Marketing for non-marketers

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Presentation transcript:

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

What is marketing?

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

The market

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?

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

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

How do we get there? Product

How do we get there? Price

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

How do we get there? Place

How do we get there? Promotion

How do we ensure arrival?

Email: kim.horner@CustomerClix.com Chartered Marketer CustomerClix 66 Gloucester Street London SW1V 4EF United Kingdom Tel: +44 (0)20 7834 7643 Mob: +44 (0)7775 992505 Email: kim.horner@CustomerClix.com Web: www.CustomerClix.com