Marketing and business - A general introduction

1. 1
Marketing

2. 2
Why Market?
• To communicate that you are engaged in
new and different activities
• To attract paying customers in sufficient
numbers to support the activities

3. 3
Kotler’s Definition
of Marketing
The marketing concept holds that the main task of
the company is to determine what a given set of
customers’ needs, wants, and values are and to
dedicate the organization to delivering the
solution.

4. 4
Market Segments
A group of potential customers with a great
deal in common for which a specialized set of
goods or services may be provided.
Examples:
Lawyers
Health Care Professionals
Accountants

5. Successful continuing education organizations
must continually communicate two messages:
The mission of the organization therefore
enhancing their image
The individual programs and products currently
available
5

6. Image Marketing Should Target:
· The general public
· Client or potential client organizations
· The government
· Funding organizations
· Other stakeholders
6
· The institution

7. 7
Product Marketing
Should Target:
·Organizations
·Individuals
• Stakeholders

8. Communication Channels
Newspapers Personal Selling
Direct Mail Flyers
Radio Individual Referral
Television E-mail
Telephone Internet
Posters
8

9. The Four P’s of Marketing
• Product
9
• Place
• Price
• Promotion

10. Darkenwald identified six factors that
motivate individuals to participate in
continuing education:
10
• Social relationships
• Social welfare
• External expectations
• Personal advancement
• Escape/stimulation
• Learning opportunities

11. Actual and Perceived
Product Quality
11

12. Marketing initially sells the
product based on the image of the
organization. Future sales depend
on the quality of the program.
12

13. 13
Product
Mix

14. 14
Place
Physical Location:
Your location (CE’s physical location)
• Your home
• Your place of work
• Other

15. 15
Price
Price should not be considered as the sole purchasing
determinant.
Once participants feel they have found the right course,
they are not concerned about the price if it is
reasonable and falls within an acceptable threshold.

16. 16
Marketing
Different Categories
• Print
• Voice/Pictures
• Electronic

17. 17
Print
• Brochures
• Flyers
• Advertisements
• Articles

18. Voice/Pictures
»Radio
18
»Television
»Telemarketing
»Video Tapes

19. 19
Electronic
– Web Pages
– E-mail
– Internet ads

20. 20
Each category has advantages
and disadvantages:
.
How tightly can it focus in on the market?
How economical is it?
How effective is it?

21. 21
Brochures
Must answer six questions:
Who What
When Where
Why How

22. 22
WHO
Program Sponsors
Audience definition
Speaker definition
Planning and advisory committee

23. 23
WHAT
Title of Program
Overview
Schedule of activities
Titles of Presentation
Description of the content

24. 24
When
Dates and Times

25. 25
Where
Location(s)

26. 26
Why
Program Benefits

27. 27
How
How the participant
becomes involved.

28. 28
Flyers
Flyers are generally distributed to a
general audience and use a variety
of inexpensive distribution
systems.

29. 29
Flyers
Posted on windows
Left in offices & businesses
Mailed to prospective students

30. 30
Advertisements
Posted on windows
Left in offices & businesses
Mailed to prospective students

31. 31
Advertisements
Advertisements are usually
expensive, but if carefully
targeted, they can be very cost
effective.

32. 32
Telemarketing

33. 33
Web Sites
Success depends on the ease of navigation
with access to the specific information the
student needs.
Make the site easy to find.
Update your web site in a timely manner.

34. The Wall Street Journal
stipulates that if there are no
changes in one hour, the site is
stagnant.
34

35. 35
E-MAIL

36. 36
Internet Ads

37. 37
Print Media
Catalogs Brochures
Flyers Advertisements
Telemarketing Web sites
E-mail Internet Ads

38. Marketing
38