Download No Slide Title

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