Services Marketing v4

SERVICES & SOCIAL MARKETING
Empowering Communities
Jan, By: Mohammed Al-Afrangi
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Course Agenda
Introduction Training Methodology Evaluations & Exams Goals Outline
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Introduction
Introducing the Trainer Introducing the Trainees
Name Background experience & Education, Marketing? Title Organization Why this course Your Expectations of this module
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Training Methodology
PowerPoint Presentation / Curriculum Group work & discussions Case Studies & Challenges Home work / Research Topic presentation
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Evaluations & Exams

% Individual discussions and questions % Case studies and Homeworks % Group Case study % Final Exam
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Goals
Gain Better Understanding of Services & Social Marketing Planning & Managing S&S Marketing Activities Introduce the tools of success needed to Market our services Provide useful & effective ways to promote the institution and its services Share Experiences & knowledge
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Course Outline
Quick lock at Marketing Services Marketing Services Marketing Mix Strategic Service Marketing planning Services Marketing Management Social Marketing Market Research
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MARKETING
Overcome Your Fears, Experience Success, and Achieve Your Goals!
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Session Outline
What is Marketing? Role of Marketing Marketing Terms Selling Vs Marketing Marketing Mix [ Ps] Most Common Marketing Errors
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What is Marketing
What image comes to mind when you hear the word marketing?
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What is Marketing
Human activities directed at the
satisfaction of needs and wants through exchange processes Kotler Definition
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What is Marketing
It is the process of planning and executing the
conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational goals Management Definition
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What is Marketing
More than Advertisements and Sales !!
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Highlights from the definition

Ideas, goods and services Satisfy Needs & Wants process of planning and executing
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Role of Marketing in a company?

Understand the customer, the target market Understand the competition Support the sales function Create shareholder value Determine what products a company can sell Providing customer value What else?
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Marketing Terms
Needs & Wants Target market Marketing plan Marketing strategies Public Relation Demand Value Positioning Brand Supply chain Satisfaction Segmentation Market research Competition Promotion
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Marketing Terms
More terms
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Selling Vs Marketing
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Marketing Mix [ Ps]

Product Service
Promotion
Customer
Target Market
Place
Price
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Marketing Mix [ Ps]

Product / Service: Product variety Quality Design Features Brand Name Packaging Sizes Value Added Services Warranties Returns
Customer
Target Market
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Marketing Mix [ Ps]

Price: List Price Discounts Allowances Payment Period Credit Terms
Customer
Target Market
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Marketing Mix [ Ps]

Promotion: Sales Promotion Advertising Personal Selling Public Relations Direct Marketing Publicity
Customer
Target Market
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Marketing Mix [ Ps]

Place / Distribution: Channels Coverage Assortments Locations Inventory Transport
Customer
Target Market
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Most Common Marketing Errors

Failure to keep products/services up-to-date Failure to estimate market potential accurately Failure to measure the trend of the market Failure to appreciate regional differences in market potential and in trend of market Failure to appreciate seasonal differences in your customers demand
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Failure to establish the advertising budget based on the job to be done Failure to adhere to policies established in connection with long-range goals Failure to test-market new ideas Failure to differentiate between long-term strategies and short-term tactics Failure to admit defeat
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Failure to try new ideas while a brand is climbing Failure to integrate all phases of the marketing operation into the over-all program Failure to appraise objectively your competitors brands Failure to get the facts and understand them correctly
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SERVICES MARKETING
Empowering Communities
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Session Outline
What is Services? Importance of Services Characteristics of a Service Service Providers Additional Ps of Service Marketing Issues related to the planning and marketing of services
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What is Services?
Things you cant touch - but you can see their effect intangible An action performed by one party for another
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Characteristics of services
Intangibility
Ownership !
Consumption
SERVICE
Storage
Heterogeneity
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Intangibility: Hard to explain and display Services if you cant see them Prices are difficult to set - depends on customers expectations
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Consumption: Production (performing the service) & Consumption (using the service) - happens at the same time Many people involved in delivering a service mass production of services is hard to do
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Heterogeneity: Services are not always delivered the same way, So It is . very difficult to standardize A Taxi driver cannot drive you to the office in exactly the
same time each day because the traffic patterns change
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Storage / expiration: cannot be put in inventory or stored for later use You cant buy haircuts Demand fluctuates and changes, sometimes depending on the season, or weather Taxi in the rain, vacation in summer
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Ownership: Lack of Ownership Service can be copied easily copyrights
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Service Providers
Training Insurance Telecommunication and Internet services Airlines, first class, economy class Banks and Financial service providers Public Services, Health Services, Educational Services, Community & Social Work, etc
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Additional Ps of Service Marketing

