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Marketing 101 ICD Learning Summit 2013 Rick Wills • • • • • • • Farm Boy Factory Worker Teacher / Coach Trainer ICD Coordinator “Professor” Grandpa, Father, Husband © 2012 South-Western, a part of Cengage Learning 2 Rick Wills Ericka Wills Wylie – 7 Willow - 3 © 2012 South-Western, a part of Cengage Learning 1-3 Marketing? Jot down what comes to your mind when you hear the term MARKETING © 2012 South-Western, a part of Cengage Learning 1-4 Marketing Question What is the difference between and a ? © 2012 South-Western, a part of Cengage Learning 1-5 Marketing Question What do and a have in common? © 2012 South-Western, a part of Cengage Learning 1-6 “For adults, learning is remembering what we already know.” © 2012 South-Western, a part of Cengage Learning 1-7 “Everybody’s ignorant – only on different subjects.” Will Rogers © 2012 South-Western, a part of Cengage Learning 1-8 Duha! Sheet DUH! Knew That Aha! Hadn’t Thought of That! © 2012 South-Western, a part of Cengage Learning 1-9 How many of us have run a business? © 2012 South-Western, a part of Cengage Learning 1-10 What should be the main objective of any successful business? In table groups discuss! (30-45 seconds) © 2012 South-Western, a part of Cengage Learning 1-11 What should be the main objective of any successful business? According to Dr. Theodore Leavitt of Harvard Business School The main objective of any business should be to Acquire and Retain Customers © 2012 South-Western, a part of Cengage Learning 1-12 What should be the main objective of any successful business? In table groups discuss! (30-45 seconds) © 2012 South-Western, a part of Cengage Learning 1-13 Characteristics of a Business • • • • • • • Ownership Control Leadership / Staff Annual Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-14 Characteristics of a Business Characteristic Business ICD Ownership Control Leadership Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-15 Characteristics of a Business Characteristic Business Ownership Sole. Partnership, Corp ICD Control Leadership Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-16 Characteristics of a Business Characteristic Business ICD Ownership Sole, Partnership, Corp Company / Union Control Leadership Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-17 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Leadership Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-18 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-19 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Leadership CEO Local Joint Committee Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-20 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-21 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-22 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-23 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan How to accomplish Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-24 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan How to accomplish Annual Plan Financial Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-25 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan How to accomplish Annual Plan Financial Plan Income/Expenditures Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-26 Characteristics of a Business Characteristic Business ICD Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan How to accomplish Annual Plan Financial Plan Income/Expenditures Annual Plan Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-27 Characteristics of a Business Characteristic Business Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan How to accomplish Annual Plan Financial Plan Income/Expenditures Annual Plan Marketing Plan How to implement / “sell” © 2012 South-Western, a part of Cengage Learning ICD 1-28 Characteristics of a Business Characteristic Business Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan How to accomplish Annual Plan Financial Plan Income/Expenditures Annual Plan Marketing Plan How to implement / “sell” © 2012 South-Western, a part of Cengage Learning ICD ? 1-29 Characteristics of a Business Characteristic Business Ownership Sole. Partnership, Corp Company / Union Control Board of Directors Local Joint Committee Leadership CEO Coordinator Goals/Objectives Annual Annual Plan Business Plan How to accomplish Annual Plan Financial Plan Income/Expenditures Annual Plan Marketing Plan How to implement / “sell” © 2012 South-Western, a part of Cengage Learning ICD ? 1-30 Characteristics of a Business Characteristic Business Ownership ICD Sole, Partnership, Corp Control Board of Directors Leadership CEO Goals/Objectives Annual Business Plan How to accomplish Financial Plan Income/Expenditures Marketing Plan How to implement / “sell” © 2012 South-Western, a part of Cengage Learning 1-31 Characteristics of a Business Characteristic Business ICD Sole. Partnership, Corp Company / Union Board of Directors Local Joint Committee CEO Coordinator Annual Annual Plan Business Plan How to accomplish Annual Plan Financial Plan Income/Expenditures Annual Plan Marketing Plan How to implement / “sell” ? Ownership Control Leadership Goals/Objectives © 2012 South-Western, a part of Cengage Learning 1-32 What should be the main objective of any successful business? According to Dr. Theodore Leavitt of Harvard Business School The main objective