PERSONAL: What is my destination?
What is the goal for my business?
PERSONAL: Who are my
Do I have effective employees,
support staff and a targeted
PERSONAL: How much money will
I need for this trip?
BUSINESS: What is my projected
PERSONAL: How will I get to
BUSINESS: What are the
marketing vehicles (ie. email,
newsletters, mailers, media
communication) I will use to
reach my targeted
PERSONAL: What types of
clothes do I need to take with
BUSINESS: Will I have
seasonal, one-time or year-
PERSONAL: What items do I need to take in
case of an emergency?
BUSINESS: In the event that something
unexpected happens with my initial plans, do I
have a backup game plan to continue on the
road to reaching my goals?
PERSONAL: What is my
trip's ETA (Estimated Time of
BUSINESS: What are my
short and long term business
goals (ie. 6 months, 1 year, 5
years and beyond)?
Authentic marketing is not the art of selling
what you make but knowing what to
make. It is the art of identifying and
understanding customer needs and
creating solutions that deliver
satisfaction to the customers, profits to
the producers and benefits for the
Marketing is not an event, but a
process . . . It has a beginning, a
middle, but never an end, for it is
a process. You improve it, perfect
it, change it, even pause it. But
you never stop it completely.
You can say the right thing about a
product and nobody will listen.
You've got to say it in a way that
people will feel it in their gut.
Because if they don't feel it,
nothing will happen.
The philosophy behind much
advertising is based on the old
observation that every man is
really two men -- the man he is
and the man he wants to be.
Marketing Definition 1
American Marketing Association
The process of planning and
executing the conception,
pricing, promotion, and
distribution of ideas, goods,
and services to create
exchanges that satisfy
individual and organizational
Marketing Definition 2
American Heritage Dictionary's
Definition of Marketing
The commercial functions
involved in transferring goods
from producer to consumer.
Marketing Definition 3
Merriam Webster's Marketing
1 b: the process or technique of
promoting, selling, and
distributing a product or
2: an aggregate of functions
involved in moving goods from
producer to consumer
Marketing Definition 4
Marketing Definition From
MSN Encarta Dictionary
The business activity of
presenting products or services
to potential customers in such a
way as to make them eager to
buy. Marketing includes such
matters as the pricing and
packaging of the product and
the creation of demand by
advertising and sales
The Company’s Marketing Environment
consists of the larger societal forces that affect
The marketing mix, known as the four
P’s, is a combination of decisions a
business must make in order to best
reach its target market.
What product to make, how to
package it what brand name to
use, and what image to project
The goods and services a business will offer to its
A. Choice of product: Will the business offer a variety of
B. Packaging: Does the packaging protect the product
and provide necessary information about the
PRODUCT continued . . .
C. Level of quality: What level of quality will
the business ensure?
D. Brand name: What brand name products
will the business offer?
E. Warranty: Will the business offer a
warranty to its customers to ensure
Reflects what customers are
willing and able to pay.
The amount a business charges customers for
A. Price setting. Price will be set based on product
demand, cost, and competitors’ actions.
B. Terms. Will the company only accept cash? Will
the company extend credit? What type of credit
will the company extend?
PRICE continued . . .
– Discounts. Will the business offer discounts to
employees? Locals? Will the business discount
merchandise at certain times of the year?
Making products available at the right time
A. Channels of Distribution: the path a product
takes to get from the producer to the consumer
B. What specific stores will offer the products?
(wholesaler, retailer, department, discount, etc.)
PLACE continued . . .
C. What method of transportation will be used to
get the product from the producer to the
consumer? (truck, train, place, boat, pipeline)
D. How will inventory be handled and controlled?
(methods- physical, storing, checking, or
How you communicate to potential
customers about your product;
what the message will be, when
and where it will be delivered, and
special inducements to buy.
Informing, reminding, and persuading customers
of the goods and services available to them.
A. What will the message be?
B. When will the message be delivered?
PROMOTION continued . . .
C. Where will the message be delivered?
D. What inducements will be used to
encourage customers to purchase the
E. How will the message be delivered?
Steps to successful marketing and
1) Analyzing your customers and the business
environment in order to
2) identify key opportunities to better and more
profitably meet customers needs,
3) figuring out how to act on those
opportunities and then
4) implementing your plan.