Crash course in marketing

Marketing understanding

• Change from a seller's to a buyer's market.
• Importance of relationship marketing.
• Marketing objectives.
• Customer satisfaction and its importance.
• Differences: B2B/B2C area.

Market research

• Creating market transparency with market research.
• Procedure for market research projects.
• Market research with low financial outlay.
• Methods for obtaining own data: Primary research, in particular optimal customer surveys.
• Methods for obtaining existing data: secondary research.

Marketing concept

• Meaning, goals, contents.

Analysis tools and marketing strategies in practice

• Company, environment and market analysis, in particular competitor and customer needs analysis.
• SWOT analysis.
• Determination of market segments and target groups.
• Recognizing and developing unique selling propositions (USPs) to secure competitive advantages.
• Development of marketing strategies.

The marketing

• Product, service and program policy: from product innovation to product elimination; from the design of product quality to the marking of products and decisions on the entire product program.
• Service policy: Design of "additional" services in the pre-purchase, purchase and post-purchase phases.
• Pricing policy: practice-oriented pricing policy options.
• Communication policy: Use of classic instruments such as advertising, sales promotion, public relations, sponsoring, trade fairs or event marketing and use of newer instruments such as guerrilla marketing, ambush marketing, ambient marketing, online communication, communication via social media, etc.
• Distribution policy: direct/indirect sales channels, e-commerce, marketing marketing and sales logistics.