1. Strategic Marketing for Your Business
Presented by Dr. Jan Mangos
SCORE Orlando

2. Make (and Follow) a Plan

3. Strategy Vs. Tactics

4. Back to the Beginning….
What is Marketing?

5. Marketing is Concerned with:
Product
Price
Place
Promotion

6. Along with….
Identifying Target Market(s)
Analyzing Competition

7. Let’s Start with Target Markets
Sufficiently Large
Reachable
Willing and Able to Buy

8. Ways to Target
Geographic
Demographic
Purchase Behavior
Psychographics

9. Important Considerations
RISK
FOCUS

10. A New Definition….
Product = Benefit to the Buyer

11. A New Definition….
Price = Value to the Buyer

12. Developing New Products
Trend Analysis -Top to Bottom Price Range -Truncation of Childhood (New Consumers) -Aging Population -Changing Face of U.S. Population -Mass Customization

13. Developing New Products
Trend Analysis (cont’d) -Consumer Empowerment -Co-marketing Opportunities -Peer-to-peer Sharing (Social Media) -Omnivores (Food Markets) -Mobile Marketplaces

14. Developing New Products
Trend Analysis (cont’d) -Re-commerce -High-touch products and services -Green Products -Increasing Power of Women -Fitness and Longevity

15. A New Definition…. Place = Channel of Distribution and its
Informational Benefits to Your
Business

16. A New Definition…. Promotion = Free or Low Cost Tactics to
Gain Awareness

17. A New Definition…. Competition = Role Models or Bad Models
“Thinking Outside the Box”

18. Simply Add… Tactics and a Timeline