marketing management ppt-(rev2)

© 2007 Council of Real Estate Brokerage Managers 1

MARKETINGMANAGEMENTAttract and Keep Customers for Life

Instructor:

<<Instructor Name>><<Designations>>


PRE-COURSE EVALUATIONPRE-COURSE EVALUATION

MMarketingarketing CCompetencyompetency AAssessmentssessment


PRIORITIESPRIORITIES

11

22

33

MY PRIORITIES FOR THIS COURSE:


LEARNING OBJECTIVESLEARNING OBJECTIVES

1.1. Assess effectiveness of current marketing plan and Assess effectiveness of current marketing plan and the degree to which agents’ marketing efforts are the degree to which agents’ marketing efforts are aligned with the plan. aligned with the plan.

2.2. Understand the customer in order to know how to Understand the customer in order to know how to achieve the best return on the marketing achieve the best return on the marketing investment. investment.

3.3. Select target markets to focus the marketing effort. Select target markets to focus the marketing effort.

4.4. Create a company specific value proposition. Create a company specific value proposition.

5.5. Understand how to differentiate the organization in Understand how to differentiate the organization in order to gain or maintain a competitive advantage. order to gain or maintain a competitive advantage.


LEARNING OBJECTIVESLEARNING OBJECTIVES

6.6. Understand and incorporate activities that influence Understand and incorporate activities that influence buyers and sellers (marketing mix). buyers and sellers (marketing mix).

7.7. Identify ways to enhance brand awareness.Identify ways to enhance brand awareness.

8.8. Develop ways to align the company’s marketing Develop ways to align the company’s marketing efforts with those of individual agents. efforts with those of individual agents.

9.9. Examine outstanding marketing efforts in the field of Examine outstanding marketing efforts in the field of real estate. real estate.

10.10. Integrate specific planning template tools to direct Integrate specific planning template tools to direct development of a company marketing plan. development of a company marketing plan.


THE MARKETING MANAGEMENT PROCESSTHE MARKETING MANAGEMENT PROCESS

ResearchResearch

PositioningPositioningTarget MarketsTarget MarketsSegmentationSegmentation

Marketing MixMarketing Mix

ImplementationImplementation Control

Control

StrategicStrategic

TacticalTactical


MODULE 1: RESEARCH & SEGMENTATIONMODULE 1: RESEARCH & SEGMENTATION

ResearchResearch

PositioningTarget Markets

SegmentationSegmentation

Marketing Mix

Implementation Control

StrategicStrategic

Tactical


TARGET MARKET VARIABLESTARGET MARKET VARIABLES

GeographicGeographic LocationLocation

DemographicDemographic StatisticsStatistics

Psycho-graphicPsycho-graphic AttitudesAttitudes

InterestsInterestsBehavioralisticBehavioralistic ActionsActions


MARKETING PLAN: PART 1MARKETING PLAN: PART 1

INDIVIDUAL

CUSTOMER PROFILE


CUSTOMER RELATIONSHIP INDEXCUSTOMER RELATIONSHIP INDEX

Weak & Immature

Strong &Mature

AwarenessAwareness

IdentityIdentity

ConnectionConnection

CommunityCommunity

AdvocacyAdvocacy



CUSTOMER RELATIONSHIP QUESTIONS

INDIVIDUAL


THE CONSUMERTHE CONSUMER

CHARACTERISTICS OF HOME BUYERS:CHARACTERISTICS OF HOME BUYERS:

• The typical home buyer isThe typical home buyer is 4141 years old.years old.

• Among first-time buyers, the median age is Among first-time buyers, the median age is 3232..

• 61%61% are married. are married.

• For repeat buyers, the most important reason for their For repeat buyers, the most important reason for their purchase is a desire for purchase is a desire for a larger homea larger home..



CHARACTERISTICS OF HOME SELLERS:CHARACTERISTICS OF HOME SELLERS:

• The typical home seller owned their previous home The typical home seller owned their previous home for for 66 years.years.

