Thursday, October 19, 2017

What Is Price, An Uber Example, Under The 9P's Of Marketing While Losing $9K Per Car.

What is "Price" or "Pricing," under the nine P's of Marketing?

Here's how I detail it for clients, in expert witnessing in court and in class, with an example for new business owners about Uber. 

Price/Pricing
  • All aspects regarding pricing. 
  • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
  • For the firm and company, the "Pricing" decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
  • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service.
  • Under “Price,” your firm can lower the price to the point it separate your company from the competition. You can raise your price to create differentiation or exclusivity.
  • Lower or lowest price has no brand, or may have no brand.  
  • Your firm or company can “live by the price sword or die by the price sword,” in the marketplace.
  • Uber couldn't find a buyer for its unprofitable car leasing business, Xchange Leasing.
  • Uber stated that the company planned to lose $500 per car, but the finance people and the board found it was $9K.That's per car. Yikes.
Need more business, Marketing or advertising insights? 

Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


The Nine P's can be truly insightful, in many ways and in many possible actions. 


I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


So what is Marketing? 


Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


All of these activities must work together to assure successful marketing practices. 

Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


The 9P's of Marketing include important components, elements, actions and efforts. 


Let's start with targeting, "People," one of the nine elements or components. :

  • People 
    • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
    • Look at new, existing and repeat customers. 
    • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
    • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
    • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
  • Planning: 
    • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
    • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
    • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
  • Product and Services: 
    • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
    • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
  • Place (Distribution): 
    • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
    • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
  • Price:
    • Simply, all aspects regarding pricing. 
    • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
    • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
    • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
  • Promotion: 
    • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product, which include:
      • Personal Selling/ Sales Force: Sales persons: 
        • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
      • Advertising: There's an expression "It is only creative if it sells." I wanted to add "It is only good media spending if it sells." 
      • Sales Promotion
      • Collateral Materials
      • Direct Marketing (also referred to as Action or Direct Response Advertising)
      • Interactive/Internet/Web, Digital Media, Social Media:  
      • Events and Experiences
      • Public Relations/PR
    • Here are some strategic questions under Promotion::
      • My example with Uber was on "pricing" but you need to evaluate the eight different elements under Promotion and your brand's practices and ask is there a better way? What are your costs in dollars and manpower or person power and ask "Is there a different way or ways to budget?" 
      • Look at different strategic partners? Their costs?
      • To whom should you target and promote? Under People/Targeting, target audience within media falls here. 
      • What should you promote? Strategic copy points. 
      • Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
      • What form or combination of promotion should you offer? Features?
      • How frequent? Add media planning here. 
    • Partners: 
      • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
      • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
    • Presentation: 
      • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
      • Look at “real” product and service experiences. 
      • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
      • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
    • Passion:
      • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.
      For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

      Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

      Wednesday, October 18, 2017

      Promotion. TV Audience. Baseball Is Just Getting Older.

      If you look at the research on the TV viewing audience, baseball television audience is old. Baseball's audience has a media age of 57 years of age. In the past eleven years the media age has gone from 52 in 2006 to 57 in 2017. 

      Looking at the research 93% of the TV audience is older than 17, with only 7% under 17. 
      Comparing to professional basketball, their audience is significantly higher at 11%, under 17 years of age.

      Baseball needs to attract a younger audience. 

      When will it be difficult to fill baseball seats?  There is so much promotion now, it may be sooner than later. 

      Research shows baseball relies on team ticket revenue than do other sports. Their audience is getting older and may not be able to support the game and its sponsors. 

      Need more business, Marketing or advertising insights? 

      Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

      For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


      Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


      In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


      The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


      The Nine P's can be truly insightful, in many ways and in many possible actions. 


      I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


      So what is Marketing? 


      Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


      All of these activities must work together to assure successful marketing practices. 

      Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

      In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


      The 9P's of Marketing include important components, elements, actions and efforts. 


      Let's start with targeting, "People," one of the nine elements or components. :

      • People 
        • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
        • Look at new, existing and repeat customers. 
        • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
        • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
        • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
      • Planning: 
        • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
        • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
        • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
      • Product and Services: 
        • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
        • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
      • Place (Distribution): 
        • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
        • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
      • Price:
        • Simply, all aspects regarding pricing. 
        • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
        • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
        • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
      • Promotion: 
        • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
        • The activities that communicate the merits of the overall product, which include:
          • Personal Selling/ Sales Force: Sales persons: 
            • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
          • Advertising: There's an expression "It is only creative if it sells." I wanted to add "It is only good media spending if it sells." 
          • Sales Promotion
          • Collateral Materials
          • Direct Marketing (also referred to as Action or Direct Response Advertising)
          • Interactive/Internet/Web, Digital Media, Social Media:  
          • Events and Experiences
          • Public Relations/PR
        • Here are some strategic questions under Promotion::
          • Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
          • Evaluate the eight different elements under Promotion and your brand's practices and ask is there a better way? 
          • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways to budget?" 
          • Look at different strategic partners? Their costs?
          • To whom should you target and promote? Under People/Targeting, target audience within media falls here. 
          • What should you promote? Strategic copy points. 
          • Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
          • What form or combination of promotion should you offer? Features?
          • How frequent? Add media planning here. 
        • Partners: 
          • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
          • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
        • Presentation: 
          • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
          • Look at “real” product and service experiences. 
          • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
          • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
        • Passion:
          • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

