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| > | Meaning of the terms: |
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| | - marketing |
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| | - selling wants/needs |
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| | - utility and consumerism |
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| > | The concept of the market environment and its influence on a company’s marketing programme. |
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| > | The concept of market segmentation and various bases for segmentation. |
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| > | The relationship of product differentiation and market segmentation. |
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| > | The main principles of buyer behaviour and the main factors in buyer decision making. |
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| > | The meaning of terms product and brand. |
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| > | The importance of pricing in marketing and various pricing strategies. |
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| > | The differences between marketing in the retail and industrial marketplaces with regard to advertising and other factors. |
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| > | The role of the marketing department and its information needs.
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| > | Consumer behaviour, including why people buy on a rational/emotional basis. |
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| > | Steps in the marketing presentation process: |
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| | - prospecting and qualifying |
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| | - approach |
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| | - presentation/demonstration |
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| | - handling objections |
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| | - closing the sale |
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| | - followup |
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| > | Differences between features and benefits. |
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| > | Common objections such as: |
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| | - think it over |
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| | - price too high |
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| | - not interested |
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| | - used it before and not happy then |
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| | - not impressed with people/company |
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| | - heard bad reports |
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| | - can’t afford it |
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| | - not quite what we are looking for |
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| > | Techniques involved in handling objections effectively such as: |
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| | - turning objection in a reason for buying |
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| | - let prospect/ audience member answer own objection |
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| | - answer objection by explaining it away |
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| > | Techniques for closing a sales presentation including trial close (including recognising buying signals) and final close, rules and types of close.
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| > | The purposes of presentations such as: |
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| | - informative |
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| | - persuasive |
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| | - sales |
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| > | The ways in which such purposes alters the presentation approach. |
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| > | Requirements of effective persuasion such as: |
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| | - customer needs/wants |
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| | - product/application |
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| | - competition |
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| | - market factors |
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| | - effective sales techniques |
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| | - asking questions |
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| | - establishing contacts |
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| | - listening |
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| | - overcoming sales killers |
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| > | Traits of good sales people such as: |
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| | - positive attitude |
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| | - enthusiasm |
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| | - self confidence |
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| | - belief in product/application |
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| | - appearance |
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| | - good listening skills |
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| > | Using different questioning techniques such as: |
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| | - open |
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| | - closed |
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| | - leading |
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| | - non directive |
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| | - feedback |
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| > | Visual aids to make a presentation more effective such as: |
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| | - brochures |
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| | - leaflets |
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| | - manuals |
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| | - reference letters |
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| | - equipment itself |
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| | - overheads |
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| | - professional flip charts |
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| | - videos |
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| | - computer simulation |
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| | - case studies |
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| | - models |
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| > | Advantages and disadvantages of the use of visual aids in a presentation. |
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| > | Writing presentation objectives including ideal and fallback results. |
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| > | Effective introduction lines to create interest in the audience. |
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| > | Importance of communicating to the five senses in a presentation.
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