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This presentation outlines the seven deadly sins of marketing. It doesn't cover one particular area of marketing, but specifically on a macro view of marketing and marketing planning.There are some notes that go with this, so if the notes don't make it through the conversion process, please contact me and they can be provided.N.B. Images used in this presentation have been purchased from Istock. As such they are copyright protected. They can therefore be used and shared as part of this presentation, but should not be used in any other materials.
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Delivering Growth
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Delivering Growth
The 7 Deadly The 7 Deadly SinsSins
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Delivering Growth
What Is Marketing?What Is Marketing?Marketing is the process by which companies determine what products or services may
be of interest to customers, and the strategy to use in sales, communications
and business development.
It is an integrated process through which companies create value for customers and build strong customer relationships in
order to capture value from customers in return.
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Delivering Growth
What Is Marketing?What Is Marketing?
Marketing is used to identify the customer, to keep the
customer and to satisfy the customer. With the customer as the
focus of its activities, it can be concluded that marketing
management is one of the major components of business
management.
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Delivering Growth
11Treating Marketing As A Treating Marketing As A
CostCost
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Delivering Growth
If You Treat Marketing If You Treat Marketing As A As A CostCost
You Are You Are GamblingGambling With Your Business...With Your Business...
And You Will Lose!And You Will Lose!
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22No Marketing BudgetNo Marketing Budget
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Delivering Growth
If You Are Not If You Are Not Budgeting For Budgeting For
SuccessSuccess
You Are You Are Planning To Planning To FailFail
And You May And You May Spend RecklesslySpend Recklessly
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33No Specific Target AudienceNo Specific Target Audience
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If You Try To SellIf You Try To SellTo EverybodyTo Everybody
You Will Sell ToYou Will Sell ToNobodyNobody
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44No Understanding Of YourNo Understanding Of Your
Customers’ NeedsCustomers’ Needs
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If You Don’t KnowIf You Don’t KnowWhat Your What Your
Customers WantCustomers Want
You’ll Waste Money You’ll Waste Money Trying ToTrying To
Sell Them Things Sell Them Things They Don’t WantThey Don’t Want
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55No Marketing PlanNo Marketing Plan
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Marketing PlansMarketing PlansAre Documents That Are Documents That
Turn Dreams Into Turn Dreams Into RealityReality
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66No Tracking MechanismsNo Tracking Mechanisms
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If You Don’t Measure If You Don’t Measure YourYour
Successes & Successes & FailuresFailures
Your Marketing CannotYour Marketing Cannot
EvolveEvolve
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77No ConsistencyNo Consistency
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Inconsistent MarketingInconsistent Marketing
DeliversDeliversInconsistent ResultsInconsistent Results
&& Creates UncertaintyCreates Uncertainty
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Final Thought:Final Thought:The Essence Of MarketingThe Essence Of Marketing
Marketing is what happens
when you’re not trying, when you’re being
transparent and when there’s no script in place.
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Final Thought:Final Thought:The Essence Of MarketingThe Essence Of Marketing
It’s not marketing when everything goes right on the flight to London.
It’s marketing when your people don’t
respond after losing the suitcase that I
checked-in.
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Final Thought:Final Thought:The Essence Of MarketingThe Essence Of Marketing
It’s not marketing when the smiling
waiter appears with the soup.
It’s marketing when we can’t get served
because he’s discussing his weekend with
another waiter.
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Final Thought:Final Thought:The Essence Of MarketingThe Essence Of Marketing
It’s not marketing when I use your
product as intended...
It’s marketing when my friend and I are talking about how
the thing we bought from you improved
our lives.
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Delivering Growth
Final Thought:Final Thought:The Essence Of MarketingThe Essence Of MarketingIt’s not marketing
when something goes wrong with my
order.
It’s marketing when the person who
answers the phone empathises with my
problem and resolves it quickly
and efficiently.
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QuestionsQuestionsIf You Want To Discuss Your Marketing Options Contact:
Franco De Bonisfranco@thedggroup.eu
T: 01 835 8800www.thedggroup.eu
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