In Today's Economy, What Is Price and Pricing? Convenience, Technology. Discussion on Part of the Nine P's In Marketing.

Today's economy is tough. Everyone wants to negotiate and wants a deal. OK, almost everyone. With LivingSocial, Groupon, and other sites, it's also about how to save at a restaurant or food places.

Pricing can mean value, convenience, efficacious and quality.. Think about getting a "deal" at a wholesaler or the employee pricing or Employee Price" the auto makers promoted for a couple of years. Haven't heard that one promoted in a whole. A great question is how cheap are TIDE's Pods, which cost more but are easier to use.

I want to put these and additional examples into some context. I have taught 79 semesters of Marketing, Global Studies and Advertising at USC, Pepperdine, CSUN, Loyola Marymount. I'm a guest speaker at UCLA, USC and CSUN and other schools  and I am a Marketing Expert in court and have my own marketing firm at Londre Marketing Consultants, LLC. I have a copyrighted concept which shows marketing planning with objectives, strategies and tactics. One of the Nine P’s/Nine P’s ©2007 in Marketing and the study of Marketing is “Price:” The college pricing and promotional offers in marketing would be found under "Price," in the Nine P's/9P's.

Price/Pricing, in Marketing: 

• The amount of money a consumer is willing to pay to obtain the product. 
• All aspects regarding "Pricing."
• Includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.    

I have written in a previous blog about colleges adjusting pricing and unit costs after the longest run-up of overall pricing. Pricing decision making also involves adjusting prices for companies, including colleges and universities concerning the competitive environment, economic situations and involve buyer perceptions.

Prices are a key positioning factor and must be decided in relation to the target market, the product and service assortment mix, and the competition. There's a "price" we pay to be educated, whether in the classroom, or the marketplace, which may include producers, manufacturers, wholesalers, retailers, direct marketers, and consumers and users. .

For more on ideas and Marketing concepts: Go to http://www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find them at Nine P's/9P's Link.

Or for more fun, marketing strategies/tactics and facts:  Go to Londre Marketing Trivia here.

Here to help you better understand. All the best.

One of the Nine P's, Packaging Is Part of "Product," in the Practice and Study of Marketing. Budweiser Will Introduce a "Bow-Tie-Shaped" Aluminum Can.

18 Million of them are going. Budweiser is introducing a "bow tie-shaped" aluminum can with a dented, squished-in middle illustrating their bow-shaped logo treatment, which goes back to 1956.

The can is an addition to the product line and will not replace their traditional can. It holds fewer ounces than its 12-ounce traditional can-- about 11.3 ounces of beer. If you care it will be 137 calories.

It won't be sold as a six-pack. The new can will be available exclusively in the U.S. as part of an eight-pack.

Last year, according to Mintel, 40,194 new products hit the market in 2012. As for new products which wouldn't include new packaging in 2013 you may have seen Anheuser-Busch’s Beck’s Sapphire, Lean Cuisine Salad Additions, Hillshire Smoky Bourbon ham. Jif Whips (PB in tubs), Dunkin Donuts Blueberry-flavored coffee, Armour39 (a digital training monitor), Simple Sensitive Skin Line, AHAVA (Active Deadsea Minerals) Eye Make Up Remover, Maybelline Hydrating Lip Balm, and others.

A number of important strategic philosophies and practices guide Marketing planning, efforts and/or Marketing relationships/partnerships. In the Nine P’s© 2007, “Product” is one of the significant components and strategies. In Marketing, the variable  "Product" includes new product development, product mix, features, designs, packaging, sizes, services, warranties and return policies.

I have taught global studies, Marketing, global communication, and advertising for 38 years. For my clients, in the courtroom and in the classroom, we define "Product" of the Nine P's as: A product is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.  (Kotler)

• A product line is a group of products that are closely related because they function in a similar manner, are sold to the same customer groups, are marketed or sold through the same types of outlets, or fall within given price ranges. The major product line decision involves product line length (the number of items in the product line. 

A company’s product mix has four important dimensions: width (number of different product lines), length (number of items a company carries within the product lines), depth (number of versions offered for each product in the line), and consistency (how closely related the various product lines are in end use, production requirements, distribution channels, or in any other way).

A service is any activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything. (Kotler)“

Product” includes packaging, as a subset of the total offering. Brand managers use packaging as a badge, enhancing the product’s value. Here’s an example: in fall 2008, McDonald's scrapped and changed its package design across 118 countries, 56 languages. Packaging can increase the perceptions about the quality of the product.

A product or service also should have "Purpose," which is discovering the product’s real value, use, difference, reason, or function for the consumer and user.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

Google Services Can Be Great. Google's Vital Open Source App, Person Finder or PFIF (People Finder Interchange Format).

More people need to know about this vital service, Person Finder, especially when you are looking for a loved one. Google's open source app, Person Finder, was brought out again after yesterday's horrific Boston Marathon tragedy. Developed by Volunteers from Katrina, the app was created by Google after the 2010 earthquakes in Haiti.

The Google app is an interface that trawls the web collecting and aggregating data from sites that collect info about missing persons. It's format is called PFIF (People Finder Interchange Format).

Google is making the information, data accessible and available to anyone. You can either input the name or photos of someone you're looking for, or someone you have info about.

In any crisis, like yesterday's, it is vitally important that many more need to know about this vital Google service. Especially after yesterday and major disaster.

The Person Finder may include satellite photos, shelters, locations, power outages, and more. TGFG (Thank God for Google) in this example.

People and targeting are part of the Nine P's of Marketing. 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. 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.

Here to help. All the best, during a really tough time.

Art and Portraits of Women in Advertising. Artists Blending "People," "Promotion," "Passion" and "Presentation" in the Nine P's for Dove.

Great campaign. Using advertising and a forensic artist in the "Promotion" of Dove Beauty Products. Dove's advertising portrays that "Women are more beautiful than they think."

Dove conducted a social experiment and it's part of its ongoing promotion and advertising for Dove on the theme of "real" beauty of women in its ads.

Dove employed a trained forensic sketch artist in their promotion and advertising. He created and compared portraits of women from their own descriptions of themselves, and then he drew them as others who had just met them, saw them. Comparing them to an "eyewitness" account, and the reason for using the forensic artist.

Presenting positive attitudes can be a means for change. This concept reminds me of one of my favorite books in college, Psycho-Cybernetics by Maltz. His book demonstrated how positive thoughts/wisdom and helpful insights can help most any one be a more successful person. Happiness and success are habitual. So are failure, unhappiness and misery. Negative thoughts and habits can be changed. A psychologist, an artist, advertising and a book may show you the way. There are surely differences between how we see ourselves and how others see us.

