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1Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Building a Powerful
Marketing Plan
Building a Powerful
Marketing Plan
2Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Building a Guerrilla Building a Guerrilla Marketing PlanMarketing Plan
MarketingMarketing The process of creating and delivering The process of creating and delivering
desired goods and services to customers.desired goods and services to customers. Involves all of the activities associated Involves all of the activities associated
with winning and retaining loyal with winning and retaining loyal customers.customers.
D&B StudyD&B Study Just 1 in 5 small companies creates a Just 1 in 5 small companies creates a
strategic marketing plan.strategic marketing plan. Most common sales method: Walk-in Most common sales method: Walk-in
traffic.traffic.
3Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Building a Guerrilla Building a Guerrilla Marketing PlanMarketing Plan
Guerrilla marketing strategiesGuerrilla marketing strategies Unconventional, low-cost creative Unconventional, low-cost creative
marketing techniques that allow a marketing techniques that allow a small company to wring more small company to wring more bang from its marketing bucks bang from its marketing bucks than do larger rivals.than do larger rivals.
Do not have to spend large Do not have to spend large amounts of money to be effective.amounts of money to be effective.
Example: Borsheim’s Example: Borsheim’s
4Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
A Guerrilla A Guerrilla Marketing Marketing
PlanPlan1.1. Pinpoints the specific target Pinpoints the specific target
markets the company will serve.markets the company will serve.2.2. Determines customer needs and Determines customer needs and
wants through market research.wants through market research.3.3. Analyzes a firm’s competitive Analyzes a firm’s competitive
advantages and builds a marketing advantages and builds a marketing strategy around them.strategy around them.
4.4. Creates a marketing mix that meets Creates a marketing mix that meets customer needs and wants.customer needs and wants.
5Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Pinpointing the Target Pinpointing the Target MarketMarket
One objective of market One objective of market research: Pinpoint the research: Pinpoint the company's company's target market, target market, the the specific group of customers specific group of customers at whom the company aims at whom the company aims its products or services.its products or services.
Marketing strategy must be Marketing strategy must be built on clear definition of a built on clear definition of a company’s target customers.company’s target customers.
Mass marketing techniques Mass marketing techniques no longer work.no longer work.
6Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Pinpointing the Target Pinpointing the Target MarketMarket
Target customer must Target customer must permeate the permeate the entireentire business – merchandise sold, business – merchandise sold, background music, layout, background music, layout, décor, and other features.décor, and other features.
Without a clear image of its Without a clear image of its target market, a small target market, a small company tries to reach company tries to reach almost everyone and ends up almost everyone and ends up appealing to almost no one!appealing to almost no one!
212.9%
187.9%
71.3%
7.4%
0.0%
50.0%
100.0%
150.0%
200.0%
250.0%
Gro
wth
Ra
te
Asian Hispanic Black White
Population Group
U.S. Population Growth Rate for Selected Groups2000 - 2050
8Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Market ResearchMarket Research Market research is the vehicle for Market research is the vehicle for
gathering the information that serves as gathering the information that serves as the foundation for the marketing plan.the foundation for the marketing plan.
Never Never assumeassume that a market exists for that a market exists for your company’s product or service; prove your company’s product or service; prove it!it!
Market research does Market research does notnot have to be time have to be time consuming, complex, or expensive to be consuming, complex, or expensive to be useful. useful. Web-based market research – online surveysWeb-based market research – online surveys Trend-trackingTrend-tracking
9Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Be a Trend-TrackerBe a Trend-Tracker
Read many diverse current Read many diverse current publicationspublications
Watch top 10 TV showsWatch top 10 TV shows See the top 10 moviesSee the top 10 movies Talk to at least 150 Talk to at least 150
customers a yearcustomers a year Talk with the 10 smartest Talk with the 10 smartest
people you knowpeople you know Listen to your children and Listen to your children and
their friendstheir friends
10Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Market ResearchMarket Research
How to Conduct Market How to Conduct Market Research:Research:
Define the objective.Define the objective. Collect the data.Collect the data.