People
Physical evidence
Service
Promotion Education
Customer
Target Market
Process Place Price
Productivity & Quality
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People: people can be considered part of the product offering Service quality is inseparable from the quality of service provider An important marketing task is to set standards to improve quality of services provided by employees and monitor their performance
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Physical Evidence: Customers look for clues to the likely quality of a service also by inspecting the tangible evidence
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Process: procedures, mechanism and flow of activities by which a service is acquired Process decisions radically affect how a service is delivered to customers
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Productivity and Quality: Productivity: how efficient services inputs are transferred into outputs that add value for customers Quality: the degree to which a service satisfies customer needs, wants, and expectations
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SOCIAL MARKETING
Socially Desirable Behaviors
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Session Outline
What is Social Marketing? Local Examples you Remember Examples of Social Marketing Social Marketing Basics The Process of Social Marketing Evaluating Social Marketing Social Campaigns often fail because !!
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What is Social Marketing?

Social Marketing is the Practice of Utilizing the Philosophy, Tools, and Practices of Commercial Marketing for Health and/or Social Programs Social Marketing Sells a Behavior Change to a Targeted Group of Individuals Accept a New Behavior Reject a Potential Behavior Modify a Current Behavior Abandon an Old Behavior
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Local Examples you Remember
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Examples of Social Marketing

Accept a New Behavior Take a Folic Acid Supplement (reduce incidence of birth defects) Wear a Life Vest While Boating (reduce drowning events) Replace Lawn with Plants and/or Chip (enhance water supply and quality)
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Reject a Potential Behavior Dont Smoke While Pregnant (reduce incidence of birth defects) Dont Let your Child Swim Alone, or Dont Leave Toddler Alone in Bathtub (reduce drowning events) Dont Use Toxic Fertilizers (enhance water supply and quality)
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Modify a Current Behavior Drink Glasses of Water Daily (reduce incidence of birth defects) Parents Wear Life Vests As a Model (reduce drowning events) Water Deeply, but Slowly to Reach Roots (enhance water supply and quality)
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Abandon an Old Behavior If You Smoke, Quit (reduce incidence of birth defects) Dont Use Water Wings As Substitute for Life Vests (reduce drowning events) Dont Water Your Lawn If Its Going to Rain (enhance water supply and quality)
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More Fundamentally: Change an Addictive Behavior (Stop Smoking) Change a Comfortable Lifestyle (Reduce Thermostat) Go out of Their Way (Pull Over to Use Cell Phone)
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SOCIAL MARKETING
Socially Desirable Behaviors
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Session Outline
What is Social Marketing? Local Examples you Remember Examples of Social Marketing Social Marketing Basics The Process of Social Marketing Evaluating Social Marketing Social Campaigns often fail because !!
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Social Marketing Basics

Must be client/consumer/audience centeredso need to know them in order to target Same as commercial marketing except goal is not revenue/profit Focus on enhancing perceived benefits & reducing perceived barriers Actions will only occur if perceived benefits > perceived costs Manage the Ps Measure results
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The Process of Social Marketing

Define Problem - Based on Analysis, Community Assessment Already Completed Identify Behavior Change/Actions That Could Reduce/Eliminate Problem Identify Potential Audience for Marketing Intervention Segment and Target Market
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Conduct Formative Research to ID Perceived Benefits/Barriers Conduct Root Cause Analysis (Ask Why?) Establish Goals/Objectives for Program Design Appropriate Strategy of Manipulating ( ) Ps Deliver Program and Monitor Evaluate the Program
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Define Problem - Based on Analysis, Community Assessment Already Completed
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Identify Behavior Change/Actions That Could Reduce/Eliminate Problem
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Identify Potential Audience for Marketing Intervention
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Segment and Target Market Size Problem Incidence Problem Severity Defenselessness Reachability Incremental Costs Responsiveness Our Capabilities to Assist
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Conduct Formative Research to ID Perceived Benefits/Barriers Qualitative
Focus Groups Interviews Surveys
Quantitative
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Conduct Root Cause Analysis (Ask Why?) Work Backwards Keep Asking Why? Eventually -- It Just Is Somewhere Back Toward the Root Is the Best Point to Target Action
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Establish Goals/Objectives for Program Realistic, but Challenging Objectives Are Measurable (Achieve What, by When?)
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Design Appropriate Strategy of Manipulating ( ) Ps
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Deliver Program and Monitor Cant Set It and Forget It May Need to Modify Along the Way
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Evaluate the Program Assess the Program Relative to Its Original Goals/Objectives Ultimately, the Most Important and Most Difficult Relate to Behavior Change Be Dispassionate Be Aware of the Secular Trend Most Frequently Incremental Change Is All One Can Achieve
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Social Campaigns often fail because !!

