1. Marketing Concepts Mission Statement Overall Company Objectives
Competitive Strategies
Marketing Objectives
Marketing Strategies
Marketing Programs

2. Mission Statement The first stage in strategic marketing
A mission statement is a brief description of the company, no more than a few lines that describes where the company is and where it wants to go.
Targets clients/markets
Principal products/services
Adapted from Reference Guide for Kansas Food Processors, Kansas State University and Kansas Dept of Commerce and Housing, July 1998.

3. Overall Company Objectives
Specific goals to be achieved that move toward the mission statement.
Normally businesses create one and three year objectives
Types of objectives:
Profitability
Volume
Stability
Nonfinancial

4. Competitive Strategies
A competitive strategy is developed so a practice can create advantages over the competition
Types of competitive strategies:
Overall Cost Leadership
Differentiation
Niche Marketing

5. Marketing Objectives
Marketing Objectives are designed to help a company attain overall objectives
Five basic marketing objectives are:
1. To achieve a viable level of sales or market share
2. Increase market share
3. Maintain market share
4. Maximize cash flow
5. Sustain profitability

6. Marketing Strategies
A marketing strategy outlines exactly how marketing objectives will be achieved.
Increase rate of purchase by:
Broadening usage occasions for the product
Increasing level of consumption
Retain current clients by:
Maintain satisfaction
Meeting what the “competition” offers
Acquire new clients :
By line extensions
Bundling
Head-to-head market dominance

7. Marketing Programs
Marketing Programs are the detailed approaches to the four P’s
Products
Placement
Promotion
Pricing

8. Product Your services as well as physical products Brand Management
What are the core competencies of your practice?
Packaging/Appearance
Quality
Scope of product line
Client Experience

9. Price Competitive Pricing Incentives (discounts, coupons, etc)
Net profit – make sure you are not operating at a loss
Financing options/Payment terms
Bundling

10. Placement Location, Location, Location
Who are the other competitors in the area?
Is this a location close to or in your target market geographically, demographically?

11. Promotion How do you reach your target market?
Social Media Marketing
Facebook, Myspace
SEO (Search Engine Optimization)
Never depend on one method
Marketing ROI
Promotional Programs
Community Service

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