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Marketing Basics Sample Corporate Training Materials All of our training products are fully customizable and are perfect for one day and half day workshops. You can easily update or insert your own content to make the training more relevant to participants. Our material is completely customizable and is backed up by a 90 day 100% no questions asked money back guarantee! With our training courseware you are able to: • • • • • Add your name and logo (and remove ours). Add your own content to make the training more relevant to your clients (i.e. using examples and case studies from within your organization or city) Train unlimited users within your organization. No Annual Renewal Fees Download training material on your time from our secure servers United States 73 Greentree Drive, Box #68 Dover, Delaware 19904 Toll-free:1-877-610-3660 Fax: 1-877-610-3661 [email protected] International 116 Provost Street New Glasgow, NS, Canada Phone: 001-902-695-3660 Fax: 001-902-695-3661 [email protected] Any technical issues or questions can be addressed by our support team [email protected] Our Product Catalog contains our entire library of available and upcoming courses. Please follow this link: http://corporatetrainingmaterials.com/product_catalog.pdf Review our License Agreement to answer any licensing questions you may have. Please follow this link: http://corporatetrainingmaterials.com/license_agreement.pdf 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 PowerPoint Sample.......................................................................................................................... 32 Full Course Table of Contents ........................................................................................................... 37 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 your materials, materials for the student, PowerPoint slides, and a takehome 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 processor’s 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. 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. 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 results will 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 it all 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 talk for 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 they are 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 a workshop. 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! 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. Icebreaker: Friends Indeed Purpose Have the participants moving around and help to make introductions to each other. Materials Required • • 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 don’t 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. Let’s be adults: no kicking, punching, body-checking, etc. Play a few rounds until everyone has had a chance to move around. 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. 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 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 with the customer and building brand recognition. 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 of identifying 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. 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 customer’s 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 marketing methods. • 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. 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 men’s 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. Defining Your Product or Service Before you can begin to market your company’s 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 specific characteristics 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. 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 eat out. 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. 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. 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 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 with the customer and building brand recognition. 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 of identifying 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 Activity List 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? 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 customer’s 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 marketing methods. • 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. Estimated Time 10 minutes Topic Objective Differentiate selling from marketing. Topic Summary Marketing is Not Selling Materials Required 01-Marketing Consider ways to market your brand. Planning Checklist None Recommended Activity Complete the handout individually. Share your ideas with the rest of the class. Stories to Share Share any personal relevant stories. Delivery Tips Encourage everyone to share their ideas. Review Questions What are some differences between selling and marketing? 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 men’s 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. Estimated Time 10 minutes Topic Objective Demonstrate an understanding of the customer Topic Summary Understanding Customer Needs Materials Required Flipchart/board and marker Planning Checklist None Recommended Activity Have individuals answer the points to consider questions based on different target markets. List the answers on the flipchart/board. Stories to Share Share any personal relevant stories. Delivery Tips Encourage everyone to share his or her ideas. Review Questions Who is your customer? Defining Your Product or Service Before you can begin to market your company’s 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 specific characteristics 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. Estimated Time 15 minutes Topic Objective Define a product. Topic Summary Defining Your Product or Service Identify aspects of a product. Materials Required 02-Define the Product Planning Checklist None Recommended Activity Complete the worksheet individually. Share your answers with the class. Stories to Share Share any relevant personal stories. Delivery Tips Encourage everyone to participate. Review Questions What is a product? 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 eat out. 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. Estimated Time 15 minutes Topic Objective Outline the What is Marketing case study. Topic Summary Case Study Discuss Recommended Activity Discuss 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. Delivery Tips Encourage everyone to participate. Review Questions What did James assume? Sample Module: Review Questions 1. What are potential customers? a) b) c) d) Target market Market Marketers Sellers A 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) b) c) d) Customers Marketers Market research Income statement There are different markets and target markets. Understanding markets requires market research. 3. What is selling? a) b) c) d) Customer recognition Building a brand Knowing your target market 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) b) c) d) Money gained Gaining customer recognition Stock supply Customer purchase Marketing 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. 5. What is not something that will provide an understanding of customers? a) b) c) d) Survey Focus group Product audit Statistics You 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) b) c) d) How the customer can benefit from your product/service The age of the product How the product will increase sales How many complaints are expected from the product It is important to understand your customer’s 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) b) c) d) The name of the product or service Determining your target audience The age of the product or service Determining the date of the product One of the most overlooked steps of defining a company’s 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) b) c) d) How long it will be relevant How it will work What its name will be What it can do for the public The 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. 9. What does James decide to sell? a) b) c) d) Health food Food Hamburgers Sandwiches James chooses to make hamburgers. He believes that everyone likes hamburgers. 10. What did James’ target market prefer? a) b) c) d) Food Healthy food Hamburgers Sandwiches James did not do his market research before opening his restaurant. His potential customers preferred healthy food. 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. Marketing Consider your brand, and list what separates your company from the competition. _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ Outline a strategy for your brand. _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ 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: _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ 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 be customized 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. Marketing Basics Promotion Price Any communication about the value and benefits that you have to offer is a promotion. People often confuse promotion with marketing. Promotion, however, is only one part of the marketing mix. It is important to balance promotion with the other Ps. 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 product quality. Pricing is complex, but there are two basic pricing methods: value based and cost based. There are many different methods of promotion: • Advertising: This is used to reach a mass market. • Selling: This is small group or one on one communication. • Publicity: This includes mentions in the press or online. • Word of mouth: Customers are part of the promotion process, and word of mouth should not be ignored. 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. © Corporate Training Materials www.corporatetrainingmaterials.com 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 for their participation in the workshop. CERTIFICATE OF COMPLETION [Name] Has mastered the course Marketing Basics Awarded this _______ day of __________, 20___ Presenter Name and Title 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. 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 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 It’s Not About You, It’s About Them ....................................................................................................... 57 Every Interaction Counts ......................................................................................................................... 58 Answer Questions Honestly .................................................................................................................... 59 Case Study............................................................................................................................................... 60 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 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