• Among sellers at least 65 years old, the most Among sellers at least 65 years old, the most frequently cited reason for selling was a desire to frequently cited reason for selling was a desire to move closer to family and friendsmove closer to family and friends..

• The task that sellers most often do themselves The task that sellers most often do themselves without assistance was without assistance was determining the listing determining the listing priceprice (24%).(24%).


MODULE 2: TARGET MARKETSMODULE 2: TARGET MARKETS

Research

Positioning

Target MarketsTarget MarketsSegmentation

Marketing Mix


StrategicStrategic

Tactical


PRODUCTS & SERVICESPRODUCTS & SERVICES

CORE PRODUCTS

Concierge Products

Ancillary Products


Good AtGood At

PassionPassion

Make MoneyMake Money

FOCUS & CLARITYFOCUS & CLARITY


TARGET MARKET SELECTIONTARGET MARKET SELECTION

ATTRACTIVENESSATTRACTIVENESS

Ability to draw measurable Ability to draw measurable attention to company. attention to company.

SUITABILITYSUITABILITY

A good fit between the A good fit between the segment & firm’s products, segment & firm’s products, resources & capabilities.resources & capabilities.

What factors make a market segment attractive?

What factors make a market segment suitable?


ADAPTINGADAPTING

1.1. What products and services need to stay? What products and services need to stay?

2.2. What products and services should go? What products and services should go?

3.3. What products and services need to be What products and services need to be added? added?



TARGET MARKET

INDIVIDUAL


TARGET MARKET STRATEGIESTARGET MARKET STRATEGIES

S1S1 S2S2 S3S3

P1P1

P2P2 XX

P3P3

SINGLE SEGMENTSINGLE SEGMENT



S1S1 S2S2 S3S3

P1P1 XX

P2P2 XX

P3P3 XX

SELECTIVE SPECIALIZATIONSELECTIVE SPECIALIZATION



S1S1 S2S2 S3S3

P1P1

P2P2 XX XX XX

P3P3

PRODUCT SPECIALIZATIONPRODUCT SPECIALIZATION



S1S1 S2S2 S3S3

P1P1 XX

P2P2 XX

P3P3 XX

MARKET SPECIALIZATIONMARKET SPECIALIZATION



S1S1 S2S2 S3S3

P1P1 XX XX XX

P2P2 XX XX XX

P3P3 XX XX XX

FULL MARKET COVERAGEFULL MARKET COVERAGE


ELEMENTS OF VALUEELEMENTS OF VALUE

QUALITYQUALITY RELIABILITYRELIABILITY

ECONOMYECONOMY SATISFACTIONSATISFACTION

VALUE


BROAD POSITIONBROAD POSITION

Product Product LeaderLeader

Customer IntimacyCustomer Intimacy

Operational Operational ExcellenceExcellence


MARKET LEADERSMARKET LEADERS

• The best at one of the three value disciplinesThe best at one of the three value disciplines

• Achieve adequate performance in the other Achieve adequate performance in the other twotwo

• Keep improving their position in the chosen Keep improving their position in the chosen discipline discipline

• Become more adequate in the other twoBecome more adequate in the other two



BROAD POSITION

INDIVIDUAL


PRICE POSITIONPRICE POSITION

More for MoreMore for More

More for the SameMore for the Same

The Same for LessThe Same for Less

Less for Much LessLess for Much Less

More for LessMore for Less



PRICE POSITION

INDIVIDUAL


SPECIFIC POSITIONSPECIFIC POSITION

• BestBest

• MostMost

• LeastLeast

• BiggestBiggest

• First First

• _____est_____est

SUPERLATIVE POSITIONINGSUPERLATIVE POSITIONING


SPECIFIC POSITIONSPECIFIC POSITION

• AttributeAttribute

• BenefitBenefit

• UserUser

• CompetitorCompetitor

• CategoryCategory

SOURCE POSITIONINGSOURCE POSITIONING


For buyers and sellers at every For buyers and sellers at every stage of their lives, we represent stage of their lives, we represent the most desirable properties in the most desirable properties in the most sought-after locations the most sought-after locations

in the city and suburbs.in the city and suburbs.

