Marketing in a challenging economy
Number of Days: 1 day
Introduction to Marketing
-What are the historical approaches to marketing?
-How does modern marketing differ from historical approaches?
-What is involved in a marketing process?
-What techniques are used for situational analysis?
-How does marketing relate to sales and what does this mean when planning your strategy?
-What is a SWOT analysis and how can you take advantage of it in marketing?
-How customers decide?
-Customer decision-making in a challenging economy
-How can you influence customers in each stage of their decision making process?
-How to devise a marketing strategy to appeal to customers in each stage of their decision making process?
-How to segment the market?
-Psychological segmentation approach suitable in a challenging economy
-The new segments of today's economy
-Exploring and integrating digital channels
-How to target the market based on specific segmentations?
-How to devise a marketing mix and position your products appropriately according to your target market?
-What are various positioning strategies and what are their advantages and disadvantages?
Marketing Mix: Product
-What is the life cycle of a product?
-What to consider when developing products in line with your marketing mix?
Marketing Mix: Price
-What is involved in the process of pricing your products?
-How to price your products in line with your objectives?
-What legal issues should you be aware of when pricing?
-What are supply and demand curves and how can you use them when setting up your prices?
-Should you have variations of a single product? If so, how many?
-How to price multiple variations of a product to maximize your profit?
-Pricing right during recession
Marketing Mix: Place/Distribution
-What is the importance of distribution and what is involved?
-What are various types of sales channels?
Marketing Mix: Promotion
-How can you promote your product?
-What are the 4 principal elements of promotion?
-How to use viral marketing?
-What is involved in branding?
-Promoting when the economy is slow
-What are best practices in marketing?
-What are the critical areas in marketing that can make all the difference?