Marketing Concepts:

• Evolution of the marketing concept
• The Value Chain concept
• The Holistic Marketing approach
• Relationship between Marketing, Selling and Supply Chain
• Marketing Strategic and Operational Objectives
• Customer Satisfaction and Loyalty
• The Brand Equity
• The Involvement Concept
• Introducing the product life cycle concept (PLC)
• Product Diffusion Patterns
• The Marketing Mix

Identifying Market Segments and Positioning

• Levels of market segmentation
• Patterns of market segmentation
• Market segmentation procedures
• Bases for segmenting consumer markets
• Evaluating and selecting the target segment
• Perceptual Mapping
• Identifying Brand Elements
• Brand positioning
• Differentiation Strategies

The Sales Management

• The Sales force roles as a Marketing Promotion tool
• Building Customer Relationship
• Sales force Professional skills
• The Five Selling Channels
• The ASAP formula (Art, Science, Agility, Performance)
• The 7-steps sales process
• The Adaptive selling skills
• Overcoming objections which comprise 6 major factors
• The 5-Negotiation Styles
• Closing techniques

Creating Rapport through Communication

• Purpose of communication
• Elements of communication with others
• Questioning and probing skills – The SPIN technique

Who Should Attend?

• Marketing and salespeople who wants to refresh their marketing and sales skills.
• Potential candidates for marketing and sales positions.
• Any one wishes to shift his career to marketing and sales.