Date post: | 30-Dec-2015 |
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Unit 18:The Business of Diving• The diving industry• Marketing• Prospecting and recruiting• Customer/student follow-up• Fundamentals of retailing• Budgeting, organizing, and
scheduling classes• Sample budget• Teaching continuing
education and leadership
Student Performance:By the end of the lesson you will be able to:
• Describe the diving industry and its stakeholder groups.• Tell how to apply fundamental marketing principles to your
diving business. • Tell how to write and what common elements should be
included in a marketing plan.• List the fundamental tasks necessary to implement and maintain
a successful marketing program.• Explain how to develop and implement student prospecting,
recruiting, and follow-up programs.• Explain the fundamental principles of retailing diving products
and services.• Budget, organize, and schedule diving courses and list the
advantages of teaching continuing education and leadership training courses.
Marketing
• What is it?• Getting started• Common Elements of Marketing
Plans– Executive Summary– Situation and Market Analysis – Competitor Analysis– Customers/Users– Marketing Strategies– Sales Forecasts and Plans– Expense Budget
Marketing (continued)
1.Make a marketing plan2.Study and understand your customers 3.Advertise benefits–not features 4.When writing ad copy, omit unnecessary words5.Study your competition repeatedly
6.Survey your customers and then survey them again 7.Write articles about newsworthy stories8.Monitor your sales for trends 9.Make your marketing plan known 10.Review your plan on a regular basis
•Taking action
•Ten Fundamental and Traditional Rules of Marketing
Prospecting and Recruiting
• A typical system• Where is prospect information
gathered?• Classifying the data• Systematic follow up• Measure results
Customer/Student Follow-up
• Keeping customers• Follow-up mailings• Effective customer
follow-up• Benefits of marketing
Fundamentals of Retailing
• Critical stakeholder group
• A retail sale begins• Observe new
customers• Students’ buying
patterns• Diving leaders exert
influence
Fundamentals of Retailing (continued)
• Selling is an educational process
• Determining and overcoming objections
• Closing a sale• Developing selling
ability
Budgeting, organizing, and scheduling classes
• Factors affecting– certification level – number of sessions – students – assistants – physical facilities – travel time– budget.
• NAUI Standards and Policies
Teaching Continuing Education and Leadership
• The target market • Regular counseling • Concurrent Training
Model• Worldwide network of
service centers
End of Unit 18
The Business of Diving• The diving industry• Marketing• Prospecting and recruiting• Customer/student follow-up• Fundamentals of retailing• Budgeting, organizing, and
scheduling classes• Sample budget• Teaching continuing
education and leadership
Student Performance:By the end of the lesson you will be able to:
• Describe the diving industry and its stakeholder groups.• Tell how to apply fundamental marketing principles to your diving
business. • Tell how to write and what common elements should be included
in a marketing plan.• List the fundamental tasks necessary to implement and maintain a
successful marketing program.• Explain how to develop and implement student prospecting,
recruiting, and follow-up programs.• Explain the fundamental principles of retailing diving products
and services.• Budget, organize, and schedule diving courses and list the
advantages of teaching continuing education and leadership training courses.