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Marketing Basics
- 1. MARKETING professional services
- 2. How it works Managing Partner Director M&BD Senior Lawyer M&BD Coordinators
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- 5. Value Chain Traditional customer New Perspective Customer
- 6. Complete Marketing Strategy Objectives Customer Targets Competitor Targets Core Strategy Implementation: Marketing Mix Price | Communications & Promotion| Policy| Channels | CRM
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Editor's Notes
- #2 Hello, I’ve been asked to talk to you about marketing. Who as part of the law degree, whether it was SAB or Uni based or even a graduate program had a semester on marketing?Did you get any information at all?Was it a shock to you when you hit private practice and realised the expectations on you to ‘market’? I’ve qualified this by adding the word professional services – marketing professional services is different from product.Many people think that marketing is about selling you stuff you don’t want, a degree of trickery involved, persuasion you can’t resist.Of course there are all types of unethical marketing practices out there, reduced temperatures in super markets supposed to make you hungry, subliminal advertising on audio in department stores, but there’s no research to support any of this stuff works.Marketing is really about satisfying needs and wants. Consider Maslow and his Pyramid of 5 needs – basics at the bottom, shelter safety etc and self actualization at the top – in between is where people might be open to satisfying needs wants.I’m not going to bore you with definitions suffice to say it is wherever individuals have a choice to make.Thus we are all involved, as we can all positively or negatively influence these choices.Yes sure the marketing department is where the brochures, ads, plans and campaigns spring from, but it is not limited to just this – it is the impression you make on your clients and key contact via the work you do, the calls you handle the extra effort you go to help someone who is not even a client of the firm – all marketing!
- #5 All this means is CUSTOER FOCUS – organising the Firm’s resources to meet the needs and wants of clients and focus on offering products and services that meet these needs and wants.Our purpose in business is to create a customer and serve them better than competitors do.Customers buy products for the BENEFITS.Banks sell mortgages, people buy homesLaw Firms sell legal services; people buy solutions to their problems