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Presentation at Antenna, Nottingham, 2011
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Marketing Made Obvious
The Marketing Concept
Product Orientation
Sales Orientation
Marketing Orientation
Marketing Orientation
Marketing Orientation
Happy customers mean pots of money!
(well, it’s a starting point)
What else matters in marketing?
Marketing
environment
Competitive
environment
Company
Marketing Mix
Customer
The marketing environment
PoliticalEconomicSocialTechnologicalLegalEnvironmental
PoliticalEconomicSocialTechnologicalLegalEnvironmentalEthical
The competitive environment
Meet same need or aspiration
Compete for same spending power
“Do it yourself” Do nothing
The company SWOT – 3 golden rules
Strengths Weaknesses
Opportunities Threats
Strengths should be:
• Valuable to the business or to its customers;
• Not shared with competitors;• Difficult or expensive to copy;• Able to be put to use for the
business.
Weaknesses should be:
• Significant to the business or to its customers;
• Not shared with competitors or could give the business a competitive advantage if addressed;
• Not easy or cheap to fix;• Not counterbalanced by other
factors.
Opportunities should be:
• Unlikely to prevent the business taking advantage of other opportunities;
• Large enough to be worth cost/effort;• Accessible, i.e. they can be taken
advantage of by the business;• Likely to be around long enough to be
worth taking advantage of.
Threats should be:
• Not mitigated by other external factors;
• Large enough to make an impact;• Not mitigated by actions the
business is already taking;• Likely to be around long enough to
have a significant impact.
The company Marketing Mix
Product
Price
Promotion
PlacePeople
Process
Physical evidence
Action
Conviction
Comprehension
Awareness
Unawareness
Thank youFrancine Pickering
Clarity Marketing Ltdwww.clarity-in-communication.com
[email protected]@fmpickering
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