The ABC's of Marketing & Advertising

The ABC`s Of MARKETING & ADVERTISING written by Bill Gregory and copyright, 1999 Charlotte Kuchinsky This handbook has been prepared by the Oklahoma Small Business Development Center (OSBDC) and the Service Corps of Retired Executives (SCORE) in a partnership program with the U.S. Small Business Administration. The purpose of this book is to provide you with a good basic knowledge of sound marketing principles as well as sufficient information to make informed advertising decisions. The handbook is specifically designed to help you understand: o What your business product or service has to offer potential customers; o Who your customer is; o How to make customers want to buy what you have to offer; and o Why they will want to buy from you rather than your competition. No handbook, used in isolation, is likely to answer all of your marketing and advertising questions. We have, therefore, included an additional list of valuable resources in the appendix. Also, keep in mind that your Oklahoma Small Business Development Center (OSBDC) and Service Corps of Retired Executives (SCORE) provide "FREE" one-on-one counseling in these - - and a myriad of other - - subjects. Additionally, we will periodically sponsor workshops in both basic and advanced marketing and advertising. For additional information on any of the services provided by OSBDC and SCORE, contact: OSBDC/SCORE c/o Northwestern Oklahoma State University 2929 E. Randolph Enid, Oklahoma 73701 Phone: (580) 213-3197 - Fax: (580) 213-3196 - E-Mail: cakuchinsky@nwosu.edu Table of Contents Marketing Marketing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 What Is Marketing?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Why Market?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Factoids. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 The 5 P`s. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Consumer Beliefs. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Who Is Your Market?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 How Do You Market?. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10 Pricing. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 Packaging. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .12 Promotions. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .13 How Will You Know If You`re Marketing Correctly?. . . . . . . . . . . . . . . . . . . . . . . . . . . . .16 How Do I Do A Marketing Plan. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .17 Product/Service Worksheet. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Competitive Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25 Customer Analysis. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .26 Wizards of Marketing: How Companies Can Look Insider the Consumer`s Head. . . . . . . . . 27 Case Study: Whirpool Corporation. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29 Sample Publications. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .30 Instant Insight In The Coffee Caper . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .31 The ABC`s of Marketing To Kids . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .32 Teen Impact on the U.S. Economy. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .34 Price. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 Pricing Systems: Products & Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36 Color Insights. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .38 Shape Up Your Firm`s Image . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 Advertising Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .43 Advertising and You!. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44 Advertising Planning. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49 Print Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50 Classified Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51 Newspaper Display Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52 Magazine Advertising . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .54 Trade Journal/Business Directory Listing Advertising. . . . . . . . . . . . . . . 55 Yellow Pages . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .55 Trade/Business Journals . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 56 Processed Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57 Radio Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .57 Television Advertising. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 59 ... - tailieumienphi.vn