Thursday, January 21, 2021

In The Time Of The Covid-19 Pandemic, One Company Has Hit Record Number Of "People?" Also Subscribers?

Huge day. Mont. Year. For Netflix. 

They added 8.51 million paid streaming subscribers in the fourth quarter of 2020. That adds up to 36.6 million subscribers/customers/"People," in my 9P's  

Biggest in four years in stock price gains.  For Netflix. They have a higher market caps than Comcast or Verizon.

For Netflix. They hit an all-time high of $586.34 per share, up 16.9% for the day, January 20th. 

Netflix has 203.7 million ("People") or customers/subscriber worldwide, end of  2020. 

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)
    • 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)
  • Price
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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 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 comments and questions under Promotion:
      • What should you promote? Strategic copy points.
      • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?
      • 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
  • 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.

Wednesday, January 20, 2021

Will Chrysler or Fiat Chrysler Make It 100 Years?

Keeping up with consumer tastes. Consumer tastes change. 

Chrysler may not be around; it’s nearly 100 years old. But may not make it five years to 2025.

Then it won’t be for you or your father or your grandfather, if the brand goes away.

General Motors (GM) has had many car brands, including Cadillac, Chevrolet, Oldsmobile and Buick.

From my background in advertising, for some reason, I’m equating Oldsmobile with Chrysler.

Chrysler was close to extinction before. With the 2008 recession, the company filed for bankruptcy. In 2014, it was purchased by Fiat, which merged the two into Fiat Chrysler.

Chrysler was left selling only minivans (the Chrysler Pacifica) and sedans (the Chrysler 300). 

Today, car buyers or “people” are not looking for mini vans or sedans but SUVs, pickups and crossovers, accounting for three out of every four cars sold in 2019.

The product, brand and name "Chrysler" hangs in the balance after shareholders of Fiat Chrysler and the PSA Group (Peugeot and Citroën brands) approved a merger. They will be named “Stellantis,” as the fourth largest automaker in the world behind VW, Toyota and Renault-Nissan.

Trying to modernize and the electrical transformation of car models, Chrysler may not be able to stand on its own. It may be  "cannibalized," the marketing concept or the the reduction of the sales of a company's own products as a consequence of its introduction of another similar product. 

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)
    • Car buyers are obviously different for minivans, sedans, crossovers, and e-cars. 
    • Look and analyze potential, new, existing and repeat customers and users of cars. 
    • "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)
  • Price
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product 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 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 comments and questions under Promotion:
      • What should you promote? Strategic copy points.
      • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
      • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
      • 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?
      • 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
  • 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.




Tuesday, January 19, 2021

Movies At Home? It’s More “Product,” Under The 9P’s. What's Netflix Doing In 2021?

What Netflix Doing In 2021? They are introducing a ton of movies at the right place and right time. During Covid-119 pandemic. Making for some lemonade out of lemons. 

Covid-19 has changed everything.  It’s made it the perfect storm or time for Netflix, the world’s largest streamer, to release new and premium product. They are not hampered.

Here’s an intriguing use of “Product” and “Place” in the nine P’s of Marketing.

No multiplexes for a while? Not going to theatres for a while?

Releasing a movie or multiple movies each week is the "planning" part of the 9P's for Netflix. 

For their “people” or 193 million subscribers. There will be acquisitions, original and at least 71 movies for 2021.

They will feature Timothee Chalamet, Gal Gadot, Regina King, Meryl Streep, Dwayne Johnson, Melissa McCarthy, Halle Berry, John Cho, Constance Wu, Will Yun Lee, Jason Momoa, Amy Adams, Ryan Reynolds, Chris Hemsworth and Lin-Manuel Miranda and more.

Do you need examples of strengthening your pillars of your brand or branding strategies?  Understanding the 9P's of marketing?

Do you have the responsibility and the need to increase sales and overall revenue?  


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 in court.


Need a 
deep intuitive understanding into "real" Marketing?  
As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper insights into business, Marketing and advertising? 

Visit here for plenty of insights into Marketing. 

I created the 9P's. It's a framework; it includes targeting or "People," planning, product and services, promotion, pricing, partnership strategies, "Place," Passion and Presentation. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified, credentialed Forensic Litigation consultant (CFLC), a 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 present to MBA candidates, law schools and attorneys my  "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. It's interactive. I have been to UCLA School of Law and at Pepperdine University this semester. 

Twelve years ago, I created and own the marketing objectives, strategies and tactics practice of the 9P's of Marketing. T
he 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. I've added "People," "Passion," "Planning" and "Partners" and "Presentation." 

In the late 60's I attended Marketing 307 at USC. I learned that the "customer," or potential purchasers, buyers are king or kings, but I discovered that potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the additional concepts under the nine P's. Look at first-time purchasers and repeat buyers. 