People are uninformed and this makes them harder to reach through conventional media Response to new information increases with audience involvement or interest; if few people are interested, few will respond Response to new information increases with informations compatibility with audience attitudes People tend to avoid disagreeable information People read different things in information, depending on their beliefs and attitudes
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Why does this happen?

Researchers have cited several factors that dilute mass media effect Audience factors - apathy, defensiveness Message factors attention, comprehension, perception Media factors appropriateness of media Response- mechanism factors making it easy for the audience to respond
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What is Strategy?
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What is Strategy?
A Strategy is a long term plan of action designed to achieve a particular Goal, most often "winning".
A Greek word stratgos, which derives from two words: stratos (army) and ago (ancient Greek for leading). Stratgos referred to a 'military commander'
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Strategic Management
What is Strategic Management?
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Three strategic questions: Where are we now? Where do we want to go? Business position Financial outcomes Strategic outcomes How we will get there?
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Art & science of formulating, implementing, and evaluating, cross-functional decisions that enable an organization to achieve its objectives.
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Strategic Management achieves a firms success through integration
Management Finance/Accounting Research & Development
Marketing Production/Operations MIS
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Product Life Cycle
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PLC Introduction Stage

Sales Costs Profits
Marketing Objectives
Low sales High cost per customer Negative Create product awareness and trial Offer a basic product Use cost-plus Build selective distribution Build product awareness among early adopters and dealers
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Product Price Distribution Advertising

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PLC Growth Stage

Sales Costs Profits
Rapidly rising sales Average cost per customer Rising profits Maximize market share Offer product extensions, service, warranty Price to penetrate market Build intensive distribution Build awareness and interest in the mass market
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PLC Maturity Stage

Sales Costs Profits
Peak sales Low cost per customer High profits

Maximize profit while defending market share
Diversify brand and models Price to match or best competitors Build more intensive distribution Stress brand differences and benefits
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PLC Decline Stage

Sales Costs Profits
Declining sales Low cost per customer Declining profits Reduce expenditure and milk the brand Phase out weak items Cut price Go selective: phase out unprofitable outlets Reduce to level needed to retain hard-core loyal customers
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External and Internal Analysis

Analyze all the external and internal factors and variables that affect the organization performance
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Internal Analysis
organization analysis Goals Attainable at some specific future date through planned actions. E.g. 10% growth in revenue in the next two years. E.g. 5% cost reduction in the next five years. Focus On what does the organization focus E.g. High quality, low prices, one market
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Internal Analysis
Culture Innovation and risk taking Outcome orientation Team orientation Attention to detail Stability, conservativeness.
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Internal Analysis
Strengths Attributes of the organization that are helpful to achieving the objective These attributes does not exist in competing companies.
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Internal Analysis
Weaknesses Attributes of the organization that are harmful to achieving the objective These attributes does not exist in competing companies.
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Internal Analysis
Examples of S & W Resources: financial, intellectual, location Cost advantages from proprietary know-how and/or location Creativity (ability to develop new products) Valuable intangible assets: intellectual capital Competitive capabilities Effective recruitment of talented individuals
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External Analysis
Micro environment / Market analysis
Market share The proportion of the market that the company in able to capture Market share = company sales / total market sales Increasing market share can contribute to company growth, reputation, cost reduction Sometimes its better not to increase the market share (e.g. operating at full capacity, price wars, cost may increase if promotional expenditures increase).
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External Analysis
Customer analysis Number
how many customers are available in the market

