Introduction to Marketing

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Ralph Waldo Emerson
1899
Introduction to Marketing
If a man write a better book, a better sermon,
or make a better mousetrap than his neighbour,
tho he build his house in the woods, the world
will make a beaten path to his door. Ralph
Waldo Emmerson 1899
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Marketing

•  The entire process by which a product or
  service is moved from the producer to the
  consumer.

•  ? How does a entrepreneur/business-person
  encourage todays sophisticated consumer to beat
  a path to the businesses door and buy their
  product/service?

•  Answer
• A carefully prepared and executed Marketing
  Strategy.

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Marketing Strategy

• Also called a Marketing Plan.
• Important for all types of ventures, both for
  profit and not-for-profit.
• Whenever something of value is exchanged for
  something else of value, a marketing strategy
  increases the chances of success.
• Ensures resources expended on marketing are
  properly aimed/focused and are appropriate.  

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Marketing StrategyFunction One
 Identify target customers and define the
product or service they are prepared to buy.
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Marketing StrategyFunction Two
 Indicate the size of the potential market and
outline possible trends.
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Marketing StrategyFunction Three
Identify sales expectations for a particular
product or service, and the kind of promotion or
advertising activity necessary to achieve those
sales.