Description
What’s in it for you?
At the end of the program, participants will be able to:
- Define what Marketing is and discuss its core concepts.
- Explain the relationship of customer value, satisfaction and quality.
- Identify and maximize the interdependencies between sales and marketing and create a lead generation strategy that encompasses sales, marketing and end users, and eventually achieve successful customer relationship management.
- Compare the five (5) marketing management philosophies.
- Analyze the major challenges facing marketers heading into the next century.
- Prepare an action plan implementable within 45 days after the training.
Training Outline
A. Marketing definition
B. Overview of the marketing concept
a. The five marketing management philosophies
C. The Marketing Process
a. Understanding the marketplace and consumer needs
1. Five Core Marketplace Concepts
a. Need, wants and demand
b. Products, Services, Experiences
c. Value and Satisfaction
d. Exchange, transactions, and relationships
e. Market
2. Four types of customer markets
3. Importance of Market Research
b. Designing a customer- driven marketing strategy
1. Segmenting, Targeting
2. Positioning and Differentiation
c. Construct a Marketing program that delivers superior value
1. Pricing strategy
2. Product strategy
3. Place (distribution) strategy
4. Promotions strategy
d. Build profitable Relationships and Create customer delight
1. Customer Relationship Management (CRM)
2. Customer Lifetime Value (CLV)
e. Capture value from Customers to create profits and Customer Equity
1. Customer Loyalty and retention
2. Customer loyalty and profitability matrix
D. Differentiating roles of Sales and Marketing
a. Consumer and customers focus
b. Interdependencies of sales and marketing in achieving common business goals
E. The challenges of the 21st Century the marketer faces
a. Offering products and services ahead of competition
b. Macro-economic uncertainty
c. Ever-changing customer preferences
d. Digital disruption
e. Shorter product life cycle
f. Locating and retaining capable people
g. Reduced customer loyalty
h. New local and global players
j. Increasing buyer (supplier) expertise
F. Workshop
a. What should marketers do to succeed in today’s challenging business environment
b. Identify and maximize the interdependencies between sales and marketing and create a lead generation strategy that encompasses sales, marketing and end users and eventually achieve successful customer relationship management
G. Action planning
