1 hour 20 minutes

Marketing is more than advertising; it is a recognition of the fact that customers have different goals, desires, and needs which require differentiated offerings from the market.  It involves responding to both known customer needs and identifying new, unarticulated needs to drive innovative products.

Topics covered:

1. Role of marketing
2. 5Cs – Company, Competitors, Customers, Collaborators, Context
3. 4Ps – Product, Place, Price, & Promotion
4. Segmentation, Targeting, Positioning strategies
5. Consumer needs hierarchy
6. Buying behavior and process analysis
7. Buzz Marketing
8. Branding

Note: For customized sessions to legal professionals, topics can be substituted with the following

• Business development for legal services -- Best practices from legal/non-legal firms
• Corporate buyer decision making behavior

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