Marketing Basics Sample

7/30/2019 Marketing Basics Sample

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Marketing Basics

Sampl

CorporateTraining Materials

All of our training products are fully customizable and are perfect for one day and half day workshops.

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TABLE OF CONTENTS

Preface ..............................................................................................................................................3

What is Courseware? ................................................................................................................................ 3

How Do I Customize My Course? .............................................................................................................. 3

Materials Required ................................................................................................................................... 4

Maximizing Your Training Power .............................................................................................................. 5

Icebreakers ........................................................................................................................................6

Icebreaker: Friends Indeed........................................................................................................................ 7

Training Manual Sample ..................................................................................................................... 8

Sample Module: What is Marketing? ....................................................................................................... 9

Instructor Guide Sample ................................................................................................................... 15

Sample Module: What is Marketing? ..................................................................................................... 16

Activities ......................................................................................................................................... 25

Quick Reference Sheets .................................................................................................................... 28

Certificate of Completion ................................................................................................................. 30

HTML Material ................................................................................................................................. 32

PowerPoint Sample .......................................................................................................................... 41

Full Course Table of Contents ........................................................................................................... 46


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Preface

What is Courseware?

Welcome to Corporate Training Materials, a completely new training

experience!

Our courseware packages offer you top-quality training materials that

are customizable, user-friendly, educational, and fun. We provide yourmaterials, materials for the student, PowerPoint slides, and a take-

home reference sheet for the student. You simply need to prepare and

train!

Best of all, our courseware packages are created in Microsoft Office and can be opened using any

version of Word and PowerPoint. (Most other word processing and presentation programs support

these formats, too.) This means that you can customize the content, add your logo, change the color

scheme, and easily print and e-mail training materials.

How Do I Customize My Course?

Customizing your course is easy. To edit text, just click and type as you would with any document. This is

particularly convenient if you want to add customized statistics for your region, special examples for

your participants industry, or additional information. You can, of course, also use all of your word

processors other features, including text formatting and editing tools (such as cutting and pasting).

To remove modules, simply select the text and press Delete on your keyboard. Then, navigate to the

Table of Contents, right-click, and click Update Field. You may see a dialog box; if so, click Update entire

table and press OK.

(You will also want to perform this step if you add modules or move them around.)

If you want to change the way text looks, you can format any piece of text any way you want. However,

to make it easy, we have used styles so that you can update all the text at once.

If you are using Word 97 to 2003, start by clicking the Format menu followed by Styles and Formatting.

In Word 2007 and 2010 under the Home tab, right-click on your chosen style and click Modify. That will

then produce the Modify Style options window where you can set your preferred style options.


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For example, if we wanted to change our Heading 1 style, used for Module Titles, this is what we would

do:

Now, we can change our formatting and it will apply to all the headings in the document.

For more information on making Word work for you, please refer to Word 2007 or 2010 Essentials by

Corporate Training Materials.

Materials Required

All of our courses use flip chart paper and markers extensively. (If you prefer, you can use a whiteboard

or chalkboard instead.)

We recommend that each participant have a copy of the Training Manual, and that you review each

module before training to ensure you have any special materials required. Worksheets and handouts are

included within a separate activities folder and can be reproduced and used where indicated. If you

would like to save paper, these worksheets are easily transferrable to a flip chart paper format, instead

of having individual worksheets.


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We recommend these additional materials for all workshops:

Laptop with projector, for PowerPoint slides Quick Reference Sheets for students to take home Timer or watch (separate from your laptop) Masking tape Blank paper

Maximizing Your Training Power

We have just one more thing for you before you get started. Our company is built for trainers, by

trainers, so we thought we would share some of our tips with you, to help you create an engaging,

unforgettable experience for your participants.

Make it customized. By tailoring each course to your participants, you will find that your resultswill increase a thousand-fold.

o Use examples, case studies, and stories that are relevant to the group.o Identify whether your participants are strangers or whether they work together. Tailor

your approach appropriately.

o Different people learn in different ways, so use different types of activities to balance itall out. (For example, some people learn by reading, while others learn by talking about

it, while still others need a hands-on approach. For more information, we suggest

Experiential Learning by David Kolb.)

