Monday, February 18, 2019

DTC: Direct to Consumer. A Distribution And Target/People, Under The 9P's Of Marketing Example.

Use TV to sell prescriptions. 

Use a sales force. 

Use samples given to doctors and they gove to their patients.

These fall under "Promotion," in the 9P's of Marketing.

One has more costs. For drug companies, marketers can promote to general consumers or to doctors or hospitals. Or all of these targets. 

Depending on the products,marketing objectives and strategies, promoting and targeting hospital and doctors may require a smaller sales force (one of the eight elements, under Promotion in the 9P's.  

Need to increase sales and overall revenue? 

As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in 2019? 

Need examples of strengthening your pillars of brand or branding strategies? 


Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and partnership strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 


I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" One of my examples is a dermatologist. I will be using it at UCLA and at Pepperdine this semester. 

Eleven years ago, I created and own the 9P's of Marketing. T
he Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept.

In the late 60's I was first taught in Marketing 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's. I expanded and have developed the concepts of the nine P's. 


For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 

The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or 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 tactics and actions. They will help build revenue, manage costs more effectively. 


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


So, what is Marketing, you and others may ask? 
Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, 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 planning, objectives, strategies and tactics. 


For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

  • Planning: 
    • Planning 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. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
    • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And more under the 9Ps of Marketing
  • People 
    • Look and analyze potential, new, existing and repeat customers and users. 
    • "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.
    • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
    • 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 buyer, "customer," or "People," in both planning ad implementation.
    • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) 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 a market segment or marketing segments.
    • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
    • Product and Services: 
      • It's 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.
      • 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.
    • Place (Distribution): 
      • Offering the right product at the right PLACE or location, 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.  
      • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
    • Price or Pricing:
      • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
      • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
      • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
      • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
    • Promotion: 
      • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
      • The activities that communicate the merits of the overall product include:
        • Personal Selling/ Sales Force: Sales persons
          • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
        • Advertising is paid media. There's an expression "It is only creative if the product or service 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:
        • What should you promote? Strategic copy points.
        • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
        • What are your costs in dollars and manpower or person power? 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 market, audience with media falls here. 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. 
        • You can differentiate with price. 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: 
        • 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.
        • Also referred to as Alliances. 
        • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
      • Presentation: 
        • This “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 your potential consumers. 
      • Passion:
        • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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.  

        Here to help. 


        Sunday, February 17, 2019

        Tesla Decresaed The Divison Delivering Cars. Where Do You Put That Component Or Element, Under The 9P's Of Marketing?

        Marketers want to: 
        • Offer the right product at the right PLACE or location, at the right time, at the right price.
        When Tesla Inc. last month cut jobs from the department delivering its electric vehicles in North America, which "P" of the 9P's of Marketing is that one?

        It would be "Place," or distribution.

        Visit here for more insights and true Marketing and Advertising Trivia.

        I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


        The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.


        I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.


        In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

        • People (Segmentation and Targeting)
          • Potential purchasers and buyers go here. Look and analyze potential, new, existing and repeat customers and users of Tesla.  
          • "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.
          • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
          • 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 buyer, "customer," or "People," in both planning ad implementation.
          • To understand your "People" or market segments, it may utilize many characteristics, including demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. 
          • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) 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 a market segment or marketing segments.
          • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
        • Product
        • Place (Distribution): 
          • Offering the right product at the right PLACE or location, 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.  
          • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
        • Price
        • Planning
        • Promotion
        • Presentation
        • Passion
        For more on 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 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.


        Saturday, February 16, 2019

        Oscar Controversy. Putting 2 and 2 together. Putting Half A Dozen Thoughts Together, With The 9P's Of Marketing

        Here are bunch of thoughts concerning the Academy Awards, which will be broadcast on February 24th on ABC. 
        1. There have been the problems of TV viewership dropping and the Oscars’ dwindling TV  ratings. That affects revenue, advertising, clients and media buying.
        2. Plenty of controversy, this year for the Academy Awards, also known as the Oscars.  
        3. Not all of the award ceremony will be telecast. To cut back on the length of the show, the Academy board agreed to relegate several award presentations, one was cinematography,  to commercial breaks.
        4. ABC owns the Oscars through 2028.
        5. The Academy’s Board of Governors said it would cap the usually four plus hour program to three hours, which is was in the 70's.
        6. Who is the biggest advertiser on the telecast...ABC, haven't heard a thing about fewer spots and programming and promotion for ABC.  
        Need to increase sales and overall revenue? 

