CHAPTER 5

• Marketing - is the promotion of business products or services to a target audience. It is, in short, an action taken to bring attention to a business' offerings; they can be physical goods for sale or services offered.
• opportunity - is anything that provides you with a chance to change your circumstances for the better.
• Curiosity - Opportunity desires a curious mind that is always asking deeper and more insightful questions.
• Generosity - Opportunity desires a generous heart that is willing to give opportunities to others.
• Perseverance - Opportunity desires someone who has determination, who will keep persisting and persevering despite the seemingly insurmountable obstacles that stand in their way.
• Confidence - Opportunity desires a confident demeanor someone who never doubts their skills, strength, resources, and abilities.
• Optimism - Opportunity desires an optimistic attitude that does not end if things do not go as expected.
• Playfulness - Opportunity desires a light-hearted approach that is willing to be a little creative, willing to think outside the box, and willing to break conventional rules.
• Responsibility - Opportunity desires someone who is fully committed and responsible for their decisions, behavior and actions, someone who does not make excuses or blames others.
• Hindsight - Opportunity desires someone with hindsight who can see beyond this fleeting moment into the future. This person understands that what might look like a problem now might actually be a once in a lifetime opportunity.
• Gratitude - Opportunity desires a grateful spirit that is thankful for anything that life throws its way, no matter how dark or grim it might seem on the surface.
• marketing strategy - is selecting and describing one or more target markets that a company's product or service will identify for business opportunities
• Target market - is a defined group most likely to buy a company's products or services
• The first step is to conduct a MOA (Marketing Opportunity Analysis).
• Positioning - is communicating to overall positive impression of a brand, relative to completion.
• marketing mix - is the perfect selection of product, place, price and promotion strategies used to have mutually beneficial exchanges with a target market.
• Product Strategies - The heart of the marketing mix is of course the product or service.
• Place strategies - are all about making the product or service available to the consumers when they want and need them.
• SERVICES MARKETING MIX (1E 6P)

  • PLACE
  • PRICE
  • PROMOTION
  • PRODUCT/SERVICE
  • ENVIRONMENT
  • PEOPLE
  • PROCESS
• Product/Service – To satisfy consumer needs and wants.
• Price – To make product affordable to target consumers
• Place – To make product available consistent with consumers; purchasing pattern
• Promotions – To build and improve consumer demand
• Environment – To create the tangible expression of the brand engaging the senses through the layout and images of the services cape.
• People – To show a living representation of the brand promise.
• VALUE PROPOSITION

  • SUPERIOR
  • PARITY
  • INFERIOR
  • DIFFERENT
• SUPERIOR – Better than what’s available: HIGH QUALITY, HIGH PRICE
• INFERIOR – Not as good as what’s available: LOWER QUALITY LOWER PRICE
• DIFFERENT – Different from what’s available: Can be higher or Lower Price
• brand name - is the name that you use to identify the family of products or services that you offer or a single line of products or services that you offer.