          For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

          Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

          Tuesday, October 17, 2017

          Parking Closer To Elevators And Elevators. Special, Preferential Parking At Disneyland. An Example Of "Place" And "Price," Under The 9P's Of Marketing

          Want to walk less to get to an elevator or escalator? As a business owner you want to offer the right product at the right PLACE, at the right time, at the right price.  It's the company’s planning and activities that make the product available. 

          At Disneyland with its massive 10,241 parking garage, it will cost you and your family $35. 

          Regular price is $20.

          What was interesting is that Disneyland pays $1 a year to lease the $108.2 garage paid for by the city of Anaheim, or really the citizens of Anaheim.  So I would add another of my nine P's of Marketing: "Partners." 


          Need more business, Marketing or advertising insights? 

          Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

          For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


          Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


          In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


          The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


          The Nine P's can be truly insightful, in many ways and in many possible actions. 


          I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


          So what is Marketing? 


          Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


          All of these activities must work together to assure successful marketing practices. 

          Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

          In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


          The 9P's of Marketing include important components, elements, actions and efforts. 


          Let's start with targeting, "People," one of the nine elements or components. :

          • People 
            • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
            • Look at new, existing and repeat customers. 
            • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
            • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
            • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
          • Planning: 
            • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
            • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
            • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
          • Product and Services: 
            • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
            • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
          • Place (Distribution): 
            • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
            • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
          • Price:
            • Simply, all aspects regarding pricing. 
            • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
            • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
            • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
          • Promotion: 
            • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
            • The activities that communicate the merits of the overall product, which include:
              • Personal Selling/ Sales Force: Sales persons: 
                • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
              • Advertising: There's an expression "It is only creative if it sells." I wanted to add "It is only good media spending if it sells." 
              • Sales Promotion
              • Collateral Materials
              • Direct Marketing (also referred to as Action or Direct Response Advertising)
              • Interactive/Internet/Web, Digital Media, Social Media:  
              • Events and Experiences
              • Public Relations/PR
            • Here are some strategic questions under Promotion::
              • Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
              • Evaluate the eight different elements under Promotion and your brand's practices and ask is there a better way? 
              • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways to budget?" 
              • Look at different strategic partners? Their costs?
              • To whom should you target and promote? Under People/Targeting, target audience within media falls here. 
              • What should you promote? Strategic copy points. 
              • Discounting? Pecial sales? What economic and discount levels should you offer? Look at revenue versus costs. 
              • What form or combination of promotion should you offer? Features?
              • How frequent? Add media planning here. 
            • Partners: 
              • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
              • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
            • Presentation: 
              • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
              • Look at “real” product and service experiences. 
              • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
              • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
            • Passion:
              • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

              For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

              Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

              Sunday, October 15, 2017

              Looking And Reviewing Your Competition: An Example Of The Nine P's of Marketing And Tracking Your Competitors Employees.

              Can your customers, clients or users tell the difference between you and your competition?

              The Nine P’s/9P’s of Marketing can be used successfully by product companies, service firms, for profits entities and nonprofits “selling” directly or indirectly to consumers (B2C), to marketing intermediaries (such as industrial, consumer, retail, wholesale and professional channels of distribution), and to other businesses (B2B).

              I teach and consult that you as a business owner, advertising or marketing executive that companies need to look and review competing for the customer and not against your competition.

              So it is interesting, that in New York, the federal law-enforcement authorities are reviewing and investigating Uber when they allegedly used software to interfere with its competitors. Uber's program was called "Hell," which could track drivers working for Lyft. 

              Adding more legal headaches for Uber and their new president.

              Need more business, Marketing or advertising insights? 

              Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

              For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 


              Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


              In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 


              The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 


              The Nine P's can be truly insightful, in many ways and in many possible actions. 


              I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.


              So what is Marketing? 


              Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 


              All of these activities must work together to assure successful marketing practices. 

              Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

              In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 


              The 9P's of Marketing include important components, elements, actions and efforts. 