Make it fun and interactive. Most people do not enjoy sitting and listening to someone else talkfor hours at a time. Make use of the tips in this book and your own experience to keep your

participants engaged. Mix up the activities to include individual work, small group work, large

group discussions, and mini-lectures.

Make it relevant. Participants are much more receptive to learning if they understand why theyare learning it and how they can apply it in their daily lives. Most importantly, they want to

know how it will benefit them and make their lives easier. Take every opportunity to tie what

you are teaching back to real life.

Keep an open mind. Many trainers find that they learn something each time they teach aworkshop. If you go into a training session with that attitude, you will find that there can be an

amazing two-way flow of information between the trainer and trainees. Enjoy it, learn from it,

and make the most of it in your workshops.

And now, time for the training!


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Icebreakers

Each course is provided with a wide range of interactive Icebreakers. The trainer can utilize an

Icebreaker to help facilitate the beginning of the course, as it helps break the ice with the

participants. If the participants are new to each other, an icebreaker is a great way to introduce

everyone to each other. If the participants all know each other it can still help loosen up the

room and begin the training session on positive note. Below you will see one of the icebreakers

that can be utilized from the Icebreakers folder.


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Icebreaker: Friends Indeed

Purpose

Have the participants moving around and help to make introductions to each other.

MaterialsRequired

Name card for each person Markers

Preparation

Have participants fill out their name card. Then, ask participants to stand in a circle, shoulder to

shoulder. They should place their name card at their feet. Then they can take a step back. You

as the facilitator should take the place in the center of the circle.

Activity

Explain that there is one less place than people in the group, as you are in the middle and will

be participating. You will call out a statement that applies to you, and anyone to whom that

statement applies must find another place in the circle.

Examples:

Friends who have cats at home Friends who are wearing blue Friends who dont like ice cream

The odd person out must stand in the center and make a statement.

The rules:

You cannot move immediately to your left or right, or back to your place. Lets be adults: no kicking, punching, body-checking, etc.

Play a few rounds until everyone has had a chance to move around.


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Training Manual Sample

On the following pages is a sample module from our Training Manual. Each of our courses

contains twelve modules with three to five lessons per module. It is in the same format and

contains the same material as the Instructor Guide, which is then shown after the Training

Manual sample, but does not contain the Lesson Plans box which assists the trainer during

facilitation.

The Training Manual can be easily updated, edited, or customized to add your business name

and company logo or that of your clients. It provides each participant with a copy of the

material where they can follow along with the instructor.


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Sample Module: What is Marketing?

Sometimes marketing is confused with the simple act of selling or

increasing sales. But, marketing is the channel companies take to grab

the customers attention and bring them to make a purchase. A team

often manages marketing since the job itself can cover many different

tasks and duties. It is often the first step in building a relationship withthe customer and building brand recognition.

The aim of marketing is to know

and understand the customer so

well the product or service fits

him and sells itself.

Peter F. Drucker


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What is a Market?

A market is loosely defined as a medium where customers and sellers with shared

interests and desires conduct business. For example, there is a transportation

consumer market. A market has a broad definition, and it is necessary for marketers

to find the customers in the market who will purchase their products. The process ofidentifying potential customers is finding a target market. Target markets generally

consist of individuals who may or may not interact with each other, but they do

share many common characteristics, such as values, interests, or buying habits. However, identifying

similar traits is not all there is to a market it also requires potential customers who have the interest

and income to make the purchase. This is why defining and building a market for any company requires

extensive market research.


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Marketing is Not Selling

Many people confuse the act of marketing with the act of selling because both

involve the act of interesting customers so that they purchase your product.

