Professional Documents
Culture Documents
1
Why Market?
2
Kotler’s Definition
of Marketing
The marketing concept holds that the main task of
the company is to determine what a given set of
customers’ needs, wants, and values are and to
dedicate the organization to delivering the
solution.
3
Market Segments
Examples:
Lawyers
Health Care Professionals
Accountants 4
Successful continuing education organizations
must continually communicate two messages:
5
Image Marketing Should Target:
The government
Funding organizations
Other stakeholders
The institution
6
Product Marketing
Should Target:
Organizations
Individuals
• Stakeholders
7
Communication Channels
Newspapers Personal Selling
Direct Mail Flyers
Radio Individual Referral
Television E-mail
Telephone Internet
Posters
8
The Four P’s of Marketing
• Product
• Place
• Price
• Promotion
9
Darkenwald identified six factors that
motivate individuals to participate in
continuing education:
• Social relationships
• Social welfare
• External expectations
• Personal advancement
• Escape/stimulation
• Learning opportunities
10
Actual and Perceived
Product Quality
11
Marketing initially sells the
product based on the image of the
organization. Future sales depend
on the quality of the program.
12
Product
Mix
13
Place
Physical Location:
Your location (CE’s physical location)
• Your home
• Other
14
Price
Price should not be considered as the sole purchasing
determinant.
• Voice/Pictures
• Electronic
16
Print
• Brochures
• Flyers
• Advertisements
• Articles
17
Voice/Pictures
» Radio
» Television
» Telemarketing
» Video Tapes
18
Electronic
– Web Pages
– Internet ads
19
Each category has advantages
and disadvantages:
.
How tightly can it focus in on the market?
How economical is it?
How effective is it?
20
Brochures
Must answer six questions:
Who What
When Where
Why How
21
WHO
Program Sponsors
Audience definition
Speaker definition
Overview
Schedule of activities
Titles of Presentation
24
Where
Location(s)
25
Why
Program Benefits
26
How
How the participant
becomes involved.
27
Flyers
Flyers are generally distributed to a
general audience and use a variety
of inexpensive distribution
systems.
28
Flyers
Posted on windows
32
Web Sites
Success depends on the ease of navigation
with access to the specific information the
student needs.
34
E-MAIL
35
Internet Ads
36
Print Media
Catalogs Brochures
Flyers Advertisements
38