|
Effective Marketing and Demand
Management
Workshop Duration
Two Days
Target
Audience
-
All Senior and Middle Managers
involved in Marketing, Business Strategy R&D, Production and Procurement
and Supply
-
High-flying Junior Managers and New
Entrants
Deliverables
An understanding of:
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The basic principles of marketing
and demand management
-
How to think effectively about
customer value propositions and functional utilities
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How to create effective offensive
and defensive marketing strategies for sustainable and competitive markets
Workshop
Structure
Day
One: Understanding Demand Management
Segmenting Types of Customers:
Recognising the Importance of
Differentiating between Individual and Business to Business Customers
Segmenting Types of Value
Propositions:
Understanding the Relationship between
Quality and Cost in the Preferences of Different Types of Customers
Segmenting Functional Utilities:
Understanding the Types of Functional
Utility that Specific Categories of Customers Value
Managing Demand Effectively:
Linking Customer Types to Value
Propositions and Functional Utilities
Day
Two: Devising Effective Marketing Strategies
Creating Customer Lock-in Through
Innovation in Supply:
Understanding the Dilemma of the First
Mover and the Need for Effective Knowledge Management.
Defining the Boundary of the Firm for
New Product Development:
Understanding the Need for a Sustainable
Operational Margin through Effective Make/Buy and Outsourcing
Sustaining Customer Lock-in:
The Role of Isolating Mechanisms and
Uncertain Imitability as the Basis for Market Closure in New Product Offerings
Constructing
Marketing Strategies:
Tools
and Techniques for Creating Offensive and Defensive Strategies in Sustainable
and Agile Market Places |
