1 Slide 1 Welcome to Chapter 11 This chapter is called Marketing. The author is Vicente Lluch.
2 Slide 2 In this chapter we will address the learning objectives by answering the following questions: What is marketing and what is selling? How to position a service? What are marketing tools? How can we implement the product, price, place, and promotion strategy in an IVF Clinic? When and how do we use public relations, advertising, and sales promotion? And, how do we design a marketing plan?
3 Slide 3 The content of this lesson covers the topics Definition of marketing, Identification of the target market, Choosing the marketing mix and Designing a marketing plan.
4 Slide 4 As defined by the American Management Association (AMA), 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 objectives. Marketing is about providing value to customers through products and services and getting the consumer to choose your brand. In marketing it is important to base the decisions on research and analysis.
5 Slide 5 Many people use the term marketing as a synonym for selling. Marketing is more than accomplishing a sale. Sale is a transaction between a seller and a buyer. Marketing is understanding customer needs, satisfying those needs, and developing customer loyalty. Sale is the aim and marketing is the means.
6 Slide 6 Several steps have to be done in order to develop a marketing strategy. The strategic marketing plan details the marketing objectives of a business that fit with the overall strategic objectives of a company or business unit. A basic approach to strategic marketing comprises the following activities: Identify the market, select target markets, and evaluate market demand. Position your brand and the service/s. Develop the marketing mix. Prepare an annual marketing plan and set measurable quantitative goals. During the rest of this presentation we will focus on identifying the target market and marketing tools.
7 Slide 7 Let us at first identify the target market, which normally is a part of the total population. A market is a group of actual or potential customers able and eager to proceed with an exchange that will allow them to satisfy a desire. In marketing, the term market refers to the group of customers that is interested in the product or service and that has the resources to purchase the product. The market definition begins with the total population and progressively narrows as shown in the diagram.
8 Slide 8 Here is an example of how a target market could be estimated in the IVF sector.
9 Slide 9 When the target market is determined, it is crucial to understand how a product or service will be promoted and sold. There are four basic elements of marketing effort, which are often referred to as the Marketing Mix or the four P s (by Jerry McCarthy): Product: Propose a distinctive product Price: Define an attractive and competitive price Place: Develop customers service Promotion: Select the best communication mix activities
10 Slide 10 Number one of the marketing mix is the product or service offering. To manage the product variable of the marketing mix, marketers must decide strategies for developing and adding new products or services, adapting or refining old ones, and taking other steps to ensure that market demand is met. Product decisions will also involve the questions about branding, positioning, key values, packaging, or service features, affecting the product or service offering. Products in IVF clinics are e.g. AI, IVF, ICSI and PGD.
11 Slide 11 The product on the one hand and the brand on the other. One of the most important decisions in the product strategy is the brand. This includes the naming of the clinic brand (e.g. SwissFertilityCenter), the Corporate Identity (letters, envelopes, business cards, etc.), the Clinic corporate design (signage, inside logos, etc.) and the brand positioning. Brand above physician or physician above brand? Clinic brand above the physician is much better in long term!
12 Slide 12 Number two of the four P s in the marketing mix is the price. What is a price? The price represents the value of a good or service for both the buyer and seller. Factors affecting price decisions are all the costs (variable and fixed costs), competitors, consumers, framework of the law, our competitive position, and the product lifecycle.
13 Slide 13 We come to the price strategy. Objectives are to generate revenues that allow organizations to ensure sustainability, to indicate the positioning of a product or service, to face competitors, and to gain customers, as for some products the price can be the primary customer criterion for choice. Very important: Decide your price strategy for a long term, never in a short term!
14 Slide 14 Remember the 4 P s of the marketing mix. Number three is the place. Management of the place variable of the marketing mix involves choosing the distribution channels through which the right product or service reaches the target market at the right time. The place or location is crucial when offering services instead of products. This includes the accessibility by potential consumers, presence or absence of similar competitive businesses in nearby locations, etc. A number of alternative 'channels' of distribution may be available: Direct distribution, may involve an own sales force, mail orders, Internet and telephone sales. Agent, who typically sells direct on behalf of the producer. Distributor (also called wholesaler), who sells to retailers. Retailer (also called dealer or reseller), who sells to end customers, and Advertisement typically used for consumption goods.