For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are placed much more prominent in my marketing model and practice.  These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

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. I see opportunities where others see problems. These strategies and tactics will help build revenue, manage costs, more effectively. 

So, 
you and others may ask "What is Marketing?"  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 and talks, I detail that advertising is only a small percentage of the answers to marketing problems.  Advertising is a small part of Marketing. 


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 managers and brand agents develop planning, plans, objectives, strategies and tactics. 


For any size firm and new or old 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: 
    • Like releasing a new movie each week or 71 movies and releases for Netflix. Planning starts with research and researching. Simple or complex observations. 
    • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts; your insights can start a detailed formulation of a program or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
    • Look at developing and transforming marketing objectives into marketing strategies leading 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 there's more under the other 9Ps of Marketing
  • People 
    • Movie goers or movie-viewers at home. This is targeting or "People;" it 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. No "People." 
    • Place potentials "consumers" 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 and implementation.
    • Look and analyze your potential, new, existing and repeat customers and users. 
    • To understand your "People" or your market segments, you may need to 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 or second step, which may need your firm to do more research and planning. 
    • Product and Services: 
      • Movies and entertainment aimed at 193 million subscribers
      • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that may 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 with your “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 may involve buyer perceptions. Simply, this component or element is all of the aspects regarding pricing
      • Pricing or "Price" also 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 this time helps you position your service/product/solution or offering, by understanding their needs and wants. 
        • 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. Plenty of stroylines and stars to feature and promote. 
        • 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. It's about creativity and efficiencies. 
        • 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.  
        • 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? Actual costs? 
      • Partners: 
        • I added Partners to the mix. Under Marketing, it's the working with others, firms and organizations which take part in an undertaking, using the 9P's, with another or others, in a business or function 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 displaying, using, presenting, and putting forward any of your efforts utilizing the other 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
        • Be sure to look and promote "real” product and service experiences. 
        • This "P" helps you enable 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:
        • This "P" are 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.  

        Monday, January 18, 2021

        It's The Inauguration, After The Elections And All Of Those Ads: Some Observations On How Political Marketing Is Different.

        Brands go head-to-head with competitive products but nothing like political candidates. 

        Brands want to sell benefits or positives. 

        Politicians communicate or "sell" negatives about their competitors.

        In 2020 and 2021 there were fewer in-person events and opportunities for politicians to meet candidates. There was more money spent on ads especially in some congressional and senate seats up for reelection.  

        There is or was no handshaking and no meetings at town halls, clubs, associations, fairs, festivals and rallies. With more ads dominating all programming leading up the voting days. 

        Brands want PR. Politicians or candidates dodge interviews, press conferences, questions, deflect blame, or create untruths or semi untruths.

        Research especially at voting sites seem so difficult to get the “right” or correct answers. Product and service advertising is not easy, but easier.

        In the real world there are fines and lawsuits about disseminating falsehoods.  

        There are few restrictions on political ads made by candidates and parties. We did see some sarcasm, bullying, scare tactics against rival politicians.

        For brand marketers they can't emulate every tactic deployed by political parties. Shouldn't want to either.

        Do you need examples of strengthening your pillars of your brand or branding strategies?  

        Do you have the responsibility and the need to increase sales and overall revenue?  

        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 in court.


        Need a 
        deep intuitive understanding into "real" Marketing?  
        As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper insights into business, Marketing and advertising? 

        Visit here for plenty of insights into Marketing. 

        I created the 9P's. It's a framework; it includes targeting or "People," planning, product and services, promotion, pricing, partnership strategies, "Place," Passion and Presentation. Plus true, researched marketing insights and fun, insightful, advertising trivia.

        For the past 48 years, I have been a Marketing professional, a certified, credentialed Forensic Litigation consultant (CFLC), a 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 present to MBA candidates, law schools and attorneys my  "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. It's interactive. I have been to UCLA School of Law and at Pepperdine University this semester. 

        Twelve years ago, I created and own the marketing objectives, strategies and tactics practice of the 9P's of Marketing. T
        he 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. I've added "People," "Passion," "Planning" and "Partners" and "Presentation." 

        In the late 60's I attended Marketing 307 at USC. I learned that the "customer," or potential purchasers, buyers are king or kings, but I discovered that potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the additional concepts under the nine P's. Look at first-time purchasers and repeat buyers. 


        For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are placed much more prominent in my marketing model and practice.  These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

        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. I see opportunities where others see problems. These strategies and tactics will help build revenue, manage costs, more effectively. 

        So, 
        you and others may ask "What is Marketing?"  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 and talks, I detail that advertising is only a small percentage of the answers to marketing problems.  Advertising is a small part of Marketing. 


        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 managers and brand agents develop planning, plans, objectives, strategies and tactics. 


