This document is a pre-course evaluation for a marketing management course. It outlines the learning objectives, which include assessing current marketing plans, understanding target markets, and creating a value proposition. It also details the marketing process and various modules that will be covered, including research, positioning, marketing mix, implementation and controls. The goal is to help participants attract and retain customers through effective marketing strategies.
70. THE FOUR Ps OF MARKETING P roduct P rice P lace P romotion
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72. 3 TIERS OF MARKETING We know Them They know Us Introductions Referrals Networking We don’t know them They don’t know us Website Search Engin es Web Ads Print Ads Blogs TIER 1 TIER 2 Direct Mail e-Marketing Speaking Newsletters Home Shows We know Them They don’t know Us TIER 3
73. MARKETING MIX ACTIVITIES Purpose: Create Awareness Make Contact Make a Transacti on Tell Others Introduce Us Frequency: Daily Weekly Monthly 24/7/365 Goals: Leads Appointments Contracts Referrals Introductions Segment: Consumer Grou p Cost: Single Event Recurring TIER 1 TIER 2 TIER 3 TIER 1 TIER 2 TIER 3