        As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in 2019? 

        Need examples of strengthening your pillars of brand or branding strategies? 


        Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and partnership strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

        For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 


        I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" One of my examples is a dermatologist. I will be using it at UCLA and at Pepperdine this semester. 

        Eleven years ago, I created and own the 9P's of Marketing. T
        he Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept.

        In the late 60's I was first taught in Marketing 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's. I expanded and have developed the concepts of the nine P's. 


        For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 

        The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or 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 tactics and actions. They will help build revenue, manage costs more effectively. 


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


        So, what is Marketing, you and others may ask? 
        Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

        In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
        Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

        Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, 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 planning, objectives, strategies and tactics. 


        For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


        Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

        • Planning: 
          • Planning 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. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
          • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And more under the 9Ps of Marketing
        • People 
          • Look and analyze potential, new, existing and repeat customers and users. 
          • "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.
          • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
          • 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 buyer, "customer," or "People," in both planning ad implementation.
          • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) 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 a market segment or marketing segments.
          • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
          • Product and Services: 
            • It's 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.
            • 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.
          • Place (Distribution): 
            • Offering the right product at the right PLACE or location, 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.  
            • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
          • Price or Pricing:
            • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
            • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
            • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
            • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
          • Promotion: 
            • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
            • The activities that communicate the merits of the overall product include:
              • Personal Selling/ Sales Force: Sales persons
                • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
              • Advertising is paid media. There's an expression "It is only creative if the product or service 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:
              • What should you promote? Strategic copy points.
              • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
              • What are your costs in dollars and manpower or person power? 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 market, audience with media falls here. 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. 
              • You can differentiate with price. 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: 
              • 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.
              • Also referred to as Alliances. 
              • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
            • Presentation: 
              • This “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 your potential consumers. 
            • Passion:
              • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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.  

              Here to help. 

              Friday, February 15, 2019

              With Rivian And The 9P's Of Marketing: Amazon: Partnership And Product Example, With Or Without GM.

              This is about Rivian Automotive. Rivian spokesman said Amazon is in, which does not include GM on investing in electric vehicles and sustainable mobility. Plus Rivian's long-term investment partner is ALJ.
              Amazon Inc. made a $700 million investment in electric vehicle startup Rivian Automotive. General Motors is also in the mix but without a commitment. It had been reported that Amazon and GM were in talks to make investments.
              "This investment is an important milestone for Rivian and the shift to sustainable mobility...Beyond simply eliminating compromises that exist around performance, capability and efficiency, we are working to drive innovation across the entire customer experience."

              Visit here for more insights and true Marketing and Advertising Trivia.

              I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

              The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

              I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

              In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
              1. Planning and Research
              2. People (Segmentation and Targeting)
                • Look and analyze potential, new, existing and repeat customers and users. 
                • "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.
                • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
                • 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 buyer, "customer," or "People," in both planning ad implementation.
                • To understand your "People" or market segments, it may utilize many characteristics, including demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. 
                • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) 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 a market segment or marketing segments.
                • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
              3. Product and Services
                • Electric cars and mobility. It's the goods and service combination the firm offers to the target market ("People," including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
                • 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.
              4. Place (Distribution)
              5. Price or Pricing
              6. Promotion
              7. Partners:
                • 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.
                • Also referred to as Alliances. 
                • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies. In this example electric vehicles and mobility.
              8. Presentation
              9. Passion
              For more on 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 54 stimulating questions and answers at Londre Marketing Consultants, LLC


              Here to assist. All the best.

              A "Target Rich Environment." It’s About “People,” "Targeting, "Under The 9P’s Of Marketing.

              I'm combining Marketing theory with strategies and tactics.

              It’s about potential customers. It’s about products and more.

              As an owner, operator, supervisor, marketing executive, manager or employee, can your customers, clients or users tell the difference between your product or service and your competition? A strategic and significant difference? Every brand should have a story to tell.
              But are you telling the right story? Is your brand and story reaching the right people, potential purchasers?