15 Slide 15 Last but not least: Number four of the 4 P : The promotion Promotion is any communication used: to inform, convince, and remind people about an organization s or individual s products, services, ideas, or brand. Typical promotional activities are: Advertising: TV, radio, newspapers, magazines, billboards, etc. Public Relations/Publicity Sales Promotion, Personal Selling, Direct Marketing and Online marketing.
16 Slide 16 Communication instruments are essential to realize the promotion strategy. Advertising is paid communication transmitted through TV, radio, billboards, newspaper, magazines, movie theaters, etc., to announce a brand, product, service or company. Public relations include any communication to promote a favorable image for goods, services, organizations, people, places, and ideas among their publics. Public relations cover activities such as: sponsoring, organization of events, press releases, etc. Sales promotion involves paid different activities intended to stimulate purchases. Some sales promotions activities are trade shows, demonstrations, free samples, discounts, etc.
17 Slide 17 This table demonstrates the differences between public relations, advertising, and sales promotion. As an example, we use public relations to build a company image, advertising to build a product or to increase the recognition of a brand, and we use sales promotion to push the sales of some products or to introduce new products. Public relations are long term activities, advertising is short and medium term, and sales promotion is a very short term activity.
18 Slide 18 The six stages of a good communication plan consist of the 6 M s : Market Selecting the target market Mission Identifying objectives, establish the firm s goals Money Investment budget Message What will be said Media The best mix of media Measurement The control of the results
19 Slide 19 To summarize this chapter, marketing is more than just selling. It means understanding and satisfying customer needs and developing customer loyalty. The strategic marketing decisions are identification, evaluation and selection of target market, definition of the company s goals and objectives, positioning of brand and services and choosing the right marketing mix by following the 4 P s of the marketing mix (product, price, place, and promotion). Do not forget the importance of choosing the most appropriate brand strategy.
20 Slide 20 Analyze the factors affecting your price and decide on your price strategy. Choose the distribution channel through which your service shall reach the target market. Select the best communication mix to influence customers to use your services. Finally, design the marketing plan using the 6 M s: Select your Market, identify objectives and establish firm s goals (Mission), decide about the Money you are going to invest, decide the Message you want to communicate, select the best mix of Media and lastly Measure and control your results.
21 Slide 21 This slide shows some recommendations for your further reading.
LECTURE 1 Introduction To Integrated Marketing Communications Marketing satisfying needs and wants through the exchange process. The Marketing Management Process 1. Situation analysis (PESTL). 2. Objectives.
Week 8: Promotions Integrated Marketing Communications: advertising, Sales Promotion, Public Relations, and Direct Marketing Strategic Goals Of Marketing Communication Create awareness Build positive images
IMPLEMENTING AUTOMATED RETAIL LESSON PLAN MODULE 5: PROMOTION TIME REQUIRED Sponsored by One to two ninety-minute block classes for marketing students OBJECTIVES At the conclusion of this lesson, students
Chapter 19 Advertising Section 19.1 Advertising Media Section 19.2 Media Measurement and Rates Advertising Media Key Terms promotional advertising institutional advertising media print media transit advertising
Humboldt Farm Mutual Insurance Company Agent Advertising Guideline Table of Contents What is My Advertising Allotment?...1...1 How Does The Program Work?.........1 Print Advertising............2..2 Radio
Marketing Plan Checklist Water Street Design, LLC 205 North Cameron Street Winchester, VA 22601 540-667-6646 waterstdesign.com Creating a Marketing Plan You d be surprised how many large brands rely on
DIRECT MARKETING AN EFFICIENT COMMUNICATION TOOL MIHAELA SIMONA DOGAN TIBISCUS UNIVERSITY FROM TIMIŞOARA, FACULTY OF ECONOMIC SCIENCES, DALIEI STR., NO. 1A, email@example.com Abstract: Communication
1. What is Promotion? Marketing Module - Promotion Sandra Cuellar Extension Associate AEM, Cornell University 2. The Promotional Elements 2.1 Advertising 2.2 Personal Selling 2.3 Public Relations & Publicity
Chapter 12 PROMOTION TRHOUGH THE MARKETING CHANNEL Chapter Objectives One of the major tools the manufacturer uses for implementing an integrated promotional program is selling support by channel members.
