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Transcript
Marketing tools for
microenterprises
Game
4-1
• Definition of marketing (20 min)
• In 5 groups, try to define marketing,
as you perceive it now
• Not more than 20 words
• Write on big sheets
2
THE STARTING SITUATION OF AN ENTREPRENEUR WHO IS
PREPARING TO WRITE DOWN A MARKETING PLAN
WHO? WHO SHALL I OFFER
TO? WHO IS MY CUSTOMER?
WHAT
DO
MY
CUSTOMERS
WANT?
WHICH NEEDS HAVE
THEY GOT?
WHERE DO THEY BUY?
WHERE ARE THEY USED
TO REFER TO?
HOW MUCH DO THEY PAY?
(THEY ARE WILLING TO PAY,
THEY ARE USED TO PAY FOR
FULFILMENT OF NEEDS)
HOW DO THEY GET
INFORMATION?
WHAT
AFFECTS
THEIR
DECISIONS?
Template for marketing plan
SEGMENTATION
WHAT I OFFER:
PRODUCT POLICY
MY
THROUGH
WHICH
CHANNELS:
MY
DISTRIBUTION POLICY
IN EXCHANGE FOR WHAT:MY
PRICE POLICY
THROUGH
WHICH
PROMOTION:
MY
PROMOTIONAL POLICY
Product or Service
• Describe your product or service in sufficient
detail for the audience to understand its
function and differentiating characteristics.
• Pinpoint the value to your customer.
• Present current stage of development and
your plans to exploit the product fully in the
market.
• Describe the Life Cycle of your product, i.e.,
is it new, mature, a commodity? Proprietary?
Protected by patent or copyright?
4-1
5
Addressable Markets
• Demonstrate the demand for your product:
how many units can you sell at what price.
• Support how you determined the above
projections, e.g., market survey, current
buying habits.
• Define your markets – who will buy?
e.g., individuals, businesses, government,
overseas? Where are customers located?
4-1
6
Addressable Markets continue…
• Describe how you will reach these
customers, e.g., direct mail, ads, sales force,
trade magazines; describe how long it will
take from initial contact to completing a sale
to getting revenue (sales cycle).
• Present the methods you will use to deliver
your product, i.e., distribution.
• Describe how your customer will pay for the
products. Will you finance?
4-1
7