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Marketing for Growth and Diversification

Marketing for Growth and Diversification. An introduction to Marketing. What is marketing ?. Marketing consists of all activities which a company adapts its self to its environment – creatively and profitably

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Marketing for Growth and Diversification

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  1. Marketing for Growth and Diversification An introduction to Marketing

  2. What is marketing? • Marketing consists of all activities which a company adapts its self to its environment – creatively and profitably • Marketing is so basic that it cannot be considered a separate function. It is the whole the whole business seen from the point of view of its final result – that is from the customers point of view. Business success is not determined by the producer, but by the customer. Peter Drucker

  3. This is all interesting stuff; but what has it got to do with me? • Your customer is changing its buying behaviour • A new market is emerging • Your organisation has services people want….but do they know you? • The market may desire services no one is currently offering • This is nothing new; it just looks different

  4. Marketing ? Don’t you mean selling? • Is there a difference?

  5. Who are your customers? • No organisation can operate in every market and satisfy every need • Companies do best when they define their target markets • You may know more than you think • Researching the market is nothing more than observation, experimentation and asking questions • Short activity 1: Identify your target market

  6. Customer needs • Stated needs • Real needs • Unstated needs • Delight needs • Secret needs

  7. Service organisations • What is a service? • Services can’t be stored • Services in our sector are delivered mainly by people • Service quality is highly variable …. even when delivered by the same person in the same organisation. • Customers usually don’t see all the activity that goes into delivering a quality service

  8. Co-ordinated marketing • Many aspects of your organisation impact on the customer • Short activity 2: Identify the aspects of your service which impact on customer satisfaction

  9. Where do we go from here? • It is useless trying to stop a river flowing; the best thing to do is learn to swim in the direction its flowing (Anon) • Help is available. • NCA, Business Link, consultants, university business schools, internet and tones of literature • Form clusters… could it work? An alliance driven activity?

  10. Keep in touch about your marketing issues • Let NCA know if you want to share your experience with other Alliance members • Look at NCA web site for future workshops www.ncadevelopment.co.uk

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