The full campaign for Dove will include a documentary, four films and OOH (Out of Home) outdoor advertising executions.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

Update on the Demise of NBC's "Celebrity Apprentice." Few Are Watching. Observations and the Nine P's.

Here's an update. The show is too scripted. Too obvious. Only 5.2% of the audience is watching TV and finding a reason to turn to Trump's The Celebrity Apprentice on NBC. Only 4% of the total TVs whether on or off. Want some observations and reasons?

Ten reasons why Celebrity Apprentice is going down, and down and down, in both interest and in viewership. It had a bad first night and needs help.Continuing it's bad formula. You know what is scripted.

1. Easiest reason. Few reasons to watch and fewer are watching.
2. The ratings and share were awful for the first show, this season, of Celebrity Apprentice. Only four percent of the audience watching TV were viewing. Or, in other words, simply put only four people who were watching TV out of a hundred were watching the show. Or 96 out of a hundred were watching other programs and programming. The show had a rating of 1.4, or 1.4 percent out of the total potential audience was watching or not.  I teach Marketing and Advertising. Later in this Marketing blog, I will give you the definitions from Media Planning which we use with my clients and in the classroom. I'm also a Forensic Marketing Expert in the courtroom. 
3. NBC's got another problem for another show. Lack of awareness and reasons to watch. 
4. PEOPLE Magazine rated it "one-star," last month Yes, one star. Sad, over the year's this show has turned into a train wreck.
5. The show is taking one-hour of material and stretching it into two hours, for the season opener. They did that last year and and in previous seasons. I liked the original Apprentice and I use to like the Celebrity Apprentice. 
6. Annoying and painful to watch: I watched the first episode for this year. Two-hour episodes will air each week until March 31, when the show moves to 10PM, with one-hour episodes. How many will be watching that long?
7. While I like Piers Morgan most of the time, it's annoying to watch Omarosa and Piers Morgan. Is Omarosa really a celebrity? Donald finally voted her off. 
8. Even in its own PR the show's publicity asks "If you've grown tired of Trump's silly shenanigans..."
9. Are you shocked that the show is still around for a 13th season? Viewership is showing lack of interest. 
10. A big #10 reason: The "so-called" All-Stars include Gary Busey, Dennis Rodman, Omarosa, Lisa Rinna, La Toya Jackson, Trace Adkin, Bret Michaels, Brande Roderick, Penn Jillette, Lil Jon, Stephen Baldwin, Dee Snider, and Claudia Jordan. 

Using their PR copy: ""Celebrity Apprentice" is back with what is sure to be an explosive all-star season." How explosive can it be if few are watching and this is the premiere episode? No legs...

Here are the definitions from Media Planning which we use with my clients and in the classroom. I'm also a Forensic Marketing Expert in the courtroom. 

• Share (SHR): The percent of the Households Using Television (HUT) or Persons Using Television (PUT) which are tuned to a specific program or station at a specified time. 
• Rating (RTG):The estimate of the size of a television audience relative to the total universe, expressed as a percentage, whether the TV is on or not. 

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

Here to help you better understand. All the best.

Tattoos. Discounting. Pricing Specials. Coupons and Tattoo Removal Services. Have Tattoos Peaked? Marketing and the Nine P's.

Tattoos are an interesting subject to discuss depending on your demographics, geographics, technographics, psychographics, and other characteristics. There are concepts in Marketing called Product Life Cycle, Promotion, Pricing, opportunities, trends, and fads. To analyze products and services, such as tattoos, you can look and review opportunities, problems, strengths, weaknesses, and treats. These subjects are part of any business class, marketing seminar and teaching situation.

I have observed that tattoos are now being sold with discounts. On today’s Living Social there are two "special" price options... "Turn your tattoo dreams into reality … inking people up:"

• $50 for $150 to spend on tattoo services
• $99 for $250 to spend on tattoo services (I purposely did not include the link).

Update: Again on April 27th, LivingSocial is offering more special coupons on three treatments to remove tattoos.

Last month the Hard Rock Hotel had "pricing" specials, coupons on flyers. I've seen more discounting on tattoos everywhere. I have seen them advertised on TV and on outdoor advertising. I’ve also seen several tattoo removal services being promoted, advertised more. Just to be clear, I don’t have a tattoo. I teach and consult in Marketing. I’m more an observer and studying buyer behaviors.

Using basic marketing theories and practices a company’s marketing and differentiation strategies must change as the market, product, and competitors change over the life of the product or service. I'm seeing the trend slow down. Even if Rick Pitino's winning Louisville basketball team encouraged him last week to "get inked."

Products and services pass through different stages, each posing different challenges and opportunities to the seller.The big question: Have tattoos met their peak? Will tattoo removal services be bigger? Have tattoos peaked?

Products and services require different marketing, targeting, passion, presentation, promotion, financial, pricing, partnerships, manufacturing, purchasing and personnel needs. Most product/products/service/services are typically divided into four or five stages in a life cycle. While I had one or two great uncles in the 50's who had tattoos from the Navy and Army, it didn't appear to be trendy until several years ago.

To get a classroom discussion and dialogue going, I remember asking my Marketing class of 177 at CSUN, my Business Strategies graduate class at Pepperdine  and my class of 35 students at USC approximately seven to ten years ago "How many of you have tattoos or piercing?" They were lively discussions. Obviously different at each class and each school. Many opinions about the trends, practice and marketing opportunities, strategies and tactics on many related products and services. There are development and introduction stages which are the periods of usually slow sales or sales growth as the product is introduced into the marketplace. During the development stage there are more expenses than profits as awareness is generated.

The second or third stage is the growth phase where a rapid rise of market acceptance increases substantial profit improvement. In the third or fourth stage there is usually a slowdown in sales growth and the product achieves acceptance. There are in many cases, improvements in product quality and new features/styling are made. And price discounting and special deals arrive.Will we see more neon signage? Mor differentiation? Probably.

What’s next? Buy one or two and get a free tattoo? A bounceback coupon? Get the tattoo and the tattoo parlour makes an agreement resulting in a partnership with a tattoo removal service. New market segments, pricing, promotion, partnerships and distribution coverage/channels will be explored.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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 and Service
• Place (Distribution)
• Price
• Planning
• Promotion
• 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.

Celebrity Spokespeople, A Justin Bieber Promotional Example and How to Pick a Celebrity for Marketing and Advertising. Plus the Nine P's.

Never heard of the debit card, SpendSmart, until today neither had I? SpendSmart announced last January that they will  use Justin Bieber as their pitchman or celebrity spokesperson. Cost: $3.75 million plus royalties and stock options.