Selling occurs when the customer purchases the product or service. Marketing,

however, is the art of grabbing the potential customers attention, which will,hopefully, lead to a purchase. The goal of marketing is to leave an impression on

the consumers, making your brand more recognizable and memorable to them. The key to marketing is

providing knowledge about your company and your product, service or your brand. Your brand is what

sets you apart from the competition. The more customers know about your brand, the more desirable

the end sale becomes to the consumer. Building the brand and the brand awareness are the key points

of marketing that can set it apart from selling.

Branding:

Connect with customers: Reach customers on a personal level with different marketingmethods.

Anticipate needs: Use research to keep up with market trends. Be consistent: Always be consistent in your image, product, and customer service.

Sometimes the marketing process can take multiple touch points over a period of time, which is why

marketing is not for the impatient.


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Understanding Customer Needs

Since marketing is based on what will bring the customer to your company, it is only

natural to consider the customers needs and wants. Remember, your customers

are your target audience, and you must address their needs and desires directly. A

company cannot market a new brand of mens socks to a target of new mothers!

Points to consider:

What does the customer want? What does the customer need? What is something that will benefit them? What makes the customer want to buy from you?

Understanding your target market requires market research. Basically, you must consume all the

information you can about your customer base. Some research is available in the form of government

statistics, but you must find some of the information from the customers directly. Direct sources include

surveys and focus groups.


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Defining Your Product or Service

Before you can begin to market your companys product or service, you must define

what it is and what it can do for the public. Your product is what you offer to the

public, but you cannot market your product to someone if you cannot first identify it

yourself. Start with a definition of the product and what its entails. Outline specificcharacteristics along with the pros and cons of having it. Outline how it can benefit

the consumer and what it can offer them once they buy it. What is its value? What

would the customer be willing to do to have your product or service? These pieces

should bring the product puzzle together and help the marketer achieve a clear picture of what is being

offered to the public.

Tips to remember:

Know all aspects of the product or service. What does it offer the consumer? Define its qualities and benefits. Determine who your target audience would be.


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Case Study

When James opened up his restaurant, he was sure that people would love it. He

sold hamburgers, and he reasoned that everyone loves hamburgers, so he was

surprised when business was slower than he expected. He had a prime location in

a wealthy, new suburb, so he knew that the people in the area could afford to eatout. James finally decided to perform a survey of the area to better understand his

customers. He learned that most of his market was made up of health conscious

individuals who avoided hamburgers and fried food most days.


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Instructor Guide Sample

On the following pages is a sample module from our Instructor Guide. It provides the instructor

with a copy of the material and a Lesson Plans box. Each Instructor Guide and Training Manual

mirrors each other in terms of the content. They differ in that the Instructor Guide is

customized towards the trainer, and Training Manual is customized for the participant.

The key benefit for the trainer is the Lesson Plan box. It provides a standardized set of tools to

assist the instructor train that particular lesson. The Lesson Plan box gives an estimated time to

complete the lesson, any materials that are needed for the lesson, recommended activities, and

additional points to assist in delivering the lessons such as Stories to Share and Delivery Tips.


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Sample Module: What is Marketing?

Sometimes marketing is confused with the simple act of selling or

increasing sales. But, marketing is the channel companies take to grab

the customers attention and bring them to make a purchase. A team

often manages marketing since the job itself can cover many different

tasks and duties. It is often the first step in building a relationship withthe customer and building brand recognition.

The aim of marketing is to know

and understand the customer so

well the product or service fits

him and sells itself.

Peter F. Drucker


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What is a Market?

A market is loosely defined as a medium where customers and sellers with shared

interests and desires conduct business. For example, there is a transportation

consumer market. A market has a broad definition, and it is necessary for marketers

to find the customers in the market who will purchase their products. The process ofidentifying potential customers is finding a target market. Target markets generally

consist of individuals who may or may not interact with each other, but they do

share many common characteristics, such as values, interests, or buying habits. However, identifying

similar traits is not all there is to a market it also requires potential customers who have the interest

and income to make the purchase. This is why defining and building a market for any company requires

extensive market research.

