Marketing Concepts
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2.
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5.
6.
Mission Statement
Overall Company Objectives
Competitive Strategies
Marketing Objectives
Marketing Strategies
Marketing Programs
Mission Statement
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The first stage in strategic marketing
A mission statement is a brief description of
the company, no more than a few lines that
describes where the company is and where it
wants to go.
Targets clients/markets
Principal products/services
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Adapted from Reference Guide for Kansas Food Processors, Kansas State
University and Kansas Dept of Commerce and Housing, July 1998.
Overall Company Objectives
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Specific goals to be achieved that move toward the
mission statement.
Normally businesses create one and three year
objectives
Types of objectives:
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Profitability
Volume
Stability
Nonfinancial
Competitive Strategies
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A competitive strategy is developed so a
practice can create advantages over the
competition
Types of competitive strategies:
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Overall Cost Leadership
Differentiation
Niche Marketing
Marketing Objectives
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Marketing Objectives are designed to help a
company attain overall objectives
Five basic marketing objectives are:
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1. To achieve a viable level of sales or market
share
2. Increase market share
3. Maintain market share
4. Maximize cash flow
5. Sustain profitability
Marketing Strategies
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A marketing strategy outlines exactly how marketing
objectives will be achieved.
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Increase rate of purchase by:
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Retain current clients by:
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Broadening usage occasions for the product
Increasing level of consumption
Maintain satisfaction
Meeting what the “competition” offers
Acquire new clients :
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By line extensions
Bundling
Head-to-head market dominance
Marketing Programs
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Marketing Programs are the detailed
approaches to the four P’s
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Products
Placement
Promotion
Pricing
Product
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Your services as well as physical products
Brand Management
What are the core competencies of your
practice?
Packaging/Appearance
Quality
Scope of product line
Client Experience
Price
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Competitive Pricing
Incentives (discounts, coupons, etc)
Net profit – make sure you are not operating
at a loss
Financing options/Payment terms
Bundling
Placement
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Location, Location, Location
– Who are the other competitors in the
area?
– Is this a location close to or in your
target market geographically,
demographically?
Promotion
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How do you reach your target market?
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Social Media Marketing
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Facebook, Myspace
SEO (Search Engine Optimization)
Never depend on one method
Marketing ROI
Promotional Programs
Community Service
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2999 Overland Ave., Ste 212
Los Angeles, CA 90064
www.vetstaff.com
(310)838-9300
Joe@vetstaff.com
Thank you!

Q and A

Consulting and Staffing Since 1993
–
Joseph Makkar

Personal Cell/email (310)991-1993
allpetnet@aol.com
Sponsored by:

Melisa Edwards
Vice President
Veterinary Division
Bank of America Practice Solutions
Phone: (877)330-3339
Fax: (800)209-1922
Melisa.edwards@bankofamerica.com