1. Welcome to class of the strategic marketing planning process and consumer behavior -Dr. Satyendra Singh

2. Main publics of an organization input publics –donors, suppliers, regulatory… internal publics –management, board, staff, volunteers… partner publics –nonprofits, distributors, govt. agencies, mkting firms… consuming publics –clients, local, activist, general, media…

3. Types of competition desire competition –what desire, e.g. higher education … generic competition –how to fulfill the desire, e.g. face, online… form competition –form of desire, e.g. part-time, weekend… enterprise competition –aida… college, university, cont. education

4. Strategic marketing planning process Analyze organization (internal) –mission, objectives, goals, culture, strength, weakness Analyze environment (external) –publics, political, economic, social, technological (PEST) Plan portfolio and formulate marketing strategy –target market, competitive positioning, marketing mix, set specific tactics, determine performance benchmark Implement strategy  may require adjustments Asses performance  compare against benchmark

5. Portfolio planning Market penetrationOffer modificationOffer innovation -short/even/weekend- new courses/dept -new delivery system- new school Geographical expansionModification forGeographical -new area of citydispersed marketsinnovations -New cities- program offered-distance learning -Foreign at military HO, etc. New marketsModification for Total innovation -Individualnew markets- new course/dept -Senior/home/ethnic- Individual- new school -Institutional- Institutional -business/social OFFERINGS MARKETSMARKETS NEW EXISTING NEW

6. The Consumer Behavior

7. A model of complex evaluation pre-contemplation –information (internal/external), need arousal contemplation –alternatives, evaluation (criteria, motives, values, intention, choice set, others, self-efficacy) preparation –initial behavior, situational factors maintenance –continued behavior, reinforcement