Estimated Time 10 minutes

Topic Objective Understand the definition of a market.

Topic Summary

What is a Market?

Identify a market and target market.

Materials Required Flipchart/board and marker

Planning Checklist None

Recommended ActivityList some broad consumer markets on the board/flipchart. Ask the

participants to break these down into different, smaller target markets.

Stories to Share Share any personal relevant stories.

Delivery Tips Encourage everyone to participate.

Review Questions What is a market?


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Marketing is Not Selling

Many people confuse the act of marketing with the act of selling because both

involve the act of interesting customers so that they purchase your product.

Selling occurs when the customer purchases the product or service. Marketing,

however, is the art of grabbing the potential customers attention, which will,hopefully, lead to a purchase. The goal of marketing is to leave an impression on

the consumers, making your brand more recognizable and memorable to them. The key to marketing is

providing knowledge about your company and your product, service or your brand. Your brand is what

sets you apart from the competition. The more customers know about your brand, the more desirable

the end sale becomes to the consumer. Building the brand and the brand awareness are the key points

of marketing that can set it apart from selling.

Branding:

Connect with customers: Reach customers on a personal level with different marketingmethods.

Anticipate needs: Use research to keep up with market trends. Be consistent: Always be consistent in your image, product, and customer service.

Sometimes the marketing process can take multiple touch points over a period of time, which is why

marketing is not for the impatient.


Topic Objective Differentiate selling from marketing.

Topic Summary Marketing is Not Selling

Materials Required

01-Marketing

Consider ways to market your brand.


Recommended ActivityComplete the handout individually. Share your ideas with the rest of the

class.


Delivery Tips Encourage everyone to share their ideas.

Review Questions What are some differences between selling and marketing?


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Understanding Customer Needs

Since marketing is based on what will bring the customer to your company, it is only

natural to consider the customers needs and wants. Remember, your customers

are your target audience, and you must address their needs and desires directly. A

company cannot market a new brand of mens socks to a target of new mothers!

Points to consider:

What does the customer want? What does the customer need? What is something that will benefit them? What makes the customer want to buy from you?

Understanding your target market requires market research. Basically, you must consume all the

information you can about your customer base. Some research is available in the form of government

statistics, but you must find some of the information from the customers directly. Direct sources include

surveys and focus groups.


Topic Objective Demonstrate an understanding of the customer

Topic Summary Understanding Customer Needs

Materials Required Flipchart/board and marker


Recommended ActivityHave individuals answer the points to consider questions based on different

target markets. List the answers on the flipchart/board.


Delivery Tips Encourage everyone to share his or her ideas.

Review Questions Who is your customer?


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Before you can begin to market your companys product or service, you must define

what it is and what it can do for the public. Your product is what you offer to the

public, but you cannot market your product to someone if you cannot first identify it

yourself. Start with a definition of the product and what its entails. Outline specificcharacteristics along with the pros and cons of having it. Outline how it can benefit

the consumer and what it can offer them once they buy it. What is its value? What

would the customer be willing to do to have your product or service? These pieces

should bring the product puzzle together and help the marketer achieve a clear picture of what is being

offered to the public.

Tips to remember:

Know all aspects of the product or service. What does it offer the consumer? Define its qualities and benefits. Determine who your target audience would be.


Topic Objective Define a product.

Topic Summary


Identify aspects of a product.

Materials Required 02-Define the Product


Recommended Activity Complete the worksheet individually. Share your answers with the class.

Stories to Share Share any relevant personal stories.


Review Questions What is a product?


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Case Study

When James opened up his restaurant, he was sure that people would love it. He

sold hamburgers, and he reasoned that everyone loves hamburgers, so he was

surprised when business was slower than he expected. He had a prime location in

a wealthy, new suburb, so he knew that the people in the area could afford to eatout. James finally decided to perform a survey of the area to better understand his

customers. He learned that most of his market was made up of health conscious

individuals who avoided hamburgers and fried food most days.


Topic Objective Outline the What is Marketing case study.

