Bottom line: They want to set the standards for the autonomous car industry.
Here's a PR example and the group or "Partners," under my nine P's, who intend to work to advance safely in the testing, development and deployment of automated or self-driving vehicles, including the setting of industry standards.
Forming the Automated Vehicle Safety Consortium (AVSC).there will be SAE International with Ford, General Motors and Toyota.
With the priority of sharing data, their first output of the group is expected to be a roadmap of other priorities for developers, manufacturers and integrators of automated vehicle technology.
From Ford Autonomous Vehicles LLC's the chief technology officer:
- "We understand that autonomous vehicles need to operate safely and reliably in concert with infrastructure and other road users to earn the trust of the communities in which they are deployed.
Consumers are getting more comfortable with some of these "self-driving" features.
Potential car buyer or "People," in my 9P's are looking for the features such as lane assist and parking assist. Factors in purchasing or at least looking for a new car.
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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.
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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.
Twelve years ago, I created and own the marketing objectives, strategies and tactics of the 9P's of Marketing. The Nine P’s/9 P's of Marketing ©2007 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 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the concepts of the nine P's.
For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent in my marketing model or theory. These potential buyers 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 their marketing problems, to identify and create Marketing opportunities or solutions, in your marketplace.
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.
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") in your marketplace.
Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." 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 or Simply Marketing 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 your 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 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.
- 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.
- Place (Distribution):
- 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.”
- It's your offering of 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.
- Price or Pricing:
- Simply it's 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:
- I teach and consult that 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. Your sales force.
- Helpful consulting tip or 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
- What some strategic questions under Promotion?
- What should your company promote? Strategic copy points, for your product or service.
- 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, your promotional dollars?"
- 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 programming 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 concern.
- 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 for 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.
As the ending written by Margaret Atwood for “The Handmaid’s Tale,” "Are there any questions?"
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.
Carolyn was paid with a check for $35. Great deal and has lasted more than 47 years, since 1971.
