EFFECTIVE EFFECTIVE COMMUNICACOMMUNICA

TION AND TION AND MARKETING MARKETING

SKILLS SKILLS

PRETORIA TECHNICAL COLLEGE

Preamble

Marketing Definitions

“Marketing is the social process by which individuals and groups obtain what they need and want through creating and exchanging products and value with others.”

- Philip Kotler ("Marketing Management") “ Marketing is “The management process responsible for identifying, anticipating and satisfying customer requirements profitably.” - The Chartered Institute of Marketing 

Drawing from the two mentioned advocates’ marketing definitions Marketing thereforeentails “human activities institutes employ to identify consumer needs and wants so as to createdifferent offerings such as products, services, ideas, concepts and information in order to exchange and meet total consumer satisfaction.”

Key Areas to effective marketing

• Effective Communication

• Marketing Skills

Communication Methods

• Advertising• Sales Promotion• Personal Selling• Publicity• Public Relations

Communication Methods

• Personal Selling The presentation of a persuasive message by a

seller to a potential customer or group of customers,

generally in a face-to-face meeting.

• Publicity Information that concerns a person, group, event,

or product and that is disseminated through various

media to attract public notice

Communication Methods

• Advertising is the nonpersonal communication of information

usually paid for and usually persuasive in nature

about products, services or ideas by identified

sponsors through the various media

• Sales Promotion the methods or techniques for creating public acceptance

of or interest in a product, usually in addition to standard

merchandising techniques, as advertising or personal

selling, and generally consisting of the offer of free samples,

gifts made to a purchaser, or the like.

Communication Methods

• Public Relations- is a strategic communication process that

builds mutually beneficial relationships

between organizations and their publics

The effectiveness of all these Communication Methods will be indicated by some of the

followings key perfomance indicators inter alia : Increased Customer response, Increased

Sales, Increased demand for the product or service, increased market share and business

growth.

Effectiveness and proficiency of an institute in its Marketing Effort will depend largely on how

it exploits the various communication methods mentioned to relate creatively, productively and

efficiency or profitably to its target market.

Marketing Skills

Effective Marketing Campaigns require a range of skills and knowledge.

• Communicate, Negotiate and Network• Collaborate with sales team• Know your strength and weaknesses• Conducting a Market Research • Capability in Customer Services

Marketing Skills

• Communicate, Negotiate and Network Excellent marketers are strong communicators and

shrewd business operators. They have vibrant

communication skills that help them deal with

suppliers and service providers, while dealing

with customers and building valuable networks

Including exploiting social media, blogging, email

Campaigns and promotions. Popularly is developing

A web site which becomes the calling card of the

Business.

• Collaborate with sales teamTo expand or run a growing business there might be need

to separate sales and marketing teams. The sales team

still remains an essential part of a marketer’s marketing

success and must be involved in marketing strategies.

This helps motivate a marketer’s salespeople to achieve

Marketing objectives.

Marketing Skills

• Know your strength and weaknesses The capability of evaluating and understanding

a business’ strengths, weaknesses, opportunities

and threats (SWOT Analysis) will help a business

to make informed decisions and deliver the

business’s marketing effectively. If the Marketer

can know the pros and cons of the business’s

operating systems, financial commitments, legal

obligations and workforce skills, it makes it easier

to identify appropriate marketing campaigns.

Marketing Skills

• Conducting a Market Research A marketer must be adept with the skills and

know how of conducting marketing research

Coupled with sound SWOT Analysis findings,

critical information collected prior marketing

campaigns can help identify training needs and

good, marketing decisions including;

Developing a targeted, direct mail campaign within

a compiled database, sound marketing budgeting

and identification of the best marketing mix that appeal

the target market.

Marketing Skills

• Capability in Customer Services

A marketer must have a strong propensity to

serve customers well – putting customers

first and benefits to business second. The

key rests in well founded capabilities in

providing excellent customer services.

Aspects such good listening skills,

skills to identify accurate information

before handling customers enquiries

and queries are valuable. Timely

responses to customers needs and

wants helps to build customer

confidence.

Conclusion

THANK YOU!!!