Marketing training seminar
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The document outlines an agenda for a marketing training seminar. It includes sections on introducing the trainer and their background, setting objectives for the seminar such as giving tools for a marketing business plan. Key topics that will be discussed are the principles of marketing, strategic planning, understanding markets and customers, product portfolio analysis, the marketing mix, PEST analysis, SWOT analysis, marketing strategy, strategic options, strategy implementation, communications tools, business linking, and finding financial aid. Participants will have workshops to formulate vision/mission statements, analyze their environment using PEST and SWOT models, and define their market strategy. The overarching purpose is to provide knowledge and ideas for developing effective marketing plans.
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This document provides an overview of key marketing concepts including:
- Marketing is the process of creating value for customers and building relationships to capture value in return through communicating and delivering value.
- Marketing management involves choosing target markets and growing customers through superior value.
- Market segmentation involves dividing markets into groups with similar needs. Effective segmentation is measurable, substantial, accessible, differentiable, and actionable.
- Targeting involves deciding which market segments to focus on through concentrated or differentiated targeting strategies based on identifying segments that are identifiable, sufficient, stable/growing, and accessible.
- Positioning determines customer needs and how a product fulfills them differently than competitors in the customer's mind.Goca Matovi
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2) It outlines the key elements of developing an effective social communications campaign, including understanding the target audience, developing a clear message and call to action, and using an integrated marketing mix for outreach.
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- Characteristics of customer-centric organizations like having a shared vision focused on serving customers.
- Conducting market analysis to understand strengths, competitors, and the business environment to minimize risks.
- The process of market segmentation to identify groups with similar behaviors to better target customers.
- Elements of the marketing mix like developing products that provide value, and choosing appropriate distribution, pricing, and promotion.Marketing management dr. raafat shehata
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Ad
Marketing training seminar
- 1. Marketing Training Seminar Eduard Kruseman
- 2. Programme Introduction Purpose Subjects to discuss Exchange of ideas One-to-one Workshops
- 3. Introduction Eduard Kruseman (PUM Senior Expert) Business development, marketing and public relations; Vocational training programmes / entrepreneurial trainings / coaching Non-profit management Social Innovation Match making (money and knowledge)
- 4. Purpose / Objectives To give tools and ideas to be able to make a marketing business plan Principles of marketing and PR The marketing environment Product and portfolio analysis Marketing communication mix The marketing business plan
- 5. Principles of Marketing Definitions Marketing is a human activity directed at satisfying needs and wants through exchange processes (2 parties / 1 direction) A product is something that is viewed as capable of satisfying a need or want A market is the set of all actual and potential buyers of a product
- 6. Strategic Planning Vision sets out the purpose and direction of the business Mission : how the vision is translates into reality. What should be done to achieve it? Objectives : quantified and measurable targets
- 7. The marketing environment Environmental analysis (trends, opportunities, threats / PEST) Market analysis (characteristics of each basic type of market) Buyer behaviour analysis (how do buyers buy?) Market segmentation analysis
- 8. Understanding Markets and customers What market need does the business address? What products serve that need? Who buys the products? Why do customers buy? Who makes the buying decision? Where do customers buy?
- 9. Product portfolio Costs Competitors Marketing objective Cash flow Profitability Risk
- 10. Industry / product Life Cycle New entrants, buyers, suppliers, substitutes, competitors Versus Introduction, growth, maturity, decline Entering new markets
- 11. Marketing Mix 4 Ps: Product (quality / quantity, brand service) Price (list price, discounts, payment method) Promotion(advertising/public relations e.g.) Place (Philanthropy: people, planet, profit)
- 12. Objectives should be SMART Specific Measurable Achievable within the stated time frame Relevant in the context of the vision Time bound
- 13. PEST Analysis Political issues (local, national, supranational) Economic issues (interest rates, inflation, business cycle, prices) Social issues (population, age structure) Technological (new markest, production methods
- 15. Marketing Strategy How to penetrate in the market? How to compete in the market? How to develop a strategy?
- 16. Strategic options Market penetration (sell more of the same to the same market) Product development (sell new products to existing customers) Market development (seek out new markets for existing products) Diversification (sell new products to new groups of customers)
- 17. Strategy implementation Internal development of products or markets Acquisitions (locally / internationally) Joint development Business links (internationally)
- 18. Communications Public Relations (to create awareness and mutual understanding / free publicity, two directions) Public Affairs (influencing public opinion) Advertising (paid and one direction)
- 19. Communication Tools Public Relations: press releases; meetings; non paid advertising, e.g.) Advertising: advertisements, sales promotion; loyalty programmes, direct marketing; e.g.)
- 20. Business linking Establishing contacts for trade (Chamber of Commerce, Ministry of Trade, Foreign contacts How to find partners (financially and operationally)
- 21. How to find financial aid Banks Micro-credit NGOs Venture Philanthropy Joint operations / partners Basic condition: have a good product!
- 22. PUM(Netherlands Senior Experts) Sharing knowledge and expertise Project request (www.pum.nl), directly or via local representative) Must meet PUM criteria Expert will be selected for advice Goes on mission; Comes back with recommendations
- 23. Wokshop 1 Formulate your vision and mission statements for your company / venture Formulate your objectives according to the SMART methode Discuss it with colleagues
- 24. Workship 2 Analyse your own environment and look to market opportunities (PEST and SWOT models)
- 25. Workshop 3 Define your market strategy, describe your product(s), messages, target group (s) and tools to be used (and keep costs in mind!);