Concept
Marketing is the intensive preoccupation with the customer, his needs and wishes, his unsolved problems and his willingness – through the launch of new technologies and services – to participate in new markets. Marketing aligns all company processes, the thinking and actions of an organization, to customers and customer benefits. For this, it needs concepts, instruments and systems. It needs a customer-oriented corporate culture. And it requires a lot of instruments to actually implement marketing measures successfully.
This seminar takes you on a systematic journey through the world of marketing. It offers you a comprehensive look at marketing with a special focus on what has become more important during the last few years – direct marketing, online marketing, digital marketing, search engines and social media.
Participants
- Executives looking for a comprehensive up-date of modern marketing techniques
- Managers in the areas of market analysis, market research, marketing, sales and distribution
- Those responsible for customers, customer segments and products or product lines, brands, sales channels, profit centers
- Executives from outside marketing who want to improve their knowledge of marketing
Topics
Modern Marketing
- The overall system of marketing
- Classic and Digital marketing
Always start with Customer Needs
- Understanding the market
- Digital market analyses
- Market and competitor analyses
- Inventing new customer benefits
Success in the Marketplace
- Creating new demand through innovation
- Actively selling – sales management
- Customer satisfaction, customer retention, customer loyalty
Strategic Marketing Concepts
- Target marketing
- Positioning, differentiating
- Brand strategy, brand management
- Product, service and solution strategies
- Sales and distribution strategies
- Pricing and conditions policy
- Communication strategy
Sales Management
- Developing your own sales model
- Establishing a superior sales process
Direct Marketing, Online Marketing
- Building up and optimizing direct marketing activities
- How to be found by search engines
- Referral marketing thanks to social media
Branding, Brands
- The importance of a brand to the business of your company
- Market strategy and market launch
Marketing strategies and sales management
- How Marketing strategies are developed
- What do marketing strategies mean to sales management?
How to create a sales and distribution strategy
- Content of a sales & distribution strategy
- Developing a sales or distribution strategy
- Digital sales channels
Sales management concepts
- How to optimize value to the customer
- Utilizing customer potential even better
- How can you manage customer relations?
- How can you win back lost customers?