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Marketing and Sales
 
 
Marketing and Sales
Course in Business Comunications
 
Marketing and Sales

The following course in Marketing and Sales is provided in its entirety by Atlantic International University's "Open Access Initiative" which strives to make knowledge and education readily available to those seeking advancement regardless of their socio-economic situation, location or other previously limiting factors. The University's Open Courses are free and do not require any purchase or registration, they are open to the public.

The course in Marketing and Sales contains the following:

  • Lessons in video format with explaination of theoratical content.
  • Complementary activities that will make research more about the topic , as well as put into practice what you studied in the lesson. These activities are not part of their final evaluation.
  • Texts supporting explained in the video.

The Administrative Staff may be part of a degree program paying up to three college credits. The lessons of the course can be taken on line Through distance learning. The content and access are open to the public according to the "Open Access" and " Open Access " Atlantic International University initiative. Participants who wish to receive credit and / or term certificate , must register as students.


Lesson 1: MARKETING

Marketing can be looked at as an organizational function and a set of processes for creating, delivering and communicating value to customers, and customer relationship management that also benefits the organization. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior From a societal point of view, marketing is the link between a society's material requirements and its economic patterns of response and providing superior customer value. Marketing satisfies these needs and wants through exchange processes and building long term relationships.

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Lesson 2: FUNCTION OF MARKETING

A role that helps a company to identify and source potentially successful products for the marketplace and then promote them by differentiating them from similar products. Typical marketing function types within a larger business might include performing market research, producing a marketing plan, and product development, as well as strategically overseeing advertising, promotion, distribution for sale, customer service and public relations.
Marketing is best defined as all the processes involved in getting products from the manufacturer to the consumer. Some companies also market services, and businesses sell to other businesses as well. Whatever the case, the function of marketing involves what you are selling, to whom you are selling and where you sell.

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Lesson 3: MARKET RESEARCH

Marketing research is the function that links the consumer, customer, and public to the marketer through information. This information is used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process.

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Lesson 4: The Market Research Process: Steps to Success

The market research process is a systematic methodology for informing business decisions. The market research process involves around a separate set of stages of data interpretation, organization and collection. These stages could be considered as a benchmark of market research, but it depends on how an organization has encapsulated their strategies to follow this process. Hence some of the interlinked stages can be conducted repeatedly and some of the stages can also be omitted.

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Lesson 5: MARKET SEGMENTATION

Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities, and then designing and implementing strategies to target them. Market segmentation strategies may be used to identify the target customers, and provide supporting data for positioning to achieve a marketing plan objective. Businesses may develop product differentiation strategies, or an undifferentiated approach, involving specific products or product lines depending on the specific demand and attributes of the target segment.

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Lesson 6: MARKET SEGMENTATION II

Marketing is all about satisfying the needs and wants of consumers. Consumers have the funds and are willing to spend to satisfy their needs by buying goods and services. Marketing strategies are important for a business to satisfy consumer needs. The target market comprises of groups of people or organizations for whom the business intends to implement its marketing strategies. The business then divides the target market into groups of buyers with distinct needs, characteristics or behaviors; these groups are called market segments. Market segments are, therefore, subsets of target markets and their characteristics bring out the characteristics of target markets.

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Lesson 7: DEFINITION OF PRODUCT


The popular image of a salesperson as someone willing to "sell at all costs" is not the reality across the board in sales. A good salesperson loves sales, is motivated by what they're selling, and transfers this enthusiasm and belief to the customer. Indeed, the customer is given options, including the one to walk away, in order to avoid such undue pressure.

Learn how to listen to customers and to read their body language. Avoid interrupting or disagreeing with a customer, and provide your customer with space to talk. Know how to interpret a customer's folded arms, eye contact, and manner of standing toward or away from you. Make the customer comfortable and you're off to a good start in selling your product.

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Lesson 8: CLASSIFICATIONS OF PRODUCTS

Product classifications help marketers focus their efforts using consumers’ buying behavior. Classifying products into meaningful categories helps marketers decide which strategies and methods will help promote a business’s product or service. Many types of classification exist. For example, marketers might categorize products by how often they are used. One-time-use products, such as vacation packages, require completely different marketing strategies than products customers use repeatedly, such as bicycles. Product classification helps a business design and execute an effective marketing plan. Your business can use these buying habits to design your marketing efforts for a clearly defined target audience.

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Lesson 9: MARKETING TECHIQUES

The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy, and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer..

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Lesson 10: LABELING AND PACKAGING

Product packaging helps contain the products. Many products could not be displayed without packaging. For example, packages help contain products like milk and pudding. Packaging also helps contain multiple items like donuts, pencils, bacon and pizza rolls. Similarly, product labels tell consumers the weight of certain items as well as the number of items contained in a package. Choosing the right container is important in marketing. Consumers must have convenient sizes they can lift and store in their homes. Women would have trouble lifting and transporting an extremely large laundry detergent box, for example. Labels more easily help consumers make decisions on quantities they need. For example, large families may need two packages of pizza rolls for the week, based on the quantities mentioned on the labels.

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