10 marketing

8/6/2019 10 Marketing

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Marketing

Source: acru.tuke.sk/doc/Prez_Barbara/9-Marketing.ppt


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Why Market yourprodu?

To communicate that you are engaged

in new and different activities

To attract paying customers in

sufficient numbers to support theactivities


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Kotlers Definition

ofMarketing

The marketing concept holds that the

main task of the company is to

determine what a given set of

customers needs, wants, and valuesand 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

businessmen


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ImageMarketing Should Target:

y The general public

y Client or potential client organizations

y The government

y Funding organizations

y Other stakeholders

y The institution


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ProductMarketing

Should Target:

yOrganizations

yIndividuals

Stakeholders


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Comm

unicationC

hannelsNewspapers Personal Selling

Direct Mail Flyers

Radio Individual Referral

Television E-mail

Telephone Internet

Posters


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The FourPs ofMarketing

Product

Place

Price

Promotion


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Actualand 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/

product.


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PlacePhysical 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 isreasonable and falls within an acceptable threshold.


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MarketingDifferentCategories

Print

Voice/Pictures

Electronic


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Print Brochures

Flyers

Advertisements

Articles


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Voice/PicturesRadio

Television

Telemarketing

Video Tapes


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Electronic

Web Pages

E-mail

Internet ads


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Each category has advantagesand disadvantages:

.How tightly can it focus in on the market?

How economical is it?How effective is it?


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Brochures

Mustanswersix questions:

Who What

When Where

Why How


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WHO in brochure

Program Sponsors

Audience definition

Speaker definition

Planning and advisory committee


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WHA

T in brochure

Title of Program

Overview

Schedule of activities

Titles of Presentation

Description of the content


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Whenofbrochure

Datesand Times


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Wherein brochure

Location(s)


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Whyin brochure

ProgramBenefits


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Flyers

Flyers are generally distributed to a

general audience and use a variety

of inexpensive distributionsystems.


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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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Web SitesSuccess depends ontheease ofnavigation

with accessto thespecific informationthe

studentneeds.

M

ake the site easy to find.

Update your web site in a timely manner.


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The Wall Street Journal

stipulatesthatiftherearenochangesin one hour,thesiteis

stagnant.


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E-MAI

L


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Internet

Ads

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