ExpertiseExpertiseExpertiseExpertise


With an insider’s view of the With an insider’s view of the market, we know where to find market, we know where to find properties that match your wish properties that match your wish

list and lifestyle.list and lifestyle.

ExpertiseExpertiseExpertiseExpertise


““Constantly reassess your Constantly reassess your target market… not just target market… not just what the company wants what the company wants to be, but what the real to be, but what the real client profile is.”client profile is.”


Client AuditClient AuditClient AuditClient Audit

Where does your client get information about Where does your client get information about real estate?real estate?

What type of property does you client like?What type of property does you client like? What do your clients do in their spare time – What do your clients do in their spare time –

hobbies, interests, etc.?hobbies, interests, etc.? If your clients donate to a not-for-profit, what If your clients donate to a not-for-profit, what

kind of an organization is it – environmental, kind of an organization is it – environmental, art, education, etc.?art, education, etc.?

If we were to hire a celebrity spokesperson If we were to hire a celebrity spokesperson for our company, whom should it be and for our company, whom should it be and why?why?


Client Audit ResultsClient Audit ResultsClient Audit ResultsClient Audit Results

The clients of the firm are a mirror of The clients of the firm are a mirror of the agents – of who they are, in terms the agents – of who they are, in terms of age, interests, etc.of age, interests, etc.

Because Rubloff has agents of all ages, Because Rubloff has agents of all ages, the actual client profile is everything the actual client profile is everything from first-time buyers to multi-million from first-time buyers to multi-million dollar buyers. This is not the same as dollar buyers. This is not the same as their “target customers.”their “target customers.”


Parallel MarketingParallel MarketingParallel MarketingParallel Marketing






DifferentiationDifferentiationDifferentiationDifferentiation

You would expect the most You would expect the most professional real estate company professional real estate company

in Chicago to have the area’s in Chicago to have the area’s most experienced and most experienced and

productive sales team.productive sales team.


Contact: Contact: Jim Kinney, PresidentJim Kinney, President

Website:Website: www.rubloff.comwww.rubloff.com

Phone: Phone: 312 386 5300312 386 5300



SEGMENT VALUE POSITION STATEMENTS

INDIVIDUAL


MODULE 3: POSITIONINGMODULE 3: POSITIONING

Research

PositioningPositioningTarget MarketsSegmentation

Marketing Mix


StrategicStrategic

Tactical


COMPETITIVE ANALYSISCOMPETITIVE ANALYSIS

PRODUCTSPRODUCTS

PEOPLEPEOPLE

PROCESSESPROCESSES

PROFITSPROFITS



COMPETITIVE ANALYSIS

INDIVIDUAL


COMPETITIVE INFORMATIONCOMPETITIVE INFORMATION

• Recorded DataRecorded Data

• Observable DataObservable Data

• Opportunistic DataOpportunistic Data

• Media ScanningMedia Scanning



• 22%22% of recent home buyers purchased a new home. of recent home buyers purchased a new home.

• 78%78% of recent home buyers purchased a previously of recent home buyers purchased a previously owned home.owned home.

• 55%55% of buyers purchased a home in a of buyers purchased a home in a suburb/subdivision.suburb/subdivision.

• First-time buyers are more likely to purchase a home First-time buyers are more likely to purchase a home in in an urban area/central city.an urban area/central city.