Justin will pitch their debit cards with parental oversight intended for teens. In a video he discusses "financial" advice and information which is being distributed on his YouTube channel, Twitter and Facebook portals. At the same time he and/or his friends are found on TMZ; to me and others he or they have been regulars lately.

This week SpendSmart released Bieber's first installment of this video series called or named "Real Talk," for his "fans," cardholders or potential customers. "The marketing strategy and the choice of talent for this is brilliant, as is merging it into his social media network," reported CEN (Celebrity Endorsement Network).

In my Marketing and Advertising classes at USC, CSUN, Pepperdine and UCLA I have taught how to use and pick a celebrity or celebrity spokespeople.

Here's a formula or two on why celebrities are used, a series of questions to ask and doing your Marketing homework/background:

Why are celebrities and spokespeople used? Using a Celebrity endorsement will, in many cases:

1. Can attract attention
2. Improve company or product’s image
3. Boost company or product’s awareness
4. Break through clutter
5. Exploit celebrity’s popularity
6. Increase sales
7. Increase company or product’s credibility
8. Use celebrity in marketing and sales meetings. Star can appear in and at internal and external events.

 In the selection process, here is a list of major questions every brand manager or marketing manager should ask.

1. Is the celebrity appropriate for our product or service?
2. Does celebrity subtract from product or service?
3. Does the celebrity add value? Or generate a good impression?
4. Does the celebrity add to the product’s image?
5. How much is the fee?
6. How is the contract structured?
7. Do you pay the celebrity their fee, which will decrease media exposure/expenses?
8. What about the history and future of the celebrity exposure?  What about “after hour” behavior, any criminal record, FTC issues? Health?
9. Be sure celebrity uses and continues to use the product?
10. Be sure the facts about the product are true and substantiated, before giving script to celebrity.
11. You must disclose if the star or celebrity has considerable interest in the company or product.

Two important strategy or strategies, which we discuss in class, clients and others:

• Come up with the right idea or selling concept.  That must be first.  Then decide on the “celebrity” to present, sing or act.
• What you are going to say is more important than the "who."

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

Here to help you better understand. All the best.

Rolling Stones' Top Ticket Prices. They Will Stop Touring. They Will Probably Get the Ticket Prices, Total Box Office And Revenue They Are Looking For. All of the 9P's of Marketing in Action.

Update: It's not the first time that the Stones kicked off a tour on the west coast. In 1964 they replaced the Beatles at the Swing Auditorium in San Bernardino.

Let's talk tickets and performances. The Rolling Stones will be in Los Angeles on May 2nd (depending on the playoff schedules of Lakers and Clippers) at Staples kicking off again their "50 And Counting" Tour.

I just learned the pricing. The tickets will not be cheap, with approximately 85% of the audience paying a record ticket face value of $650.00, and that is not through brokers or stubhub.com. The breakdown of ticket prices at Staples is 85% will be $650. face; 5% at $450; 5% at 350; and 5% at $250.

My post will blend marketing, pricing, promotion, and the Rolling Stones Tour ticket pricing, The right "price" needs to take into account the product, presentation, right place and more. One of the many definitions I use in my Marketing and Advertising classes and consulting practice is:

• "Marketing is getting the right product or service to the right people (target market), at the right time, at the right place, at the right price with the right communications and promotion.

The Stones, the venue, producers, and others set the pricing. Is it high, of course. Will they get it, of course. Will the brokers get more in markups, of course. There are seats already selling for $7999 and the "official" tickets haven't gone on sale yet.

I want to put this into some marketing and business context. I have taught 79 semesters of Marketing, Global Studies and Advertising at USC, Pepperdine, CSUN, Loyola Marymount. I'm a guest speaker at UCLA, USC and CSUN and other schools  and I am a Marketing Expert in court and have my own marketing firm at Londre Marketing Consultants, LLC. I have a copyrighted concept which shows marketing planning with objectives, strategies and tactics. One of the Nine P’s/Nine P’s ©2007 in Marketing and the study of Marketing is “Price:” The ticket pricing and sponsorship dollars/deals in marketing fall under "Price," and other P's in the Nine P's/9P's.

Price/Pricing: 

• All aspects regarding "Pricing."
• The amount of money a consumer is willing to pay to obtain the product. These concerts will be sold through many sources including brokers, stubhub, and the producers. Sponsors, media, agents also get tickets. 
• In general, Price and/or Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. Think about financing on your credit cards; not a great idea in this economy. 
• Don't forget the facility fees at the venues.   

Pricing decision making also involves adjusting prices for companies, including the competitive environment, economic situations and involve buyer perceptions. Prices are a key positioning factor and must be decided in relation to the target market, the product and service assortment mix, and the competition. There's a "price" we pay to be entertained.

The use of the Nine P's helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to http://www.LondreMarketing.com and look under resources and the 9P's/Nine P's (c) 2007. Specifically find them at Nine P's/9P's Link.

Or for more fun, marketing strategies/tactics and facts:  Go to Londre Marketing Trivia here.

Here to help you better understand. All the best.85 percent  of staples is  650 face   5 ercent 450  5 percent at 350   5 percent  250

Blending Grilled Cheese Day (Friday, April 12th), Marketing, Promotions and the Nine P's. Here to Help In So Many Ways.

Let’s blend the following, and I'm not talking bread, butter and cheese, with a grill for Grilled Cheese sandwiches. Or adding a cup of soup. It's more about recipes for better Marketing and adding some lunch and dinner recipes, too:

1. National Grill Cheese Day or the month of April
2. The Marketing process
3. Segmenting a market and developing promotions
4. The Nine P's
5. Some recipes for new Grilled Cheese sandwiches

April, 2013 is National Grilled Cheese month, with the actual celebration for Grilled Cheese Day landing on Friday, April 12. I teach and consult in Marketing, Advertising and Promotions. I explain that the Marketing Process helps with planning and selling. The Marketing process consists of analyzing opportunities (people are always looking for new recipes and food marketing is always looking for promotions to sell food products; developing marketing strategies, including branding, new product development, pricing, distribution and promotion; planning marketing programs, such as promoting cheese and managing the marketing efforts.

For any brand or advertising manager key marketing strategy decision-making includes:

• How to divide up markets into meaningful customer groups (market segmentation)
• Choose which customer groups to serve (target marketing)
• Created marketing offers that best serve targeted customers (positioning in this example cheese versus other food alternatives)
• Behavioral segmentation includes occasions, special occasions and holidays. Some examples include:  Mother’s Day, Father’s Day, Orange juice for breakfast, Cheese or Grilled Cheese for April.  

