- Customers follow a distinct set of steps…when buying anything.…That process may take a matter of seconds,…such as an impulse purchase at a store,…or it may take a matter of months,…such as the purchase of a new home or a car.…Typically though these steps are as follows:…First is the Need Recognition phase.…This is where customers realize…that they want something.…That can be triggered internally,…for example if a customer is thirsty…that will trigger a need for some type of beverage.…
But it can also be triggered externally…through advertising or other stimuli.…If a customer sees a TV commercial for a…cold soft drink or perhaps sees a group of…people drinking it,…those could stimulate the customer…to want that same drink.…The Need Recognition step is very important…because without it there won't be a sale.…The next step is Information Search.…Once customers feel a need to have something,…they start gathering information about…solutions for that need.…
They get information from a wide variety…of sources including commercial advertising,…
Author
Released
9/20/2014You'll also learn to address tactical challenges and present the plan to get buy-in throughout an organization, from the C-suite to the sales team, as well as use the marketing plan to guide outside agencies and vendors. Finally, you'll learn how to launch the campaign and measure its performance.
- Define marketing in an organization.
- Explain the planning process.
- Determine the scope of a marketing plan.
- Research competition and analyze products.
- Describe how to segment and target customers.
- Explain the 4Ps model.
- Understand and design distribution channels.
- Measure Key Performance Indicators.
Skill Level Beginner
Duration
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Introduction
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Welcome1m 20s
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Understanding Marketing's Role
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Marketing in an organization3m 32s
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Assembling the team3m 32s
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Creating the marketing plan2m 56s
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Analyzing Your Business
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Researching the competition3m 49s
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Analyzing your products3m 19s
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Analyzing your customers3m 47s
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Analyzing the buying process4m 28s
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Analyzing your market4m 15s
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Developing Your Strategy
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Segmenting your customers4m 23s
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Targeting your customers3m 55s
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Positioning your message4m 46s
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Setting goals3m 20s
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Developing the Tactical Phase
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Understanding the 4Ps model2m 50s
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Setting prices4m 11s
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Communicating price3m 5s
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Integrating all four Ps3m 49s
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Aligning the Organization
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Educating the sales team3m 27s
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Guiding vendors and agencies3m 19s
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Launching and Measuring Your Plan
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Budgeting3m 7s
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Conclusion
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Mastering marketing thinking3m 16s
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Next steps4m 14s
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Video: Analyzing the buying process