The document provides information about a marketing, advertising, and sales promotions course for entrepreneurial businesses. The course will be held on Monday evenings from 6:30 PM to 9:30 PM from September 20 to December 6, 2010 in room 1209A of Bunche Hall. The course will be taught by David Novak of Tradewind Marketing and will cover various topics related to selecting target markets, differentiating products/services, pricing strategies, building and maintaining customer loyalty, and more.

1. Marketing, Advertising, and Sales Promotions
for Entrepreneurial Business
Monday September 20, - December 6, 2010
6:30 PM to 9:30 PM
Bunche Hall, RM 1209A
David Novak david@tradewindmarketing . com
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2.  How do you select the right market?
 How can you differentiate your product or service from your
competitor?
 How do you best reach your market?
 What pricing structure should you employ?
 How do you build a strong customer base?
 How do you maintain customer loyalty?
 How do you continuously build market share?
 How can you get the maximum results from your
team/employees?
 How can we compete in a dynamic, competitive and global
market?
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3.  Marketer- someone soliciting an action
 Prospect- someone being solicited
 Need – a specific requirement
 Food, clothing, homes, entertainment
 Want – something specific
 Hamburger, BMW
 Demand – having the resources to fill the need/want
 Income
 Grades
 Value and Satisfaction – What the customer PERCEIVES
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4.  Product
 Price
 Promotion
 Place
These have been the “traditional" tools”…. the strategic
requirements necessary to meet an organization’s
marketing objectives
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5.  Product- An acceptable
product or service that creates a
need to buy for the prospect
 Price- A competitive and fair
price
 Promotion- What strategies
will you use to communicate with
the customer
 Place- How easy is it for the
customer to do business with you
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6.  The Marketing Mix is comprised of the tools
that a business chooses to use in obtaining its
marketing objectives
Product Price
Variety List Price
Quality Discounts
Design Allowances
Features Terms
Packaging Credit policies
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7. Promotion Place
Sales promotions Location
Advertising Warehousing
Public relations Convenience
Sales force Inventory
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8.  Product “Quality”
 Personal “Pride”
 Professional “customer service”
 Power “sales programs” designed to “sell
solutions” and not only product
 Achieved through training
 Shared knowledge
 Commitment from everyone in the company
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9.  Seller’s View  Buyer’s View
 Product  Customer Value
 Price  Competitive cost
 Promotion  Convenience
 Place  Communication
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10.  The 4 “C”s
 Customer service
 Convenience
 Communication
 Cost Value
HOW WOULD YOU RATE THESE IN IMPORTANCE?
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11.  The Product Concept
 Do you have the right product or service for your selected
market?
 The Marketing Concept
 Are you satisfying the needs of the customer by means of
quality, service, choice, etc
 Do you know your target market
 Do you know your customers needs and wants
 Do you have an integrated marketing plan
 Will you achieve profitability
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12. Product Price Place Promotion
Customer Competitive
Value Convenient Communication
Pricing
Marketing Competitive Marketing Marketing
Information Information Controls Planning
Demographics Psycho- Political Economy
graphics Mood
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13. 1. Negative demand – the market dislikes the product or service
2. No demand – customers are not motivated to buy
3. Latent demand – strong demand but no product is available
4. Falling demand – declining market interest in product or
service
5. Irregular demand – fluctuations in demand of product
6. Unwholesome demand – products that might have a negative
acceptance or approval
7. Full demand – your customer desires your product
8. Overall demand – more orders than you can produce
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14.  All the aspects of the company support the marketing
effort
 Administrative
 Customer Service
 Production
 Traffic Department
 TOP MANAGEMENT COMMITTMENT
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15. THEN NOW
- Improve on one’s own - Benchmarking
- Go It Alone - Networking
- Operate with functional dept - Team Selling
- Focus domestically - Focus Globally
- Be product-centered - Customer focused
- Have a standard product - Differentiation
- Practice mass marketing - Target marketing
- Find a competitive edge - Innovation
- Manage from the top - Manage up and down
and across
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16. New Chart
Old Chart
Customers
Front Line
Sr. Staff
MGMT
Middle
Management
Middle
Management
Sr.
MGMT
Frontline
Staff
Customers
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17.  Creates repeat and loyal customers
 Trust and integrity are established
 Two-way communications
 Profit is a measure of success for all parties
involved
 Long-term partnerships
 Win-Win relationships
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18.  T – Purpose of marketing is to make a sale
 R – Purpose of marketing is to create a customer
 T – Sale is a result and the measure of success
 R – Sale is the beginning of a long-term relationship
 T – Business is defined by its products and services
 R – Business is defined by its relationships
 T – Price is determined by competitive forces
 R – Price is determined by negotiation and joint decision-making
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19.  T – Communications are aimed at groups of businesses and
customers
 R – Communications are targeted and tailored to individual
customers
 T – Companies and individuals are valued for its products
and services
 R – Companies and individuals are valued for its
quality, service and problem solving skills
 T- Traditional Marketing philosophy was to “Make the next
sale, find the next customer”
 R – Modern Day Marketing is “Satisfy the customer by
delivering superior value”
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20.  “Have It Your Way” – Burger King
 “Putting People First” – British Airways
 “Lowest prices guaranteed, or we will give you
an additional 10% off the price” – Home Depot
 “Fly The Friendly Skies” –United Airlines
 Starbucks
 Wal-Mart
 Ben & Jerry’s Ice Cream
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21.  “Your first obligation is to find out the mission
that you are meant for…. Your mission will
manifest in you when you decide to listen to
your heart’s desire”
 Naomi Stephens, “Finding Your Mission”
 Say Who You Are
 What You do
 What Is Your Purpose
 Say What You Stand For
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