        For any size firm and new or old 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: 
          • Politicians use marketing and Marketing planning and research. Planning starts with research and researching. Simple or complex observations. 
          • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts; your insights can start a detailed formulation of a program or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
          • Look at developing and transforming marketing objectives into marketing strategies leading 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 there's more under the other 9Ps of Marketing
        • People 
          • Potential voters and registered voters. 
          • This element in the 9P's is targeting or "People;" it 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. No "People." 
          • Place potentials "consumers" 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 and implementation.
          • Look and analyze your potential, new, existing and repeat customers and users. 
          • To understand your "People" or your market segments, you may need to 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 or second step, which may need your firm to do more research and planning. 
          • Product and Services: 
            • Candidates are products. A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that may 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 with your “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 may involve buyer perceptions. Simply, this component or element is all of the aspects regarding pricing
            • Pricing or "Price" also 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 this time helps you position your service/product/solution or offering, by understanding their needs and wants. 
              • 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. It's about creativity and efficiencies. 
              • 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.  
              • 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? Actual costs? 
            • Partners: 
              • I added Partners to the mix. Under Marketing, it's the working with others, firms and organizations which take part in an undertaking, using the 9P's, with another or others, in a business or function 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 displaying, using, presenting, and putting forward any of your efforts utilizing the other 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
              • Be sure to look and promote "real” product and service experiences. 
              • This "P" helps you enable 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:
              • This "P" are 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.  

              Sunday, January 17, 2021

              Travelling Isn't Easy. Per CDC, Travelers Boarding International Flights To The US Will Need?

              They will need proof of a negative COVID-19 test,

              This will make for some scrambling. Travelers must get a viral test within three days before their flight to the U.S

              “Testing does not eliminate all risk…”

              Regarding travelers flying into the United States from international destinations will now need to show proof of a negative COVID-19 test before boarding their flights. 

              The U.S. Centers for Disease Control and Prevention announced this new policy on January 12th. Goes into effect on Thursday January 26th.

              Do you need examples of strengthening your pillars of your brand or branding strategies?  

              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 in court.


              Need a 
              deep intuitive understanding into "real" Marketing?  
              As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper insights into business, Marketing and advertising? 

              Visit here for plenty of insights into Marketing. 

              I created the 9P's. It's a framework; it includes targeting or "People," planning, product and services, promotion, pricing, partnership strategies, "Place," Passion and Presentation. Plus true, researched marketing insights and fun, insightful, advertising trivia.

              For the past 48 years, I have been a Marketing professional, a certified, credentialed Forensic Litigation consultant (CFLC), a 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 present to MBA candidates, law schools and attorneys my  "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. It's interactive. I have been to UCLA School of Law and at Pepperdine University this semester. 

              Twelve years ago, I created and own the marketing objectives, strategies and tactics practice of the 9P's of Marketing. T
              he 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. I've added "People," "Passion," "Planning" and "Partners" and "Presentation." 

              In the late 60's I attended Marketing 307 at USC. I learned that the "customer," or potential purchasers, buyers are king or kings, but I discovered that potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the additional concepts under the nine P's. Look at first-time purchasers and repeat buyers. 


              For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are placed much more prominent in my marketing model and practice.  These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

              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. I see opportunities where others see problems. These strategies and tactics will help build revenue, manage costs, more effectively. 

              So, 
              you and others may ask "What is Marketing?"  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 and talks, I detail that advertising is only a small percentage of the answers to marketing problems.  Advertising is a small part of Marketing. 


              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 managers and brand agents develop planning, plans, objectives, strategies and tactics. 


              For any size firm and new or old 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. Simple or complex observations. 
                • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts; your insights can start a detailed formulation of a program or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
                • Look at developing and transforming marketing objectives into marketing strategies leading 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 there's more under the other 9Ps of Marketing
              • People 
                • This is targeting or "People;" it 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. No "People." 
                • Place potentials "consumers" 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 and implementation.
                • Look and analyze your potential, new, existing and repeat customers and users. 
                • To understand your "People" or your market segments, you may need to 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 or second step, which may need your firm to do more research and planning. 
                • Product and Services: 
                  • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that may 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 with your “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 may involve buyer perceptions. Simply, this component or element is all of the aspects regarding pricing
                  • Pricing or "Price" also 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 this time helps you position your service/product/solution or offering, by understanding their needs and wants. 
                    • 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. It's about creativity and efficiencies. 
                    • 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.  
                    • 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? Actual costs? 
                  • Partners: 
                    • I added Partners to the mix. Under Marketing, it's the working with others, firms and organizations which take part in an undertaking, using the 9P's, with another or others, in a business or function 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 displaying, using, presenting, and putting forward any of your efforts utilizing the other 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
                    • Be sure to look and promote "real” product and service experiences. 
                    • This "P" helps you enable 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:
                    • This "P" are 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.