1. An Introduction to Marketing
David Abbott
Insight Best Practice
David Abbott

2. The Course
Section 1 – The Market Section 2 – Analysis Section 3 – Ideas Section 4 – Marketing Communications

3. Section 1 – the Market

4. What is Marketing?
Understanding the needs of the people you want to work with Making sure you have appropriate solutions and can meet their needs Giving them a way to use your service Having a way to communicate with them (and persuade them)

5. Segmentation
Groups of (customers) who are similar to each other and different to other groups. They are:
Identifiable
All the same
Different to other segments
Sizeable
Reachable

6. Segment Example 1 - Volunteers
Perhaps three different needs are met when people volunteer:
Self-fulfilment, wanting to ‘give something back’
Loneliness, wanting to be part of something and to be with other people
Wanting to add experience to a CV

7. Segment Example 2 – Village Hall
Smaller businesses within a 15 mile radius that need exhibition space
Social organisations such as local charities that need to run functions and fetes

8. Key Needs Identifying the different needs for each segment
Means you can:
Make sure you have the right solution for them
Use messages in your marketing that appeals to them

9. Workshop 1
Identify any segments along with their key needs and characteristics