Marketing Essentials
"Don't find customers for your products,
find products for your customers"
- Seth Godin
Overview
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This workshop takes employees and professionals with little or no prior marketing knowledge, through the basic principles and enables them to understand their company’s marketing needs.
Objectives & Benefits
Participants will be able to:
- Obtain a basic grasp of fundamental marketing principles, key concepts and terminology
- Recognise the role and function of marketing within an organisation
- Understand the wide application of the marketing concept in todays business world
- Gain insights into the basic industry principles
- Understand the essential customer concepts
- Get familiar with the fundamental components of the marketing mix (4Ps)
- Relate marketing principles to their specific area of responsibility and industry
Workshop Outline
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What is Marketing
Marketing Myths & Sins
Marketing Concept & Evolution
Marketing Orientation Role & Function
- Product
- Production
- Sales
- Customer
- Competition
- 360 Marketing
Marketing Myopia
Marketing Environment
The Marketing Mix
- Product
- Price
- Place
- Promotion
Customer
- Internal / External
- Consumer / Customer
- Current / Potential
- B2B, B2C
- Buyers’ Decision Process
- Adoption Process