Type
Individual or business, educated or not, rich or average etc

Value drivers
Quality, price, safety, environment, availability etc

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External Analysis
Decision process Business (rational) Individual (more emotional) For expensive products the process is longer and more complicated Concentration of customer base for particular products In one geographical area or more Domestic and global markets
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External Analysis
After we finish the customer analysis stage we should start our marketing planning process
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SWOT analysis is a strategic / marketing planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats. Internal External Helpful Strength Opportunities Harmful Weakness Threats
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SWOT matrix
Strengths Opportunities S-O strategies
Use strengths to take advantage of opportunities
Weaknesses W-O strategies

Overcome weaknesses by taking advantage of opportunities
Threats
S-T strategies
Use strengths to avoid threats
W-T strategies
Minimize weaknesses and avoid threats
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External analysis - Macro environment /SLEPT analysis include:
Social
Legal Economical Political Technological
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Globalization
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Marketing strategies
Marketing Strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.
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A Viable Marketing Strategy

Must have clearly defined markets Must have a good match between corporate strengths and market needs Must have significant positive differentiation in the key success factors of the business
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Corporate Growth Strategies
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Strategic Marketing Planning
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Segmentation
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Segmentation
Segmentation is the process in
marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs.
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Segmentation
A market segment should be Measurable Accessible by communication and distribution channels Different in response to the marketing mix (to be discussed later) Durable (not changing too quickly) Substantial enough to be profitable
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Segmentation
Because each segment is fairly homogeneous in their needs and attitudes they are likely to respond similarly to a given market strategy
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Segmentation
Consumer market segmentation Segmentation can be done based on the following basis Geographic segmentation Demographic segmentation Psychographic segmentation Behavioral segmentation
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Segmentation
Consumer decisions are affected by: Cultural factors (values, behaviors) Social factors (family, groups) Personal factors (age, occupation, lifestyle) Psychological factors (beliefs, attitudes)
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Segmentation
Business market segmentation Segmentation can be done based on the following basis Geographic segmentation Customer type Buyer behavior
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Segmentation
Small segments are often termed niche markets or specialty markets
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Targeting
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Targeting
After segmenting the market, we target the segments that we think we can attain and serve. For each segment we choose the most appropriate marketing mix (product, price, place, and promotion)
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Targeting
Undifferentiated: target entire market with one particular product. Differentiated: target several segments with products and promotions aimed to each segment. Concentrated: Target one particular segment
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Targeting
Targeting errors trigger wrong results Wrong results trigger less or no sales Less or no sales trigger investment deterioration Investment loss (in this case) could have been avoided by correct targeting
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Positioning
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Positioning
Now we know our market Now we know its segments Now we know the targeted segment(s) Develop your position well to hit the target segment .. You cant miss. How do you want consumers to see your product.
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Positioning
Think .. What is the message about your product you want to convey to your target ? Answer: what the market wants to hear about your product !!!
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Positioning
How is your product is better and different than competing products ?
By answering to market requirements best, first, and always new
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Competitors Analysis
Market position Is he market leader, well spread, strong, reputed, well known. Strengths What are his main strengths (his competitive advantage) Weaknesses What are his main weaknesses (cost, distribution, product design) Market share Does he dominate a large market share or he serves only a small niche market.
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Competitiveness Improvement
Strategic management is all about achieving sustainable competitive advantage

Fred David
If you dont have a competitive advantage dont compete

Jack Welch, GE
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Competitive Advantage
Anything that a firm does especially well compared to rival firms
A competitive advantage exists when the firm is able to deliver the same benefits as competitors but at lower cost (cost advantage), or deliver benefits that exceed those of competing products (differentiation advantage)
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Competitiveness Improvement
Improving your competitive advantage is an on going process affected by all the internal and external factors that affect your business .. If you dont know and use them to your advantage, THEY will !
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Branding
Brand A name, symbol, term, sign or design, or a combination of these, intended to identify the goods and services of one producer from those of competitors
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Logos
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Effective Marketing Tools

Word of Mouth (Customer satisfaction) Public Relation Publicity (Press) Social Responsibility / events Creative Ideas (new to the Market)
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Online Marketing / eMarketing

Email Marketing Online Advertising banners PPC Social Media Marketing SEM (Search engines marketing) Search Engine Optimization
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Customer Relationship Management (CRM)
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Customers are people or businesses or organizations who buy and/or use the products that the company produces
The customer pays your salary and makes the biggest portion of your income statement
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New Mantra of Marketing?

