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Marketing – The Bigger Picture


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Marketing is not merely advertsing, strategy is not merely marketing.

Take a look at the birdseye view of marketing your organisation and the factors involved when doing this.

This presentation was developed to educate business owners in the management process of marketing and the information required to create and develop a marketing strategy for their business.

Published in: Business, News & Politics
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Marketing – The Bigger Picture

  1. 1. MARKETING – The Bigger Picture By Alex Beardsley – MCIM Chartered Marketer. The City Hub, Bradford. Tuesday 17th September 2013
  2. 2. Session Aim ‚To introduce you to the concept of marketing as a business process and provide you with key information to help you to develop your marketing strategies and plans.‛
  3. 3. Objectives By the end of today’s session I would like every learner to: • To know the difference between marketing and strategy. • Understand the standard principles of marketing. • Know the 4 questions of marketing strategy. • Be aware of the marketing planning process. • Know what makes up the ‘marketing environment’. • Complete a SWOT Analysis on their individual businesses. • Have a planning framework to build upon and
  4. 4. Getting to know you…. In pairs spend 5 minutes talking to each other and find out the answers to the following questions: • Name • Business • Background • What do they want to take away from today’s session?
  5. 5. Getting to know me… • Name – Alex Beardsley • Business – Talk Direct Marketing – Marketing Management Company for SME’s across the Yorkshire Region • Background – Chartered Marketer with a 1st Class Degree in Marketing – Worked for national and local businesses plus a full service marketing agency in Manchester – I have Two children 11yrs & 2yrs and a long suffering fiancé that I am marrying next year! • What do I want to take away from today’s session? – I want to meet the aims of the session and hope all learners take something relevant
  6. 6. Introductions In pairs spend 5 minutes talking to each other and find out the answers to the following questions: • Name • Business • Background • What do they want to take away from today’s session?
  7. 7. What is Marketing? Advertisi ng Sales PR Promotio ns Expensive
  8. 8. Marketing is… ‚Marketing is the management process responsible for identifying, anticipating and satisfying CUSTOMER requirements profitably.‛ – Chartered Institute of Marketing Definition
  9. 9. The way your company communicates what it does and how good it is. A product or service is only worth as much as your customers are prepared to pay for it. Where customers buy your product. Right place, right time…Shop versus Internet? The tangibles that create trust and certainty when delivering a service. Anyone that comes into contact with your customers will make an impression – Good or Find out what the customer wants and develop a product/service for Are your sales, customer service and service / product delivery processes customer focused? THE CUSTOMER
  10. 10. Strategy is…
  11. 11. Marketing strategy is… Marketing strategy is defined by David Aaker as a process that can allow an organization to concentrate its resources on the optimal opportunities with the goals of increasing sales and achieving a sustainable competitive advantage
  12. 12. Are we there yet? Where are we going? How will we get there? Where are we now?
  13. 13. Objectives • S • M • A • R • T Mission Corporate Objectives Marketing Objectives Grow revenue by 15% year on year over next 5 years Increase Yorkshire market share to 17% by 2015 Grow average customer spend by 5% by 2014 Work alongside Managing Directors to put the customer at the heart of every business and make their SME’s more profitable by doing so!
  14. 14. The Marketing Environment
  15. 15. How will we get there?
  16. 16. What can we learn from the red and blue car?
  17. 17. Are we there yet?
  18. 18. Marketing is...... Market Researc h PlanPromoti on Intern al Extern al Metho ds Purpo se Tren ds Law Custom er Groups Competit ion SWOT PEST Tec h Secondary Websites, News, Accounts, Govt Stats, Trade Press Primary Surveys, Focus groups, Sampling, Interviews The 4 M’s Men Money Machines Material s Market Intellig ence Objectiv es Vision Purpo se Long Term Short Term Missi on Value s Goals S.M.A.R. T Operatio nal Profi t (£) Volu me Mark et Shar e? Who? What ? Why? Wher e? How Much? Custom er groups Produ cts Servic es Benefit s Added Value? Onli ne Retai l Outl et Whole sale Budg et Brand ing Databa se Advertis ing PR Sales Promot ion Persona l Selling Online Network ingPrint Pricin g © Alex Beardsley Talk Direct Marketing 2012
  19. 19. Any questions? Visit www.talkdirectmarketing.c
  20. 20. Credits and Copyright Thanks to for use of images and information: %E2%80%93-growth%C2%A0strategies/ budget-martoons/
  21. 21. Contact me....I love to chat, especially about all things marketing! Tweet me: @Alextalksdirect Follow me on Facebook: Search: talk direct marketing Search: Alex Beardsley