Description

In this competitive field of mediation, there is an abundance of mediators.  This course gives a mediator information to establish or build his or her mediation practice.

Outline

SECTION ONE:

I.          MARKETING THEORY TERMINOLOGY AND APPLICATION TO YOUR MEDIATION SERVICE

A.        WHAT IS MARKETING
B.        MARKET POSITION
C.        BUSINESS LIFE CYCLE
D.        MARKET RESEARCH
E.        REACH AND FREQUENCY
F.        TARGET MARKETING
G.        PLANNING AND BUDGETING THE MARKETING PROGRAM
H.        SETTING GOALS AND OBJECTIVES
I.         STRATEGIES TO ACHIEVE YOUR GOALS
J.         SELF ASSESSMENT TOOLS
K.        RIGHT BRAIN VS. LEFT BRAIN STYLE OF MARKETING
L.         MARKETING MIX AND ITS APPLICATION TO MEDIATION
M.        MARKETING TOOLS FOR PROMOTION

SECTION TWO:

II.         A SUMMARY OF MARKETING QUESTIONS

A.        WHAT BUSINESS ARE YOU IN?
B.        WHAT DO YOU SELL?
C.        WHAT ARE YOUR TARGET MARKETS?
D.        WHAT ARE YOUR MARKETING GOALS FOR NEXT YEAR?
YOUR SALES AND PROFIT GOALS?
E.         WHAT MIGHT KEEP YOU FROM ACHIEVING THESE GOALS?
F.         WHAT IS YOUR MARKETING BUDGET?
G.        WHAT ARE THE BENEFITS OF YOUR PRODUCTS/SERVICES?
H.        WHAT IS SPECIAL ABOUT YOUR PRODUCTS/SERVICES?
I.         WHO ARE YOUR CURRENT CUSTOMERS?
J.         WHAT ARE THEIR BUYING HABITS?
K.        WHY DO YOUR CUSTOMERS BUY YOUR GOODS/SERVICES?
L.         WHO ARE YOUR BEST CUSTOMERS AND PROSPECTS?
M.        WHAT IS YOUR MARKET SHARE?
N.        WHO ARE YOUR COMPETITORS?
O.        WHAT DO YOUR COMPETITORS DO BETTER THAN YOU?
P.         WHAT DO YOU DO BETTER THAN YOUR COMPETITORS
Q.        WHAT IS YOUR COMPETITIVE POSITION?
R.         HOW DO YOU ESTABLISH PRICES?
S.         HOW DOES YOUR LOCATION AFFECT YOU?
T.         WHAT ARE YOUR SALES PRACTICES?
U.        HAVE YOU DONE A MANAGEMENT AUDIT?
V.        WHAT IS YOUR BUSINESS STRONG AT?
W.       WHAT IS YOUR BUSINESS WEAK AT?
X.        WHAT IS YOUR ADVERTISING AND PROMOTION BUDGET
Y.        WHAT ARE YOUR ADVERTISING AND PROMOTION OBJECTIVES?
Z.         HOW DO YOU PROMOTE YOUR BUSINESS?
AA.      WHAT MARKETING PROBLEMS HAVE YOU DISCOVERED SO FAR?
BB.      HOW DO YOU PLAN TO SOLVE THESE PROBLEMS?
CC.      ARE THE GOALS STATED VALID?
DD.      HOW DO YOU PLAN TO ACHIEVE THESE GOALS?

SECTION III.

III.       THE MARKETING PLAN, SALES PLAN AND BUSINESS PLAN

I.          MARKETING PLAN

A.        Intent
B.        Marketing Mix Review
C.        Outline

II.         SALES PLAN

A.        Intent
B.         Three Major Guidelines
C.        Six Steps to Marketing Action Plan
D.        Achievement
E.         Timing

III.       BUSINESS PLAN REVIEW

A.        Introduction
B.         Uses

1.         Description
2.         Feasibility
3.         Performance Benchmarks
4.         Internal and External Communications

C.        Steps in Preparing

1.         Identify Objectives
2.         Review Outline
3.         Outline Plan
4.         Write Your Plan
5.         Review Plan
6.         Update Plan

IV.       OUTLINE FOR A BUSINESS PLAN