CPS MARKETING WORKSHOP
February 9, 2011
Robert Hailey
Tulane University
CPS MARKETING WORKSHOP
What is marketing?...Old Definition
Marketing is an ongoing process of
planning and executing the marketing
mix (Product, Price, Place, Promotion
often referred to as the 4 Ps) for
products, services or ideas to create
exchange between individuals and
organizations.
CPS MARKETING WORKSHOP
What is marketing?...New Definition
Marketing is the activity, set of
institutions, and processes for
creating, communicating, delivering
and exchanging offerings that have
value for customers, clients, partners
and society at large.”
CPS MARKETING WORKSHOP
Creating---the process of collaborating with
suppliers and customers to create offerings that
have value
Communicating—Broadly, describing those
offerings as well as learning from customers
Delivering—Getting those offerings to the
customer in a way that optimizes value
Exchanging—Trading value for those offerings
CPS MARKETING WORKSHOP
CPS MARKETING WORKSHOP
Why is Marketing So Important?
 Investment not Cost
 Requires
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Understanding of Product/Service
Understanding of the Community/Market
Understanding of Value Assigned
Plan to Communicate/Sale/Market the Good or Service
Metrics to Determine Success of Campaign
SPEED OF CHANGE
CPS MARKETING WORKSHOP
Length of Time Needed to Reach an Audience
of 50 million
 Radio---38 Years
 Television---13 Years
 Internet---4 Years
 iPod---3 Years
 YouTube—2 Years
CPS MARKETING WORKSHOP
What is a Customer?
A customer refers to individuals or households that
purchase goods and services generated within the
economy. The word historically derives from
"custom," meaning "habit"; a customer was
someone who frequented a particular shop, who
made it a habit to purchase goods there, and with
whom the shopkeeper had to maintain a
relationship to keep his or her "custom," meaning
expected purchases in the future.
Top Down Management
CPS MARKETING WORKSHOP
~ The human moment has two
prerequisites: people’s physical presence
and their emotional and intellectual
attention. ~
--Edward M. Hallowell
Harvard Business Review
January-February 1999
CPS MARKETING WORKSHOP
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Questions
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Marketing Exercise