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Introduction to Integrated Marketing

The American Marketing Association defines marketing as the process of planning and executing the competition, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals.  Introduction to Integrated Marketing presents and defines core marketing concepts and terminology.  Participants learn the:

  • Foundational concepts for creating an integrated marketing presence within their company. Four functions of Marketing—Strategic, Product, Communications, and Tactical Marketing within a real world, applicable context.
  • Roles and responsibilities of Marketing within an organization.
  • Differentiation between a product, sales, and market-centric approaches.

 

Bringing New Products to Market – Product Launch

Some researchers assert that new product failure rates are as high as 80-90% in mass consumer packaged goods and as high as 20-30% in business-to-business goods.  So many things can go wrong is launching a new product.  Successfully launched products share a number of common factors: they are developed and marketed with profitability in mind, they are right for the market, and they are adequately marketed. What are some of the key external elements of a successful product launch? The program provides the knowledge, understanding and skills necessary to perform product launch tasks.  In an interactive environment, participants will explore:

  • Launch elements for a successful product rollout.
  • Strategies, and tactics for generating demand for the new product.
  • Methodologies for linking marketing efforts with sales goals.

 

Customer Retention:  Satisfaction, Loyalty and Advocacy

Customer retention makes good business sense because it is one of the best defenses against a sour economy. Research suggests a 2 percent increase in customer loyalty has the same bottom-line effect as reducing operating costs by 10 percent and loyal customers are 7 to 10 % more profitable. But which customers should you focus on retaining? The cornerstone to customer retention is customer segmentation. This program introduces participants to customer retention: loyalty, satisfaction and advocacy. Participants will learn methods for developing effective loyalty strategies. Concepts will be incorporated into exercises designed to encourage participants to include customer-centered components in their marketing efforts. Methods for retaining and growing profitable customers will be covered, with a focus on teaching marketers to discern their most profitable customer segments. Participants will learn metrics for measuring customer loyalty and understand the elements of customer retention: satisfaction, loyalty, and advocacy.

 

Intelligence and Insights: Research as a Requirement

Accurate and timely information is the lifeblood for making business decisions.  Good information provided through marketing research helps companies improve the quality of their decision making, trace problems, and provide focus and insights into an ever-changing marketplace. Business Intelligence—Research as a Requirement presents the importance of gathering business Intelligence as well as methods and techniques for doing marketing research. The program presents the steps in a marketing research project, the difference between primary and secondary research, research design, and competitive intelligence.

 

Analyzing and Selecting Market Opportunities

This program is organized to provide participants with an introduction to Marketing strategies.  Marketing strategy involves the activities of selecting and describing one or more target markets and developing and maintaining a marketing mix that will produce mutually satisfying exchanges with target markets.  Strategic marketing management begins by identifying a source of competitive advantage that is then used to develop the organization’s strategic direction.  This program identifies the primary sources of competitive advantage and appropriate strategic alternatives. Once an organization defines its strategic direction it can develop its target Market strategy.  Market segmentation plays a key role in marketing strategy and is a powerful tool for more precisely defining customer needs and wants.  Participants will learn the criteria for successful segmentation, and the various approaches to segmentation.  Participants will be provided with the steps for segmenting a market and strategies for selecting target markets.

 

Brand Strategy and Positioning

The success of any business depends on its ability to distinguish itself and its products/services from each other and those of competitors.  The ability to distinguish a company/product begins with the process of positioning and branding.  Effective positioning requires assessing the positioning of the competition, determining the important dimensions underlying these positions and choosing a position in the market where your marketing efforts will have the most impact.  Companies determine their positioning and create a brand strategy for three main purposes:  identification, repeat sales, and new product sales.  A well-executed brand strategy enables a company to build brand equity, an important asset for any company.  This program explores brand strategy, brand loyalty, and various branding strategies.

 

 

Marketing Analytics and Models –

 

 

 

 

Strategic Alliances and Channel Marketing

A marketing channel is a business structure of interdependent organizations for the purpose of moving products from their point of origin to their final consumption destination.  This is different from a strategic alliance, which is when businesses create a cooperative agreement to leverage what they do well by partnering with others who have complementary expertise.  This program explores the various common marketing channels and approaches to strategic alliances. Participants will learn:

  • Pricing alternatives, their benefits and ramifications.
  • The Corporate Life Cycle, and how to determine their company’s place within that life cycle.
  • Strategic Alliances qualifying criteria and the benefits of different alliances.
  • How to design an alliance strategy that fits into an overall business strategy.
  • Channel Marketing strategic considerations and how to determine your company’s channels.

 

Creating a Successful Strategic Marketing Plan

Planning is the process of anticipating future events and determining strategies to achieve organizational objectives in the future.  Marketing planning is about designing activities related to marketing objectives.  Marketing planning serves as the basis for all marketing strategies and decisions. A strategic marketing plan addresses product, distribution, promotion, pricing, positioning and promise and serves and the organizations’ blue print for action.  The program reviews the components for creating a successful marketing plan and provides a template for creating an effective strategic marketing plan.

 

 Aligning Sales and Marketing

Sales and Marketing within a market-driven company presents strategies for successfully interacting with a sales organization to “work the pipeline”  to maximize profitability.  Different stages of the sales cycle and marketing’s role within each stage are presented.  Participants learn the components of a buying pipeline as well as techniques for managing the pipeline as well as techniques for managing the pipeline and developing marketing and sales forecasts.

 

Services Marketing

The U.S., as well as much of the world economy, is dominated by services. In the U.S., approximately 75% of the labor force, 70% of the GNP, 45% of an average family’s budget, and 32% of exports are accounted for by services.  This program addresses the distinct needs and problems of service organizations in the area of marketing.  This program will suggest ways that firms in the manufactured goods sector might use “service” as a primary source of competitive advantage and will help participants gain an understanding of services marketing issues.

 

Strategic Pricing Principles

This program is an introduction to pricing strategies.  Participants will explore the various strategies for new products and services, changing the price of existing products, and discussion of traditional and modern pricing strategies, tactics and research methods.  Pricing alternatives, their benefits and ramifications will be explored. The steps to determining the appropriate pricing strategy for your organizations through analysis, positioning, channel marketing and segmentation intelligence.

 

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