W
    Things the company does not do well.
    O
    Conditions in the external environment that favor strengths.
    External
    T
    Conditions in the external environment that do not relate to existing strengths or favor areas of current weakness.
    ©South-Western College Publishing
    SWOT Analysis
  • Competitive Advantage
    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.
  • Cost
    Types of Competitive Advantage
    Product/Service Differentiation
    Niche Strategies
    Competitive Advantage
  • The provision of something that is unique and valuable to buyers beyond simply offering a lower price than the competition’s.
    Product/Service Differentiation
    • Brand names
    • Strong dealer network
    • Product reliability
    • Image
    • Service
  • 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.
    Marketing Strategy
  • Appeal to the entire market with one marketing mix
    Concentrate on one marketing segment
    Appeal to multiple marketswith multiple marketing mixes
    Target Market Strategy
  • Segmentation
  • Price
    Promotion
    Place
    Product
    Marketing Mix: The “Four Ps”
  • Implementation
    Evaluation
    Product
    Place
    PromotionPrice
    Met objectives?
    Audits
    • comprehensive
    • systematic
    • independent
    • periodic
    Implementation, Evaluation, and Control
  • External Marketing Environment
    External Environment (uncontrollable)
    Social
    Change
    Internal (within the organization)
    Demographics
    Ever-Changing
    Marketplace
    Marketing mix
    Economic
    Conditions
    Product
    Distribution
    Promotion
    Price
    Competition
    Target Market
    Political &
    Legal Factors
    Technology
    Environmental
    Scanning