Individualized (one-to-one) Individualized (one-to-one) marketingmarketing
How to Become an Effective One-to-How to Become an Effective One-to-One MarketerOne Marketer
Identify your best customers, never passing up the
opportunity to get their names.
Collect information on thesecustomers, linking their
identities to their transactions.
Calculate the long-term valueof customers so you know
which ones are most desirable(and most profitable).
SuccessfulOne-to-OneMarketing
Know what your customers’buying cycle is and time yourmarketing efforts to coincide
with it - “just-in-time marketing.”
Make sure your company’sproduct and service quality
will astonish your customers.
See customer complaints for what they are - a chance to improve your service and
quality. Encourage complaints and then
fix them!
Enhance your products andservices by giving customers
information about them and howto use them.
Source: Adapted from Susan Greco, “The Road to One-to-One Marketing,” Inc., October 1995, pp. 56-66.
12Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Market ResearchMarket Research
How to Conduct Market Research:How to Conduct Market Research: Define the problem.Define the problem. Collect the data.Collect the data.
Individualized (one-to-one) marketingIndividualized (one-to-one) marketing
Data mining – See Harrah’s EntertainmentData mining – See Harrah’s Entertainment Analyze and interpret the Analyze and interpret the
data.data. Draw conclusionsDraw conclusions and act. and act.
13Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Relationship MarketingRelationship Marketing(Customer Relationship (Customer Relationship
Management)Management)
Involves developing and Involves developing and maintaining maintaining long-term long-term relationships relationships with customers with customers so that they will keep coming so that they will keep coming back to make repeat back to make repeat purchases.purchases.
14Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Relationship MarketingRelationship Marketing(Customer Relationship (Customer Relationship
Management)Management)
Steps:Steps: Collect meaningful customer information Collect meaningful customer information
and compile it in a database.and compile it in a database. Mine the database to identify “best” Mine the database to identify “best”
customers.customers. Use the information to develop lasting Use the information to develop lasting
relationships with “best” customers.relationships with “best” customers. Attract more customers who fit the Attract more customers who fit the
“best” customer profile.“best” customer profile. Stay in contact with customers between Stay in contact with customers between
sales.sales.
The Relationship Marketing The Relationship Marketing ProcessProcess
Connect Connect andand
CollectCollect
Conduct detailed customer intelligence to Conduct detailed customer intelligence to pinpoint most valuable customers and to learn pinpoint most valuable customers and to learn all you can about them, including their lifetime all you can about them, including their lifetime value (LTV) to the company.value (LTV) to the company.
Make contact with most valuable customers Make contact with most valuable customers and begin building a customer database using and begin building a customer database using data mining and data warehousing techniques. data mining and data warehousing techniques.
Learn from your customers by encouraging Learn from your customers by encouraging feedback from them; develop a thorough feedback from them; develop a thorough customer profile and constantly refine it. customer profile and constantly refine it.
Based on what you have Based on what you have learned, contact customers learned, contact customers with an offer designed for with an offer designed for them. Make customers feel them. Make customers feel special and valued. special and valued.
If you have done If you have done everything else correctly, everything else correctly, this step is relatively easy. this step is relatively easy. Superb customer service is Superb customer service is the best way to retain your the best way to retain your most valuable customers.most valuable customers.
LearnLearn
AnalyzeAnalyze
BuildBuildRelationshipsRelationships
Sell, Sell, Service, Service,
and Satisfyand Satisfy
16Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Steps in CRMSteps in CRM Collect meaningful information on Collect meaningful information on
existing customers and compile it in a existing customers and compile it in a database.database.
Mine the database to identify the Mine the database to identify the company’s best and most profitable company’s best and most profitable customers and their buying habits.customers and their buying habits.
Use the information to establish lasting Use the information to establish lasting relationships with these customers. relationships with these customers.
Attract more customers who fit the Attract more customers who fit the profile of the company’s best profile of the company’s best customers. customers.
