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What Is Marketing
What Is Marketing
Marketing Defined
There are a host of definitions for marketing. Here are two of the most widely accepted. Marketing 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 objectives. - American Marketing Association Definition
Marketing Defined
Marketing is The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, services, organizations, and events to create and maintain relationships that will satisfy individual and organizational objectives." -Contemporary Marketing Wired (1998) by Boone and Kurtz
Marketing is.
A big umbrella! It may or may not include: Analysis of programs, materials, customers and the company itself Media relations, public affairs, advertising Stakeholder and funder relations Strategically organizing all of the above, and more, to create a cohesive, sustainable, effective route to success for Extension and its clients
The 4 Ps of Marketing
Program Goods or services (programs) and their benefits Price Cost for goods or services, e.g. money, time, travel Place Location (place, Web), also time of day/week/year Promotion Activities designed to publicize programs/services Know the 4Ps for every program or service you offer!
Environmental Analysis > Response Updated Goals Sustainable, Profitable and Safe Plant, Animal and Food Systems Environmental Stewardship and Natural Resources Management Energy Conservation and Alternatives Emergency and Disaster Preparedness
Environmental Analysis > Response Updated Goals Workforce and Economic Development Community, Leader and Volunteer Development
Environmental Analysis > Response Updated Goals Healthy Weight and Chronic Disease Prevention Life Skills and Parenting Youth and Adults Achieve Educational Success
High interest in Extension topics Lower retail name recognition than expected Preference for direct mail, TV, Web and newspaper sources High growth potential in urban areas, with Hispanic audiences and for environmental topics
Action Steps
Check out the marketing resources at www.cals.ncsu.edu/agcomm/resources.html for ideas, guidance and other tools. Learn more about who is interested in your topic. Read the survey profiles in the Toolkit. Learn the revised mission, new goals and elevator pitches. Read the revised Style Manual.
Marketing Summary
Marketing encompasses everything from statistical analysis of your customers and programs to how you answer the phone and talk about your programs.
Marketing helps your customers find what you have to offer. Because Extension exists to serve the people of North Carolina, marketing it part of how we meet our mission. Its everyones job!