PPM marketing and promotion

marketing
activity, set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners, and society at large
marketing can be
informational
competitive
marketing strategy
overall plan
identify target market segments
specify mix of products/services
need
basic requirement for health, safety and well-being
want
not required for survival but makes you happier if you have it
demand
want that you are able and willing to pay for
four P’s of marketing
product
place
price
promotion
product
Good or service provided
Prescriptions
MTM services
Vaccinations
Meets a customer’s needs/wants/demands
place
Refers to the availability and accessibility of the product/service
Product Placement
Retail counter?
Mail order service?
price
Refers to charging “appropriately” for a product or service
Pricing can be extremely complex
What are your costs?
What are prices of alternatives?
What is the elasticity of demand for the product or service?
promotion
Promotion is the set of strategies used to increase awareness
Flyers
Radio/TV commercials
Billboard signs
Special events
market segment
Subgroup of individuals based on a shared characteristic
Geographic location
Demographics
Attitudes or behaviors
niche marketing
“Niche” is the term used to define a much smaller market segment usually identified by a specialized need
branding
a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”
value of branding
builds loyalty
helps differentiate you from the competition