Marketing Defined
There are a host of definitions for marketing. Here are
two of the most widely accepted.
Marketing is
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.
- American Marketing Association Definition
Marketing Defined
Marketing is
The process of planning and executing the
conception, pricing, promotion, and distribution of
ideas, goods, services, organizations, and events
to create and maintain relationships that will
satisfy individual and organizational objectives."
-Contemporary Marketing Wired (1998) by
Boone and Kurtz
Marketing is.
A big umbrella! It may or may not include:
Analysis of programs, materials, customers
and the company itself
Media relations, public affairs, advertising
Stakeholder and funder relations
Strategically organizing all of the above, and
more, to create a cohesive, sustainable,
effective route to success for Extension and its
clients
The 4 Ps of Marketing
Program
Goods or services (programs) and their benefits
Price
Cost for goods or services, e.g. money, time, travel
Place
Location (place, Web), also time of day/week/year
Promotion
Activities designed to publicize programs/services
Know the 4Ps for every program or service you offer!
Updated Goals
Sustainable, Profitable and Safe Plant,
Animal and Food Systems
Environmental Stewardship and Natural
Resources Management
Energy Conservation and Alternatives
Emergency and Disaster Preparedness
Action Steps
Check out the marketing resources at
www.cals.ncsu.edu/agcomm/resources.htm
l
Marketing Summary
Marketing encompasses everything from
statistical analysis of your customers and
programs to how you answer the phone and
talk about your programs.
Marketing helps your customers find what you
have to offer. Because Extension exists to
serve the people of North Carolina, marketing
it part of how we meet our mission. Its
everyones job!