              Let's start with targeting, "People," one of the nine elements or components. :

              • People 
                • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
                • Look at new, existing and repeat customers. 
                • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
                • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
                • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
              • Planning: 
                • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
                • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
                • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
              • Product and Services: 
                • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
                • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
              • Place (Distribution): 
                • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
                • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
              • Price:
                • Simply, all aspects regarding pricing. 
                • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
                • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
                • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
              • Promotion: 
                • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
                • The activities that communicate the merits of the overall product, which include:
                  • Personal Selling/ Sales Force: Sales persons: 
                    • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                  • Advertising: There's an expression "It is only creative if it sells." I wanted to add "It is only good media spending if it sells." 
                  • Sales Promotion
                  • Collateral Materials
                  • Direct Marketing (also referred to as Action or Direct Response Advertising)
                  • Interactive/Internet/Web, Digital Media, Social Media:  
                  • Events and Experiences
                  • Public Relations/PR
                • Here are some strategic questions under Promotion::
                  • Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
                  • Evaluate the eight different elements under Promotion and your brand's practices and ask is there a better way? 
                  • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways to budget?" 
                  • Look at different strategic partners? Their costs?
                  • To whom should you target and promote? Under People/Targeting, target audience within media falls here. 
                  • What should you promote? Strategic copy points. 
                  • Discounting? Pecial sales? What economic and discount levels should you offer? Look at revenue versus costs. 
                  • What form or combination of promotion should you offer? Features?
                  • How frequent? Add media planning here. 
                • Partners: 
                  • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
                  • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
                • Presentation: 
                  • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
                  • Look at “real” product and service experiences. 
                  • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
                  • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
                • Passion:
                  • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

                  For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

                  Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 




                  Friday, October 13, 2017

                  How Do You Target With 220 Languages Spoken In California, Under "People" With The Nine P's Of Marketing?

                  Well, under sophisticated marketing planning, implementation and execution, it is not all about language spoken, either at retail, online, at home, at work or in school. I did find some research that 220 different languages are spoken in Califonia, with 44% of the residents speaking a language other than English. But it's about much more than a language, whether spoken or written. 

                  It's about all of the nine P's of Marketing, in your research and planning.

                  How do you target and what is a target market? 

                  A target market is a particular group of consumers at which a product or service is aimed. 

                  A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.  In my analysis and thinking, a target audience would be a media term; target market is a marketing term.
                  Also in defining a target market it requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on: 
                  • Demographics (language falls her along with gender, age,family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, social class (is also sometimes put under psychographics.) 
                  • Geographics
                  • Psychographics
                  • Behavior
                  • Technographics or technographical characteristics. Understand your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too. 
                  • Need more business, Marketing or advertising insights? 

                    Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

                    For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 

                    Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

                    In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing. 

                    The Nine P's/9P's of Marketing help brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

                    The Nine P's can be truly insightful, in many ways and in many possible actions. 

                    I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.

                    So what is Marketing? 

                    Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 

                    All of these activities must work together to assure successful marketing practices. 
                    Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

                    In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 

                    The 9P's of Marketing include important components, elements, actions and efforts. 

                    Let's start with targeting, "People," one of the nine elements or components. :
                    • People 
                      • "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with Product, Promotion, Place and Price.
                      • Look at new, existing and repeat customers. 
                      • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
                      • "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
                      • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
                    • Planning: 
                      • It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
                      • Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations. 
                      • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
                    • Product and Services: 
                      • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
                      • The goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
                    • Place (Distribution): 
                      • Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
                      • Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
                    • Price:
                      • Simply, all aspects regarding pricing. 
                      • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
                      • The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  
                      • Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.
                    • Promotion: 
                      • Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. 
                      • The activities that communicate the merits of the overall product, which include:
                        • Personal Selling/ Sales Force: Sales persons: 
                          • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                        • Advertising: There's an expression "It is only creative if it sells." I wanted to add "It is only good media spending if it sells." 
                        • Sales Promotion
                        • Collateral Materials
                        • Direct Marketing (also referred to as Action or Direct Response Advertising)
                        • Interactive/Internet/Web, Digital Media, Social Media:  
                        • Events and Experiences
                        • Public Relations/PR
                      • Here are some strategic questions under Promotion::
                        • Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
                        • Evaluate the eight different elements under Promotion and your brand's practices and ask is there a better way? 
                        • What are your costs in dollars and manpower or person power and ask "Is there a different way or ways to budget?" 
                        • Look at different strategic partners? Their costs?
                        • To whom should you target and promote? Under People/Targeting, target audience within media falls here. 
                        • What should you promote? Strategic copy points. 
                        • Discounting? Pecial sales? What economic and discount levels should you offer? Look at revenue versus costs. 
                        • What form or combination of promotion should you offer? Features?
                        • How frequent? Add media planning here. 
                    • Partners: 
                      • Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
                      • With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
                    • Presentation: 
                      • The “P” or “Presentation” is the act of presenting, displaying and putting forward any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
                      • Look at “real” product and service experiences. 
                      • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
                      • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
                    • Passion:
                      • Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.
                      For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

                      Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC.