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Priester, clara the ab cs of marketing for education_usa centers[1][1]

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Priester, clara the ab cs of marketing for education_usa centers[1][1]

  1. 1. ABCs of MARKETING
  2. 2. ABCs of Marketing Sit yourself down, take a seat All you gotta do is repeat after me A B C It's easy as, 1 2 3 As simple as, do re mi A B C, 1 2 3
  3. 3. ABCs of Marketing <ul><li>What is marketing? – A wareness </li></ul><ul><li>Marketing principles – B asics </li></ul><ul><li>Developing a marketing plan- </li></ul>C oncepts
  4. 4. What is Marketing? Marketing IS NOT Advertising
  5. 5. What is Advertising? <ul><li>The non-personal presentation or promotion by a firm of its products to its existing and potential customers. </li></ul><ul><li>A mode of Promotion and Communication </li></ul>
  6. 6. Modes of Promotion and Communications <ul><li>Advertising </li></ul><ul><li>Sales promotion </li></ul><ul><li>Events and experiences </li></ul><ul><li>Public relations and publicity </li></ul><ul><li>Direct marketing </li></ul><ul><li>Interactive marketing </li></ul><ul><li>Personal selling </li></ul><ul><li>Word-of-mouth marketing </li></ul>Social Media or New Media
  7. 7. What is Marketing? <ul><li>Marketing is an ongoing process of planning and executing the marketing mix for the mutually advantageous exchange of products or services. </li></ul>
  8. 8. Marketing Mix – 4Ps P roduct P rice P romotion and Communication P lace
  9. 9. The Process <ul><li>“ If you don’t know where you are going, any road will get you there.” </li></ul><ul><li>Lewis Carroll </li></ul><ul><li>“ If you don’t know where you are going, you will wind up somewhere else!” </li></ul><ul><li>Lawrence “Yogi” Berra </li></ul><ul><li>“ Change is not a destination and hope is not a strategy.” </li></ul><ul><li>Rudy Giuliani </li></ul>
  10. 10. ABCs of Marketing – Building Blocks
  11. 11. Building Blocks - Process Adviser SWOT Research Planning Implementation Monitor Evaluation Objectives 3C’s Starts with you Strategies – 4P’s
  12. 12. The Marketing Process <ul><li>Understand the role of marketing </li></ul><ul><li>Understand 3C’s </li></ul><ul><ul><li>Company, Consumer, Competition </li></ul></ul><ul><li>Set SMART marketing objectives </li></ul><ul><li>Develop and implement marketing strategy </li></ul><ul><ul><li>4Ps </li></ul></ul><ul><li>Design performance measures </li></ul><ul><li>Evaluate marketing efforts </li></ul>
  13. 13. ABCs of Marketing <ul><li>Foundation </li></ul><ul><li>You are .... </li></ul>Know that everything you do impacts the brand
  14. 14. SWOT Center and Competition <ul><li>Strengths </li></ul><ul><li>Weaknesses </li></ul><ul><li>Opportunities </li></ul><ul><li>Threats </li></ul>
  15. 15. Know Your Customers <ul><li>Internal </li></ul><ul><li>External </li></ul>
  16. 16. Need for Information <ul><li>Market Research </li></ul><ul><ul><li>Systematic and objective process of collecting, recording, and analyzing data to aid decision-making </li></ul></ul>
  17. 17. Need for Information <ul><li>Enhances quality of decision-making </li></ul><ul><li>More accurate planning </li></ul><ul><li>Better anticipation of consumer needs </li></ul><ul><li>Better anticipation of competitors </li></ul><ul><li>Recognize new opportunities </li></ul><ul><li>Identifying SMART objectives </li></ul>
  18. 18. ABCs of Marketing – 4Ps P roduct P rice P romotion and Communication P lace
  19. 19. ABCs of Marketing <ul><li>Product </li></ul>
  20. 20. Products Goods Services Events & Experiences Persons Places & Properties Organizations Information Ideas
  21. 21. Marketing Can Promote Ideas EducationUSA centers actively promote United States higher education around the world by offering accurate, unbiased, comprehensive, objective and timely information about education institutions in the United States and guidance to qualified individuals on how best to access those opportunities. Net: Study in the United States
  22. 22. Price The amount of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.
  23. 23. Price
  24. 24. Place <ul><li>Outreach </li></ul><ul><li>Center </li></ul>
  25. 25. Promotion and Communication The means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell.
  26. 26. Promotion and Communications The voice of the brand
  27. 27. Promotion and Communication <ul><li>Plays three vital roles: </li></ul><ul><ul><li>Provide information and advice </li></ul></ul><ul><ul><li>Persuades the target customers of value your product or service. </li></ul></ul><ul><ul><li>Encourages customer to take action </li></ul></ul>
  28. 28. Promotion and Communication <ul><li>Customers involved in co-production so: </li></ul><ul><ul><li>Teach customer how to move effectively through the process </li></ul></ul><ul><ul><li>Shape customers’ roles and manage their behavior </li></ul></ul>
  29. 29. Customer Satisfaction The feeling that a product has met or exceeded the customer’s expectations
  30. 30. Building Blocks - Process Adviser SWOT Research Planning Implementation Monitor Evaluation Objectives 3C’s Starts with you Strategies – 4P’s
  31. 31. Why is marketing planning necessary? <ul><li>Systematic futuristic thinking </li></ul><ul><li>Better co-ordination of a center’s efforts </li></ul><ul><li>Development of performance standards for control </li></ul><ul><li>Sharpening of objectives and policies </li></ul><ul><li>Better prepared for sudden developments </li></ul>
  32. 32. Challenge – Create a 1 year Plan 1 2 3 4 5 6 7 8 9 10 11 12 Target 1 Strategy Target 2 Strategy Target 3 Strategy Target 4 Strategy
  33. 33. ABCs of Marketing

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