Marketing

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Marketing
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Why Market?

• To communicate that you are engaged in new and
  different activities
• To attract paying customers in sufficient numbers
  to support the activities

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Kotlers Definition of Marketing

• The marketing concept holds that the main task of
  the company is to determine what a given set of
  customers needs, wants, and values are and to
  dedicate the organization to delivering the
  solution.

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Market Segments

• A group of potential customers with a great
• deal in common for which a specialized set of
• goods or services may be provided.
• Examples
• Lawyers
• Health Care Professionals
• Accountants

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• Successful continuing education organizations
• must continually communicate two messages
• The mission of the organization therefore
  enhancing their image
• The individual programs and products currently
  available

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• Image Marketing Should Target
• The general public
• Client or potential client organizations
• The government
• Funding organizations
• Other stakeholders
• The institution

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• Product Marketing
• Should Target
• Organizations
• Individuals
• Stakeholders

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Communication Channels

• Newspapers Personal Selling
• Direct Mail Flyers
• Radio Individual Referral
• Television E-mail
• Telephone Internet
• Posters

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The Four Ps of Marketing

• Product
• Place
• Price
• Promotion

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• Darkenwald identified six factors that
• motivate individuals to participate in
• continuing education
• Social relationships
• Social welfare
• External expectations
• Personal advancement
• Escape/stimulation
• Learning opportunities

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Actual and Perceived Product Quality
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Marketing initially sells the product based on
the image of theorganization. Future sales
dependon the quality of the program.
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Product Mix
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Place

• Physical Location
• Your location (CEs physical location)
• Your home
• Your place of work
• Other

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Price

• Price should not be considered as the sole
  purchasing determinant.
• Once participants feel they have found the right
  course, they are not concerned about the price if
  it is reasonable and falls within an acceptable
  threshold.

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Marketing

• Different Categories
• Print
• Voice/Pictures
• Electronic

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Print

• Brochures
• Flyers
• Advertisements
• Articles

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Voice/Pictures

• Radio
• Television
• Telemarketing
• Video Tapes

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Electronic

• Web Pages
• E-mail
• Internet ads

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Each category has advantages and
disadvantages.

• How tightly can it focus in on the market?How
  economical is it?How effective is it?

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Brochures

• Must answer six questions
• Who What
• When Where
• Why How

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WHO

• Program Sponsors
• Audience definition
• Speaker definition
• Planning and advisory committee

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WHAT

• Title of Program
• Overview
• Schedule of activities
• Titles of Presentation
• Description of the content

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When

• Dates and Times

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Where

• Location(s)

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Why

• Program Benefits

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How

• How the participant
• becomes involved.

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Flyers

• Flyers are generally distributed to a general
  audience and use a variety of inexpensive
  distribution systems.

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Flyers

• Posted on windows
• Left in offices businesses
• Mailed to prospective students

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Advertisements

• Posted on windows
• Left in offices businesses
• Mailed to prospective students

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Advertisements

• Advertisements are usually expensive, but if
  carefully
• targeted, they can be very cost effective.

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Telemarketing
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Web Sites

• Success depends on the ease of navigation
• with access to the specific information the
• student needs.
• Make the site easy to find.
• Update your web site in a timely manner.

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The Wall Street Journal stipulates that if there
are no changes in one hour, the site is stagnant.
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E-MAIL
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Internet Ads
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Print Media

• Catalogs Brochures
• Flyers Advertisements
• Telemarketing Web sites
• E-mail Internet Ads

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Marketing