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The Course Objectives
LEARN PRACTICAL MARKETING
KNOWLEDGE AND PRACTICES
Module 1 (Day 1)
• Marketing Definition
• STP, Principle of Real World Mktg.
Module 2 (Day 2 & 3)
• Marketing Tools
• From Online Marketing to Direct Marketing
Module 3 (Day 4)
• Marketing Program – Workshop
• Learn How To Design a Marketing Program
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Today’s Objectives
What is marketing?
STP
The Marketing Mix
Principles of real world marketing
Exercise
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What is Marketing?
It is not just “selling and advertising”; It is the process
by which companies create value for customers and
build strong customer relationships in order to
capture value from customers in return.
Use
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What Marketers Do?
Reach customers
Motivate Them To Buy
Use
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Market segmentation
Buyers differ in
Wants
Resources
Locations
Buying attitudes
Buying practices
Through market segmentation,
companies divide large, heterogeneous
(different) markets into smaller segments
that can be reached more efficiently and
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effectively with products and services that
match their unique needs
Geographic segmentation
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Demographic segmentation
Dividing the market into groups based
on demographic variables such as age,
gender, family size, family life cycle,
income, occupation, education, religion,
race and nationality
Most popular because our needs,
wants and usage rates depend on the
demographics
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Age and life cycle
segmentation
Dividing a market into different age and
life cycle groups
Kids (corn flakes), adults, magazines
(teen stuff)
Gender segmentation
Dividing a market into different
groups based on gender
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Psychographic
segmentation
Dividing a market into different groups
based on social class, lifestyle or
personality characteristics
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Behavioral segmentation
Dividing a market into groups
based on consumer knowledge,
attitude, use, or response to a
product
Occasion segmentation
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Using multiple segmentation
bases
Using multiple segmentation bases in
an effort to identify smaller, better
defined target groups
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Requirements for effective
segmentation
Measurable
Accessible
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STP
Market
segmentation
2. Identify bases
for segmenting Target marketing
the market. Market positioning
3. Develop measure
3. Develop of segment 5. Develop
segment profiles attractiveness positioning
(differentiation) for
4. Select target target segments.
segments.
6. Develop a
marketing mix for
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each segment.
Target marketing
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Evaluating market segments
Segment size
Growth
Segment attractiveness
Competitors
Buying power
Supplier power
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Selecting target market
segments
Target market
A set of buyers sharing common needs or
characteristics that the company decides to
serve
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Targeting Strategies
Chipsy BMW
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STP
Market
segmentation
2. Identify bases
for segmenting Target marketing
the market. Market positioning
3. Develop measure
3. Develop of segment 5. Develop
segment profiles attractiveness positioning
(differentiation) for
4. Select target target segments.
segments.
6. Develop a
marketing mix for
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each segment.
Product positioning
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Perceptual Positioning Map for
Automobiles
Stylish, prestigious, distinctive
Mercedes 400SE
Volvo 850R • • Porsche 914 •
TM3 TM2
Chrysler LHS • • Lexus LS400
Buick Park Avenue •
Oldsmobile L35 • • Acura
• Jeep Grand Cherokee
Integra
Honda Accord • • Ford Saturn
Taurus
Staid, Fun,
SC2 •
conservative, sporty,
older Nissan Sentra • fast
Geo Metro •
•
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Kia Sephia
Practical, common, economical
Developing the marketing
mix
Marketing mix: the set of controllable
tactical marketing tools: product,
price, place and promotion that the
firm blends to produce the response it
wants in the target market
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Consumer
Principles of Real
products
World Marketing
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Principles of Real World
Marketing
Your Customers Aren’t Listening To
You
Everybody Else Is Shouting At Your
Customers
The Rest Of Your Organization thinks
you are crazy BUT
You Cant execute your program
without the rest of the company
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Principles of Real World
Marketing
The More You Give; The More You Get
Being Good Is Never Good Enough;
You Have To Be Better
Marketing Should Be The Most Creative
and Most Logical Part Of Your Business
Everything Is Marketing
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Integrated Marketing
Communications (IMC)
The concept under which a company
carefully integrates and coordinates
its many communications channels to
deliver a clear, consistent, and
compelling message about the
organization and its products
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IMC
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Marketing communications mix
- promotion mix
The mix of
Advertising
Personal selling
Sales promotion
Public relations
Direct Marketing
(Sunsilk)
Message execution
Technical expertise: shows the
company’s expertise in making the
product. Chipsy
Scientific evidence: presents surveys
or scientific evidence that the brand is
better or better liked than one or more
other brands. Crest and the egg ad
Testimonial evidence or endorsement
Highly believable or likeable source
endorsing the product –Celebrity-
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Nancy Agram
2. Developing advertising strategy
b. Selecting advertising media
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Choose Your Media Type
Question
How to choose the best medium?
