Marketing Basics

by Thomas N. Burg

1. strategy

1.1. overall goal of business

1.2. specific markets

1.3. market needs

1.4. products/services

2. implementation

3. metrics

3.1. expenses/tactics/time

3.2. monitoringTools

3.3. social Media ROI

4. basics

4.1. rules

4.1.1. know your customers

4.1.2. know your competition

4.1.3. know your product/capacities

4.1.4. know your potential customers

4.2. benefit/pain point

4.2.1. understand/demonstrate benefit

4.2.1.1. for distributor

4.2.1.2. for customer

4.2.1.3. for producer

4.2.2. pain point

4.2.2.1. which problem is solved

4.2.2.2. who has the problem

4.2.2.3. how much is it worth to be solved

4.3. target market

4.3.1. how many

4.3.2. who are they

4.3.3. why and how do they benefit

4.3.4. where are they

4.4. message to the market

4.4.1. what

4.4.2. how

4.4.3. targeting

4.4.3.1. early adopters

4.4.3.2. opinion leaders

4.4.4. segmentation

4.5. adaptation

4.5.1. how many

4.5.2. how fast

4.6. competitive analysis

5. tactics

5.1. message

5.2. media

5.3. channels

6. programs

6.1. events

6.2. mailings

6.3. ads

6.4. press release

6.5. socialmedia

7. example image for strategy/tactics/programs

8. shortcut

8.1. determine financial goals

8.2. create prospects and clients

8.2.1. strategies

8.2.2. tactics

8.3. track and log results

8.4. iterate

9. the marketing mix (Ps)

9.1. people

9.2. product

9.2.1. uniqueness

9.2.2. benefits

9.2.3. features

9.3. price

9.3.1. expected ROI

9.3.2. pricing

9.4. place

9.4.1. distribution methods

9.4.1.1. direct channel or intermediaries

9.4.1.2. distribution costs

9.4.1.3. delivery terms

9.4.1.4. inventory/packaging

9.4.2. transaction process

9.4.2.1. order/billing/shipping process

9.4.2.2. payment process

9.4.2.3. return policy/warranties

9.4.2.4. after sales support/feedback system

9.4.2.5. credit terms/discounts

9.4.3. sales strategy

9.4.3.1. salespeople?

9.4.3.2. incentives for them

9.4.3.3. training

9.5. processes

9.6. communication

9.6.1. promotion

9.6.1.1. based on your USP

9.6.1.2. what message

9.6.1.3. which media

9.6.1.4. sales promotion

9.6.1.5. marketing materials

9.6.1.6. publicity

9.6.1.7. tradeshows

9.6.1.8. guerilla activities

10. guiding principles

10.1. Drive Sales

10.2. Build Awareness

10.3. Drive Traffic

10.4. Build Community

11. But what is Marketing all about?

11.1. The Purchase Process Funnel

11.1.1. <- Purchase

11.1.1.1. <- Consideration

11.1.1.1.1. <- Preference