of any business should be to © 2012 South-Western, a part of Cengage Learning 1-33 What should be the main objective of any successful business? According to Dr. Theodore Leavitt of Harvard Business School The main objective of any business should be to Acquire and Retain Customers © 2012 South-Western, a part of Cengage Learning 1-34 How Many of us Are Running a Business? © 2012 South-Western, a part of Cengage Learning 1-35 Not-for-Profit Business • An organization which exists to achieve goals other than ordinary business goals (such as profit). © 2012 South-Western, a part of Cengage Learning 1-36 Marketing 101: ICD Learning Summit 2013 Building the Business of ICD Key Components of Marketing • © 2012 South-Western, a part of Cengage Learning 1-38 Key Components of Marketing • © 2012 South-Western, a part of Cengage Learning 1-39 Otto Frederick Rohwedder Davenport, Iowa • Invented a product that was “the greatest thing since sliced bread.” • His invention was… © 2012 South-Western, a part of Cengage Learning 1-40 Otto Frederick Rohwedder Davenport, Iowa • Invented a product that was “the greatest thing since sliced bread.” • His invention was… sliced bread - 1912 © 2012 South-Western, a part of Cengage Learning 1-41 Otto Frederick Rohwedder Davenport, Iowa • Invented a product that was “the greatest thing since sliced bread.” • His invention was… sliced bread - 1912. • Not adopted until 1930. © 2012 South-Western, a part of Cengage Learning 1-42 Who is the Focus of Marketing? Customers § The users and potential users of organizations’ products / services § Are the focal point of all marketing activities Target Market § A specific group of customers with similar needs on whom an organization focuses marketing efforts © 2012 South-Western, a part of Cengage Learning 1-43 Who are our : Customers Target Markets © 2012 South-Western, a part of Cengage Learning 1-44 What is the easiest thing in the world to sell? What somebody wants to “buy.” http://www.youtube.com/watch?v=TxCPhxV1_h4 © 2012 South-Western, a part of Cengage Learning 1-45 What is the easiest thing in the world to sell? What somebody wants. © 2012 South-Western, a part of Cengage Learning 1-46 How Do We Know What People Want? • Communication • Ask them • Market Research - © 2012 South-Western, a part of Cengage Learning 1-47 Market Research § The systematic design, collection, interpretation and reporting of information to help solve specific marketing problems or take advantage of marketing opportunities. § Determine what customers want so you can provide those programs/products © 2012 South-Western, a part of Cengage Learning 1-48 Marketing “Never be afraid of the deafeningly obvious. It is always news to somebody.” P.J. Kavanagh © 2012 South-Western, a part of Cengage Learning 1-49 Market Research • Surveys • Questionnaires • Post Interest Sheets • Course Feedback • Anecdotal Feedback / “What about a class in…” • Communication © 2012 South-Western, a part of Cengage Learning 1-50 Marketing Defined The process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment In small groups identify 3 - 5 key words in this definition. © 2012 South-Western, a part of Cengage Learning 1-51 ICD Marketing The process of identifying, scheduling, promoting and pricing programs / classes to create satisfying exchange relationships with team/union members and develop and maintain favorable relationships with stakeholders. In small groups identify 3 - 5 key words in this definition. © 2012 South-Western, a part of Cengage Learning 1-52 ICD Marketing Defined The process of identifying, scheduling, promoting and pricing programs / classes to satisfying the exchange relationships with team/union members and develop and maintain favorable relationships with stakeholders. © 2012 South-Western, a part of Cengage Learning 1-53 Components of Marketing © 2012 South-Western, a part of Cengage Learning 1-54 Marketing Defined The process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationships with customers and develop and maintain favorable relationships with stakeholders in a dynamic environment . © 2012 South-Western, a part of Cengage Learning 1-55 The Marketing Mix Variables Combining and balancing four elements when to satisfy customers’ needs for a product ü Product ü Price ü Distribution ü Promotion © 2012 South-Western, a part of Cengage Learning 1-56 Product Variable • A product can be a: ü Good ü Service ü Idea © 2012 South-Western, a part of Cengage Learning http://www.youtube.com/watch?v=-JG_Z1BVm04 1-57 ICD Products? © 2012 South-Western, a part of Cengage Learning 1-58 ICD Products? • New Skills • Greater Knowledge • Recreational Opportunities • Family “Security” • Self Esteem • Personal Satisfaction © 2012 South-Western, a part of Cengage Learning 1-59 Product Variable - Packaging • Classes • Programs • Tuition Assistance • Keys in product development • Does it meet an identified need. • Name © 2012 South-Western, a part of Cengage Learning 1-60 © 2012 South-Western, a part of Cengage Learning 1-61 Agree or Disagree Many of our team members do not take advantage of ICD opportunities because the price is too high. © 2012 South-Western, a part of Cengage Learning 1-62 Price Variable § Determines the value of the exchange © 2012 South-Western, a part of Cengage Learning 1-63 Exchange Exchange § The provision or transfer of goods, services, or