3 Riverside Way
Irvine, NAY KA11 5DJ
United Kingdom
Morning: Marketing
Every business starts with an idea that connects something you have to sell with people willing to buy - it’s about as fundamental to business as it comes. Why then is marketing so neglected subsequently? This module will provide the key insights into marketing as a strategic business function, demonstrate how to set clear objectives and show how those objectives connect marketing into your business plan.
Content
• The role of marketing in your business
• The 7Ps explained
• The critical difference between products and services
• FAB analysis
• The augmented product
• Marketing communications and where it fits
• The marketing process
• Plugging marketing into the business plan
• SMART objectives
• Segmentation, targeting and positioning
• Buyer Behaviour - how people decide to buy
• The Business Decision Making Unit
Afternoon: Direct Selling
You may remember from an earlier session that for the majority, the growth strategy on which we expend most time, effort and money (know it or not) is market penetration. One of the tools we deploy to make that strategy happen is direct selling, aka Sales people. We can probably all agree that they're an expensive resource - so it makes sense that we'd desire every opportunity is hunted down and the sale closed with a positive result.
