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What do these terms mean ?

What do these terms mean ?. Social Entrepreneurship Course Dr. Ira Kaufman 2012 . Social Entrepreneurship .

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What do these terms mean ?

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  1. What do these terms mean ? Social Entrepreneurship Course Dr. Ira Kaufman 2012

  2. Social Entrepreneurship • Social entrepreneurship means identifying or recognizing a social problem and using entrepreneurial principles to organize, create, and manage a social venture to achieve a desired social change.

  3. Social Enterprise • A social enterprise is an organization that applies commercial strategies to maximize improvements in human and environmental well-being, rather than maximizing profits for external shareholders. Social enterprises can be structured as a for-profit or non-profit, and may take the form of a co- operative, mutual organization, a social business, or a charity organization.[1]

  4. What is Strategy? • Elements of Strategy • Why • What • How • Who • Where • Integrated and Sustainable

  5. Think Thru Strategic Lens “Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations”

  6. Marketing • Links the business with customer needs and wants in order to get the right product to the right place at the right time both efficiently and profitably • Facilitating and consummating exchanges

  7. Social Marketing • Social marketing is the systematic application of marketing, to achieve specific behavioral goals for a social good.(while "commercial marketing" the aim is primarily "financial“ goals). • include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limitsl

  8. Peter DruckerGrandfather of Marketing • "The purpose of a business is to create a customer." • "The aim of marketing is to: • know and understand the customer so well the product or service fits him and sells itself.“ • to make selling unnecessary.”

  9. Marketing VS ? Marketing–meet customer needs; get return value • Promotion-keeps product in customer’s mind • Public relations- ensures a strong public image • Publicity- mention in the media. • Sales -cultivating leads in a market segment; conveying value and closing the sale

  10. Traditional View of Marketing 4Ps Value Creator Customer Product Place ( offline) Price ($,) 4Ps Promotion

  11. Marketing 2.0 User Value Builder - Company - Employer - Partner - Customer Job Seeker Product (WEB2.0 Brand) Place (online, offline) Price ($, time, ease) 5Ps Promotion (Integrated Marketing) Publisher Participation (Conversations) Thought Leaders

  12. Marketing 3.0 Broad Data Global Networks User Value Builder - Company - Employer - Partner - Customer Product (Digital Brand) Job Seeker Place (online, offline) Price ($, time, value) 6Ps Promotion (Integrated Marketing) Participation (sustainable relationships ) Publisher Principles (missions, values) Thought Leaders

  13. What is a Brand? • A name, term, logo, design, symbol, personality, values or any other feature that identifies one seller's good or service as distinct from those of other sellers. A brand may identify one item, a family of items, or all items of that seller. • Branding A brand is a customer experience represented by a collection of images and ideas. • .

  14. What is your target market?  • B2B ="Business to Business" A business that markets its products or services to other businesses. • B2C = "Business to Consumer" A business that markets its services or products to consumers. • C2C= “Consumer to Consumer” Brand Champions market “their brand” to their global network • Demographics – age, gender, community, like style education, media usage determine segments

  15. Value Proposition • “sum total of benefits a customer is promised to receive in return for his or her custom and the associated payment (or other value transfer).“ • what organization does, who are their customers/markets, what is unique, what is promised and how do their products make a difference/measurable results

  16. CRM – Customer Relationship Management • Customer relationship management (or CRM) seeks to create more meaningful one-on-one communications with the customer by applying customer data (demographic, industry, buying history, etc.) to every communications ( e.g., le. customer responds to an ad, visits a web site, or requests customer service.

  17. Return on Investment ROI • Evaluate the efficiency of an investment(s) To calculate ROI, the benefit (return) of an investment is divided by the cost of the investment; the result is expressed as a percentage or a ratio. ROI= (Gain from investment – Cost of Investment)/ Cost of Investment

  18. Dictionary American Marketing Association • http://www.marketingpower.com/_layouts/Dictionary.aspx

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