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Marketing
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Why Market?
• To communicate that you are engaged in
new and different activities
• To attract paying customers in sufficient
numbers to support the activities
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Kotler’s Definition
of Marketing
The marketing concept holds that the main task of
the company is to determine what a given set of
customers’ needs, wants, and values are and to
dedicate the organization to delivering the
solution.
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Market Segments
A group of potential customers with a great
deal in common for which a specialized set of
goods or services may be provided.
Examples:
Lawyers
Health Care Professionals
Accountants
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Successful continuing education organizations
must continually communicate two messages:
The mission of the organization therefore
enhancing their image
The individual programs and products currently
available
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Image Marketing Should Target:
 The general public
 Client or potential client organizations
 The government
 Funding organizations
 Other stakeholders
 The institution
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Product Marketing
Should Target:
Organizations
Individuals
• Stakeholders
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Communication Channels
Newspapers
Direct Mail
Radio
Television
Telephone
Posters
Personal Selling
Flyers
Individual Referral
E-mail
Internet
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The Four P’s of Marketing
• Product
• Place
• Price
• Promotion
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Darkenwald identified six factors that
motivate individuals to participate in
continuing education:
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•
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Social relationships
Social welfare
External expectations
Personal advancement
Escape/stimulation
Learning opportunities
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Actual and Perceived
Product Quality
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Marketing initially sells the
product based on the image of the
organization. Future sales depend
on the quality of the program.
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Product
Mix
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Place
Physical Location:
Your location (CE’s physical location)
• Your home
• Your place of work
• Other
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Price
Price should not be considered as the sole purchasing
determinant.
Once participants feel they have found the right course,
they are not concerned about the price if it is
reasonable and falls within an acceptable threshold.
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Marketing
Different Categories
• Print
• Voice/Pictures
• Electronic
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Print
• Brochures
• Flyers
• Advertisements
• Articles
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Voice/Pictures
»Radio
»Television
»Telemarketing
»Video Tapes
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Electronic
– Web Pages
– E-mail
– Internet ads
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Each category has advantages
and disadvantages:
.
How tightly can it focus in on the market?
How economical is it?
How effective is it?
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Brochures
Must answer six questions:
Who
What
When
Where
Why
How
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WHO
Program Sponsors
Audience definition
Speaker definition
Planning and advisory committee
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WHAT
Title of Program
Overview
Schedule of activities
Titles of Presentation
Description of the content
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When
Dates and Times
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Where
Location(s)
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Why
Program Benefits
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How
How the participant
becomes involved.
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Flyers
Flyers are generally distributed to a
general audience and use a variety
of inexpensive distribution
systems.
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Flyers
Posted on windows
Left in offices & businesses
Mailed to prospective students
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Advertisements
Posted on windows
Left in offices & businesses
Mailed to prospective students
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Advertisements
Advertisements are usually
expensive, but if carefully
targeted, they can be very cost
effective.
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Telemarketing
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Web Sites
Success depends on the ease of navigation
with access to the specific information the
student needs.
Make the site easy to find.
Update your web site in a timely manner.
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The Wall Street Journal
stipulates that if there are no
changes in one hour, the site is
stagnant.
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E-MAIL
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Internet Ads
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Print Media
Catalogs
Brochures
Flyers
Advertisements
Telemarketing
Web sites
E-mail
Internet Ads
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Marketing
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