Strategic Customer Care or Continuous Relationship Management (CRM) or Customer Relationship Management (CRM)
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The Development of Todays Organization

The old business model focused on creating and distributing products, acquiring customers, either new ones or from competitors Today, customers expect companies to adopt new customer centric business models
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CRM is the same as one to one marketing. This customer focused business model also goes by the names relationship marketing, real time marketing, customer intimacy, and a variety of other terms. But the idea is the same: establish relationships with customers on an individual basis, and then use the information you gather to treat different customers differently. The exchange between a customer and a company becomes mutually beneficial, as customers give information in return for personalized service that meets their individual needs.
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What is CRM ?
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What is CRM ?
PEOPLE
CRM
PROCESSES TECHNOLOGY
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An Enhancement of Marketing
4 Ps enhancement with 4 Cs
The 4 Ps
Product Price Place Promotion
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Strengthened by
The 4 Cs
Customer solution Customer cost Convenience Communication
Importance of CRM
Cost of acquiring customers
Generally costs 5X as much to attract new customers as it does to keep existing ones Reducing customer churn rate 5% can increase profits 25 - 95% Satisfied customers are great source of market capitalization / improved ROI Number 1 reason for customer defections is poor customer service.
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ROI and Customer Satisfaction
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RO I
Customer Satisfaction
Benefits of CRM
Increase profits through delivering better products and services at less costs Attain all the necessary information of any customer at the right time and place Less stress on employees Keep open communication channels that enhance market research Enhance organizational growth through retaining customers
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A Framework for CRM

Create Database Analysis
Customer Selection
Customer Targeting
Relationship Marketing
Privacy Issues
Metrics
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A Framework of CRM
Customer Retention Programs
Loyalty Programs Customer Service CRM Satisfaction Reward Programs Event Marketing
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Customization
Community Building
Tips
Clients should not all be treated in the same way, You should prioritize them according to
how profitable they are for you. The more you grow without the proper customer knowledge / management system, the more you dont know who your customers are, you dont know what their needs are, you are disconnected with them, and you are dissatisfying them.
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Tips
Too many companies invest in CRM standards and even technology, while ignoring the staff readiness issues that can make or break a successful implementation. CRM is about many different phases of the overall institution lifecycle, client lifecycle, and the relationship lifecycle.
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Tips
Another common mistake made by big and small firms is understanding the resistance to a new system, created by organizational habits. New systems fail often because of cultural barriers, not system problems. Buy for the future; invest in information accumulation for improvement.
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MARKET RESEARCH
Information Rules
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Session Outline
What is Market Research? Why Market Research? The Importance of Information When to Conduct a Market Research? Market Research Process
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What is Market Research?

Definition Marketing Research can be defined as the systematic design, collection, analysis, and reporting of data and findings relevant to a specific marketing situation facing the company Philip Kotler Good market info = Good marketing planning
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The Functions of Marketing Research
Descriptive function Diagnostic function Predictive function
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Why Market Research?

The Importance of Marketing Research [1] Guides companys communication with current & potential customers Helps company identifying opportunities in the marketplace Uncovers & identifies potential problems Minimizes the risk of doing business Creates benchmarks and helps company tracking their progress Determines the potential size of the market
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[2] Helps company evaluating its success Provides valuable information about market segments & customers shared characteristics Provides valuable information about purchasing power & buying habits Provides valuable information about psychological aspects of the market Provides valuable information about marketplace competition Provides valuable information about environmental factors 141

[3] Aids in the development of marketing mix to meet the needs of customers Improves marketers ability to make decisions as well as managements ability at all organizational levels Determines the feasibility of a particular marketing strategy The accuracy of information sought increases the value of Market Research
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The Importance of Information
So,,,, Market Research is
An investment to reduce uncertainty

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When to Conduct a Market Research?

When!
Value
Research expenditures Decreased Uncertainty Increased Likelihood of a correct decision Improved marketing performance & resulting higher profits Identifying new trends or niche markets Delay of marketing decision & possible disclosure of information to rivals Possible erroneous research results
Costs
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Market Research Process

Define the Problem & Research Objectives Develop the Research Plan
Collect the Information
Analyze the Information
Present the Findings
Make the Decision
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Step 1: Define the Problem & Research Objectives

The objective of any research is to solve a problem Based on the objectives the whole research will be based. Objectives need to be clearly understood & stated in order to ensure the usefulness of research results.
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Research Objective - Example

Management Problem: Should a new product be launched? Research Objective: Determine consumer preference and purchase intentions for the proposed new product.
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Step 2: Develop the Research Plan

