Marketing

Why Market?
To communicate that you are engaged in new and different activities To attract paying customers in sufficient numbers to support the activities

Kotlers Definition of Marketing

The marketing concept holds that the main task of
the company is to determine what a given set of customers needs, wants, and values are and to

dedicate the organization to delivering the

solution.
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Market Segments
A group of potential customers with a great
deal in common for which a specialized set of

goods or services may be provided.

Examples:
Lawyers Health Care Professionals Accountants

Successful continuing education organizations must continually communicate two messages:

The mission of the organization therefore enhancing their image The individual programs and products currently available

Image Marketing Should Target:

The general public Client or potential client organizations The government Funding organizations Other stakeholders
The institution
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Product Marketing Should Target:

Organizations Individuals

Stakeholders
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Communication Channels
Newspapers Direct Mail Radio Television Telephone Posters Personal Selling Flyers Individual Referral E-mail Internet

The Four Ps of Marketing

Product
Place Price Promotion
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Darkenwald identified six factors that motivate individuals to participate in continuing education:
Social relationships Social welfare External expectations Personal advancement Escape/stimulation Learning opportunities
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Actual and Perceived

Product Quality

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Marketing initially sells the product based on the image of the organization. Future sales depend on the quality of the program.

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Product Mix

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Place
Physical Location: Your location (CEs physical location)
Your home Your place of work Other
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Price
Price should not be considered as the sole purchasing determinant.

Once participants feel they have found the right course,

they are not concerned about the price if it is

reasonable and falls within an acceptable threshold.
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Marketing
Different Categories
Print Voice/Pictures Electronic
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Print
Brochures
Flyers Advertisements

Articles
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Voice/Pictures
Radio
Television Telemarketing Video Tapes
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Electronic
Web Pages
E-mail Internet ads

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Each category has advantages and disadvantages: .

How tightly can it focus in on the market?
How economical is it?

How effective is it?

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Brochures
Must answer six questions:
Who When Why What Where How
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WHO
Program Sponsors
Audience definition Speaker definition Planning and advisory committee
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WHAT
Title of Program
Overview Schedule of activities Titles of Presentation Description of the content
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When
Dates and Times

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Where
Location(s)

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Why
Program Benefits

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How
How the participant becomes involved.
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Flyers
Flyers are generally distributed to a

general audience and use a variety

of inexpensive distribution

systems.
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Flyers
Posted on windows Left in offices & businesses Mailed to prospective students
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Advertisements
Posted on windows Left in offices & businesses Mailed to prospective students
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Advertisements
Advertisements are usually

expensive, but if carefully

targeted, they can be very cost effective.
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Telemarketing

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Web Sites
Success depends on the ease of navigation with access to the specific information the student needs.
Make the site easy to find. Update your web site in a timely manner.
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The Wall Street Journal stipulates that if there are no changes in one hour, the site is stagnant.

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E-MAIL

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Internet Ads

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Print Media
Catalogs Flyers Telemarketing E-mail Brochures Advertisements Web sites Internet Ads
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Marketing

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