A five step process for marketing is as follows:

• Step 1 Set marketing goals

• Step 2 Position your organization

• Step 3 Conduct a marketing audit

• Step 4 Develop a marketing plan

• Step 5 Develop a promotion campaign

  In the first part of your assignment you have completed a marketing audit (perhaps not very thoroughly but enough to get a feel for the organization). In this process, you looked at:

  1. Products/Services -- what is the "offer"
  2. Publics -- how the various audiences are (or should be) segmented
  3. Price -- as perceived by the publics -- economic, social, psychological
  4. Place -- how the products/services are delivered (the "channel(s)" used)
  5. Production -- how well the organization meets the demand
  6. Promotion -- what the organization does to motivate people to respond to its offer

  After doing the audit, you should have a good idea what the strengths and weaknesses of your organization are regarding marketing. In your assessment you want to be able to say about:

  Products/Services	The organization has a high quality program, and set of services and/or products that meets people's needs
  Publics	The organization knows with whom it is going to exchange its products and services and the benefits the various segments will receive in the exchange
  Price	The price is right -- not too high, not too low
  Place	The products/services are accessible
  Production	The organization can effectively meet demand
  Promotion	The organization uses the best techniques to motivate people to respond

  If your organization doesn't meet these objectives, then you need to suggest ways to change in such a way that it will.

  

  Evelyn Daniel, 11/3/98