I'm full service. Looking for ways to help you. Here are a dozen recipes from the LA Times for Grilled Cheese Sandwich Day Recipe Link
And one recipe from Los Angeles Magazine for Beer Onion Grilled Cheese Sandwich

Want more on Marketing objectives, strategies and tactics, plus some Marketing Trivia? I am a Forensic Marketing, Advertising 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing. This may be a good time to make a sandwich and read some more.

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
• Promotion
• 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.

Blending "Place" With "Promotion," and "Partners" in the Nine P's. Add Some "Planning," With a Promotional Example By Wal-Mart Stores, Too.

Here's a current example of Wal-Mart Stores using the parts and components of the Nine P's ©2007 of Marketing. I'm going to use the latest press release on Walmart's local initiative in marketing. Walmart  is creating, producing and distributing 1,500 TV spots in approximately 60 geographic markets. They are supporting their retail presence and competitiveness on pricing in their local trading areas. In my analysis this blends "Place," or distribution in the Nine P's with a part of "Promotion, and "Partners" in the Nine P's.

Also under "Planning" and "Promotion," the localized spots will be featuring local price-comparisons, part of comparative advertising under "Promotion" in the Nine P's.

Then under another P---"Partners," Walmart is using a combination of its advertising agency, The Martin Agency, their in-house agency/services and other agencies.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing. See and review the breakdown and the components of the Nine P's, and a whole lot more.

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
• Promotion
• 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.

One of the Surprising Things to Look For in Big TV Media Events, Such as the Super Bowl, Oscars, Golden Globes, Grammys, World Series, NBA Finals, March Madness.

Count the number of promotional announcements and spots for the networks, like Fox, ABC, NBC, CBS, and their "own" upcoming shows and programs. Almost a dozen an hour and 2,000 a day. Then count the other paid spots for products and services being advertised during the "regular" programming.

The Academy Awards and the Super Bowl are two of the biggest media events for the year on TV. For advertising agencies, media buying agencies, clients and advertisers, there's a trend to launch new ads and advertising and to capture large audiences in these "TV events." They have higher price tags:

• On average this year's Super Bowl XLVII spots were reported cost $3,800,000 each, which did not include actors, production, sets, just the time on CBS. 
• On average this year’s Oscar’s/Academy Awards cost $1,650,000 to $1,800,000 for each 30 seconds of commercial time in the broadcast on Sunday, which did not include actors, production, sets, just the time on ABC. 

The Super Bowl, Oscars, Golden Globes, Grammys, World Series, NBA Finals, March Madness, and other big-event television programs are important in delivering audiences. In Media Planning they are called "appointment viewing," or "appointment TV."

The one big point or thing to look out for:

• Count the number of promotional spots for the network and its shows.  There are approximately on average 2K promotional spots a week or 285 per day or 11.9 an hour for each network. That number does not include any of the "paid" spots and commercials. The amount of clutter is more than you realize. 

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

Maybe a Better Definition of "Native Advertising, "Custom Content," "Sponsored Stories," “Advertorial," “Branded Content," “Sponsored Content,” Is Needed. They Are All Harder to Identify Now.

Simple sentences and phases, on a complex advertising subject about "branded, customized content" and related to terms such as "native advertising," "advertorial, " and others:

1. Publishers and the media are chasing revenue.
2. Sponsors are creating and approving their own copy, layouts and ads.  
3. New digital issues for Promotion and advertising:.
4. The Internet and the web changed everything. 
5. The content by the media to readers and users is co-branded.

This "native advertising" or "branded content" is  usually designed to look like part of the publication, website, media or app. In my world, right or wrong, it's about ads, user confusion, partners and partnerships of advertisers with the media, clients and their agencies with publishers and the media.

Unfortunately the differentiation and sponsorship of this content, promotion and advertising need to be clear or clearer. There are higher overall production costs for the media, but revenue, in a tough business and media climate,  is driving this kind of promotion or advertising for them. Advertisers, publishers, marketing professionals and media pros have many names for this form of promotion, including content marketing, content promotion, sponsored stories, branded content, custom stories, commercial messaging, interruptive advertising, sponsored content, native ads, advertorial (blending advertising and editorial) and native advertising. Take your pick. As a marketing professional, advertising pro and Marketing expert, I’m here to help you by explaining this changing dynamic in creative and advertising.

Regardless of the terms, titles or its name, its advertisers sponsoring or creating content that looks like editorial content, which has become more common in today's marketing and promotional environment. Bottom line:  It's a tough time for publishers and they are trying to create more sources or additional areas of revenue. It’s really a tough time for media, especially print. In the Los Angeles and southern California area, it's as if I'm seeing each issue of the L.A.Times smaller and dying a slow death.

Adweek magazine recently has pointed out these "native advertising" ads are more evolution than revolution. I'm not so sure. Advertorials have always been around.  But never under this much examination and review. Specifically for advertisers in digital formats, there are issues of understanding, implementation, possible confusion, scale and the overall ethics of this “native advertising” movement. Everyone should review the “official” and “standard” definitions of advertising. Advertising is mass or nonpersonal selling: TV, radio, magazines, newspaper, outdoor/out-of-home (OOH), online, mobile.

Two of the definitions I use with clients, in state and federal court, and with clients are.

• Advertising is structured and composed of nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services) and ideas by identified sponsors through various media. (Contemporary Advertising, 14the, Arens, Weigold, Arens, 2013)

• Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. (Principles of Marketing, 14e, Kotler and Armstrong, 2012). 

I teach and consult in marketing and advertising. I am also a forensic Marketing and Advertising expert. Ads can be one of the cost-effective ways to disseminate messages, whether to increase awareness, interest desire or action in the marketplace. Advertising can build a brand preference. Ultimately "It is only creative if it sells."

The definitions may be changing; the lines between what is Marketing, what is Promotion, and what is Advertising can be defined. I do it every day. These definitions and differentiations may be slightly blurring today. But there needs to be definitions and understanding for a variety of reasons.

Advertising seems to be taking on a different model, than in the past. Communication channels include owned (websites, social pages), earned (word of mouth, social media) and paid media (TV, radio, magazines, newspaper, outdoor/out-of-home (OOH), online, mobile.)

Publishers, brand managers, media buying companies, PR firms and advertising agencies are slowly jumping on this new branded content, sponsored content, advertorial (blending advertising and editorial) and native advertising band wagon. There is debate and debating is definitely going on.

In my background, it is very similar to the advertorials and advertorial content we used in a small percentage of accounts, media planning and assignments in the 70’s, 80’s,  90’s and later.