Topic SummaryCase Study

Discuss

Recommended ActivityDiscuss the results of the case study. What was James mistake, and how

could it be repaired?

Stories to Share Share any relevant personal/professional story.


Review Questions What did James assume?


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Sample Module: Review Questions

1. What are potential customers?a) Target marketb) Marketc) Marketersd) SellersA market is a broad term. Potential customers who identify with a product are the target

market.

2. What is necessary to determine the market and target market?a) Customersb) Marketersc)

Market research

d) Income statementThere are different markets and target markets. Understanding markets requires market

research.

3. What is selling?a) Customer recognitionb) Building a brandc) Knowing your target marketd)

Customer purchases the product

Selling is the process of convincing a customer to make a purchase from the company and then

completing the sale with the exchange of payment.

4. Marketing focuses on what?a) Money gainedb) Gaining customer recognitionc) Stock supplyd) Customer purchaseMarketing is aimed at making the customer gain more knowledge about the company and learn

brand recognition to draw patients in. While marketing may not lead to an actual sale, it can

lead to potential customers who can refer others to your product/service.


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5. What is not something that will provide an understanding of customers?a) Surveyb) Focus groupc) Product auditd) StatisticsYou must understand the customer to offer the best product. The other answers are examples

of market research that help improve understanding of the customer.

6. Which of the following should be considered in customer needs?a) How the customer can benefit from your product/serviceb) The age of the productc) How the product will increase salesd) How many complaints are expected from the productIt is important to understand your customers needs, including their wants/desires, how they

can benefit from buying your item, and how they can easily access it. Understanding these

needs can help mold a more solid marketing plan and reach more potential customers.

7. Which of the following is a step in defining your product/service?a) The name of the product or serviceb) Determining your target audiencec) The age of the product or serviced) Determining the date of the productOne of the most overlooked steps of defining a companys product or service is determining

who the target audience would be. The company needs to first figure out the pros/cons of the

products, its qualities and aspects, and then who would it best be suited for.

8. What must be defined about the product besides its aspects?a) How long it will be relevantb) How it will workc) What its name will bed) What it can do for the publicThe different aspects of a product must be identified. It is also necessary to determine the

benefits of the product and what is can do for the public.


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9. What does James decide to sell?a) Health foodb) Foodc) Hamburgersd) SandwichesJames chooses to make hamburgers. He believes that everyone likes hamburgers.

10.What did James target market prefer?a) Foodb) Healthy foodc) Hamburgersd) SandwichesJames did not do his market research before opening his restaurant. His potential customers

preferred healthy food.


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Activities

During the facilitation of a lesson Worksheet or Handout may be utilized to help present the

material. If a lesson calls for a Worksheet or Handout it will be listed in the Lesson Plan box

under Materials Required. The trainer can then utilize the Activities folder for the

corresponding material and then provide it to the participants. They are all on separate Word

documents, and are easily edited and customized.

Below you will see the Worksheets or Handouts that are utilized during the training of the

above lesson. They are located in the Activities folder and can be easily printed and edited for

the participants.


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Marketing

Consider your brand, and list what separates your company from the competition.

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

Outline a strategy for your brand.

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________


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Define the Product

Take a moment to consider your product and your customers, and answer the questions.

What is your product?

_____________________________________________________________________________________

_____________________________________________________________________________________

Who is your target audience?

_____________________________________________________________________________________

_____________________________________________________________________________________

What does it offer your customers? What benefits does it provide?

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

Additional Notes:

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________

_____________________________________________________________________________________


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Quick Reference Sheets

Below is an example of our Quick reference Sheets. They are used to provide the participants

with a quick way to reference the material after the course has been completed. They can becustomized by the trainer to provide the material deemed the most important. They are a way

the participants can look back and reference the material at a later date.

They are also very useful as a take-away from the workshop when branded. When a participant

leaves with a Quick Reference Sheet it provides a great way to promote future business.


