Learn marketing keys from Belinda Engelhart with the Small Business Development Center. This will help your business as you begin to develop new markets.

1. Existing & Expanding Business
Lunch & Learn

2. Belinda Engelhart
Regional Director

3. Small Business
Development Centers

4. The SD SBDC provides
professional,
confidential,
no cost
business consulting services to
individuals starting a business
or improving their existing
businesses.

5. SBDC (World View)
6 Centers in SD
Vermillion, Yankton,, Rapid City,
Pierre, Aberdeen, Sioux Falls,
Watertown
2 SubCenters:
Mitchell and Brookings
1100 Centers in the US, Puerto Rico and Guam

6. 6 Regions in SD

7. Counties in North Central Region
(Watertown Office)
• Brookings
• Clark
• Codington
• Deuel
• Grant
• Hamlin
• Kingsbury
• Lake
• Miner
• Moody
X

8. Assist Clients
To Reach Their Goals

9. One-on-One
Counseling

13. Marketing Roadmap

14. Marketing Roadmap
PERSONAL: What is my destination?
BUSINESS:
What is the goal for my business?

15. Marketing Roadmap
PERSONAL: Who are my
traveling companions?
BUSINESS:
Do I have effective employees,
support staff and a targeted
market/audience?

16. Marketing Roadmap
PERSONAL: How much money will
I need for this trip?
BUSINESS: What is my projected
marketing budget?

17. Marketing Roadmap
PERSONAL: How will I get to
my destination?
BUSINESS: What are the
marketing vehicles (ie. email,
newsletters, mailers, media
communication) I will use to
reach my targeted
market/audience?

18. Marketing Roadmap
PERSONAL: What types of
clothes do I need to take with
me?
BUSINESS: Will I have
seasonal, one-time or year-
round clients?

19. Marketing Roadmap
PERSONAL: What items do I need to take in
case of an emergency?
BUSINESS: In the event that something
unexpected happens with my initial plans, do I
have a backup game plan to continue on the
road to reaching my goals?

20. Marketing Roadmap
PERSONAL: What is my
trip's ETA (Estimated Time of
Arrival)?
BUSINESS: What are my
short and long term business
goals (ie. 6 months, 1 year, 5
years and beyond)?

22. Marketing Quote
Authentic marketing is not the art of selling
what you make but knowing what to
make. It is the art of identifying and
understanding customer needs and
creating solutions that deliver
satisfaction to the customers, profits to
the producers and benefits for the
stakeholders.

24. Marketing Quote
Marketing is not an event, but a
process . . . It has a beginning, a
middle, but never an end, for it is
a process. You improve it, perfect
it, change it, even pause it. But
you never stop it completely.

26. Marketing Quote
You can say the right thing about a
product and nobody will listen.
You've got to say it in a way that
people will feel it in their gut.
Because if they don't feel it,
nothing will happen.

28. Marketing Quote
The philosophy behind much
advertising is based on the old
observation that every man is
really two men -- the man he is
and the man he wants to be.

31. Marketing Definitions

32. Marketing Definition 1
American Marketing Association
Definition
The process of planning and
executing the conception,
pricing, promotion, and
distribution of ideas, goods,
and services to create
exchanges that satisfy
individual and organizational
objectives.

34. Marketing Definition 2
American Heritage Dictionary's
Definition of Marketing
The commercial functions
involved in transferring goods
from producer to consumer.

36. Marketing Definition 3
Merriam Webster's Marketing
Definition
1 b: the process or technique of
promoting, selling, and
distributing a product or
service
2: an aggregate of functions
involved in moving goods from
producer to consumer

38. Marketing Definition 4
Marketing Definition From
MSN Encarta Dictionary
The business activity of
presenting products or services
to potential customers in such a
way as to make them eager to
buy. Marketing includes such
matters as the pricing and
packaging of the product and
the creation of demand by
advertising and sales
campaigns.

42. The Company’s Marketing Environment
Macroenvironment
consists of the larger societal forces that affect
the microenvironment
• Sociocultural
• Economic
• Technological
• Legal/Political
• International
3-6

43. TechnologicalGENERAL
Environment

44. The Company’s Microenvironment
• The Company
• Suppliers
• Marketing intermediaries
• Customers
• Competitors
• Publics
3-7

45. Employees Culture
Management
Internal
Environment
Technological
General Environment
Customers
Competitors
LaborMarket
Suppliers
Task Environment
Organizational
Environment

46. The Marketing
MIX
The Four P’s

47. The marketing mix, known as the four
P’s, is a combination of decisions a
business must make in order to best
reach its target market.
• Product
• Price
• Place
• Promotion

48. Product:
What product to make, how to
package it what brand name to
use, and what image to project

49. PRODUCT
The goods and services a business will offer to its
customers
A. Choice of product: Will the business offer a variety of
products?
B. Packaging: Does the packaging protect the product
and provide necessary information about the
product?

50. PRODUCT continued . . .
C. Level of quality: What level of quality will
the business ensure?
D. Brand name: What brand name products
will the business offer?
E. Warranty: Will the business offer a
warranty to its customers to ensure
satisfaction?

51. Price
Reflects what customers are
willing and able to pay.

52. PRICE
The amount a business charges customers for
their products
A. Price setting. Price will be set based on product
demand, cost, and competitors’ actions.
B. Terms. Will the company only accept cash? Will
the company extend credit? What type of credit
will the company extend?

53. PRICE continued . . .
– Discounts. Will the business offer discounts to
employees? Locals? Will the business discount
merchandise at certain times of the year?

54. Place
Where your product will be
distributed.

55. PLACE (distribution)
Making products available at the right time
and location.
A. Channels of Distribution: the path a product
takes to get from the producer to the consumer
B. What specific stores will offer the products?
(wholesaler, retailer, department, discount, etc.)

56. PLACE continued . . .
C. What method of transportation will be used to
get the product from the producer to the
consumer? (truck, train, place, boat, pipeline)
D. How will inventory be handled and controlled?
(methods- physical, storing, checking, or
receiving)

57. Promotion
How you communicate to potential
customers about your product;
what the message will be, when
and where it will be delivered, and
special inducements to buy.

58. PROMOTION
Informing, reminding, and persuading customers
of the goods and services available to them.
A. What will the message be?
B. When will the message be delivered?

59. PROMOTION continued . . .
C. Where will the message be delivered?
D. What inducements will be used to
encourage customers to purchase the
product?
E. How will the message be delivered?

61. Steps to successful marketing and
implementation:
1) Analyzing your customers and the business
environment in order to
2) identify key opportunities to better and more
profitably meet customers needs,
3) figuring out how to act on those
opportunities and then
4) implementing your plan.

63. Belinda Engelhart
PO BOX 1207
Watertown SD 57201
605-882-5115
belinda.engelhart@usd.edu