Download Marketing Basics - Corporate Training Materials

Marketing Basics
Sample
Corporate Training Materials
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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
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.
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Make it customized. By tailoring each course to your participants, you will find that your results
will increase a thousand-fold.
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Use examples, case studies, and stories that are relevant to the group.
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Identify whether your participants are strangers or whether they work together. Tailor
your approach appropriately.
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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