An overall plan for obtaining the information needed to address the problem or issue Determining research cost
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Research Plan - Data Sources

Can use secondary data, primary data, or both
Secondary Primary
Secondary data as a starting point Secondary data has the advantages of low costs and availability Primary data is sought when secondary data do not exist, dated, incomplete, or unreliable.
Data that has been previously collected Data collected for the specific purpose at hand
Both Must Be: Relevant Accurate Current Impartial
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Title
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Research Plan 2- Research Approach

Observational Research:
Observing relevant people, actions, or situations Shopping behavior
Focus-Group Research:
Six to ten people Objective, knowledgeable, and skilled moderator Discussing product, service, organization, etc Sample size is small
Survey Research:
Learning about peoples knowledge, beliefs, preferences, satisfaction, and so on Suitable for descriptive researches.
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Research Plan 2- Research Approach

Behavioral Data:
Customers past purchasing behavior Store scanning data, and customer database Purchases analysis reflects customers actual preferences
Experimental Research:
Scientifically valid Purpose to catch cause-and effect relationships
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Research Plan 3- Research Instruments

The main research instruments for collecting primary data is:
Questionnaire:
Consists of a set of questions asked to respondents. The most commonly used instruments due to its flexibility & relatively low cost Needs to be carefully developed, tested, and debugged before they are distributed Questions, questions form, wording, and sequence must be carefully chosen Open-ended Vs. Closed-ended questions
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Research Plan 4- Sampling Plan

Probability or Non-probability sampling? Sample representative segment of the population How should the sample be chosen? How many should be surveyed? Who is to be surveyed?
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The Marketing Research Process

Step 4: Analyze the Information Tabulating data Do the analysis Employ advanced statistical software Step 5: Present the Findings Step 6: Make the Decision
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MARKETING PLAN
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Marketing Plan
Marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service, a brand, or a product line. It can cover one year (referred to as an annual marketing plan), or cover up to 5 years depending on product and company age
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Marketing Plan
A marketing plan may be part of an overall business plan. Solid marketing strategy is the foundation of a well-written marketing plan
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Marketing plan outline

Executive summery Description of product, goals Situation analysis Company analysis goals, focus, culture, strengths, weaknesses and market share Customer analysis number, type, value drivers, decision process, concentration
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Competitor analysis market position, strengths, weaknesses, market shares Collaborators Subsidiaries, joint ventures, distributors SLEPT analysis social, legal, environmental, political, technological
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Market segmentation and targeting Segment 1 description, % of sales, wants, product usage, support requirements, place, price sensitivity Segment 2 - description, % of sales, wants, product usage, support requirements, place, price sensitivity Etc Choose the target markets
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Set alternative marketing strategies Select marketing strategy and plan Product Price Place Promotion Budget / HR / Action Plan Conclusion
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There is 3 types of Organizations: 1. The one that makes things happens 2. The one that watches things happening 3. The one that Surprises from things happened Thank you
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SERVICES & SOCIAL MARKETING

All Rights Reserved

Evaluations & Exams

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Highlights from the definition

Role of Marketing in a company?

Marketing Mix [ Ps]

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Marketing Mix [ Ps]

Marketing Mix [ Ps]

Marketing Mix [ Ps]

Marketing Mix [ Ps]

Most Common Marketing Errors

Most Common Marketing Errors

Most Common Marketing Errors

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Additional Ps of Service Marketing

Process Place Price

Productivity & Quality

Additional Ps of Service Marketing

Additional Ps of Service Marketing

Additional Ps of Service Marketing

Additional Ps of Service Marketing

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What is Social Marketing?

Local Examples you Remember

Examples of Social Marketing

Examples of Social Marketing

Examples of Social Marketing

Examples of Social Marketing

Examples of Social Marketing

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Social Marketing Basics

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

The Process of Social Marketing

Social Campaigns often fail because !!

Why does this happen?

What is Strategic Management?

Management Finance/Accounting Research & Development

Marketing Production/Operations MIS

Product Life Cycle

PLC Introduction Stage

Product Price Distribution Advertising

PLC Growth Stage

Product Price Distribution Advertising

PLC Maturity Stage

Peak sales Low cost per customer High profits

Product Price Distribution Advertising

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PLC Decline Stage

Product Price Distribution Advertising

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External and Internal Analysis

how many customers are available in the market