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_____ is original research performed by individual researchers or organizations to meet specific objectives:

A/ Primary research
B/ Secondary research
C/ Syndicated research
D/ Marketing research

"The basic philosophy, spirit and drive of an organisation have far more to do with its relative achievements than do technological or economic resources, organisational structure, innovation and timing."

- Thomas Watson, Jr

St Edmunds Students

Sunday, 7 December 2003

Notes arising from Ken Mitchell's Lecture to St Edmunds boys - 9.50am on 29 August 2003.

Advice to the 2003 class that Ken Spoke to at StEdmunds in August 2003 is as follows:-

In general - be matter of fact and practical - this is not rocket science.

Be customer focused not product focused

Understand the difference between product features and consumer benefits.

The marketing concept comprises of 3 things -

Customer satisfaction
Profit as an objective
Total Company effort - marketing starts with your own team

Evolution of Marketing

Production orientation - make things cheaper
Product orientation - improve quality and features
Selling orientation - make your customers buy your product
Marketing orientation - research and make what customers want
Societal marketing orientation - stay environmentaly friendly

External Environments

Demographic
Economic
Political
Legal
Technological
Natural
Social
Cultural

SWOT

Strengths - internal
Weaknesses - internal
Opportunities - external
Threats - external

The Marketing Mix

Price - break even analysis, price structure, discounts, incentives.
Product - features, benefits, etc.
Place - The distribution channel, how to get it to the market
Promotion - advertising (50% of all advertising in Australia is wasted), public relations, sales force, direct marketing, etc

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Also

Look up an outline of a marketing plan from at least one but preferably 2 text books such as Kotler.
Bear in mind that there is no such thing as the one way to do a marketing plan.
When in doubt make you best guess and assumptions (ballpark) of what you want to know - remember a good rough estimate now is far better than very accurate information when it is far too late.
Be bold but measure it with common sense - if any aspect sounds like a bad idea then it probably is.
Mix promotion with advertising, public relations, direct marketing, sales promotion etc but integrate them in a single major strategic campaign.

cheers
Ken Mitchell