An Introduction to Integrated Marketing Communications Using IMC To Market Las Vegas 1 Creating a Unique Brand Identity for Las Vegas *Click outside of the video screen to advance to the next slide Taking
Sponsorship Packages Dear Friends, The Empty Stocking Fund proudly invites you to support the Atlanta community by participating in our inaugural 12 Days of Gifting Campaign this July! Last year, The Empty
STEP 2 Identify Your Market & Establish Your Message Marketing your business today should not be taken lightly It s more challenging now than it s ever been before with new technologies, online marketing
From The Public Relations Practitioner s Playbook A Synergized* Approach to Effective Two-Way Communication By M. Larry Litwin * (The whole works better than any one of its parts) 2003 The are 10 basic
Chapter 16: Using Effective Promotions Product Place Price Promotion 48 slides 12 slides 4 slides 2 slides 2 3 1 Any of a variety of methods used to communicate with the people in your target market and
Marketing 101: A Guide to Winning Customers Text File Slide 1 Marketing 101: A Guide to Winning Customers Welcome to SBA s online training course, Marketing 101: A Guide to Winning Customers. This program
Essential Guide for Business Plan Creation Basic 12 step guide for executing a successful Business Plan EBP Business Plan Designer Written by Matthew Parfitt EBP International Sales Executive The Essential
Integrated Marketing Strategy Dr. Richard Sjolander 2003 The Purpose of Integrated Marketing s is to Communicate with a Target Audience Promotion: or Applied marketing communication Attempts to: Inform
Marketing: Advertising and Sales Promotion Food Communication II Section G Communication Mix Strategies All of the information has been adapted from: Kotler P. Armstrong, G., 2004. Principles of Marketing.
1DP-BR 2013 INDEPENDENT DEALER PROFILE & MEDIA USAGE ABOUT THIS RESEARCH Independent dealers have been and continue to be critical to AutoTrader.com s business. To better understand how Independent dealers
A review of Marketing strategy of motorcycle products in Bangladesh. *Farooq Hossan *Issa Ahammad Abstract In Bangladesh extensive road network has been made in the rural areas as part of the infrastructural
PURDUE EXTENSION EC-730 Marketing s Four P s: First Steps for New Entrepreneurs Cole Ehmke, Joan Fulton, and Jayson Lusk Department of Agricultural Economics Marketing your business is about how you position
Principles of Marketing Lecture 13a: al Mix Decisions: Advertising and Sales Target Market Product Place Price Personal Selling Mass Selling Sales Advertising Publicity The Traditional Communication Model
MARKETING MODULES SERIES Marketing Module 8: Promotion Sandra Cuellar-Healey, MFS MA Charles S. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences Cornell University,
June 2013 EB 2013-09 MARKETING MODULES SERIES Marketing Module 8: Promotion Sandra Cuellar-Healey, MFS MA Charles S. Dyson School of Applied Economics & Management College of Agriculture and Life Sciences
Syllabus MARKETING INTERMEDIATE LEVEL Proposed for examinations sessions starting May 2017 INTERMEDIATE Level, Marketing, MATSEC 1 Syllabus objectives The syllabus is intended to encourage candidates to:
Chapter 18 Sales Promotion Power Struggles and Sales Promotion Sales promotion plays a key strategic role in the channel of distribution Big name brands need to supported with sales promotion and POP in
SM Kelley Blue Book INSTANT CASH OFFER ADVERTISING REQUIREMENTS December 2015 These Advertising Requirements are made part of and incorporated by reference in the Terms and Conditions for the Kelley Blue
Driving Traffic Advertising 102 Learning Objectives Learn how to get the most from manufacturers to drive traffic to your showroom Learn how to buy, place and negotiate for advertising Get tips on customer
THE DIGITAL INFLUENCE: HOW ONLINE RESEARCH PUTS AUTO SHOPPERS IN CONTROL INTRODUCTION MANY AUTO MARKETERS WRESTLE WITH THE QUESTION OF WHETHER THEY RE GETTING THE MOST OUT OF THEIR MARKETING BUDGETS. AFTER
Developing a Marketing Plan This document is designed to help you: Understand the role marketing plays in your business. Identify your target market. Analyse your competition. Define your product or service
Direct Response: The Key to Effective Marketing - Part 1 How small businesses get the best results from Direct Response Marketing By Robert Ciccone, Success Unlimited Sales & Marketing Group Inc. There
April 2015 guide Liquor Advertising and Marketing Practices Together, the LGA and licensees have a responsibility to ensure that liquor advertising and marketing practices in Manitoba promote moderate,
ADVERTISING IN PROMOTIONAL MIX 1. A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools
A new service to help you promote your business. VO: For many businesses, Direct Mail has long been the medium of choice for promoting products and driving sales. Because it gets directly into the homes