CHARACTERISTICS OF HOMES PURCHASED:CHARACTERISTICS OF HOMES PURCHASED:



Neighborhood ChoiceNeighborhood Choice

55 Convenient to shopping (28%)Convenient to shopping (28%)

44 Design of neighborhood (28%) Design of neighborhood (28%)

22 Convenient to job (48%) Convenient to job (48%)

33 Convenient to family/friends (36%) Convenient to family/friends (36%)

11 Quality of neighborhood (63%) Quality of neighborhood (63%)

66 Quality of school district (27%) Quality of school district (27%)




Factors Frequently CompromisedFactors Frequently Compromised

22 Price of home/planned expenditures (17%) Price of home/planned expenditures (17%)

11 Size of home (19%) Size of home (19%)

55 Style of home (14%) Style of home (14%)

66 Distance from job (13%) Distance from job (13%)

33 Condition of home (15%)Condition of home (15%)

4 4 Lot size (14%) Lot size (14%)



VALUE PROPOSITIONSVALUE PROPOSITIONS

• A A strongstrong value proposition delivers tangible value proposition delivers tangible results.results.

• A A meaningfulmeaningful value proposition is written in value proposition is written in the customer’s language.the customer’s language.

• A A sinceresincere value proposition is easily value proposition is easily understood by everyone in the organization understood by everyone in the organization and they know when it’s not being delivered.and they know when it’s not being delivered.

• A A uniqueunique value proposition makes a statement value proposition makes a statement that no other competitor can claim.that no other competitor can claim.


THE GOODTHE GOOD

We successfully combines customer-oriented, We successfully combines customer-oriented, "high touch" service with a new level of "high touch" service with a new level of information technology.information technology.

Clients can expect creative, custom marketing Clients can expect creative, custom marketing plans for sellers; innovative house-hunting plans for sellers; innovative house-hunting methods for buyers, and technology that methods for buyers, and technology that enables our associates to exceed client enables our associates to exceed client expectations.expectations.


THE BADTHE BAD

Your best source for real estate from the area’s Your best source for real estate from the area’s largest real estate firm.largest real estate firm.

The oldest real estate firm with the most The oldest real estate firm with the most experience agents with a commitment to experience agents with a commitment to exceptional customer service.exceptional customer service.


THE UGLYTHE UGLY

We sell more homes to more people than We sell more homes to more people than anyone in the Tri-State area.anyone in the Tri-State area.

Home of the city’s most popular real estate Home of the city’s most popular real estate agents.agents.


THE GREATTHE GREAT

““Realizing your dream for living is the heart of Realizing your dream for living is the heart of everything we do.” everything we do.”

The The Corcoran GroupCorcoran Group

““Our company is about people and homes. Our company is about people and homes. About brining the two together so About brining the two together so harmoniously that life becomes more harmoniously that life becomes more pleasurable, more secure, more graceful.”pleasurable, more secure, more graceful.”

John Daugherty RealtorsJohn Daugherty Realtors



VALUE PROPOSITIONS

INDIVIDUAL


MODULE 4: MARKETING MIXMODULE 4: MARKETING MIX

Research

PositioningTarget MarketsSegmentation



Strategic

TacticalTactical


MARKETING MIXMARKETING MIX

A Marketing Mix meansA Marketing Mix means

activitiesactivities that can that can influenceinfluence

the prospect, buyer or seller.the prospect, buyer or seller.



1.1. The typical home buyer searched for a home The typical home buyer searched for a home 88 weeks.weeks.

2.2. The top 5 most used information sources.The top 5 most used information sources.

• Real Estate Agent Real Estate Agent (85%)(85%)• Internet Internet (80%)(80%)• Yard Sign Yard Sign (63%)(63%)• Print Newspaper Ad Print Newspaper Ad (55%)(55%)• Open House Open House (47%)(47%)

CONVENIENCE & COMMUNICATION:CONVENIENCE & COMMUNICATION:



3.3. The top 5 most useful information sources.The top 5 most useful information sources.

• Internet Internet (73%)(73%)• Real Estate Agent Real Estate Agent (69%)(69%)• Yard Sign Yard Sign (31%)(31%)• Open House Open House (22%)(22%)• Print Newspaper Ad Print Newspaper Ad (20%)(20%)

