Stacy Landreth Grau, a professor of professional practice at TCU's Neeley School of Business, gave this presentation at a marketing and branding workshop for the Texas Center for Community Journalism on March 10, 2011.

1. Marketing 101 Stacy Landreth Grau, Ph.D.

2. The managerial process of creating and maintaining a fit between the organization’s objectives and resources and evolving market opportunities. The goal is long-term profitability and growth. Strategic Planning

4. Provides clearly stated activities to work toward common goals

5. Serves as a reference for the success of future activities

6. Provides an examination of the marketing environment

9. Focuses on the market(s) rather than the good or service

11. M = MEASURABLE

12. A = ACTIONABLE

13. R = REALISTIC

15. Competitive Advantage The set of unique features of a company and its products that are perceived by the target market as significant and superior to the competition.

16. Cost Types of Competitive Advantage Product/Service Differentiation Niche Strategies Competitive Advantage

18. Strong dealer network

19. Product reliability

20. Image

22. Appeal to the entire market with one marketing mix Concentrate on one marketing segment Appeal to multiple marketswith multiple marketing mixes Target Market Strategy

23. Segmentation

24. Price Promotion Place Product Marketing Mix: The “Four Ps”

26. systematic

27. independent

28. periodicImplementation, Evaluation, and Control

29. External Marketing Environment External Environment (uncontrollable) Social Change Internal (within the organization) Demographics Ever-Changing Marketplace Marketing mix Economic Conditions Product Distribution Promotion Price Competition Target Market Political & Legal Factors Technology Environmental Scanning