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Promotion

Any communication about the value and

benefits that you have to offer is a

promotion. People often confusepromotion with marketing. Promotion,

however, is only one part of the

marketing mix. It is important to balance

promotion with the other Ps.

There are many different methods of

promotion:

Advertising: This is used to reach amass market.

Selling: This is small group or one onone communication.

Publicity: This includes mentions inthe press or online.

Word of mouth: Customers are partof the promotion process, and word

of mouth should not be ignored.

Price

The second part of the marketing mix is price. The price is what

the customer pays, and it affects purchasing. A high price will

discourage buying, but a low price may require a cut in productquality. Pricing is complex, but there are two basic pricing

methods: value based and cost based.

Value based: This method of pricing is what the company

believes the customer is willing to pay for the product. For

example, parking may be based on a value based system rather

than the cost of the space itself. Value based pricing is driven by

supply and demand.

Cost based: Cost based pricing is based on what the product

actually costs to make. The costs are added up, and the price is

based on what it takes to cover the costs and make a profit.

Choosing the Right Media

It is impossible to communicate with your target audience if you do not use the correct media. For example,

overlooking social media for younger customers will almost guarantee that they do not receive your

communication. Choosing the right media depends on your customer and your budget.

Radio: This media only reaches a small group, but you can focus exclusively on your target market. Television: The media reaches a broader group, but it is expensive and the message may be ignored with DVRs. Publications: Reach your target market in specific publications. Internet: Banner ads and SEO broaden the market. Social media: Social media allows customers to follow and share, but it requires monitoring and maintenance.

Marketing Basics

www.corporatetrainingmaterials.com Corporate Training Materials
http://www.corporatetrainingmaterials.com/http://www.corporatetrainingmaterials.com/


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Certificate of Completion

Every course comes with a Certificate of Completion where the participants can be recognized

for completing the course. It provides a record of their attendance and to be recognized fortheir participation in the workshop.


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[Name

]

Hasmasteredth

ecourse

MknBc

Awardedthis_______dayof___

_______,20___

CERTIFICATEOF

COMPLET

ION

PresenterNameandTitle


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HTML Material

We also offer an HTML version of the material. We convert a Training Manual to HTML which provides a

basic way of viewing the material through your Internet browser. The material is presented with a Table

of Content along the left so you can navigate between modules and lessons. There is also a set ofnavigation buttons along the top where you can just click though the material page by page.

The HTML material can be hosted and accessed on a local computer. It is also possible to provide

remote access through the Internet, a LAN, or even your company's Intranet. HTML provides the ability

to offer a self-paced or off site version of the course.

The link below will provide you the opportunity to view and navigate through the HTML format the

same way a participant would experience it.

www.corporatetrainingmaterials.com/HTML_Sample/Marketing_Basics/index.html
http://www.corporatetrainingmaterials.com/HTML_Sample/Marketing_Basics/index.htmlhttp://www.corporatetrainingmaterials.com/HTML_Sample/Marketing_Basics/index.htmlhttp://www.corporatetrainingmaterials.com/HTML_Sample/Marketing_Basics/index.html


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PowerPoint Sample

Below you will find the PowerPoint sample. The slides are based on and created from the

Training Manual. PowerPoint slides are a great tool to use during the facilitation of the

material; they help to focus on the important points of information presented during the

training.


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Full Course Table of Contents

Preface ..............................................................................................................................................7

What is Courseware? ................................................................................................................................ 7

How Do I Customize My Course? .............................................................................................................. 7

Materials Required ................................................................................................................................... 9

Maximizing Your Training Power .............................................................................................................. 9

Module One: Getting Started ...........................................................................................................11

Housekeeping Items................................................................................................................................ 11

The Parking Lot ....................................................................................................................................... 12

Workshop Objectives .............................................................................................................................. 12

Pre-Assignment ....................................................................................................................................... 13

Module Two: What is Marketing? .....................................................................................................14

What is a Market? .................................................................................................................................. 14

Marketing is Not Selling.......................................................................................................................... 15

