Join Drew Boyd for an in-depth discussion in this video Creating the right products and services, part of Marketing Foundations.
…Marketing is all about delivering value to customers.…And you do that by offering them the right products and services.…Think of products and services as benefit delivery vehicles.…They're a collection of various features that create value when customers use them.…So, how do you build the right product or service?…For that, you need to go back to the analysis phase of…the marketing planning process.…From there, you'll need the results of your product analysis.…
That's where you did a detailed comparison of how your product compares to…the competition's, feature by feature.…You also created the feature benefit ladder, that unpacked the product…to see how features connect to the benefits that customers seek.…You will also need the customer analysis.…Especially the market research on what factors are most important to…customers when they buy a product,…as well as the data on how they perceive your brand versus the competition.…And finally, you'll need your marketing strategy,…as expressed in your value proposition that we covered earlier.…
You'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.
- Marketing in an organization
- Assembling the team
- Creating the marketing plan
- Analyzing your products, customers, and market
- Segmenting customers
- Creating a value proposition
- Developing a strategy
- Setting goals
- Setting prices
- Using social media
- Presenting your plan to leadership
- Budgeting your plan
- Measuring success
Skill Level Beginner
Understanding Marketing's Role
Analyzing Your Business
Developing Your Strategy
Developing the Tactical Phase
Aligning the Organization
Launching and Measuring Your Plan
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