Four Levels of Customer Four Levels of Customer SensitivitySensitivity
Level 1: Customer Awareness. Prevailing attitude: “There’s a customer out there.”Managers and employees know little about their customers and view them only in themost general terms. No one really understands the benefit of close customer relationships.
Level 2: Customer Sensitivity. A wall stands between the company and its customers.Employees know a little about their customers but don’t share this information withothers in the company. The company does not solicit feedback from customers.
Level 3: Customer Alignment. Managers and employees understand the customer’s central role in the business. They spend considerable time talking about and withcustomers, and they seek feedback through surveys, focus groups, customer visits, andother techniques.
Level 4: Customer Partnership. The company has embraced a customer service attitudeas an all-encompassing part of its culture. Customers are part of all major decisions. Employees throughout the company routinely use data mining reports to identify the best customers and to serve them better. The focus is on building lasting relationshipswith the company’s best customers.
18Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
Find a niche and fill it.Find a niche and fill it. Don’t just sell; entertain.Don’t just sell; entertain.
““Entertailing”Entertailing” Strive to be unique.Strive to be unique. Connect with customers Connect with customers
on an emotional level. on an emotional level. Build trustBuild trust Define a unique selling Define a unique selling
proposition (USP) proposition (USP)
19Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Unique Selling Unique Selling PropositionProposition
A key customer benefit of a A key customer benefit of a product that sets it apart from its product that sets it apart from its competition.competition.
Answers key customer question: Answers key customer question: “What’s in it for me?” “What’s in it for me?”
Consider intangible or Consider intangible or psychological benefits as well as psychological benefits as well as tangible ones.tangible ones.
Communicate your USP to your Communicate your USP to your customers often.customers often.
20Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Create an identity for Create an identity for your business through your business through branding.branding.
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
Building a BrandBuilding a Brand
HighHigh
LowLow
LowLow HighHighDifferentiationDifferentiation
Rel
evan
ceR
elev
ance
““Antes”Antes”
Features that are important Features that are important to customers but all to customers but all competitors provide themcompetitors provide them
Every company in the market Every company in the market must “ante up” on these must “ante up” on these features.features.
““Drivers”Drivers”
Features that are both Features that are both important to customers and important to customers and are highly differentiated are highly differentiated from those of competitorsfrom those of competitors
These are the attributes on These are the attributes on which a company must which a company must focus to build its brand.focus to build its brand.
““Fool’s Gold”Fool’s Gold”
Features that are unique to Features that are unique to your company but do not your company but do not drive customers’ loyalty to drive customers’ loyalty to your product and servicesyour product and services
Don’t make the mistake of Don’t make the mistake of trying to build a brand on trying to build a brand on these features!these features!
““Neutrals”Neutrals”
Features that are irrelevant Features that are irrelevant to customersto customers
These features are useless These features are useless when it comes to branding.when it comes to branding.
Source: Adapted from “What Really Matters in Building a Brand,” The McKinsey Quarterly, May 2004, www.mckinseyquarterly.com/newsletters/chartfocus/2004_05.htm
22Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Start a blog. Start a blog. Focus on the Focus on the
customer.customer.
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
Create an identity for your Create an identity for your business through branding.business through branding.
23Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
67 percent of customers who stop 67 percent of customers who stop patronizing a business do so because an patronizing a business do so because an indifferent employee treated them indifferent employee treated them poorly.poorly.
96 percent of dissatisfied customers 96 percent of dissatisfied customers never complain never complain about rude or about rude or discourteous service, but...discourteous service, but... 91 percent will 91 percent will notnot buy from that buy from that
business again.business again. 100 percent will tell their “horror 100 percent will tell their “horror
stories” to at stories” to at least least nine other nine other peoplepeople..
13 percent of those unhappy customers 13 percent of those unhappy customers will tell their stories to at least will tell their stories to at least 20 20 other peopleother people..