              An hour and eleven minutes into the excellent movie "Molly’s Game," the character uses the expression “target rich environment.”

              You may remember that “Molly’s Game” was based on the true story of Molly Bloom, played by Jessica Chastain, a former Olympic-class skier. She who ran the world’s most exclusive high-stakes poker games ($250K buy some nights) for a decade before being arrested by the FBI.

              Her poker players were Hollywood stars, spots legends, business moguls and the Russian mob.

              Why use “target rich environment?” It worked. It was a location or locations where she and her workers solicited potential players.

              A lot of marketing terms come from the military. 

              Target rich comes from that too. Target rich environment is a combat situation in which an attacker, equipped with superior weapons is presented with a large number of highly desirable, poorly defended and high-valued targets. Or it’s a charity event, party, bar, workplace, bar or entertainment venue where a new arrival finds a large number of attractive, unattached members of the opposite sex.

              I found another place where “target rich” may be used. It’s could be used as a sarcastic term when as military personnel are surrounded or outnumbered. “Hey, guys, unfortunately were in a “target rich environment.”

              One more in a search on Amazon it is used in a fantasy book series from the creator of Monster Hunter International, a short story collection by author Larry Correia.

              Visit here for more insights and true Marketing and Advertising Trivia.

              I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


              The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.


              I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.


              In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

              • People (Segmentation and Targeting)
              • Product
              • Place (Distribution)
              • Price
              • Planning
              • Partners
              • Promotion
              • Presentation
              • Passion
              For more on 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 54 stimulating questions and answers at Londre Marketing Consultants, LLC

              Here to help. 

              All the best.



              Thursday, February 14, 2019

              Major Storms Bring Changes For Passengers And Bookings. It's About Airlines

              Many flights today and tomorrow have been changed or cancelled. 

              That's been reported across the country and for more than 90 U.S. airports, with all of the storms across America, here's some helpful advice. 


              With so many storms, flights being cancelled and travel plans being altered, be sure to update your itinerary either online or over the phone. Be sure to call your airline or the airlines before your scheduled departure of your original flight.


              Many airlines have announced (part of PR and customer service) have announced change fee waivers. In most cases, you are allowed to change your flight to a later date without paying the change fee and any difference in fare.


              It's about taking care of your "people," or customers, under the 9P's of Marketing.

              Need to increase sales and overall revenue? 

              As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in 2019? 

              Need examples of strengthening your pillars of brand or branding strategies? 


              Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and partnership strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

              For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 


              I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" One of my examples is a dermatologist. I will be using it at UCLA and at Pepperdine this semester. 

              Eleven years ago, I created and own the 9P's of Marketing. T
              he Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept.

              In the late 60's I was first taught in Marketing 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's. I expanded and have developed the concepts of the nine P's. 


              For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 

              The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or 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 tactics and actions. They will help build revenue, manage costs more effectively. 


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


              So, what is Marketing, you and others may ask? 
              Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

              In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
              Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

              Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, 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 planning, objectives, strategies and tactics. 


              For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


              Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

              • Planning: 
                • Planning 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. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
                • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And more under the 9Ps of Marketing
              • People 
                • Look and analyze potential, new, existing and repeat customers and users. 
                • "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.
                • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
                • 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 buyer, "customer," or "People," in both planning ad implementation.
                • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) 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 a market segment or marketing segments.
                • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
                • Product and Services: 
                  • It's 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.
                  • 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.
                • Place (Distribution): 
                  • Offering the right product at the right PLACE or location, 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.  
                  • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
                • Price or Pricing:
                  • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
                  • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
                  • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
                  • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
                • Promotion: 
                  • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
                  • The activities that communicate the merits of the overall product include:
                    • Personal Selling/ Sales Force: Sales persons
                      • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                    • Advertising is paid media. There's an expression "It is only creative if the product or service 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:
                    • What should you promote? Strategic copy points.
                    • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
                    • What are your costs in dollars and manpower or person power? 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 market, audience with media falls here. 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. 
                    • You can differentiate with price. 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: 
                    • 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.
                    • Also referred to as Alliances. 
                    • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
                  • Presentation: 
                    • This “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 your potential consumers. 
                  • Passion:
                    • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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.  

                    Here to help.