The Marketing Process

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The Marketing Process

  1. 1. The Marketing Process We are all Marketers Now
  2. 2. The Marketing Process <ul><li>Marketing is the practice of getting the consumer the goods and services they need and want at a profit. </li></ul><ul><li>The Marketing Process begins with concisely describing who you are and what goods and services you provide. </li></ul><ul><ul><li>If you cannot clearly define this, how can your customer ever expect to be able to? </li></ul></ul>
  3. 3. The Situation Analysis <ul><li>Next one must understand the current dynamics of the market place. </li></ul><ul><li>The Situation Analysis provides a macro to micro examination of this environment. </li></ul><ul><li>The macro environment, the market/industry, competitors, customers, and the company’s products/services itself must be examined. </li></ul>
  4. 4. Segment and Target <ul><li>If you target everyone, you are targeting nothing. </li></ul><ul><li>The market place must be segmented according to the demographics, lifestyles, and behavioral patterns of the consumer. </li></ul><ul><li>Once accomplished, a target buyer can be selected and their needs and wants identified. </li></ul>
  5. 5. Positioning Message <ul><li>With a clear picture of the product/services services and the target buyer, one then crafts together the positioning message . </li></ul><ul><li>The competitive advantage that sets this enterprise apart from all the rest must be articulated. </li></ul><ul><li>A universal selling position that will permeate throughout the promotional mix is fashioned. </li></ul>
  6. 6. Sell Benefits, not Features <ul><li>Positioning requires one to take the target buyer’s needs and wants and aligns your products/services to them. </li></ul><ul><li>Positioning requires you to take a product’s features and turn them into customer benefits . </li></ul>
  7. 7. Marketing Promotion <ul><li>Promotion is a communication process consisting of advertising, sales promotions, and public relations. </li></ul><ul><li>The goal is to communicate your image to the target buyer, to fashion what they remember about you. </li></ul><ul><li>Your identity will be the media used to deliver this image. </li></ul>
  8. 8. Focus, Focus, Focus <ul><li>The online world is a new identity for the marketer to deliver their image to the target buyer. </li></ul>

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