1. Marketing, Advertising, and Sales Promotions
for Entrepreneurial Business
Monday September 20, - December 6, 2010
6:30 PM to 9:30 PM
Bunche Hall, RM 1209A
David Novak david@tradewindmarketing . com
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2.  How do you select the right market?
 How can you differentiate your product or service from your
competitor?
 How do you best reach your market?
 What pricing structure should you employ?
 How do you build a strong customer base?
 How do you maintain customer loyalty?
 How do you continuously build market share?
 How can you get the maximum results from your
team/employees?
 How can we compete in a dynamic, competitive and global
market?
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3.  Marketer- someone soliciting an action
 Prospect- someone being solicited
 Need – a specific requirement
 Food, clothing, homes, entertainment
 Want – something specific
 Hamburger, BMW
 Demand – having the resources to fill the need/want
 Income
 Grades
 Value and Satisfaction – What the customer PERCEIVES
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4.  Product
 Price
 Promotion
 Place
These have been the “traditional" tools”…. the strategic
requirements necessary to meet an organization’s
marketing objectives
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5.  Product- An acceptable
product or service that creates a
need to buy for the prospect
 Price- A competitive and fair
price
 Promotion- What strategies
will you use to communicate with
the customer
 Place- How easy is it for the
customer to do business with you
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6.  The Marketing Mix is comprised of the tools
that a business chooses to use in obtaining its
marketing objectives
Product Price
Variety List Price
Quality Discounts
Design Allowances
Features Terms
Packaging Credit policies
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7. Promotion Place
Sales promotions Location
Advertising Warehousing
Public relations Convenience
Sales force Inventory
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8.  Product “Quality”
 Personal “Pride”
 Professional “customer service”
 Power “sales programs” designed to “sell
solutions” and not only product
 Achieved through training
 Shared knowledge
 Commitment from everyone in the company
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9.  Seller’s View  Buyer’s View
 Product  Customer Value
 Price  Competitive cost
 Promotion  Convenience
 Place  Communication
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10.  The 4 “C”s
 Customer service
 Convenience
 Communication
 Cost Value
HOW WOULD YOU RATE THESE IN IMPORTANCE?
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11.  The Product Concept
 Do you have the right product or service for your selected
market?
 The Marketing Concept
 Are you satisfying the needs of the customer by means of
quality, service, choice, etc
 Do you know your target market
 Do you know your customers needs and wants
 Do you have an integrated marketing plan
 Will you achieve profitability
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12. Product Price Place Promotion
Customer Competitive
Value Convenient Communication
Pricing
Marketing Competitive Marketing Marketing
Information Information Controls Planning
Demographics Psycho- Political Economy
graphics Mood
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13. 1. Negative demand – the market dislikes the product or service
2. No demand – customers are not motivated to buy
3. Latent demand – strong demand but no product is available
4. Falling demand – declining market interest in product or
service
5. Irregular demand – fluctuations in demand of product
6. Unwholesome demand – products that might have a negative
acceptance or approval
7. Full demand – your customer desires your product
8. Overall demand – more orders than you can produce
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14.  All the aspects of the company support the marketing
effort
 Administrative
 Customer Service
 Production
 Traffic Department
 TOP MANAGEMENT COMMITTMENT
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15. THEN NOW
- Improve on one’s own - Benchmarking
- Go It Alone - Networking
- Operate with functional dept - Team Selling
- Focus domestically - Focus Globally
- Be product-centered - Customer focused
- Have a standard product - Differentiation
- Practice mass marketing - Target marketing
- Find a competitive edge - Innovation
- Manage from the top - Manage up and down
and across
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16. New Chart
Old Chart
Customers
Front Line
Sr. Staff
MGMT
Middle
Management
Middle
Management
Sr.
MGMT
Frontline
Staff
Customers
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17.  Creates repeat and loyal customers
 Trust and integrity are established
 Two-way communications
 Profit is a measure of success for all parties
involved
 Long-term partnerships
 Win-Win relationships
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18.  T – Purpose of marketing is to make a sale
 R – Purpose of marketing is to create a customer
 T – Sale is a result and the measure of success
 R – Sale is the beginning of a long-term relationship
 T – Business is defined by its products and services
 R – Business is defined by its relationships
 T – Price is determined by competitive forces
 R – Price is determined by negotiation and joint decision-making
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19.  T – Communications are aimed at groups of businesses and
customers
 R – Communications are targeted and tailored to individual
customers
 T – Companies and individuals are valued for its products
and services
 R – Companies and individuals are valued for its
quality, service and problem solving skills
 T- Traditional Marketing philosophy was to “Make the next
sale, find the next customer”
 R – Modern Day Marketing is “Satisfy the customer by
delivering superior value”
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20.  “Have It Your Way” – Burger King
 “Putting People First” – British Airways
 “Lowest prices guaranteed, or we will give you
an additional 10% off the price” – Home Depot
 “Fly The Friendly Skies” –United Airlines
 Starbucks
 Wal-Mart
 Ben & Jerry’s Ice Cream
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21.  “Your first obligation is to find out the mission
that you are meant for…. Your mission will
manifest in you when you decide to listen to
your heart’s desire”
 Naomi Stephens, “Finding Your Mission”
 Say Who You Are
 What You do
 What Is Your Purpose
 Say What You Stand For
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