Marketing © Career Partners, Inc. 2017-18

What is Marketing? Marketing Ask the question to the group. One definition - “The action or business of promoting and selling products or services including market research and advertising.” Regis McKenna – marketer who introduced many of the ideas that are now part of main stream technology – his firm helped launch the first Apple Computer. “Marketing is everything.”

What is Chuck’s? Marketing Ask the group about the business they just inherited.

You are now a business owner! Marketing Congratulations! You are now a business owner! Why will customers buy from you? Should you change the product? Should you change the customer? Should you change the experience? Should you change the location? Task the teams to write down answers to these questions. After 5 minutes, pick 3 or 4 teams and ask a representative from each to present the team’s answers.

Successful Marketing Plan Consumer behavior - psychology of the customer. How the customer thinks, feels and reasons when making a purchasing decision. How do you influence consumer behavior? Emotional influence Reposition your competition influence Promote exclusivity Marketers mostly focus on repositioning their own brands. But, you can also reposition a competitor’s brand. That is, you can create messaging about your brand that shed’s a negative light on the competitor’s brand, making your brand look better in comparison. Repositioning is how you adjust perceptions, whether those perceptions are about you or about your competition often hanging a negative on the competition as a way to set up a positive. Here are some examples of that. Two examples Avis leveraged its #2 rental car position with the tagline and campaign “We try harder,” implying that the #1 brand Hertz was resting on its laurels. Scope focused not on the consumer problem which its product cured, but on the consumer problem its competitor caused. Scope used this weakness to reposition Listerine as “medicine breath.”

Successful Marketing Plan External Factors Competition Economy Competition Group Project These are the factors to consider when preparing a marketing plan.

Who are your competitors? Competition Project Who are your competitors? Have the students write down any and all competitors.

Consider the following – Competition Project Consider the following – What products or services do they sell? What marketing do they do? What are your competitor’s strengths and weaknesses? What potential opportunities do they make available for you? Have each group take one of the competitors, discuss and answer the questions. Each group will present to the entire group.

Successful Marketing Plan Research Understand your market. Ask questions – who are the experts? What are your resources for information? ASK…ASK…ASK These are the factors to consider when preparing a marketing plan.

Review Marketing Mix – Five P’s of Marketing Product Place Price Promotion People These are the factors to consider when preparing a marketing plan.

The Customer Experience Is it the PRODUCT? Is it the SERVICE? Or Is it the EXPERIENCE? We have discussed this previously – but you need to keep how you are deciding this in mind when deciding about your marketing. You need to make yourself different – you need to set yourself apart from the others.

Scott McCain talks about Taxi Terry & Customer Service

QUESTIONS Questions?