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Marketing 101 for Community Newspapers
 

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