Class Intro 2
From AlexBrownRacing
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| Price: $29.99, discounts | Price: $29.99, discounts | ||
| - | Promotion: [http://alexbrownracing.com/wiki/index.php/Book_signings Book signings and talks], advertising in racing media, [http://www.amazon.com/Greatness-Goodness-Barbaro-His-Legacy/dp/0983213909/ref=tmm_hrd_title_0?ie=UTF8&qid=1329058493&sr=1-1 Amazon], PR, book reviews, [http://www.facebook.com/pages/Greatness-and-Goodness-Barbaro-and-his-Legacy/206898058928 Facebook] | + | Promotion: [http://alexbrownracing.com/wiki/index.php/Book_signings Book signings and talks], advertising in racing media, [http://www.amazon.com/Greatness-Goodness-Barbaro-His-Legacy/dp/0983213909/ref=tmm_hrd_title_0?ie=UTF8&qid=1329058493&sr=1-1 Amazon], PR, [http://alexbrownracing.com/wiki/index.php/Book_Reviews book reviews], [http://www.facebook.com/pages/Greatness-and-Goodness-Barbaro-and-his-Legacy/206898058928 Facebook] |
| [https://twitter.com/#!/alexbrownracing Twitter] | [https://twitter.com/#!/alexbrownracing Twitter] | ||
Revision as of 23:53, 12 February 2012
Marketing Planning > Implement Marketing Plans and Programs > Control All part of Strategic Management Planning.
The 'Marketing Mix' is designed to reach a 'Target Market'
Production oriented > all customers are similar, one marketing mix: Mass Marketing
Marketing oriented > costomers are different, create groups of customers based on similarities: Target Marketing
Four Ps: Product, Place, Promotion, Price, designed and interrelated to appeal to a target audience
Examples of each, use book to illustrate
Who is the target audience for the book ?
Fans of Barbaro, horse racing fans, horsemen, fans of horses, animal lovers.
Do multiple audiences, for the same product, require unique marketing mixes ?
Product: design, positioning, branding
Price: $29.99, discounts
Promotion: Book signings and talks, advertising in racing media, Amazon, PR, book reviews, Facebook Twitter
Place: Amazon, direct selling, independent book sellers, distributor
Target market plus marketing mix = marketing strategy.
Marketing strategy plus time-related details = marketing plan.
Marketing plan plus other marketing plans = marketing program.
Focus on long term profit, look at life-time value of the customer, customer equity.
Evolve marketing strategies to keep focused on customers evolving needs. Ford as an example
New Opportunities:
Present markets>Market Penetration; Product Development
New markets >Market Development; Diversification
International Opportunities
