Marketing for Competitive Advantage

3 CRB Credits

Successful managers realize that a great amount of marketing expense is wasted if you don't know where to invest marketing dollars to attract the most profitable customers. Finding your best customers becomes much simpler once you determine the true market identity of your office/firm and the unique competitive advantage you offer to a specific customer base. This program will show you how to identify your competition, understand your customers, position your office/firm for the greatest marketing impact, and price your services to reflect your identity.

• Review your vision to ensure alignment with your marketing priorities.
• Identify the current position of your company/office or team in the marketplace and determine your desired position.
• Personalize the five Ps of marketing to support your vision, and create a marketing plan for your office/firm.
• Identify your current market position and determine your desired position.
• Identify target markets that are consistent with your vision and marketing plan.
• Select the people responsible for each part of the marketing plan, assign responsibility, and create accountability.
• Apply new knowledge in developing a customized marketing plan.
• Measure your results, as compared to your vision and marketing objectives and re-plan, if necessary.