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Presented byDr Masood ButtDBA,MBA,MA,MCIM,MIMC
Marketing and PR
Center for International Private EnterpriseCopyright 2007
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Mission
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Marketing
The term was first defined in 1937 by AmericanMarketing Association (AMA) and later onrevised as below:
"Marketing is an organisational function and a set ofprocesses for creating, communicating, and deliveringvalue to customers and for managing customerrelationships in ways that benefit the organisation and
its stakeholders."
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Ten truths of Marketing
1. The customer does not have to see things from your point of view2. Information costs money-and it may take time gather3. Firm must add value in order to add to price4. Most firms potential is strongly influences by personnel5. Retailers and manufacturers have different interests
6. The marketing place is increasingly global7. Few small succeed in unseating a giant, yet they are a major
threat8. Transactionism is equipped to complete with relationship
marketers
9. Stream line production and distribution tasks10. Market share, unlike body weight is very difficult to gain and very
easy to lose
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Network
Marketing
Diversity
Experiential
Marketing
Relationship
Marketing
Evangelism
Marketing
Services
Marketing
Marketing
Types of Marketing
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Marketing Mix
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Target Market Analysis
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Product / Service Mix
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Promotion Mix
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Advertising Advertising may be described
as the science of arrestingthe human intelligence longenough to get money from it.
The aim of advertising is notto state the facts about aproduct but to sell a solutionor a dream.
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Media Marketing Matching the needs and
expectations of yourcustomers (target market)to the appropriate media.
Selection is made based onthe profiles of variousmedia that is available,
which also evaluating cost.
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The Role of Media
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New Media MarketingNew Media Marketing is a relatively
new concept utilised by businesses indeveloping more transacted
community, which allows customers
to congregate and extol the virtues of
a particular brand.
It includes
Internet
Mobile phones
IPODS
PDAS
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Internet Marketing
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Public RelationsPublic relations involve:
1. Evaluation of public attitudes and
opinions.2. Formulation and implementation of
an organisation's procedures and
policy regarding communication with
its publics.
3. Coordination of communicationsprograms.
4. Developing rapport and good-will
through a two way communication
process.
5. Fostering a positive relationship
between an organisation and its
public constituents.
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Public Relations Providing mass media with stories and news releases
concerning industry, profession, or community.
Providing trade and professional journals with informationabout developments of services of industry, profession, orcommunity.
Maintaining an ongoing public relations committee
Providing members with information they can use Providing speeches members can use for public relation
purposes
Providing members with public relation films, cassettes,and discs they can use
Maintaining a speakers bureau
Conducting a national week for the industry orprofession
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Public Relations Maintaining a display booth which goes to exhibits around
the country or world
Conducting an annual tour to cities to meet with anddiscuss mutual problems with citizens, local government,and enforcement officials
Providing tips on breaking news events to selected
reporters and commentators
Sponsoring photograph contests
Providing television documentaries
Sponsoring career days and safety programs in schools
Publishing directories containing profiles of membercompanies to be distributed
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Use Of Public Relations
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MembershipForms
Services
Needs
Discount
Recruitment
Referrals
Retention
Communication
Membership
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Motives of Membership
Professional and personal recognition
Monetary gains from contact with new customers,clients, or allies
Personal ambitions to accomplish individual goals
Networking opportunities with other business associates
Educational programs Corporate and personal-image improvement
Industry or community involvement
Valuable information sources
Personal and professional growth and development
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Motives of Membership Political contacts and information
Pro-business participation in government
Project that improve the community r the industry
Publications
Services and benefits such as health or liabilityinsurance
Latest technology information
Social functions
Unity
Economies of scale Feeling of belonging to a group
Opportunity to influence public policy
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The companies not to have extensive personalinformation.
Willing to tell some companies what they might like tobe informed about.
Companies to reach them only with relevantmessages and media at proper times.
Want to be able to reach companies easily by phoneor e-mail and get a quick response.
What Members want
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What Business
Associations want
To know many things about customer and prospect. To tempt with offers, including those that they
might have awareness of or interest in.
To reach them in the most cost-effective wayregardless of their media preferences.
To reduce the cost of talking with them live on thephone.
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Members Recruitment
Relationship
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Tips on Members Recruitment Establish a Presidents club
Establish a Chairmans club
Provide special complimentaryterms
Give lapel pins or other jewelry
Have special seating atassociation events
Hold drawings for prizes
List in association publications
Display a large sign at listing
Hold special luncheon or dinner
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Marketing Plan
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