Marketing

Jack Derby,
Professor of the Practice, Tufts University

“Just What is Marketing?”

We have the basics right here!

 Overview…
Let’s set expectations…
• An introduction only of…
• “just what the heck is Marketing anyhow?”
• A Marketing Plan Structure
• A few marketing tools
#1. Market Research
#2. Funnels & Waterfall Math
Jack’s #3. SWOT
Marketing #4. Product Life Cycle
Toolbox
#4. Segmentation Grids
Red Business Toolbox © #6. Value Propositions
Global Futurizer, 2018

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 Build a Solid Marketing Plan

Your job is to become The Architect !

An Architectural Order
10 Critical Components

1. Marketing Strategy Summary

2. Market & Customer Research and Analysis
3. Current Internal Situation
4. Situational Analysis-SWOT
5. Product and Service Definitions Product
6. Positioning & Pricing Strategy Price
7. Sales Channels Definitions Place
8. Tactics & Communication Actions Promotion
9. Sales Forecasts
10. Financials
Drafting Architecture Plans © Jewish Educational Trade School

Give it a foundation and an organized structure.

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 Building a Solid Marketing Plan
An Architectural Order
10 Critical Components

1. Marketing Strategy Summary

2. Market & Customer Research and Analysis
3. Current Internal Situation
4. Situational Analysis-SWOT
5. Product and Service Definitions Product
6. Positioning & Pricing Strategy Price
7. Sales Channels Definitions Place
8. Tactics & Communication Actions Promotion
9. Sales Forecasts
10. Financials
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 Plan = Everything’s Connected
Market:
Customers
Personas InBound:
Product & Size SEO, SEM
Service Needs Networks
Offerings Competitors Blogs
Segmentation Analytics

Company Strategy OutBound:

Print
SWOT
Marketing Strategy Email
Events
TV, Radio
Pricing:
Forecasts Strategies
& Financials Tactics
Margin
Analysis
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 An Architectural Order
10 Critical Components

Build a Solid Marketing Plan 1. Marketing Strategy Summary

2. Market & Customer Research and Analysis
3. Current Internal Situation
4. Situational Analysis-SWOT
5. Product and Service Definitions Product
6. Positioning & Pricing Strategy Price
7. Sales Channels Definitions Place
8. Tactics & Communication Actions Promotion
9. Sales Forecasts
10. Financials

Whatever the definition, there are three agreements:

1. Creating customer “Value” is a critical concept

2. Creating Qualified Leads for Sales is the objective

3. The Company’s Marketing Plan is where all of the

Value that you provide is defined and becomes the
primary vehicle for Vision, Strategies and Tactics
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