Marketing for Lawyers
Basic Principle of Marketing, Goals of Marketing
Lesson 1
•Eva Tomášková
•eva.tomaskova@law.muni.cz

Course timetable
lregular lessons:
l every Monday (11.10 – 12.40) - room 031
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lConsulting hours: Tuesday (13.00 – 14.30), room 309
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?
lWhy did you choose this course?
lWhat is your idea about this course?
lDid you have any knowledge or experience with marketing?
lWhat you would like to hear? - Do you have any recommendations?
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Course syllabus
1.Basic principle of marketing, goals of marketing
2.Customer services offered by lawyers
3.Ways of client segmentation, specification of clients, determination of perspective clients
4.Expectation of clients
5.Measuring of clients satisfaction, strengthen client loyalty
6.Determination position in the market
7.Building promotion  and building image
8.Marketing strategies to attract new clients, ways how to get competitive advantage
9.Communication with clients
10.Building of effective marketing plan and its implementation, Determination of marketing costs
11.Presentation and discussion of semester paper
12.Presentation and discussion of semester paper
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Credit Requirements
1.Attendance (minimum 6 lessons)
2.Solution of individual and team tasks
3.Presentation and discussion on semester paper

Essay (Semester Paper)
lTheme:
lMeasuring of clients satisfaction, ways to increase this satisfaction
lCustomer services offered by lawyers
lAdvertising and lawyers
lCommunication with clients
l? your theme
lTill October, 31 – send email with theme of essay
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l The semester paper should include part of theory and part of application
l (for example – comparison between your country and CZ)
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lFormat:
lLength: minimum 1 500 words
lDeadline: (November, 30)
lSend: by e-mail

Literature
lKotler, P. Marketing, Management. Principles of Marketing
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lPrinciples of Marketing http://www.saylor.org/site/textbooks/Principles%20of%20Marketing.pdf
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lother books about marketing
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lCzech Bar Association, Available at:  http://www.cak.cz/en
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lRepresenting Europe’s Lawyers
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Marketing
lMarketing can be categorized as a branch of business as well as a social science.
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lThe marketing concept is based on the idea that firms should analyze needs and wants of consumers
and use the outcomes to make decisions.
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lMarketing involves a range of processes concerned with finding out what consumers want, and then
providing it for them.

Subjects of marketing
lproduct
lservice – hairdresser, beautician, tax adviser
lfirm (company)
loccasion – sport actions
ladventure - bungee jumping, balloons flying
lperson – stars, politicians
lplace – regions, cities
lproperty – banks, real estate agencies
linformation – schools, universities, journals
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Development of Marketing
lIt was first put forward by economist Adam Smith in The Wealth of Nations in 1776. The concept was
only adopted on a wide scale from around the 1950s.
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lThe production concept dominated from the start of the industrial revolution until the 1920s. This
is where firms produced the outputs they could make most efficiently, and this would create product
demand.
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lThe sales concept became dominant by the 1930s when strong competition and little unmet demand
meant firms had to crank up their sales efforts through personal selling and advertising.
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lAfter World War II firms analyzed what consumers needed or wanted. The marketing concept took
over. Firms analyzed the market, segmented it, conducted market research, developed products, and
came up with strategies to sell them. The principles of marketing stem from the marketing concept.

Production concept
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Výsledek At Učednická léta - Příběh Henryho Forda

viz. CIMA materiál úvod – str. 2 - 4

Sales concept
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bata tbata

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Shopping
lDo you like shopping?
lHow often do you go shopping?
lWhat is the main reason to buy something?

Shopping
lThe act of shopping is more often emotional than logical.
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lMarketing experts teach that after showing the prospects the features of a product and the
benefits of each feature, is necessary to give customers an emotional push.
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lThe buying decision starts with the head and ends with the heart.
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lImpulse for buying does not happen sometimes, it happens more often than customers think.
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lIt is necessary to make the product unique and different. But, in the end suppliers must make the
buyer feel good about it.
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lPride of owning a Mercedes, or a Jaguar feeds the human ego. A person who owns a prestigious
object feels that he is a cut above the rest.

Marketing Principles
lMarketing principles include:
lan environmental or situation analysis of the firm's internal and external environments,
lsegmentation of the market,
lconsumer and market research,
lproduct development,
lpricing,
ldistribution,
lpromotional strategy,
lmarketing planning,
land measuring the progress of marketing strategies and actions.

Internal and External Environment
lA firm needs to understand its internal and external environments.
lInternal environment
lThe company must know its capabilities, products, image, strengths and weaknesses, and culture.
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lExternal environment (environmental or situation analysis of):
lits collaborators
lIt should look at its suppliers, consultants and distributors, and their respective capabilities,
strengths, and weaknesses.
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lits customers
lIt analyzes its existing and potential customers, the market such as its size and growth, what
consumers want, what motivates them to buy, where and how they buy, and trends in consumer
behavior.
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External environment
l its competitors
lThe firm examines each main competitor in terms of size, products, strategies, market share, and
strengths and weaknesses.
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l and the business climate.
lIt also analyzes climate including aspects of the political and regulatory environment that will
impact on the firm and the market; the economic situation such as growth rates, cycles, inflation,
and employment levels; technology; and the international environment.
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Main Goal of Marketing
lMain goal of marketing is:
lcoordination all activities with a focus on building value for the customer and the organization
lachieving greater customer satisfaction
lachieving greater customer loyalty
l= increasing of business performance (profit)
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lCreating real value for customers requires that all marketing and sales initiatives converge at
the customer with a true understanding his/her needs.

Task
lCreate 4 groups
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lChose a product  for a group
l(you like to go shopping or you often go shopping, e. g. notebook, perfume, coffee etc.)
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lWrite all required features of an product by all members of the group

Basic Principle of Marketing
lBasic Principle of Marketing = The Marketing Mix or the "4 P's " are:
lProduct
lPrice
lPromotion
lPlace (or distribution)
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l"5 P's" + People
l"7 P's" + Processes, Physical evidence
l"9 P's„ + Packaging, Payment
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Product
lProduct issues can include:
la brand name,
ltrademarks,
lfunctionality of the product,
ldifferentiation,
lquality,
lsafety,
lpackaging,
lrepairs and
lcustomer services.

Price
lis determined by:
lcosts,
lmarket share,
lconsumer demand,
lsubstitutes,
lprice elasticity of demand,
ltype of market (e.g. monopoly, or perfect competition),
land the objectives of the firm.
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lThe object might be to:
lincrease profits (higher price) or
lgain market share (lower price).
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Place
lPlace or distribution includes:
ldistribution channels,
lbranch network,
linventory management,
lwarehousing,
ltransport,
land use of wholesalers and retailers.

Promotion
lPromotion is about:
l advertising, e.g.:
ltelevision,
loutdoor,
lnewspaper,
lmagazine,
lradio,
linternet,
land direct
lword of mouth,
lpoint of sale,
lpublic relations, and
lpublicity.

Conclusion
lWhat marketing is?
lWhich marketing principles are?
lWhat customers want?
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