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How to Win the Marketing War

How to Win the Marketing War. By Tom Patty. Marketing: A Matter of Perspective. Consumer perspective: “I want to buy” vs Business perspective “I want to sell”. What drives consumption?. Desires Wants Needs (Like the wind that drives a sailboat).

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How to Win the Marketing War

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  1. How to Win the Marketing War By Tom Patty

  2. Marketing: A Matter of Perspective • Consumer perspective: “I want to buy” vs • Business perspective “I want to sell”

  3. What drives consumption? Desires Wants Needs (Like the wind that drives a sailboat)

  4. Three Critical Elements 1. Target audience --Who has desires? (behavior, not demographics) 2. Benefits--How does it solve problem? 3. Value--What is really important?

  5. Purchase Process 6. Love 5. Buying 4. Intention 3.Shopping 2. Consideration 1.Awareness

  6. Things you can change • 1. Product • 2. Price • 3. Place (distribution) • 4. Packaging • 5. Promotion

  7. Tools to work with • Advertising • Publicity • Internet: web/search engine • Word of mouth • Point of purchase • Brochures • Etc. etc. etc.

  8. Summary 1. Think like a consumer 2. Identify desires,needs wants 3. Identify target audience 4. Define benefits 5. Adjust value equation 6. Move thru purchase process 7. Utilize the right tools for the job

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