Cost Effective Marketing Plans and Resources April 2011 Dawn Thilmany McFadden Dept of Ag and Resource Economics And Cooperative Extension Colorado State University Overview Strategic Positioning and Marketing
Top 5 Digital Marketing Services for Local Businesses Lead generation, search engine optimization and transparent analytics - trying to understand these things is enough to make your head spin.? into How
Tom Serwatka, Business Advisor MV Small Business Development Center SUNY Institute of Technology firstname.lastname@example.org 315-792-7557 1 Objectives of Presentation To walk you through the steps needed to create
Developing a Marketing Plan Develop a strategic marketing plan to successfully grow your business and increase profits Learning Objectives At the end of this module, you will be able to: Understand the
Chapter 2: Analyzing a Dealership s Financial Statements & Operations To analyze a dealership s operations, a close look must be taken at the day to day operations as well as examining the dealership s
Guide to Trade Marketing A guide to give you support and ideas for reviewing your trade marketing Synergy Creative works with clients to plan, design and implement trade marketing campaigns. Here we share
Introduction Measuring and evaluating results will provide you and your associates with the vital information you need for making key strategic and tactical decisions prior to, at and after the trade shows,
Marketing Management SUMMARY Chapter 14 One to One: Trade Communication, Direct Marketing & Personal Selling Chapter 14 Trade Sales Promotion: Targeting The B2B Customer Trade Promotions - Focus on members
Chapter 8 Part C The Marketing Mix Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing THE PROMOTION MIX Communicating with customers will be the broad
WaterSense Program Mark Guidelines i WaterSense Label WaterSense Program Mark Guidelines Section 1: The WaterSense Program Marks The U.S. Environmental Protection Agency s (EPA s) WaterSense program has
Advertising and Marketing Overview Part 1 Paul A Kiewiet MAS+ Learning Objectives Pt 1 focuses on Overview Pt.2 on Promotional Products role The 4 P s + 1 Marketing Advertising Branding Differences between
NAPCS List for NAICS 54143: Graphic Design Services 54143 1 Graphic design services Combining text and graphics to visually communicate a message or concept. May include numerous steps such as presentation
MINIMUM ADVERTISED PRICE POLICY FOR HJC PRODUCTS (EFFECTIVE September 1, 2015) 1. Introduction. HJC America, Inc. ("HJC") is committed to maintaining the superior quality and integrity of its line of motorcycle
Effective Marketing What this topic is about The purpose of marketing Different approaches to marketing Segmentation Niche &mass markets B2C & B2B marketing What is Marketing? The process of identifying,
Published with permission, Gwen Davidson, Hastings High School, Hastings (Nebraska) Public Schools. Author: Gwen Davidson CREATIVE TEACHING IDEAS Lesson Plan Template ------Section I: Basic Information------
P.U.C. Or. 25 Original Sheet 200-1 The purpose of this Schedule is to list and summarize the major features of promotional concessions, the terms and conditions of which are specified in greater detail
CO OP ADVERTISING PROGRAM P.O. Box 1940, Jamestown, ND 58402 1940 Phone: (701) 252 4601 Fax: (701) 252 0502 E mail: information @haybuster.com Website: www.haybuster.com ADVERTISING ALLOWANCE The Haybuster
Lecture 3: Marketing Plan, Strategies, Distribution and Channels Dr Bernard Leong CTO & Co-founder MPS 812 Course Taught in: 1 What is Marketing? Marketing deals with identifying & meeting human and social
A Wine Marketing Plan That Supports Cash Flow By Jerry White Department of Applied Economics and Management, Cornell University Who needs a marketing plan? Start-up firms (as a part of a complete business
M a n a g e m e nt C o n s u l t i n g Extracts from: Residential Solar Marketing Effectiveness March 2012 (First Revised Edition, Mk II) For more information or to purchase the full version of this report,
Your Game Plan for Generating Leads and Building Brand Awareness! OVERVIEW: A game plan for generating leads and building brand awareness is key to a successful marketing strategy. Leveraging the ButleriConnect
S&P Advertising Co-op Program Guide Service and Parts Marketing Co-op provides your Mazda dealership with the opportunity of reimbursement for approved advertising media expenditures to support your Mazda
Lesson Plan Course Title: Principles of Business, Marketing and Finance Session Title: Advertising Media Performance Objective: After completing this lesson, the student will understand that Advertising
Chapter 10 Sample Questions on Advertising, PR and Promotion 1. One issue facing advertisers is that consumers screen out messages that are not relevant to them. 2. Glenn is using a push strategy to promote
The Touring Marketing Map A step-by-step tool for marketing a tour in Ireland Guidance notes The touring marketing map has been produced by the AMA (Arts Marketing Association) for Arts Audiences 2014.
