This document provides an overview of marketing concepts and strategies. It discusses defining the elements of marketing, exploring tips to market and brand a business. It also covers developing key positioning statements, understanding the benefits of internet marketing, and using a three-step process for market research. Finally, it discusses developing a marketing plan, getting customer feedback, creating marketing materials, and search engine optimization.

1. MARKETING
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2. 2
Program Objectives
( 1 of 2 )
Marketing
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Define the elements of Marketing.
Explore tips to market and brand your business.
Develop key positioning statements and
messages for your products and services.

3. 3
Program Objectives
( 2 of 2 )
Marketing
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Use a three-step process for market research.
Understand the benefits of Internet Marketing.

4. 8
Marketing Basics
(1 of 10)
Marketing
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Utility: Customer satisfaction and consumer needs.
Form Utility: The form in which the product is available.
Place Utility: Where the product is available and the convenience of the location.
Time Utility: When the product is available.

5. Product Price Place Promotion
The Four P’s
9
Marketing Basics
(2 of 10)
Marketing
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6. Price
Quantity
Price
Quantity
Equilibrium
17
Marketing Basics
(10 of 10)
Marketing
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Equilibrium is where supply and demand meet and are equal.

7. THE BENEFITS OF MARKETING

8. 19
The Benefits of Marketing
(1 of 3)
Marketing
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Describe your
product or service to
potential buyers
using a variety of
techniques.
Establish your
brand and any
philosophy or
values associated
with it.
Explain what needs
are being met with
your product.

9. A MARKETING MODEL

10. • Outline the goals of your product/strategy in terms of market
share, profitability, customer adoption, timing and milestones.
Define your company’s strategy
and how your products or
services support the strategy.
• Promotions
• Lead generation
• Partnership
Develop programs that support
the strategy.
• Advertising
• Events
• Product/service launch
26
A Marketing Model
(4 of 5)
Marketing
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Develop programs that support
the strategy.

11. MARKETING STRATEGY

12. 30
Marketing Strategy
(1 of 5)
Marketing
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Develop a marketing plan that
documents your overall
strategy:
Who are your key audiences?
How will you reach them?
What value does your
product or service deliver to
them?

13. 40
Marketing Plan
(6 of 12)
Marketing
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4
Know your marketing mix
Know the Four P’s:
Product
Place
Promotion
Pricing
Develop a strategy for each.
Strategic Marketing:
Adapted From: “How Do I Develop A
Strategic Marketing Plan?” by Purdue
University

14. BRANDING

15. 53
Branding
(3 of 7)
Marketing
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How do you want your
customers to “feel” or define
your products/services?
Think about different
adjectives that could
describe your company,
your products or your
services.

16. IDEAS

17. 59
3-Steps To Market Research
(1 of 10)
Marketing
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Step
1
Determine which ideas and concepts you want to
test:
 Are you adding new features or functionality to
an existing product?
 Are you developing a new product?
 Are you expanding your product portfolio by
adding new services?

18. YOUR ROLE AS A
MARKETER

19. Match your pricing to the
value that your clients
get from your offerings.
7
Establish solid business processes.8
77
Marketing & Branding a Business
(3 of 4)
Marketing
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20. DEVELOP BRAND
POSITIONING

21. Include the purpose of the
company, what group of customers
you serve (your “niche”), an
overview of your product or service
and a description
of your audience.
85
Create a Marketing Plan
(3 of 12)
Marketing
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Summarize the key points of your plan with an executive
summary.

22. Target your market niche by
describing the audience for your
product or service, including where
they are located and how you will
reach
them to let them know about (and
purchase) your products and
services.
88
Create a Marketing Plan
(6 of 12)
Marketing
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23. GET CUSTOMER FEEDBACK

24. Conduct online
research with surveys
(like
surveymonkey.com)
Use live testing.
Work with a local
university on a custom
research project.
97
Get Customer Feedback
(2 of 4)
Marketing
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Get customer feedback and input:

25. 122
Marketing Materials
(3 of 10)
Marketing
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Intended Audiences may include:
Industry experts and analysts.
Distributors/OEMs.
Business partners.
Journalists and press.
Technical and non-technical decision makers.
Government or local community.
Business partners.

26. FREQUENTLY ASKED QUESTIONS

27. SEARCH ENGINE OPTIMIZATION

28. FOR MORE INFORMATION
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