1. Marketing 1-1 Creating, communicating, and delivering value to customers. Managing customer relationships that benefit the organization and its stakeholders.

2. 2-2 SWOT Analysis Strengths Weaknesses Opportunities Threats

3. 2-3 Develop Core Competencies A source of competitive advantage Applications in a wide variety of markets Difficult to imitate

4. 3-4 Environmental Assessment Size Growth rate Age distribution Ethnic mix Educational levels Household patterns Regional characteristics Movement

5. 3-5 Population and Demographics For many businesses in Lethbridge the critical issue is whether the population base can sustain the business. Will 70,000 people sustain you? How can you test this?

6. Need estimates of prevalence? Objective answers by asking? Yes No SURVEY Good Poor EXPLORATORY or SECONDARY RESEARCH OBSERVATIONAL RESEARCH FOCUS GROUPS No Marketing Research Flowchart Understanding of problem Yes

7. 5-7 Enhancing Customer Bonds Add financial benefits Add social benefits Add structural ties

8. 8-8 Good Targeting… Identify and profile distinct groups of buyers who differ in their needs and preferences. Select one or more market segments to enter. Establish and communicate the distinctive benefits of the market offering.

9. 10-9 Consumer Desirability Criteria Relevance Distinctiveness Believability

10. 12-10 Differentiating your Product Product form Features Performance Conformance Durability Reliability Reparability Style Design Ordering ease Delivery Installation Customer training Customer consulting Maintenance

11. 14-11 Pricing 1: Determine your Objective 2: Determine Demand 3: Estimate Costs 4: Analyze Competition 5: Select a Pricing Method 6: Select the Final Price

12. 15-12 Consumer Marketing Channels

13. 16-13 Retail Positioning Map

14. 17-14 Advertising Diagnostics

15. 17-15 Foote, Cone & Belding (FCB) Grid 1 Informative The Thinker 3 Habit Formation The Doer ThinkingFeeling Low Involvement 2 Affective The Feeler 4 Self- Satisfaction The Reactor High Involvement

16. 19-16 Direct Marketing Channels Catalogues Direct mail Telemarketing Email marketing Web sites Mobile devices

17. 21-17 Five Modes of Entry into Foreign Markets Indirect exporting Direct exporting Licensing Joint ventures Direct investment Commitment, Risk, Control, Profit Potential

18. 22-18 Marketing at the Corporate Level To promote a culture of customer orientation To be an advocate for the customer To assess market attractiveness To develop firm’s overall value proposition, the vision, and articulation of how it delivers superior value to customers.