plan. create. grow. Agency Profile We are an independent marketing, digital and creative communications agency which was founded in Melbourne in 2008. What We Are About. Our collaborative team of discipline
PrinciplesofAccounting HelpLesson #4 Accounting for Merchandising Companies: Journal Entries By Laurie L. Swanson Merchandising Company A merchandising business is one that buys and sells goods in order
Mobile Marketing Best Practices TABLE OF CONTENTS Why Mobile Marketing...1 Creating a Solid Foundation...2 Executing Effectively...3 Tackling Advanced Tactics...4 Next Steps...5 About Genesys...5 Why Mobile
Advertising The power of persuasion Marketing and Advertising Advertising is one part of marketing. The marketing department of a business deals with the way a product is sold generally. Advertising An
WHAT A MARKETING MANAGER NEEDS TO KNOW. WHEN PLANNING FOR AN EXHIBITION Welcome I knew that, but I didn t know this. This document is designed for marketing managers who are familiar with the strategies
Canada Post: Automotive Direct Mail Case Study Addressed Admail Campaign Drives Customers to Auto Dealerships Market-research study demonstrates the power of direct mail Study confirms that Addressed Admail
CHAPTER 14 DEVELOPING AND MARKETING PRODUCTS LEARNING OBJECTIVES: 1. Explain the impact globalization is having on international marketing activities. 2. Describe the types of things that managers must
SplitTarget 2012 Contract Marketing Organization Split your Target and Conquer the Market. INTERNET MARKETING WEBSITE DEVELOPMENT ECOMMERCE DEVELOPMENT SEARCH ENGINE OPTIMIZATION PAY-PER-CLICK MANAGEMENT
THE FOLLOWING PAGES PROVIDES THE GUIDELINE FOR SELECT-TV S HOSPITALITY INTERACTIVE TV ADVERTISEMENT AND PROMOTIONAL CONTENT DISPLAY AND SALES PACKAGES. THESE ARE MEANT TO PROVIDE A GENERAL FRAMEWORK AND
Copyright 2002 Pearson Education, Inc. Slide 2-1 E-Commerce Business Models and Concepts Created by, David Zolzer, Northwestern State University Louisiana Learning Objectives! Identify the key components
Learning Objectives LO1 Distinguish among service, retail merchandising, and wholesale merchandising businesses. LO2 Identify differences between a sole proprietorship and a corporation. LO3 Explain the
Preparing A Business Plan Presented By: Raed Daoudi The Business Plan Whether it s a start-up company, an expansion of an existing firm, a spin-off from a parent corporation, or even a project within a
Salem Community College Course Syllabus Section I Course Title: Principles Of Marketing Course Code: BUS212 Lecture Hours: 3 Lab Hours: 0 Credits: 3 Course Description: This course examines the business
AnytimeCard Advancing Your Mobile Marketing Strategy AnytimeCard Inc Jim JK Koretz email@example.com www.anytimecard.mobi 888-696-8623 AnytimeCard AnytimeCard was founded to provide innovative affordable
Revenue from contracts with customers The standard is final A comprehensive look at the new revenue model No. US2014-01 (supplement) June 18, 2014 (Revised September 8, 2014*) What s inside: Overview...
THE BUSINESS PLAN WORKBOOK brought to you by Word & Brown Brokerage 855.891.3185 Table of Contents Word & Brown Brokerage is committed to your success as a broker. This Business Plan Workbook serves as
The Sales Lead System Contents Intro... 3 Network Marketing Ad Basics... 3 Blogging... 4 Article Marketing... 4 Video Marketing... 5 E-mail Marketing... 6 Pay Per Click... 7 Banner Ads... 8 Social Marketing...
Monopolistic Chapter 17 Copyright 2001 by Harcourt, Inc. All rights reserved. Requests for permission to make copies of any part of the work should be mailed to: Permissions Department, Harcourt College
Business Strategy and Initial Market Assessment for a Retail Company 1 Retail Industry According to Hoovers, the internet and mail-order retail industry in the US includes about 20,000 companies with combined
PAYING IT FORWARD Supporting the New Jersey AIDS Walk is an incredible opportunity for your business to invest in the community while helping raise awareness and much needed funds for the fight against