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Marketing for non-marketers

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Presentation on theme: "Marketing for non-marketers"— Presentation transcript:

1 Marketing for non-marketers
Training session Marketing for non-marketers by Kim Horner Chartered Marketer

2 What is marketing?

3 What is marketing? Providing the right goods, at the right price, at the right time, in the right place… profitably

4 The market

5 How do we ensure arrival?
Marketing strategy Where are we now? Where do we want to be? How do we get there? How do we ensure arrival?

6 Marketing audit/situational analysis
Where are we now? Marketing audit/situational analysis

7 Where do we want to be? Mission Objectives Segmentation Targeting Positioning

8 How do we get there? Product

9 How do we get there? Price

10 Pricing matrix Relative price High Medium Low Relative product quality
Premium pricing policy Penetration pricing policy Super bargain policy Overpriced policy Average price policy Bargain price policy Hit & run policy Shoddy goods policy Cheap goods policy

11 How do we get there? Place

12 How do we get there? Promotion

13 How do we ensure arrival?

14 Email: kim.horner@CustomerClix.com
Chartered Marketer CustomerClix 66 Gloucester Street London SW1V 4EF United Kingdom Tel: +44 (0) Mob: +44 (0) Web:

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