4.4. Internet used frequently in home searchInternet used frequently in home search

Ages 18-24: Ages 18-24: 69%69%Ages 25-44: Ages 25-44: 69%69%

Ages 45-64 Ages 45-64 4949%% Ages 65 +: Ages 65 +: 21%21%




5.5. Action taken after gathering information.Action taken after gathering information.• Drove by or viewed home Drove by or viewed home (74%)(74%)• Walked through a home viewed online Walked through a home viewed online (61%)(61%)• Found the agent used to search/buy Found the agent used to search/buy (23%)(23%)• Request more information Request more information (22%)(22%)• Contacted builder/developer Contacted builder/developer (11%)(11%)

6.6. Where buyers found the home they purchased.Where buyers found the home they purchased.

15%15% Yard Sign Yard Sign 24%24% Internet Internet 36%36% Agent Agent




7.7. The top 3 things buyers are looking for online:The top 3 things buyers are looking for online:

1 – Properties for Sale (96%)1 – Properties for Sale (96%)

2 – General information about an area (21%)2 – General information about an area (21%)

3 – Real Estate Company/Agent (3%)3 – Real Estate Company/Agent (3%)





6 6 Home Builder (25%)Home Builder (25%) 8 8 Billboard (8%)Billboard (8%)

3 3 Print Newspaper Ad (57%)Print Newspaper Ad (57%) 4 4 Open House (49%)Open House (49%)

7 7 Television (11%)Television (11%) 2 2 Yard Sign (64%)Yard Sign (64%)

1 1 Real Estate Agent (87%)Real Estate Agent (87%) 5 5 Home Book/Magazine (35%)Home Book/Magazine (35%)

8.8. Internet searchers other sources of information:Internet searchers other sources of information:


Matthew Ferrara & Company has Matthew Ferrara & Company has

spent the last two decades spent the last two decades

helping real estate businesses helping real estate businesses

maximize their training, their maximize their training, their

tech support and stimulating tech support and stimulating

new ideas for how to use new ideas for how to use

technology to improve their technology to improve their

business results.business results.


The Importance of TechnologyThe Importance of Technology

The Consumer lives and dies by technology – The Consumer lives and dies by technology – REGARDLESS OF AGE!REGARDLESS OF AGE!

The average seller is 47 years old and uses The average seller is 47 years old and uses technology in every facet of their livestechnology in every facet of their lives

Real estate agents Real estate agents mustmust use the same use the same technology as their clientstechnology as their clients

Top performing agents are as modern as the Top performing agents are as modern as the latest technologylatest technology


Myths About TechnologyMyths About Technology

1.1. There is a gap between age groups and their There is a gap between age groups and their level of technology use.level of technology use.

2.2. Technology is too expensiveTechnology is too expensive

3.3. The seller wants the agent to run newspaper The seller wants the agent to run newspaper adsads

4.4. Technology doesn’t last 20 years like your Technology doesn’t last 20 years like your Maytag.Maytag.


Become Tech SavvyBecome Tech Savvy

It’s an awareness problemIt’s an awareness problem

There are no “silver bullets”There are no “silver bullets”

Use all the technology you currently haveUse all the technology you currently have

