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Transcript
Marketing Management Marketing Mix Marketing Mix “the process of planning and executing the development, pricing, promotion, and distribution of an organization’s goods/services” Necessary elements: – 1) – 2) – 3) – 4) 2 or more parties with need desire/ability to satisfy need ways to communicate something for exchange The Marketing Program “it is a driver of growth and is ultimately the means by which businesses manage their long-term profitability” “Advertising is the component of a marketing program with the highest visibility because it requires the greatest expenditure of cash. It is however, only a small part of a comprehensive marketing program.” (Pierce, AFD Jan. 2004) Marketing Includes: signage, the facility, the grounds, the interior décor, the arrangement office, the showroom, merchandising, pricing, public relations, personal activities, a uniquely personal service, community service activities, charitable activities, after service support, grief counseling, prearrangement programs, hospice support programs, advertising and employee incentive compensation programs Planning the Marketing Program Define the funeral home. Align the strengths of the funeral home with marketing efforts. Define the “target” and include: employees, age, gender, existing clientele, potential clientele, competitive businesses Targeting Employees Employees are the most important recipient of the marketing message. Why? Building the Marketing Plan Crystallizing objectives. Constructing the plan. Define available resources. Allocate resources. Implement. Motivate the employee team. Monitor the results. Reward success. Market Survey “a study that is used by a business to determine where the potential customers are located” Information required: – 1) Community Data – 2) Published Market Data Community Data Demographics: “the statistical study of human populations with respect to their size, density, distribution, composition, and income” Economic Base: “the wealth produced in or near a community that provides employment and income to the local population” Community Data (cont’d) Population Trends Disposable Income Trends Competition Social and Business Climate Published Market Data Census of Population: “compiles population statistics with regard to distribution of population by religion, area etc.” Census of Business: “explains where certain businesses are located” Census of Housing: “keeps track of new home sales by region and/or construction of new houses by region and specific area” Published Market Data (cont’d) Census of Manufacturing: “explains where certain manufacturers are located” Chamber of Commerce 4 “P”s of Marketing Mix Product Price Place (Distribution) Promotion (Advertising, PR, Cust. R) Promotion Advertising Public Relations Customer Relations Advertising “the art of making the public aware of the services or commodities that the business has for sale” “People are exposed to as many as 3000 advertising messages per day!” (Condon & Richmond, AFD June 2003) “Americans spend 151 hours per year (2.9 hours per week) reading the newspapers, 15 hours less than in 1995….and that number is projected to drop by another 7 hours per year by 2005.” (Suhler, July 2001) “Insanity is continuing to do the same thing over and over and expecting different results.” (Albert Einstein) Advertising Success Based on: – Targeting – Campaign Concept – Continuity – Frequency “A person must see or hear a message at least 7 times before it remains in their subconscious memory.” (Condon & Richmond, AFD June 2003) Advertising (cont’d) What are some of the things that motivate a consumer to buy? What are the desired effects of advertising? What are some non-controllable factors in advertising? What are some of the types of advertising media? Advertising (cont’d) Funeral Service advertising should be factual, informational and educational. How can you measure the success of advertising? Advertising Campaign Establish goals. Determine contributions. Develop budget. Consider alternatives Develop a “logo”. Professional typesetting. Develop “appeal”. Support claims. Create image. Be consistent. Common Mistakes FH building as significant. Old-fashioned Person’s image. photo. NJ Advertising Law Amendments effective 10/01: 1) business cards included 2) 3) public media includes internet must include the license number of the practitioner preceded by the phrase “N.J. Lic. No.” NJ Advertising Law (cont’d) All advertisements must include: 1) True firm name, address and telephone number as registered with the State Board. 2) Name of the manager or licensee in charge. All licensees who are principals, partners and officers are responsible for the content of the ad. NJ Advertising Law (cont’d) Copy of each ad must be retained for 3 years and made available to the State Board upon request. Price advertisements must include the manufacturer and model # and disclose all services included. – No additional charges can be made unless specifically noted. NJ Advertising Law (cont’d) Prohibitions: 1) unlicensed name without the appropriate statement 2) offer of service/merchandise that is not available or cannot supply 3) invalid license number 4) advertising FH that does not exist 5) testimonial 6) claim of professional superiority which cannot be documented 7) intimidation or undue influence Novelty Items 13:36-5.12(e):”small novelty items where the space of advertising is limited shall disclose the municipality where the facility is located and the true firm name as it is registered with the Board.” “welcome to town signs, sponsored sports team jerseys, golf outing hole sponsor signs, and carnival/founders day banners also fall into this category” (The Forum, May 2005) Public Relations Anything that funeral home representatives say/do that can be attributed to the funeral home. Why do people select a certain funeral home? Customer Relations How can a funeral home monitor its service? How can a funeral home be available to the community it serves? What can a funeral home do to make its consumers more comfortable? What can a funeral home do to make invitees more comfortable?