conoscere il cliente, focalizzarsi e coltivare https://www.manager.it/default.asp?page=A_10lowcostmrk.html

1. 10 Low Cost10 Low Cost
Marketing StrategiesMarketing Strategies

2. "Marketing is 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 goals.”
American Marketing Association
“Marketing is the core business philosophy which directs the processes of
identifying and fulfilling the needs of individuals and organizations through
exchanges which create superior value for all parties.”
World Marketing Association
“Marketing is the management process for identifying, anticipating and
satisfying customer requirements profitably.”
Chartered Institute of Marketing
What isWhat is
Marketing?Marketing?
Solving customers' problems profitablySolving customers' problems profitably
Anything you do to get your product/serviceAnything you do to get your product/service
in the hands of thein the hands of the rightright customercustomer
or

3. The Ground RulesThe Ground Rules
of Marketingof Marketing

4. Small biz has the advantage -
talk directly to your customer
 What is your customers’ pain?
 How can you solve it?
Invite best customers out to a nice
lunch and ask them for an informal
appraisal
 Why do they give you their business?
 What can you do better?
Rule # 1 of Marketing...Rule # 1 of Marketing...
YouYou MUSTMUST find out what your customersfind out what your customers valuevalue
before you plan your marketing strategybefore you plan your marketing strategy
Know Your CustomerKnow Your Customer

5. If you try to be known
for
EVERYTHING
you’ll be remembered
for
NOTHINGNOTHING

6.  Positioning is imperative!
 Too much clutter!
 We only remember a few brands for every category
Rule # 2 of Marketing...Rule # 2 of Marketing...
Focus, Focus, Focus!Focus, Focus, Focus!
We Can Do Everything!We Can Do Everything!
What are you known for?What are you known for?
CARS
Safe Economical Luxurious Tough
Fun Durable Runs Forever Holds Value
Good 4 Environment Low Maintenance Fast Mid-Life Crisis

7. It costs 7 times more7 times more
to
EARNEARN a new customer
than to
KEEPKEEP an existing customer
Rule # 3 of Marketing...Rule # 3 of Marketing...
Place the majority of your focus onPlace the majority of your focus on growinggrowing
and gainingand gaining referralsreferrals fromfrom
EXISTING customersEXISTING customers
Cultivate What You HaveCultivate What You Have

8. What is your Strategy?What is your Strategy?
Rule #2 - Focus
Turn to the person next to you to discuss and note:
What position do you want to occupy in the
market?

9. After you have a complete grasp onAfter you have a complete grasp on
the 3 rules of marketing...the 3 rules of marketing...
Plan TacticsPlan Tactics
Set GoalsSet Goals

10. After you have a complete grasp onAfter you have a complete grasp on
the 3 rules of marketing...the 3 rules of marketing...
Plan TacticsPlan Tactics
Set GoalsSet Goals