Your laptop must have a wireless cardYour laptop must have a wireless card

Use a BlackberryUse a Blackberry


ResourcesResources

http://www.cnet.com/

http://www.realtown.com/

http://www.blackberrycurve.com/8300demo


Contact: Contact: Matthew FerraraMatthew Ferrara

Website:Website: www.mfseminars.comwww.mfseminars.com

Phone:Phone: 800 253 2350800 253 2350

Blog:Blog: blog.matthewferrara.comblog.matthewferrara.com


THE FOUR Ps OF MARKETINGTHE FOUR Ps OF MARKETING

PProductroduct

PPricerice PPlacelace

PPromotionromotion


PROMOTIONAL TOOLSPROMOTIONAL TOOLS

• AdvertisingAdvertising

• Sales PromotionSales Promotion

• Public RelationsPublic Relations

• Sales ForceSales Force

• Direct MarketingDirect Marketing


We know ThemWe know ThemThey know UsThey know Us

IntroductionsIntroductionsReferralsReferralsNetworkingNetworking

We know ThemWe know ThemThey know UsThey know Us

IntroductionsIntroductionsReferralsReferralsNetworkingNetworking

Direct MailDirect Maile-Marketinge-Marketing

SpeakingSpeakingNewslettersNewsletters

Home ShowsHome Shows

Direct MailDirect Maile-Marketinge-Marketing

SpeakingSpeakingNewslettersNewsletters

Home ShowsHome Shows

We know ThemThey don’t know Us

We know ThemThey don’t know Us

We don’t know themWe don’t know themThey don’t know usThey don’t know us

WebsiteWebsiteSearch EnginSearch Engineses Web Ads Web Ads Print AdsPrint AdsBlogsBlogs

We don’t know themWe don’t know themThey don’t know usThey don’t know us

WebsiteWebsiteSearch EnginSearch Engineses Web Ads Web Ads Print AdsPrint AdsBlogsBlogs

3 TIERS OF MARKETING3 TIERS OF MARKETING


MARKETING MIX ACTIVITIESMARKETING MIX ACTIVITIES

Purpose:Purpose:

Create AwarenessCreate AwarenessMake ContactMake ContactMake a TransactiMake a TransactiononTell OthersTell OthersIntroduce UsIntroduce Us

Frequency:Frequency:

DailyDailyWeeklyWeeklyMonthlyMonthly

24/7/36524/7/365

Goals:Goals:

LeadsLeadsAppointmentsAppointments

ContractsContractsReferralsReferrals

IntroductionsIntroductions

Segment:Segment:Consumer GrouConsumer Groupp

Cost:Cost:Single EventSingle EventRecurringRecurring



MARKETING MIX

INDIVIDUAL


BUILDING THE BRANDBUILDING THE BRAND

A BRAND NAMEA BRAND NAME

• Be consistent with value Be consistent with value positioningpositioning

• Suggest product benefitsSuggest product benefits• Suggest product qualitiesSuggest product qualities• Be easy to pronounce, Be easy to pronounce,

recognize & rememberrecognize & remember• Be distinctiveBe distinctive


BRAND ASSOCIATIONBRAND ASSOCIATION

Golden ArchesGolden Arches

Big MacBig Mac

Ronald McDonaldRonald McDonald

High caloriesHigh calories

KidsKids

FunFun

ConsistencyConsistency

Paper WastePaper Waste

QualityQuality

Happy MealHappy Meal

Value MealValue Meal

CharityCharity


BUILDING THE BRANDBUILDING THE BRAND

POSITIVE ASSOCIATIONSPOSITIVE ASSOCIATIONS

• Trigger AttributesTrigger Attributes• Trigger BenefitsTrigger Benefits• Connote company Connote company

valuesvalues• Exhibit personality traitsExhibit personality traits• Suggest UsersSuggest Users

=


STANDARDS OF USESTANDARDS OF USE

Trademarks & LogosTrademarks & Logos• ColorsColors• IdentificationIdentification• CopyCopy• ArtworkArtwork• Trademark UseTrademark Use• TemplatesTemplates• ApprovalsApprovals


STANDARDS OF USESTANDARDS OF USE

ResourcesResources

PlatformsPlatforms

ProtocolProtocol


MARKETING DECISIONSMARKETING DECISIONS

Who will create it?

How will it be distributed?

What is the projected cost/expense?

