Mapping Marketing Essentials: The

1
Mapping Marketing Essentials The Four Ps and
You

• Product, Price, Promotion, Place (and Partners)
  Whats your take on them, as they apply to
  Gemini, KPL GEM?

• Collecting your three questions and using them to
  unpack the article just a little further..

2
Mapping Marketing Essentials

• Using Dynamic Questioning and Catalytic
  Checklists to Create a Marketing Plan.

3
Mapping Marketing Essentials Knowing Thyself

• Whats the core concept and strategy for
  professional marketing?
• From, Rainmaking The Professional Guide to
  Attracting New Clients, You must sell yourself
  to sell your firm..

4
Mapping Marketing Essentials Knowing Thyself

• Have you written down your sales history and
  forecasts for 3 years backward and forward?
• What is your market share () relative to

• Your existing customer base?
• Your industry?
• Your major competitors?

5
Mapping Marketing Essentials Knowing Others

• Have you ever tried doing a SWOT analysis on your
  competitors?

6
Mapping Marketing Essentials Knowing Others-The
Competition

• What are their strengths? What are their
  weakenesses? What do they do differently from
  you? What do they say about you (s -s)?
  When do they shine, and when dont they?
• The Art of War - Sun Tzu, said ..

7
Mapping Marketing Essentials Defining the Market

• What is its Total Size in ?
• What are its Geographic Zones?
• What are its Temporal Concentrations?
• Is the market limited by your resources?
• Are their competitive challenges that restrict
  your market?

8
Mapping Marketing Essentials Defining the Market

• Should the market for your services be segmented
  by - technical expertise, financial restrictions,
  geographic location, temporal zones, limitations
  of your resources , competitive challenges?
• Should a specific marketing strategy be developed
  by segment?

9
Mapping Marketing Essentials Defining the Market

• Knowing Others - The Clients Politics
• DO YOU UNDERSTAND
• 1. The Formal Roles in the Buying Process?
• 2. The Clients Adaptability to Change?
• 3. Your Status with the Key Players?

10
Mapping Marketing Essentials
11
Mapping Marketing Essentials Defining the Market

• What are the reasons that customers buy from you?
  How often do you review/rank them? What
  underlying (unstated) client needs are satisfied
  by your services?
• How does management both monitor and adjust to
  significant changes in its client base? Are you
  anticipating any?

12
Mapping Marketing Essentials Defining the Market

• What are the social, behavioral, financial,
  technical characteristics of your companys
  client base and target markets?

• Who to contact? How do you contact them?
• Why/when do they buy from you?
• Can the purchaser be characterized?
• Who left you, why?
• What do others say about you, s -s?

13
Mapping Marketing Essentials Your Strategic Plan

• Comparative Pricing Methods?
• Quality/Value and Expertise Methods?
• PR , Promotional and Networking Methods?
• Advertising Methods?
• Direct Sales Methods?
• Bid/Tender Methods?

• Relative to the competition how will you market
  your services?

14
Mapping Marketing Essentials Your Strategic Plan

• How do you plan on capitalizing on your
  competitors weaknesses? How will you meet the
  challenges represented by your competitors
  strengths?
• Are there any breakthroughs in technology,
  expertise, financial human resources, and sales
  initiatives that you anticipate the competitors
  will launch into the market?

15
Mapping Marketing Essentials Your Strategic Plan

• Have you done a Gap Analysis of your
  market/clients/competitors?
• Do you have a research development program in
  place?
• Is your MIA effectively deployed?
• Do you have a designated person and procedure for
  implementing your opportunity assessment
  intiative?

16
Mapping Marketing Essentials Opportunity
Assessment

• Is there an opportunity?
• Does the client have a compelling event?
• Can we compete?
• What unique business value will we offer the
  client?
• Can we win?
• Is it worth winning?

17
Mapping Marketing Essentials Knowing Showing
Thyself

• It needs to be both outer inner.
• Mission/Vision?
• Logo/Slogan/Brand?
• Glossy Brochures?
• Newsletters?
• A www.internet E-presence ?

• What have you done to create and perpetuate an
  image, identity and brand for your company?

18
Mapping Marketing Essentials Planning to Plan

• Is there any value in not planning?
• Who in your company is responsible for the
  creation, development and revision of your
  marketing plan? Is it written? How often is it
  revised?
• What is your company going into the corporate
  jungle with - a machete or a map?

19
Mapping Marketing Essentials Creativity
Marketing

• How can you use creativity stimulation techniques
  and the creative problem-solving process to
  enrich your marketing plan and its
  implementation?

20
Mapping Marketing Essentials Creativity
Change-A Preview

• And one ought to consider that there is nothing
  more difficult to pull off, more chancy to
  succeed in, or more dangerous to manage, than the
  introduction of a new order of things
  (Machiavelli, The Prince)
• The real voyage of discovery consists not in
  seeking new landscapes, but in having new eyes
  (Marcel Proust)