The Golden Rules of Marketing

± By Small Business Resource Ltd

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 Ô
hat is Marketing?
An integrated set of strategies for selling products
and services or ideas

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 á
hat is Marketing?
Most people think that Marketing is a tool, but for
governments and not-for-profit it is a way of thinking It
goes beyond selling, advertising It is a mindset which
puts the customer first and ensures that the
organization's philosophy is J





 

 

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hat Marketing does?
Opportunity for long-term planning, promise of a
positive and productive relationship with the clientele
Analyses client needs
etermines how the resulting product will be
packaged, promoted and distributed

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 4 erceptions of Marketing
istorical resent
Associated with Strategic
world of business Essential
Often lack strategy Long-term
Low priority Communication-
based
Client-driven

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 5 eys to Marketing: I
 Segmentation

± Recognize the market clusters that exist in

your target audience
±
hat differentiates each group?
hat makes
them unique?

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  eys to Marketing: II
 Targeting

± choose the group that will be the focus of your

campaign

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 7 eys to Marketing: III
 ositioning

±
hat message do you want to convey?

± ow do you want your audience to see you?

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 8 The Marketing Mix
ast: 4s resent: 4Cs
 roduct  Customer Value
 rice  Cost
 lace  Convenience
 romotion  Communications

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 9 The 5 Most Important
Questions
Ô
hat is your Business (Mission)?
á
ho is your client?

hat does the client consider value?
4
hat is the plan?
5
hat are our evaluation criteria?

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 Ô Marketing Tips
More than selling
Understand your clients needs,
evelop plans that reflect those needs,
Support the Marketing function,
evelop a specialized program of training,
Find ways to sell / distribute products and
services more efficiently

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 V

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