ACTION ACTION PLANPLAN



MARKETING MIX ALIGNMENT

INDIVIDUAL


MODULE 5: IMPLEMENTATIONMODULE 5: IMPLEMENTATION

Research


Marketing Mix


Strategic

TacticalTactical


About TuckerAbout Tucker


Joint EffortJoint Effort Give Agents LatitudeGive Agents Latitude Ask them to use good tasteAsk them to use good taste

Company-Agent MarketingCompany-Agent Marketing





Put your requests in writingPut your requests in writing Allow plenty of time for production and Allow plenty of time for production and

proofsproofs We’ll try to complete “just listed” We’ll try to complete “just listed”

projects in 1-2 days if possible; ads, 2-3 projects in 1-2 days if possible; ads, 2-3 days; for other projects, we ask for 5-7 days; for other projects, we ask for 5-7 business daysbusiness days

I Need it NOW!!I Need it NOW!!


Marketing DepartmentMarketing Department


Property BrochuresProperty Brochures


Builder ProjectsBuilder Projects


Custom PostcardsCustom Postcards


Personal BrochuresPersonal Brochures


Customized AnnouncementsCustomized Announcements


Creativity within Company imageCreativity within Company image Work with the Marketing DepartmentWork with the Marketing Department Avoid “Gas Wars”Avoid “Gas Wars”

AutonomyAutonomy



All custom work is created free of All custom work is created free of charge for agentscharge for agents

They can be printed on a high-speed They can be printed on a high-speed office color printer for a reasonable office color printer for a reasonable price (first 100 free)price (first 100 free)

Or uploaded and printed via our vendorOr uploaded and printed via our vendor

DisciplineDiscipline


ResultsResults


Contact:Contact: Jim Litten, PresidentJim Litten, President

Website:Website: www.fctucker.comwww.fctucker.com

Phone:Phone: 888 588 2573888 588 2573


MARKETING CAMPAIGNSMARKETING CAMPAIGNS

The goal of a campaign to attract The goal of a campaign to attract

new customers is new customers is LEADSLEADS..

The purpose of a campaign to attract The purpose of a campaign to attract

new customers is to move them new customers is to move them

from from AWARENESSAWARENESS to to IDENTITYIDENTITY on the on the

Customer Relationship Scale.Customer Relationship Scale.


MARKETING CAMPAIGNSMARKETING CAMPAIGNS

The goal of a campaign to The goal of a campaign to

existing customers is existing customers is REFERRALSREFERRALS..

The purpose of a campaign for The purpose of a campaign for

existing customers is to move them existing customers is to move them

from from CONNECTIONCONNECTION to to ADVOCACYADVOCACY on the on the

Customer Relationship Scale.Customer Relationship Scale.



MAREKTING CAMPAIGNS

INDIVIDUAL


MODULE 6: CONTROLSMODULE 6: CONTROLS

Research


Marketing Mix


Control

Strategic

TacticalTactical


ELEMENTS OF CONTROLELEMENTS OF CONTROL

• ResultsResults

• Internal vs. Internal vs. ExternalExternal

• OperationsOperations


MEASURING PERFORMANCEMEASURING PERFORMANCE

LEADSLEADS

NEW OPPORTUNITIESNEW OPPORTUNITIES

TRANSACTIONSTRANSACTIONS

REFERRALSREFERRALS REPEATSREPEATS

VS. HISTORICALVS. HISTORICAL VS. MARKETVS. MARKET



PERFORMANCE INDICATORS

INDIVIDUAL


APPLICATIONAPPLICATION

ResearchResearch

PositioningPositioningTarget MarketsTarget MarketsSegmentationSegmentation



Control

StrategicStrategic

TacticalTactical


TREND SETTERTREND SETTER

Select a marketing strategy or tactic that you will Select a marketing strategy or tactic that you will either either start doingstart doing or or keep doingkeep doing when you return to when you return to your office. your office.

Identify its appropriate place in the Marketing Identify its appropriate place in the Marketing Management Process. Management Process.

Why will it make your company a Trend Setter? Why will it make your company a Trend Setter?

What action will you take to implement or enhance What action will you take to implement or enhance this strategy or tactic in the next 30 days? this strategy or tactic in the next 30 days?


Thank you for attending!

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