I define advertorial, branded content or native advertising as a blend, a mix or combination. There is less of a strict separation between church and state or the editorial content and the advertising content. If advertisers are going to have the opportunity to create these new, unique formats, mixed with unique content for each and every different channel and platform, it's going to be more of a headache for all. It’s a limited execution or advertising device, based on the total budget allocation.

In my mind and from my experience everything will need to be better identified as who is the sponsor or advertiser. I do believe that is what the FTC would want and needs in the media and marketplace. Publications such as Wired, Fast Company, Huffington Post, Atlantic, BuzzFeed, Business Insider and others all use some form of this branded, custom content. A result is a media universe where it is increasingly difficult for readers to possibly differentiate between editorial content, from editorail, promotion and paid advertising content.

From my experiences in advertising agency, clients and teaching advertising/marketing, print for years has run special sections to appeal to advertisers, bring in revenue and almost all of the publishers running branded content say they abide by this traditional church and state or editorial and advertising separation. I'm not sure readers know that.  As you may know this “customized content” runs next to the editorial on many sites and publications.

It's not as clear as it could be and should be. I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

Interesting Advertising and Personnel Story Today About Ginny Bahr’s 61 years at J. Walter Thompson and JWT. Advertising Is Part of Marketing and It's About People, in the Nine P's.

People make up the guts of any organization. They are the lifeblood and employees are the tradition. Recently four account manager got together at a basketball game at Pauley. We worked together from the 70's. Here's an interesting advertising story and an employee's 61 years at JWT or J. Walter Thompson. Link at Digiday.

• 61 years at J Walter Thompson or as it is now named JWT. 
• Started in 1951, in the publicity department, is now 80 years of age. 
• Worked in media, creative, and account management.
• Worked on accounts such as Pan Am, Kodak and Chesterfield cigarettes. 
• She has seen changes in the work, size of office and offices. Smoking was allowed “in” the office. And if the client was there it had to be the client’s brand, Chesterfield’s.

JWT or what was called J Walter Thompson when I got into the business in 1971 and when I started teaching in 1975. Now JWT is one of the key companies of Sir Martin Sorrell's WPP Group (On Nasdaq: it's WPPGY)

The company that was to become JWT was founded by William James Carlton in 1864. His company was renamed by James Walter Thompson in 1877 to The James Walter Thompson Company, by Thompson's purchase of the company.

In 1987 J Walter Thompson  was acquired by WPP Group, and in 2005, the agency was named as JWT.

JWT claims to be the first to:

• build the first full-service advertising agency.\
• Create the first international or global network, with its London office. Opened in 1899.
• Created and produce the first-ever TV spot in 1939.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• Partners
• Presentation
• Passion

I use "People," as one of the Nine P's and it does include the companies own employees who are sometimes the last to know of a new business or marketing initiative.  I define "People," as:

• People/Prospects/Purchaser (Target Market). Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. 
• A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.
• Defining a target market requires Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. 
• Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on demographics, geographics, psychographics, behavior, technographics or technographical characteristics.
• Segmentation is an important Marketing concept; the market segmentation process includes:
• Determining the characteristics of segments using Geographic, Demographic, Psychological, Behavioral and/or Technographics or Technographical Segmentation in the target market(s).
• Separating and targeting these segments in the market based on those characteristics. 
• Checking to see whether any of these market segments are large enough to support the organization's product. 
• Once a target market is chosen, the organization can develop its marketing strategies to target this market.
• The process of segmenting the entire market as a whole and separating it into manageable units based on demographics, geographics, psychographics, behavior, technographics or technographical characteristics.
• Checking to see whether any of these market segments are large enough to support the organization's product. 
• Once a target market is chosen, the organization can develop its marketing strategies to target this market.

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.

Targeting in Marketing, Products, People in the Nine P's and Everyone is Living Longer. A Company Cannot Serve All Customers in a Broad Market Such as Health Care.

Males and females are living longer. Two of many factors which influence Targeting and the Marketing variable or component "People" in the Nine P's ©2007. Living longer influences the marketplace and what products are sold and bought, prices, promotion, distribution and more in the Nine P's of Marketing planning and decision-making.

You may want to know that:

• The oldest recorded human female lived to be 122 years, 164 days old (Jeanne Calment of France, 1875-1997). 
• The oldest recorded man, Christian Mortensen, lived to be 115 years, 252 days. 

Looking at the latest research from 2007, the average American man could expect to live 75.6 years, and the average woman lived 80.8 years. There were some interesting geographical differences, which is part of the variable "Place," in the Nine P's. The shortest life expectancies were found in the Appalachias, the deep South, and parts of northern Texas. The longest life expectancies were found in the northern plains and the Pacific coast. American Indians also have shorter life expectancies.

It is speculated that these poor outcomes can be attributed to obesity, smoking, high blood pressure, high cholesterol, alcohol abuse, and diabetes. Medical products and services are developed for these factors.

The U.S. Census Bureau predicts that by 2050, life expectancy in the U.S. will be in the mid-80s, and that by 2100, 5.3 million people older than 100 will be living. The United Nations predicts that in 2300, life expectancies in most developed countries will be as much as 106 years, and still rising.

A company cannot serve all customers in a broad market such as health care, assisted-living and "renaissance" living, medical supplies, drugs, shoes, clothes, supplements, and many other products.

I have listed many examples to better understand, using one of the Nine P's/9P's© 2007. I would use these in court, in the classroom and with my clients:

• It's the “rifle” shots versus “shotgun” approach. Distinguish major segments, target one or more and develop products and marketing mixes tailored to them. There are many different segments in the plus 60+ groups. 
• Don’t buy market share with more and more advertising or discounting against the competition. Figure out how to earn market share. Better research, planning---win market share. 
• The company needs to identify the market segments that it can serve more effectively.  That is why targeting and “People” in the Nine P’s/9P’s is so important
• The proliferation of advertising media and distribution channels is making it more difficult to practice “one size fits all.” 
• The stronger your brand image is the better off you are. 

What do we mean about “People”/Prospects/Target Market, one of the Nine P’s?

• Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. 
• A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.
• Defining a target market requires Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. 
• A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.

Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on demographics, geographics, psychographics, behavior, technographics or technographical characteristics.

Then determining the characteristics of segments using Geographic, Demographic, Psychological, Behavioral and/or Technographics or Technographical Segmentation in the target market(s); Separating and targeting these segments in the market based on those characteristics; Checking to see whether any of these market segments are large enough to support the organization's product; Once a target market is chosen, the organization can develop its marketing strategies to target this market.


I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

Olympic Sponsorships, Ambushing and More. Looking Back on the 2012 Olympics and the Nine P's of Marketing, with Promotion.

Consumers don't always appear to be aware of who has paid to attach their name to the Olympics. I have found that consumers often feel and think it’s a major rival or competitor of the real, "official" sponsor. The one or ones which paid for the rights.