Focus on the Focus on the CustomerCustomer
24Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Focus on the Focus on the CustomerCustomer
Treating customers indifferently or poorly Treating customers indifferently or poorly costs the average company from costs the average company from 15% 15% percent to 30 percent of gross salespercent to 30 percent of gross sales!!
Replacing lost customers is expensive; it Replacing lost customers is expensive; it costs costs seven to nine timesseven to nine times as much to attract as much to attract a new customer as it does to sell to an a new customer as it does to sell to an existing one!existing one!
About 70 percent of a company’s sales come About 70 percent of a company’s sales come from existing customers.from existing customers.
Because 20 percent of a typical company’s Because 20 percent of a typical company’s customers account for about 80 percent of customers account for about 80 percent of its sales, no business can afford to alienate its sales, no business can afford to alienate its best and most profitable customers and its best and most profitable customers and survive!survive!
Principles of Customer Experience Management Principles of Customer Experience Management (CEM)(CEM)
• Intimate understanding of each customer’s needs, wants, preferences, and peculiarities
• Personal, customized messages in marketing, sales, service, and advertising
• Consistent, courteous, and professional treatment by everyone in the company
• Responsive, rapid handling of requests, questions, problems, and complaints
• Helpful information and advice delivered proactively, where appropriate
• Involvement of caring, well-trained people rather than strict reliance on technology for service delivery
• Long-term view of the company/customer relationship rather than a focus on “making a sale”
• Emphasis on sustaining an ongoing relationship built on trust and respect
• Frequent and visible demonstrations of commitment to nurturing the company/customer relationship
• Intimate understanding of each customer’s needs, wants, preferences, and peculiarities
• Personal, customized messages in marketing, sales, service, and advertising
• Consistent, courteous, and professional treatment by everyone in the company
• Responsive, rapid handling of requests, questions, problems, and complaints
• Helpful information and advice delivered proactively, where appropriate
• Involvement of caring, well-trained people rather than strict reliance on technology for service delivery
• Long-term view of the company/customer relationship rather than a focus on “making a sale”
• Emphasis on sustaining an ongoing relationship built on trust and respect
• Frequent and visible demonstrations of commitment to nurturing the company/customer relationship
In every customer interaction
Satisfied, loyal, repeat (and profitable) customers
Satisfied, loyal, repeat (and profitable) customers
Source: Adapted from “Wake-Up Call: To Fix CRM, Fix the Customer Experience Now!, BearingPoint White Paper (www.bearingpoint.com, Fall 2005, p. 5.
26Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Focus on the Focus on the CustomerCustomer
Companies that are successful at Companies that are successful at retaining their customers retaining their customers constantly ask themselves (and constantly ask themselves (and their customers) four questions:their customers) four questions:
1. What are we doing right?1. What are we doing right?
2. How can we do that even 2. How can we do that even better?better?
3. What have we done wrong?3. What have we done wrong?
4. What can we do in the future?4. What can we do in the future?
27Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Be devoted to quality.Be devoted to quality.
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
Create an identity for your business through branding.Create an identity for your business through branding. Start a blog. Start a blog. Focus on the customer.Focus on the customer.
28Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Devotion to Devotion to QualityQuality
Study: 60 percent of customers who Study: 60 percent of customers who change suppliers do so because of change suppliers do so because of problems with a company’s products problems with a company’s products or services. or services.
World-class companies treat quality World-class companies treat quality as a strategic objective, an integral as a strategic objective, an integral part of the company culture. part of the company culture.
The philosophy of Total Quality The philosophy of Total Quality Management (TQM):Management (TQM): Quality in the product or service itself. Quality in the product or service itself. Quality in every aspect of the business Quality in every aspect of the business
and its relationship with the customer.and its relationship with the customer. Continuous improvement in quality.Continuous improvement in quality.
29Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
How Do Americans How Do Americans Define Quality in a Define Quality in a
ProductProduct?? Reliability (average time between Reliability (average time between
breakdowns)breakdowns) Durability (how long an item lasts)Durability (how long an item lasts) Ease of useEase of use Known or trusted brand nameKnown or trusted brand name Low priceLow price
Quality
30Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
How Do Americans How Do Americans Define Quality in a Define Quality in a
ServiceService?? Tangibles (equipment, Tangibles (equipment,
facilities, people)facilities, people) Reliability (doing what you Reliability (doing what you
say you will do)say you will do) Responsiveness (promptness Responsiveness (promptness
in helping customers)in helping customers) Assurance and empathy Assurance and empathy
(conveying a caring attitude)(conveying a caring attitude)
Quality
31Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Pay attention to Pay attention to convenience.convenience.
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
Create an identity for your business through branding.Create an identity for your business through branding. Start a blog. Start a blog. Focus on the customer.Focus on the customer. Be devoted to quality.Be devoted to quality.
32Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Attention to Attention to ConvenienceConvenience
Is your business conveniently Is your business conveniently located near customers?located near customers?
Are your business hours suitable Are your business hours suitable to your customers?to your customers?
Would customers appreciate Would customers appreciate pickup and delivery services?pickup and delivery services?
Do you make it easy for Do you make it easy for customers to buy on credit or customers to buy on credit or with credit cards?with credit cards?
33Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Attention to Attention to ConvenienceConvenience
Are your employees trained to handle Are your employees trained to handle business transactions quickly, efficiently, business transactions quickly, efficiently, and politely?and politely?
Does your company offer “extras” that Does your company offer “extras” that would make customers’ lives easier?would make customers’ lives easier?
Can you bundle existing products to make Can you bundle existing products to make it easier for customers to use them?it easier for customers to use them?
Can you adapt existing products to make Can you adapt existing products to make them more convenient for customers? them more convenient for customers?
Does your company handle telephone Does your company handle telephone calls quickly and efficiently?calls quickly and efficiently?
34Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Concentrate on Concentrate on innovation.innovation.
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
35Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Concentration on Concentration on InnovationInnovation
Innovation Innovation The key to future success.The key to future success. One of the greatest strengths of One of the greatest strengths of
entrepreneurs. It shows up in the entrepreneurs. It shows up in the new products, techniques, and new products, techniques, and unusual approaches they introduce.unusual approaches they introduce.
Entrepreneurs often create new Entrepreneurs often create new products and services by products and services by focusing their efforts on one focusing their efforts on one area and by using their size and area and by using their size and flexibility to their advantage.flexibility to their advantage.
36Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Concentrate on innovation.Concentrate on innovation.
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
Be dedicated to service and Be dedicated to service and customer satisfaction. customer satisfaction. Survey: 46 percent of Survey: 46 percent of
customers had walked out of customers had walked out of a store within the past year a store within the past year because of poor service.because of poor service.
37Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Dedication to Dedication to ServiceService
Listen to customers.Listen to customers. Define “superior service.”Define “superior service.” Set standards and measure Set standards and measure
performance.performance. Examine your company’s Examine your company’s
service cycle.service cycle. Hire the right employees.Hire the right employees. Train employees to deliver Train employees to deliver
superior service.superior service.
GoalGoal: to achieve : to achieve customer astonishmentcustomer astonishment!!
38Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Dedication to Dedication to ServiceService
Empower employees to offer Empower employees to offer superior service.superior service.
Treat employees with respect and Treat employees with respect and show them how valuable they are.show them how valuable they are.
Use technology to provide Use technology to provide improved service.improved service.
Reward superior service.Reward superior service. Get top managers’ support.Get top managers’ support. View customer service as an View customer service as an
investment, not an expense.investment, not an expense.
GoalGoal: to achieve : to achieve customer astonishmentcustomer astonishment!!
(continued)(continued)
39Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Concentrate on innovation.Concentrate on innovation. Be dedicated to service and Be dedicated to service and
customer satisfaction.customer satisfaction.
Guerrilla Marketing Guerrilla Marketing StrategiesStrategies
Emphasize speed.Emphasize speed.
40Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Emphasis on Emphasis on SpeedSpeed
Use principles of time compression Use principles of time compression management (TCM):management (TCM): Speed new products to marketSpeed new products to market Shorten customer response time in Shorten customer response time in
manufacturing and deliverymanufacturing and delivery Reduce the administrative time Reduce the administrative time
required to fill an order.required to fill an order. Study: Most businesses waste 85 to Study: Most businesses waste 85 to
99 percent of the time required to 99 percent of the time required to produce products or services!produce products or services!
41Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Emphasis on Emphasis on SpeedSpeed
Re-engineer the process rather Re-engineer the process rather than try to do the same thing - only than try to do the same thing - only faster.faster.
Create cross-functional teams of Create cross-functional teams of workers and empower them to workers and empower them to attack and solve problems.attack and solve problems.
Set aggressive goals for production Set aggressive goals for production and stick to the schedule.and stick to the schedule.
42Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Emphasis on Emphasis on SpeedSpeed
Rethink the supply chain.Rethink the supply chain. Instill speed in the company Instill speed in the company
culture.culture. Use technology to find Use technology to find
shortcuts wherever possible.shortcuts wherever possible. Put the Internet to work for Put the Internet to work for
you. you.
43Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Marketing on the Marketing on the World Wide WebWorld Wide Web
An An essentialessential business tool business tool - Even the smallest - Even the smallest companies can market companies can market their products and their products and services around the services around the globe.globe.
The Web can be the The Web can be the “Great Equalizer” in a “Great Equalizer” in a small company’s small company’s marketing program.marketing program.
44Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Marketing on the Marketing on the World Wide WebWorld Wide Web
About 70 percent of About 70 percent of small companies have a small companies have a Website, double the Website, double the number in 2002.number in 2002.
Web marketing strategy Web marketing strategy must emphasize small must emphasize small company’s strengths company’s strengths and core competencies. and core competencies.
45Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
The Marketing MixThe Marketing Mix
PProductroduct
PPlacelace
PPricerice
PPromotionromotion
46Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Stages in the Product Life Stages in the Product Life CycleCycle
Introductory stageIntroductory stage
HighCosts
47Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Stages in the Product Life Stages in the Product Life CycleCycle
Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage
HighCosts
HighCosts
HighCosts
SalesClimb
48Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Stages in the Product Life Stages in the Product Life CycleCycle
Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage Maturity and competition stageMaturity and competition stage
HighCosts
SalesClimb
ProfitsPeak
HighCosts
SalesClimb
ProfitsPeak
49Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Stages in the Product Life Stages in the Product Life CycleCycle
Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage Maturity and competition stageMaturity and competition stage Market saturation stageMarket saturation stage
HighCosts
SalesClimb
ProfitsPeak
SalesPeak
HighCosts
SalesClimb
ProfitsPeak
SalesPeak
50Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Stages in the Product Life Stages in the Product Life CycleCycle
Introductory stageIntroductory stage Growth and acceptance stageGrowth and acceptance stage Maturity and competition stageMaturity and competition stage Market saturation stageMarket saturation stage Product decline stageProduct decline stage
HighCosts
HighCosts
ProfitsPeak
ProfitsPeak
SalesPeak
SalesPeak
Sales &ProfitsFall
Sales &ProfitsFall
HighCosts
SalesClimb
ProfitsPeak
SalesPeak
HighCosts
SalesClimb
ProfitsPeak
SalesPeak
51Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Channels of DistributionChannels of DistributionConsumer GoodsConsumer Goods
Manufacturer
Manufacturer
Consumer
Retailer
Consumer
Manufacturer
Retailer
ConsumerWholesale
rWholesale
r
Manufacturer
Retailer
ConsumerWholesale
r
52Chapter 8: Guerrilla Marketing Plan Copyright 2008 Prentice Hall Publishing
Channels of DistributionChannels of DistributionIndustrial GoodsIndustrial Goods
Manufacturer Industrial User
Manufacturer
Wholesaler
Industrial User
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