The Marketing and Sales Plan

Overview/Description
 You've heard about great product ideas that failed in the marketplace. Sometimes that failure is a result of a faulty marketing and sales plan, or maybe no plan at all! This course is designed to give you the knowledge you'll need to devise a marketing and sales plan so that your new product or service will succeed in today's business environment. The training includes the basics you'll need to know about how products and services get from the manufacturer or provider to the consumer. You'll learn about the number of times a prospective customer must be exposed to your product before purchasing it. You'll examine ways to predict sales. Finally, you'll understand the importance of a marketing and sales plan in creating and promoting your own successful business case.

Target Audience
 Supervisors, managers, and product developers

Expected Duration
3.0 hours

Lesson Objectives:

Moving Your Product to the Marketplace

  • recognize the importance of selecting the appropriate methods of distributing the product.
  • identify the definition of a "marketing channel."
  • identify when to use industrial channels and when to use consumer channels.
  • specify three types of market coverage intensity.
  • identify the factors to consider regarding the physical distribution of a product.

    • Sales Forecasting: The Crystal Ball

  • recognize the benefits of including sales forecasting in the business plan.
  • identify the correct definition of sales forecasting.
  • recognize the data elements used in specific techniques to forecast sales.
  • identify two possible dangers inherent in forecasting.

    • Your Marketing and Sales Tools

  • recognize the value of knowing the features/benefits of the product and determining how to communicate these to the consumer.
  • identify the five marketing components.
  • identify the purpose of the creative plan--to develop the basic selling line.
  • identify the issues to consider when choosing advertising methods.
  • identify the steps in the sales process.

    • Selling Your Product

  • recognize the value of understanding how many times a customer needs to be exposed to a product or service idea before awareness and purchase.
  • identify the correct definition of the Rule of 6.
  • identify methods by which a customer might first become aware of a product or service.
  • recognize activities associated with trade sales promotion.

    • Course Number: STGY0214