Answer
Whatever Works for your campaign and
reaches your target market
• Primary Medium
• Secondary Medium
• Spread your budget equally on more than
one medium
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Profiles of major media
types
Medium Advantages Limitations
Print - Flexibility; timeliness; good local market Short life; poor production
Newspaper coverage; broad acceptability; believability quality
Television Good mass-market coverage; low cost per High absolute cost; high clutter;
exposure; combines sight, sound, and motion; less audience selectivity
appealing to the senses
Radio Good local acceptance; high geographic and Audio only; low attention (“half
demographic selectivity; low cost heard”); fragmented audiences
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Print Advertising (Newspapers,
Magazines)
Most Advertisers budget more for print than any other
media
Works mainly to promote sales promotions
Anatomy:
Headline
Sub headline
Copy – choose the font that serves the message
Visual
Caption
Trademark
Signature
Slogan
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Exercise
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Television
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Radio
Rely On Sounds – choose cool sound
effect, interesting voice, catchy
musical phrase, …
Choose One Strong Idea
Talk To Your Market Right Away – i.e.
if you want to advertise for salon’s
service; start right away with ex. :”not
another bad hair day”
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Outdoor – Billboards,
Banners and Signs
It must be read in a hurry
It is geographically specific
It directs people to your business location
Placing it in front of competitor location IS
SMART
Design should include 2 main sections: 1-
Header to catch attention from far, 2-
essential information
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Outdoor – Billboards,
Banners and Signs
Forms:
Vinyl
Hand Painted
Wood
Metal
Light Boxes
Electronic Display
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Online Advertising
Types:
Website = company brochure
Banner Ads = billboard where you use
your logo, one simple message and
max. couple lines of body copy
N.B
• Refresh Your Content Regularly
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• Deliver fascinating and attractive content
Other Forms of Indirect
Advertising
Point Of Purchase POP
Flags
Danglers
Roll ups & pop ups
Word Of Mouth
Virtual
WOM
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Face To Face
b. Sales promotion
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Major sales promotion tools for
consumers
Sample: a small amount of a product
offered to customers for trial. (perfumes)
Coupon: certificate that gives buyers a
saving when they purchase a specified
product
Price off (cents-off deal): reduced price
that is marked by the producer directly on
the label or package. (10 instead of 12)
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Premiums: prizes, gifts consumers receive
when purchasing products. (shampoo with
shower gel, vodafone)
Major sales promotion tools for
consumers (cont’d)
Contests and sweepstakes
Contests:solve questions and you win
something (who would win the million)
Sweepstakes: depend on luck
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Special events (Vodafone and the charity
complex)
d. Personal selling
Telemarketing
Push strategy
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1. Affordable method
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2. Percentage of sales
method
Setting the promotion budget at a
certain percentage of current or
forecasted sales or as a percentage of
unit sales price
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3. Competitive-parity method
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4. Objective and task
method
Developing the promotion budget by
Defining specific objectives
Determining the tasks that must be
preformed to achieve these objectives
Estimating the costs of performing
these tasks
The sum of these costs is the
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proposed promotion budget