Introduction to Credit Union Marketing

• Recognize eight components that comprise the "marketing mix"
• List three conditions a target segment must meet to qualify for a target marketing strategy
• Recall three internal and three external essentials of effective value proposition statements
• Describe two methods for measuring member value

The Marketing Mix

• Apply the Four Ps of the Marketing Mix to develop a credit union promotional program
• Recognize four stages in the product life cycle and their implications for marketing
• Recognize three facets of pricing that can be adjusted to help a product deliver greater value to the buyer
• Name two aspects of "place" in credit union marketing
• Recall five facets of promotions

Market Research

• Describe two categories of data sources and two types of research methods
• Recall six steps of primary market research
• Identify the two sources of marketing metrics
• Recall why sensing market trends is essential to credit union success

Marketing Communications

• Identify the marketing challenges presented by the five stages of decision-making
• Describe how branding and positioning are related
• Recall six necessary elements of an effective advertising message
• Recognize five important functions of public relations

In Marketing, Money Matters

• Recognize the application of the accounting, finance and economics functions in a credit union
• Describe the role ROI plays in a marketers job
• Recall the role of the balance sheet, income statement and key ratios in decision-making and marketing strategies
• Recognize how the time value of money affects the marketing of credit union products and services
• Identify three economic concepts that help marketers develop more effective strategies

Marketing Collaboration

• Recognize how the marketing department collaborates with other credit union functions
• Describe how to select and contract with a vendor
• Recall three emerging marketing trends that will affect marketers
• Identify the source of each input to the credit unions strategic marketing plan