INTRODUCTION
Marketing and the Customer Value Proposition
WHAT IS MARKETING? 9
Marketing vs selling, The 4 Ps (product, price, place, promotion), key elements of marketing (research, strategy, planning, tactics), holistic approach
RESEARCHING YOUR CUSTOMERS
Identifying ‘needs and ‘wants, desk/field research, research samples, qualitative/quantitative questions, research analysis, cost, timing
MARKET RESEARCH – METHODS
Telephone/street/face-to-face interviews, written questionnaires, product testing,consumer panels, observation, focus groups
DEVELOPING A MARKETING STRATEGY
Vision/mission, set-up steps (SWOT/ market/gap analysis, developing new products/services, formulating strategy,planning, implementation)
UNDERSTANDING THE MARKETING MIX
The 4 Ps, blending the mix, the 4 Cs (cost, convenience, communication, customer needs/wants)
MARKETING PLANNING
The 12 essential components of the marketing plan
TACTICS
Advertising, direct mail, sales promotion,PR, promotional literature, sales force,telesales, point of sale, sponsorship, etc
BEING MARKET-LED IN PRACTICE
Internal marketing, customer’s perspective, keeping customers, customer dissatisfaction, 80:20 rule, using the plan, getting help
12(hours)