1. ROAD TO EFFECTIVE MARKETING DR. LEMUEL L. MAGRACIA Development of New Enterprise

2. What is Effective Marketing? All business activities should be oriented towards customer satisfaction. All business activities should be oriented towards customer satisfaction. All business resources revolve around the needs and wants of your customers. All business resources revolve around the needs and wants of your customers. Taking note of changes taking place in the market and how these will affect the product ultimately (Market Orientation). Taking note of changes taking place in the market and how these will affect the product ultimately (Market Orientation). – Scanning and Assessing the market environment & firm –Action Planning –Marketing Plan Implementation

3. MARKETING PLANNING GUIDE: Analysis of Market Info Identify Target Market Segments Assessment of Business Strengths & Weaknesses Identification of Market Segments Total Offer 1.Product 2.Price 3.Place 4.Promotion Marketing Effort Market Plan: How do I put plan into action? Strategy: How will my business get there?Strategy: Review: Where is my business now?Review: Objectives: Where do I want my business go?

4. Getting Market Information Your Business Experience, Management, & Market Know-how. Your Business Experience, Management, & Market Know-how. Customers Customers Other People Other People Test Marketing Test Marketing Trade fairs Trade fairs Local Chamber of Commerce Local Chamber of Commerce Websites Websites

5. Determining Market Opportunities & Threats Opportunities – are developments in the market place that have positive impact on your business plan Opportunities – are developments in the market place that have positive impact on your business plan Threats are probable obstackes on your operations Threats are probable obstackes on your operations

6. Evaluating Your Firm’s Marketing Capability Internal & honest assessment should be done covering all resources, skills, and attitudes to identify actions to take to be more effective in the market place. Internal & honest assessment should be done covering all resources, skills, and attitudes to identify actions to take to be more effective in the market place. It helps in the selection of ideal target market ensures success. It helps in the selection of ideal target market ensures success.

7. Who is Really the Customers?

8. Segmenting the Market Market Segmentation involves the identification of groups of consumers you want to serve and focusing your efforts to their needs/wants. Market Segmentation involves the identification of groups of consumers you want to serve and focusing your efforts to their needs/wants. Customer Target Market are analyzed according to: Customer Target Market are analyzed according to: –Geographical Location –Demographic Profiles (Age, Education,Status, Sex, etc.) –Social / Economic Class –Social and Psychological Aspirations –Value Perceptions (Preference) –Usage Rate

9. Segmenting the Market Supplier Target Markets are analyzed according to: Supplier Target Markets are analyzed according to: –Product Specifications –Purchase Quantity / Frequency –Delivery Frequency / Speed Requirement –Purchase via dealers, sales representatives, agents, etc. –Location and Ultimate Buyers –Terms of Payments –After-sales Relationships, such as returns, deductions, and remedies.

10. How Do We Get There?

11. Planning the Action to take Planning requires thinking out your goals for a specified period, and making an action plan to implement them. Planning requires thinking out your goals for a specified period, and making an action plan to implement them. Start your MARKETING STRATEGY by knowing your COMPETITIVE ADVANTAGE. Anticipate the move of your competitors. Start your MARKETING STRATEGY by knowing your COMPETITIVE ADVANTAGE. Anticipate the move of your competitors. –Marketing Strategies is about preparing your TOTAL OFFER (the 4 P’s) which will become your total MARKETING EFFORT

12. TOTAL OFFER & THE MARKETING PLAN STRATEGYPLAN (Total Offer)(Marketing Effort) PRODUCTDesign Materials Specification Quality Packaging After-Sales Service PRICEDetailed Prices for each product Payment Terms/Methods Discount Structure

13. TOTAL OFFER & THE MARKETING PLAN STRATEGYPLAN (Total Offer)(Marketing Effort) PROMOTIONAdvertising Brochures Data Sheets Gift/Sales Aids Personal Selling Public Relations Exhibitions PLACEOutlet Selection – Retail/Wholesale Ordering Method Physical Distribution Methods Delivery Frequency