Managing the External Environment - Level 4 - Training Material  

Product Overview

This workbook addresses the question of how you and your organisation function in the markets in which you operate. It considers the importance of maximising your performance and satisfying the needs of your customers so that you gain, and maintain, market share.

Target Audience

• Middle and Senior Managers
• Post Grad and/or Post experience Managers

Anybody wanting to develop skills and knowledge in a particular management field at postgraduate or post experience level.

Objectives

• Clarifies the concept of marketing and the principles that underpin marketing techniques
• Analyses the marketing function and how it is integral to the success of your organisation as a whole
• Helps you to review your own work and look at ways in which you can market your own products and services more successfully

List Of Contents

What is marketing?
Marketing in your organisation
Marketing in your department
Customer Focus
The external environment
Customer-driven markets
Who are your customers?
The Marketing Mix
Overview of the marketing mix
Getting the right mix
Market research
Product
Analysing your product or service
Meeting your customers' needs
Managing the ‘product' element of the marketing mix
Price
Pricing your product
Market prices
Place
Your place in the market
Making products and services available
Developing your market
Promotion
Promotions
Promoting a product or service to external customers
Promoting a product or service to internal customers
Continuous Improvement
The product life cycle 
Kaizen - continuous improvement

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