You may know that brands spend hundreds of millions of dollars for their Olympic sponsorships. Estimates that spending on sports-related marketing have reached nearly $100 Billion a year.

"Ambushing" is the key word. There can be incidental or associative Olympic ambushing, when consumers think or feel that a brand is a sponsor or is associated with an event, such as the Olympics. This kind of ambushing can create marketing and sponsorship headaches and headaches for the host organization and for other sponsors because it clutters the competitive environment.

Here are some key questions, concerning the past 2012 Olympics:

Was FedEx a sponsor of the Olympics?
Was USPS a sponsor of the Olympics and Lance Armstrong?
Was UPS a sponsor of the Olympics?

Was Nike or Reebok?
Here’s maybe an easier one: Was it Coke or Pepsi?

My guess is the average consumer didn't and wouldn't know two or more answers to my five questions. And one of these questions was pretty easy.

When asked consumers thought that Nike, Pepsi, Burger King, Google and Continental were sponsors and the “Brands behind the games,” according to AdAge (Toluna), 7/26/2012.

Sports organizations and official sponsors must come up with new ways to protect the value of their franchises against ambushes that are growing in number and creativity.

The marketing strategies ambushers use continue to multiply. Ambush marketing assumes many forms of Promotion (see Londre’s 9P’s © 2007)). Originally “ambush marketing” described a brand's marketing strategies and tactics to associate itself with a team or event without buying the rights to do so, in order to detract from a rival that paid to be an official sponsor.

• In ’84 Nike bought outdoor (OOH-Out of Home advertising) plus other forms of Advertising under Promotion. So much that my USC, Pepperdine and CSUN students, plus many of the citizens of Los Angeles thought Nike was the sponsor and not Converse. 

• In ’92 American Express used TV advertising with scenes of Barcelona, Spain, the host city for the Summer Olympics with: "You don't need a visa" to visit Spain. Visa Inc., the official sponsor complained.

Nike once said: "With respect to all our product and campaigns, we respect the intellectual property rights of others (including the IOC and our competitors), and always strive to remain within legal boundaries." The “true” brands behind the 2012 Olympic Games are: Adidas, Coca-Cola, McDonald's, Visa, P&G Samsung, GE, British Air, UPS, BMW, BP, Cadbury, and others.

“In an online survey of 1,034 U.S. consumers taken in mid-July, 37% of respondents identified Nike as an Olympic sponsor, and just 24% said, correctly, that Adidas is one. Coca-Cola was cited by 47% of respondents as an Olympic sponsor, more than any other brand, but 28% incorrectly believed that Pepsi is a sponsor.”

Now for USPS versus FedEx and UPS. UPS is the provider of logistics for the 2012 Olympics.
One more thought: The use of surprise street promotions at or near an event seem to have increased. For example, on a major road leading to Paris and the ‘08 French Open tennis tournament K-Swiss Inc. parked a car that appeared to have been squashed by a giant K-Swiss tennis ball. Across the street, their van distributed gifts and marketing materials highlighting the brand and its involvement with tennis and not the Open.

I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a senior Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies and tactics. I consult and teach using the concepts and practices of the Nine P's/9P's.

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

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to LondreMarketing.com at 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  at Londre Marketing Consultants, LLC. Here to help. All the best.

What Do Hotel Resort Fees Really Buy You And/Or Your Family at a Hotel? Marketing, Service Issues, Pricing, Hotel Complaints and the Nine P's.

Easy answer: Resort fees generate or "buy" revenue for the hotel and an annoyance for anyone who stays at a hotel and pays for the resort fees.New York University estimated that in 2012 $1.95 billion was collected in hotel fees. They can be added to all room reservations upon check-in.

With hotels and their services as the topic, I have used "resort fees" as marketing, pricing examples along with "Price," one of the Nine P's in my marketing, advertising classes, plus marketing and "Promotion" seminars.The FTC calls the practice "drip pricing." In my research and reading, it's a pricing technique in which firms advertise or promote only part of the product or service's pricing and then reveal other charges later as the customer goes through the buying or in this aspect... the check-in process.

Here's a current example of pricing and resort fees, I experienced, this week.

At Hard Rock Hotel & Casino in Las Vegas, the resort fees are presented in an awkward way. There was some talk by potential guests and others at the front counter or desk. In simple words, the fees are not presented in a straight forward way, and somewhat hidden to the hotel guest prior to checking in. They are added on, plus the 12% room tax. At HR they are $22 a day or more than the price of a room for a day or two, $154 for the week.

The resort fees will add up. Be careful. The fees include web access in your room; access to fitness room; shuttle service to Fashion Show Mall; local, domestic long distance calls, and toll-free calls; parking and valet (which is free anyways), notary service and printing of boarding passes. By the way, the pools are presently inadequate for the number of guests. So is the fitness center.

We discuss in class presentations on service and in examples of hotel service complaints. Examples of complaints at hotels can be:

• The quality of service at the reception desk or area. 
• Hotel parking can be expensive, especially if the charge is not included; 
• Lamps or light bulbs; Leaky shower faucets.
• Resort fees; 
• Fee for a room key (just kidding); 
• A room near an ice machine or next to the noisy elevator; 
• Availability and working order of the fitness center, and specific exercise equipment; 
• Printing out of an airline boarding pass can cost: $7.50; 
• Refrigerator; 
• Surcharges for phone calls; 
• Wireless access;
• Rollaway beds, can cost up to $60; 
• Mini bar stocking; Pricing of mini bar items.
• Receiving faxes or packages; 
• Lack or quality of room service:, including surcharge, delivery fee and mandatory gratuity;
• Check out too early or too late fees; 
• Storing bags 
• Wake up calls for someone else or at the wrong time. Or never. 

I worked on the marketing and advertising of hotel chains such as Sheraton Hotels & Resorts, and Princess Hotels. I learned to ask for the front desk manager on duty; helps get the problem resolved faster.

When using travel websites such as Kayak, hotels.com, Expedia or Orbitz look for the cancellation policies. If there's a major weather problem or personal issue, be sure you can cancel and not pay for a trip never taken.

Want a new, interesting hotel service? I found it interesting that the Benjamin Hotel in Manhattan is offering "work-down" calls. It’s the opposite of a "wake-up" call. The guest arranges to have the concierge call at a specific time or times to remind the guest to go to bed and sleep. I can see how that request turns into a possible complaint. By the way, the Benjamin’s rates are $350 to $1400/night, which includes this "free" service.

I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a senior Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies and tactics. I consult and teach using the concepts and practices of the Nine P's/9P's.