Understanding Customer Needs ............................................................................................................. 16

Defining Your Product or Service ............................................................................................................ 17

Case Study ............................................................................................................................................... 18

Module Two: Review Questions .............................................................................................................. 19

Module Three: Common Marketing Types (I) .................................................................................... 22

Direct Marketing ..................................................................................................................................... 22

Active Marketing .................................................................................................................................... 23

Incoming Marketing ............................................................................................................................... 24

Outgoing Marketing ............................................................................................................................... 25

Case Study ............................................................................................................................................... 26

Module Three: Review Questions ........................................................................................................... 28

Module Four: Common Marketing Types (II) ..................................................................................... 31


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Guerrilla Marketing ................................................................................................................................ 31

B2B Marketing ........................................................................................................................................ 32

B2C Marketing ........................................................................................................................................ 33

Promotional Marketing .......................................................................................................................... 34

Case Study ............................................................................................................................................... 35

Module Four: Review Questions ............................................................................................................. 37

Module Five: The Marketing Mix ......................................................................................................40

Product.................................................................................................................................................... 40

Price ........................................................................................................................................................ 41

Promotion ............................................................................................................................................... 42

Place........................................................................................................................................................ 43

Case Study ............................................................................................................................................... 44

Module Five: Review Questions .............................................................................................................. 45

Module Six: Communicating the Right Way ...................................................................................... 48

The Marketing Pitch ............................................................................................................................... 48

Sell Value, Not the Price .......................................................................................................................... 49

Fun and Entertaining is Powerful ............................................................................................................ 50

Choosing the Right Media ...................................................................................................................... 51

Case Study ............................................................................................................................................... 52

Module Six: Review Questions ................................................................................................................ 53

Module Seven: Customer Communications ....................................................................................... 56

Give Your Customers a Voice .................................................................................................................. 56

Its Not About You, Its About Them ....................................................................................................... 57

Every Interaction Counts ......................................................................................................................... 58

Answer Questions Honestly .................................................................................................................... 59

Case Study ............................................................................................................................................... 60


48/49

Module Seven: Review Questions ........................................................................................................... 61

Module Eight: Marketing Goals ........................................................................................................64

Brand Switching ...................................................................................................................................... 64

Repeat Purchases.................................................................................................................................... 65

Brand Loyalty .......................................................................................................................................... 66

Inform and Educate ................................................................................................................................ 67

Case Study ............................................................................................................................................... 68

Module Eight: Review Questions ............................................................................................................ 69

Module Nine: The Marketing Funnel ................................................................................................ 72

Awareness ............................................................................................................................................... 72

Interest .................................................................................................................................................... 73

Desire ...................................................................................................................................................... 74

Action ...................................................................................................................................................... 75

Case Study ............................................................................................................................................... 76

Module Nine: Review Questions ............................................................................................................. 77

Module Ten: Marketing Mistakes (I) ................................................................................................. 80

Not Taking Social Media Seriously .......................................................................................................... 80

Not Having a USP .................................................................................................................................... 81

Cross Cultural and International Translations ........................................................................................ 82

Not Building a Relationship .................................................................................................................... 83

Case Study ............................................................................................................................................... 84

Module Ten: Review Questions .............................................................................................................. 85

Module Eleven: Marketing Mistakes (II)............................................................................................ 88

Not Having a Plan ................................................................................................................................... 88

Aiming at Everyone ................................................................................................................................. 89

Not Tracking Metrics .............................................................................................................................. 90


49/49

Not Listening to Your Customers ............................................................................................................ 91

Case Study ............................................................................................................................................... 92

Module Eleven: Review Questions .......................................................................................................... 93

Module Twelve: Wrapping Up ..........................................................................................................96

Words from the Wise .............................................................................................................................. 96

Review of Parking Lot ............................................................................................................................. 96

Lessons Learned ...................................................................................................................................... 97

Completion of Action Plans and Evaluations .......................................................................................... 97

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Marketing Basics Sample

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