Introduction 

Peter Drucker has once said "The aim of marketing is to make selling superfluous É.. Ideally marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available". Whether this statement is fully agreeable to the sales profession or fits the modern competitive market place remains another subject to be explored. Yet, it is undeniably that a company with his own sales force equipped with marketing knowhow indeed creates an edge over its competitors. Having marketing-oriented sales force is just like heading the marketing chariot with the "right fire".

The salesteam, being the bridge between their marketing colleagues and the trade, interfacing with the competitors and consumers at the fire-front, undoubtedly plays a critical role in contributing to a win-win-win situation for the company. Actually, it is not uncommon for an experienced salesman being promoted to a marketing positions in many mncs just because the marketing planning developed by the latter is rather practical and efficient.

 Course Objectives 

• To facilitate the communication between the sales and the marketing team by using the "same" language.
  
• To enable sales persons to master the basic marketing techniques and solicit valuable marketing input as appropriate.

 Who should attend 

• Sales staff from various business sectors

 Methodology 

• A mix of lectures, exercises and group discussion

 Course Outline 

• The Marketing environment
  
• Consumer Behaviour
  
• Market Segmentation, Targeting and Positioning
  
• Product strategy
  
• Pricing strategy
  
• Distribution strategy
  
• Marketing communication strategy
  
• Advertising
  
• Sales Promotion
  
• Public Relations

Duration : 3-days program
Medium of Instruction : Cantonese supplemented with English