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

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to LondreMarketing.com at 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  at Londre Marketing Consultants, LLC. Here to help. All the best.

Aviation Market, Airline Mergers: Why is Targeting in Marketing and in the Nine P's So Important in the Airline Business?

With the airline mergers, we are now down to four major airlines serving 70% of the U.S. aviation market. You may have heard that recently the bankruptcy judge cleared another merger; this one was the union or marriage of US Airways and American Airlines. So, why is targeting in Marketing and in the Nine P's ©2007 so important?

Two financial, revenue examples:

• 20% of American Airline's fliers generate 70% of its revenue.
•  5% of Delta's fliers account for 26% of its revenue. 

This airline consolidation and marketing are putting more emphasis on business travelers. Heavy users (meaning frequent users) may be more important overall than economy-class passengers. These users represent more revenue and a disproportionate share of revenue.  These fliers influence the marketplace and what products/services, destinations, pricing, promotion, partnerships and more in the Nine P's of Marketing planning and decision-making. In the coming months and years you will see better meal options in the lounges; full-flat bed seats; 180-degree seats for business travelers; "white noise" channels, upgraded, in-flight seating and bedding; special pillows and comforters, with goose down and feathers; gourmet meals and "turn-down" services. By the way, with all of the changes in cabin pressure, lower levels of oxygen, lack of hydration, lack of water or alcohol drinking and/or being just plain tired, business travelers do find themselves, at times, with signs and symptoms of moodiness, forgetfulness, nausea, stress, confusion, dizziness, and headaches.

Getting back to marketing strategies and tactics: A company cannot serve all customers in a broad market such as travel, health care, computers, cell phones, soft drinks, medical supplies, drugs, shoes, clothes, and many other products.

I have listed many examples to better understand, using Targeting or "People," one of the Nine P's/9P's© 2007. I may use these examples in court, in the classroom and with my clients:

• It's the “rifle” shots versus “shotgun” approach. Distinguish major segments, target one or more and develop products and marketing mixes tailored to them. There are many different segments in the plus 60+ groups. 
• Don’t buy market share with more and more advertising or discounting against the competition. Figure out how to earn market share. Better research, planning---win market share. 
• The company needs to identify the market segments that it can serve more effectively.  That is why targeting and “People” in the Nine P’s/9P’s is so important
• The proliferation of advertising media and distribution channels is making it more difficult to practice “one size fits all.” 
• The stronger your brand image is the better off you are. 

What do we mean about “People”/Prospects/Target Market, one of the Nine P’s?

• Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. 
• A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.
• Defining a target market requires Target Market consists of a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels. 
• A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.

Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on demographics, geographics, psychographics, behavior, technographics or technographical characteristics.

Then determining the characteristics of segments using Geographic, Demographic, Psychological, Behavioral and/or Technographics or Technographical Segmentation in the target market(s); Separating and targeting these segments in the market based on those characteristics; Checking to see whether any of these market segments are large enough to support the organization's product; Once a target market is chosen, the organization can develop its marketing strategies to target this market.

But as anyone who is a frequent flier knows, the recession and 9/11 influenced everything in travel. It's just not that easy to travel. I do have some experience with 73 countries, and my marketing seminars in China and Hong Kong.

I am a 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 and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies, tactics and solutions. 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
• Promotion
• 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.

All NFL Teams Will Have Cameras in Their Locker Rooms Next Season. Marketing, Promotion, Sponsorships and the Nine P's.

You may have read on the web this morning or as I heard it on ESPN at the gym that the NFL has ordered all teams to have cameras in their locker rooms next season, with video shown only on stadium scoreboards. 

The access is part of NFL commissioner Roger Goodell's initiative for "enhancing the fan experience in our stadiums." The videos will be available on team apps as well. As a Marketing and advertising guy, I first thought would they be sponsored and which companies would pay for the awareness? Next question, how much will be edited? 

I have learned that each team will operate the cameras and will determine what is shown on the video boards and apps. Again, how much will be edited or censored? Will it be recorded before, during halftime and after the game?


I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a senior Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies and tactics. I consult and teach using the concepts and practices of the Nine P's/9P's.

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

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to LondreMarketing.com at 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  at Londre Marketing Consultants, LLC. Here to help. All the best.

Knowing Where Mobile Users Are Located in Shopping Malls, Airports, Retailers and Venues. Using "Place/Distribution" and "People/Targeting" in Marketing and the Nine P's.

How important is Targeting or "People" plus "Place" or Distribution in the Nine P's of Marketing decision- making?

Let's look at the mapping services for Apple and Google, plus using the Nine P's/9P's. Indoor mapping of mall or store shoppers will assist retailers and others.

When Apple acquired the indoor-GPS company, WiFiSLAM, it is another sign of the importance of the mobile user's location. Their specific location.

The service helps identify a mobile users specific location in shopping malls,venues and airports. Obviously, we have all experienced the traditional GPS technology, which doesn't always work indoor. Been around a bunch of thick walls or tall buildings? This new technology may use WiFi signals and Bluetooth.

What is Targeting, or "People" and "Place" in the Nine P's?

In  Marketing classes and in the classroom, I use these definitions:

• Targeting: The market segment or segments toward all marketing activities will be directed. 
• Target Market: A target market consists of a set of buyers who share common needs or characteristics that the company decides to serve.

What is Distribution or Place in the Nine P's?

• Place/Distribution: The company’s activities that make the product available, using distribution and trade channels, coverage, assortments, locations, inventory and transportation characteristics and alternatives. Typical supply chain consists of four links in the chain: Producer/Factory/Manufacturer, Distributor, Wholesaler, Retailer supplying the consumer and user.

I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a senior Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies and tactics. I consult and teach using the concepts and practices of the Nine P's/9P's.

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

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to LondreMarketing.com at 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  at Londre Marketing Consultants, LLC. Here to help. All the best.

What Should a Brand Manager or Marketing Manager Look for in a Celebrity Endorser. Nike's "Winning Takes Care of Everything" Ad for Tiger Woods and the Nine P's.

Nike was criticized for its "congratulatory" Tiger Woods ad, "Winning takes care of everything."

I have developed a list of strategic questions a brand manager or marketing manager should ask in developing and selecting a list of possible endorsers and celebrities, for a brand or company. Obviously there are strategic, emotional and rational decisions to be made by marketing professionals at both the client and the agency or talent source. .

