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Marketing - Introductions

Marketing - Introductions. Students are expected to learn to act as business professionals. Class Expectations. Showing up (and staying) is half the job. Sign in / sign out. Get yourself together during “do now” time. Grades on point system.

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Marketing - Introductions

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  1. Marketing - Introductions

  2. Students are expected to learn to act as business professionals. Class Expectations

  3. Showing up (and staying) is half the job. • Sign in / sign out. • Get yourself together during “do now” time. • Grades on point system. • Cheating = “0” + meeting with parents and asst. principal. • Learning something useful is the most important thing. Attendance, Grades, Etc.

  4. mgehman@livingston.org • Home room: C250 • Best times to reach me: • 7:30-7:45 a.m. • Lunch • Block 1 on A, B and D days • Block 2 on B and C days • After school: 2:40-3:30 p.m. Mr. G’s Contact Info

  5. Marketing ProcessStage 1: Define market and customer needs.

  6. Course Structure And college course credit from FDU!

  7. “The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.” OR “Process of acquiring and maintaining profitable customer relationships.” Marketing Definition

  8. 5 Stage Marketing Process

  9. Wants Demands Needs Market = Customers with similar needs or wants and demand (buying power) • Offering • Product • Service • Experience What is a Market?

  10. What is Bike Friday’s Market?

  11. Be careful how you define your market.

  12. Marketing ProcessStage 2: Design a Customer Driven Marketing Strategy

  13. Develop a Marketing Strategy

  14. Segmentation & Target Market Total pie Slice we want Sliced pie

  15. Demographics – “who”, age, income, ethnicity • Psychographics – “why”, attitudes • Behavior – “how” use of product • Geographic – “where” customer lives Segment the Market

  16. Motorcycle Market Segmentation by Product Use Target Define Your Target Market

  17. How does Harley segment its market?

  18. What benefits am I giving the customer to satisfy their needs and wants? or put another way…. • What am I giving the customer for their money? • Why should they buy from me vs. the competitor down the street? Value Proposition

  19. What benefits am I giving the customer to satisfy their needs and wants? Define Value Proposition

  20. http://www.harley-davidson.com/en_US/Motorcycles/why-harley.html#whyharley/1http://www.harley-davidson.com/en_US/Motorcycles/why-harley.html#whyharley/1 What is Harley’s Value Proposition?

  21. Harley share is 2x nearest competitors Why the Value Prop Matters

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