The book, Trump University Marketing 101: How to Use the Most Powerful Ideas in Marketing to Get More Customers offers the basics of marketing and practical marketing assistance for people to successfully market their products and services. It offers up-to-date details of the best ideas and most effective strategies in marketing. The book is designed to help anyone, with or without marketing expertise to successfully develop marketing strategies that target customers with products or services.
The author begins by tracing the evolution of marketing over time. Until the 1960s, marketing was primarily about tactics such as pricing, advertising and sales force decisions. But today due to intense competition, fast-changing technologies and up-to-date customers, marketing has moved from tactical decisions to both strategic and tactical decisions. As a result of this, marketing is no longer just limited to the "4Ps": Product, Price, Place and Promotion. Marketing is first and foremost about well-developed strategies and then about well-implemented tactics. The author draws attention to the strategic aspects of marketing such as people, targeting and positioning. Managers should first strategically choose which customers they would like to satisfy and then design a product or service that has unique and specific benefits that satisfy their requirements. The author redefines marketing as managing the value of the product or service perceived by the customers with both strategy and tactics. To manage perceived value, it is important to be aware of the competitive environment, target markets, position the products and services, build strong brands, satisfy customers, set price, develop advertising, organize sales efforts and forecast results. |