1. Does celebrity subtract from product or service?
2. Is the celebrity appropriate for our product or service?  
3. Does the celebrity add value? Or generate a good impression? 
4. Does the celebrity add to the product’s image? 
5. How much is the fee?
6. How is the contract structured? 
7. Do you pay the celebrity their fee, which will decrease media exposure/expenses? 
8. What about the history and future of the celebrity exposure?  What about “after hour” behavior, any criminal record, FTC issues? Health?
9. Be sure celebrity uses and continues to use the product? 
10. Be sure the facts about the product are true and substantiated, before giving script to celebrity.
11. You must disclose if the star or celebrity has considerable interest in the company or product.

Come up with the right idea or selling concept.  That must be first.      Then decide on the “celebrity” to present, sing or act. What you are going to say is more important than the "who."

I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy.

The Nine P’s include:

• People (Segmentation and Targeting)
• Product
• Place (Distribution)
• Price
• Planning
• Promotion
• Partners
• Presentation
• Passion

For more on ideas and Marketing concepts: Go to LondreMarketing.com at and look under “Articles and Resources” and the 9P's/Nine P's ©2007. Specifically you will find at 9P's/Nine P's here.

Or for more fun, marketing strategies/tactics and facts:  Go to Marketing Trivia at Londre Marketing. Here to help. All the best.

Branding, Keith Richards, the Rolling Stones, Marketing and the Nine P's.

Just finished Keith Richard's book "Life," from 2010. There are plenty of examples and observations of branding, Marketing and the Nine P's in the Rolling Stones history. Here's a quote by Keith from page 545:

• "I can rest on my laurels. I've stirred up enough crap in my time and I'll live with it." 

He surely has...I was thinking of the function in Microsoft Word. There's a function for center justification, left justification and right justification. Most everything thing is justified in his Richard's life. Keith's a "Right Justification" guy. I guess he feels he is right and he's earned enough money to be right.  But you've got marriages, lyrics, flings, splits, drugs, arrests, convictions, relationships, contracts and more. To him all justified, I guess.  Kind of fits the Rolling Stones' brand. The Rock and Roll Hall of Fame in Cleveland, Ohio inducted the Rolling Stones in '89; some have called them the “World’s Greatest Rock and Roll Band.”

Update: The Rolling Stones will be in Los Angeles on May 2nd (depending on the playoff schedules of  the Los Angeles Lakers and Los Angeles Clippers) at Staples kicking off again their "50 And Counting" Tour.

But it's not the first time that the Stones with Mick Jagger and Keith Richards have kicked off a tour on the west coast. In 1964 they replaced the Beatles at the Swing Auditorium in San Bernardino in California. San Bernardino is east of Los Angeles, and northwest of Palm Springs.

Let's talk tickets and performances. TThe Rollings Stones have surely done a great job of integrated marketing and branding. Rollingstones.com  In the 60's they started differentiating themselves from other bands, like the Beatles. Richards discussed how the knighthood of Mick Jagger didn't fit the brand of the Stones.

I teach branding, marketing and advertising. I was a fan of the Beatles and the Stones. Still am. The Stones are a "Product and/or Service."  Products and services should have Purpose, which is discovering the product’s real value, use, difference, reason, or function for the consumer and user. For the Stones...pure entertainment.

What is the brand? The Rolling Stones tongue image ( Richards referred to it as the" lapping tongue") is a big part of the brand. Included in the website, on the merchandise and on their private jet.

• Brand is a name, term, sign, symbol, design, or a combination of these that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors. (Principles of Marketing, 14e, Kotler and Armstrong, 2012)
• Brand is that combination of name, words, symbols, or design that identifies the product and its source and distinguishes it from competing products – the fundamental differentiating device for all products.  . (Contemporary Advertising, 14the, Arens, Weigold, Arens, 2013)

The Rolling Stones are an English rock band formed in London in 1962. The first "real" line-up consisted of Brian Jones (guitar and harmonica), Ian Stewart (piano), Mick Jagger (lead vocals and harmonica), Keith Richards (guitar and backing vocals), Bill Wyman (bass) and Charlie Watts (drums). Since Wyman's retirement in '93, the band's full members have been Jagger, Richards, Watts and guitarist Ronnie Wood (joined in '75, replacing Mick Taylor (who had followed Jones). Jones founded and led the band, but Jagger and Richards took leadership after becoming the band's primary songwriters.

Rolling Stone magazine ranked them 4th on their "100 Greatest Artists of All Time" list, and their album sales are estimated to have been more than 200 million worldwide.They have released 22 studio albums in the U.K. and 24 in the United States), eleven live albums/ten in the US, and numerous compilations. RS album Sticky Fingers ('71) began a string of eight consecutive studio albums reaching number one in the United States.

Audiences and specific target audiences are becoming more sophisticated and empowered in their media usage and consumption. Look how the music business has changed. With more media outlets and channels offering new ways to promote and communicate, many businesses such as the Rolling Stones struggle with fragmented messages across traditional, digital and social media avenues. The brand is what "they/the audiences" say you are. Communicate the brand “value” or “values,” what makes “your” brand special in the marketplace. Mick and Keith, plus tons of attorneys have been protective of their brand.

What is branding?

• Branding is a marketing function that identifies products (goods and services) and their source, and differentiates them from all other products. (Contemporary Advertising, 14the, Arens, Weigold, Arens, 2013)

I teach Marketing and Advertising and I am a Forensic Marketing Expert, as well as a senior Marketing consultant, with Londre Marketing Consultants, LLC.  I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix and 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing. It helps identify marketing problems in a number of areas and helps develop marketing's objectives, strategies and tactics. I consult and teach using the concepts and practices of the Nine P's/9P's.

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

• People (Segmentation and Targeting). For the Stones, many different market segments, especially at the global international concerts. Defined by geographic, demographic, behavior, psychographic and technographic segments). Check out "People," under Nine P's).
• Product (Entertainment, in many different forms. Keith discussed how their product has changed.  Major venues, now in their tours.)
• Place/Distribution (Different venues, different markets. One example from page 417: "New Orleans is the most different city in America, it show in the music.")
• Price (Concerts have a variety of ticket prices and a $900 tickets could be and are scalped for thousands of dollars.)
• Planning (It takes a lot of planning and a lot of pros to to maintain the schedule that they do and to maintain their many businesses, sponsors, etc.) 
• Promotion (Personal selling, advertising, sales promotion, direct response and more.)
• Partners (Many different sponsors, sponsorships, alliances and relationships. Johnny Depp's performance and Keith in Pirates of the Caribbean movie and promotion)
• Presentation (Different tours mean different "presentation. How their sponsors also present them. Streets have been named after them and their songs.) 
• Passion (The Stones play, market and sell, with passion. They can be an emotional sell.)

For more on ideas and Marketing concepts: Go to LondreMarketing.com at 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  at Londre Marketing Consultants, LLC. Here to help. All the best.