ideas in return for something of value © 2012 South-Western, a part of Cengage Learning 1-64 Value Value § A customer’s subjective assessment of benefits relative to costs in determining the worth of a product Value = © 2012 South-Western, a part of Cengage Learning Customer Benefits – Customer Costs 1-65 ICD Pricing? © 2012 South-Western, a part of Cengage Learning 1-66 ICD Pricing? § 10 – 15 cents per hour off wages © 2012 South-Western, a part of Cengage Learning 1-67 Biggest ICD Price Variable Opportunity Cost – The value of the benefit given up by choosing one alternative over another. © 2012 South-Western, a part of Cengage Learning 1-68 ICD Offer • You give me $350 & I will give you up to $2400 in return - every year! • The $2400 is not in cash, it’s services • It’s not any services it’s one specific type of service • It’s going to take a significant amount of your time to redeem the $2400. • You have no choice on paying me. © 2012 South-Western, a part of Cengage Learning 1-69 Our Price Variables? § Determines the value of the exchange § Opportunity Cost – The value of the benefit given up by choosing one alternative over another. © 2012 South-Western, a part of Cengage Learning 1-70 Distribution Variable § How programs are made available. http://www.youtube.com/watch?v=LVFCydsAZLM © 2012 South-Western, a part of Cengage Learning 1-71 Price • Is there a price for ICD programs? • Negotiated 10-15 cents could be on the paycheck. • Opportunity cost – The value of the benefit given up by choosing one alternative over another. © 2012 South-Western, a part of Cengage Learning 1-72 ICD Distribution? § Where classes held § When classes held § How classes held § Length of class session § Number of sessions © 2012 South-Western, a part of Cengage Learning 1-73 Promotion Variable § Inform individuals or groups about the organization and its products/services • Advertising • Social Media • Promotions • Public Relations • Street Teams • Viral marketing • http://www.youtube.com/watch?v=lAl28d6tbko&feature=relmfu © 2012 South-Western, a part of Cengage Learning 1-74 ICD Promotion Variables? © 2012 South-Western, a part of Cengage Learning 1-75 Stakeholders § Constituents who have a “stake,” or claim, in some aspect of a company’s products, operations, markets, industry and outcomes © 2012 South-Western, a part of Cengage Learning 1-76 Otto Frederick Rohwedder Davenport, Iowa • Invented a product that was “the greatest thing since sliced bread.” • His invention was… © 2012 South-Western, a part of Cengage Learning 1-77 Otto Frederick Rohwedder Davenport, Iowa • Invented a product that was “the greatest thing since sliced bread.” • His invention was… sliced bread - 1912 © 2012 South-Western, a part of Cengage Learning 1-78 Otto Frederick Rohwedder Davenport, Iowa • Invented a product that was “the greatest thing since sliced bread.” • His invention was… sliced bread - 1912. • Not adopted until 1930. © 2012 South-Western, a part of Cengage Learning 1-79 Stages of Adoption Process 1. Awareness – Person becomes aware of product 2. Interest – Person seeks information and is receptive to learning more 3. Evaluation – Person considers potential benefits and considers to do it 4. Trial – Person examines, tests, tries product to see if it fits their needs 5. Adoption – Person uses it and can be expected to use it again © 2012 South-Western, a part of Cengage Learning 1-80 Influencers of Stages of Adoption Process 1. Awareness – “Advertisement” 2. Interest – Course descriptions, friends who have taken course 3. Evaluation – Course descriptions, friends who have taken course 4. Trial – Ability to take a short course 5. Adoption – Learner © 2012 South-Western, a part of Cengage Learning 1-81 Product Adopter Categories © 2012 South-Western, a part of Cengage Learning 1-82 Implementing the Marketing Concept § Establish an information system to discover customers’ real needs § Use the information to create satisfying products § Coordinate all activities © 2012 South-Western, a part of Cengage Learning 1-83 Marketing Plan • • • • • Marketing Objectives SWOT Analysis Marketing Strategies Marketing Implementation Evaluation & Control © 2012 South-Western, a part of Cengage Learning 1-84 Marketing Objectives • • • • • Number of programs Number of different participants Total number of participants Feedback scores of programs Program suggestion from members © 2012 South-Western, a part of Cengage Learning 1-85 SWOT • Strengths – What we do well • Weaknesses – What we aren’t as good at • Opportunities – Outside factors that could affect us positively • Threats - Outside factors that could affect us negatively © 2012 South-Western, a part of Cengage Learning 1-86 Marketing Strategies • • • • Types of products Distribution alternatives Promotional options Pricing issues © 2012 South-Western, a part of Cengage Learning 1-87 Marketing Implementation What going to do When going to do them Where going to do them Who is going to conduct them © 2012 South-Western, a part of Cengage Learning 1-88 Evaluation & Control Results compared to objectives Changes needed to be made on course. © 2012 South-Western, a part of Cengage Learning 1-89 Your ICD Marketing Plan © 2012 South-Western, a part of Cengage Learning 1-90 Marketing It’s not something we do, it’s everything we do. © 2012 South-Western, a part of Cengage Learning 1-91