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Sales and Marketing


Sales and Marketing



STUDIES IN SCALING STARTUPS - DRIVING AND MANAGING GROWTH: ACCELERATING SALES AND MARKETING

You started a new company. It went through several iterations but the business model is working. Now it's time to delegate some of those hats and start growing the company. But rapid growth has its own challenges. In Scaling Startups, entrepreneurs that grew their business(es) into multi-million to billion dollar industry leaders in a matter of years share their insights, travails and solutions that can help make you a greater success too.

Accelerating Sales and Marketing
  • Marketing Parts 1 & 2
  • Sales Strategies Parts 1 & 2


  • DVD / 2017 / (College, Adult, A.P.) / 20 minutes

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    INSIGHTS AND STRATEGIES: BRAND MARKETING

    Sadhana Smiles says you must ensure your brand reflects the product and service image you require:

  • Competing brand messages
  • Memorable brand experience
  • Creating the brand experience
  • Moments of truth
  • Measuring success
  • Unified brand experience
  • Key points


  • DVD / 2015 / 10 minutes

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    INSIGHTS AND STRATEGIES: BUILDING BRAND AND REPUTATION

    Maria Deveson-Crabbe shows the importance of building a powerful brand and securing your reputation:

  • Brand or reputation
  • Brand case study
  • Perception of brand
  • Marketing your brand
  • Damage control
  • Consistent strong brand experience


  • DVD / 2015 / 15 minutes

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    INSIGHTS AND STRATEGIES: CREATING YOUR BRAND PROPOSITION

    Ben Walkenhorst says you must understand your brand and ensure it represents the image you want:

  • The key to marketing & branding
  • The value proposition
  • The brand essence
  • 1. Social
    2. Functional
    3. Emotional
  • Consider your brand as a character
  • The brand identity
  • Brand evolution
  • Marketing essentials


  • DVD / 2015 / 11 minutes

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    MARKETING STRATEGY CASE STUDIES: TESCO - TRIUMPH & TRAGEDY

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • External Factorst

  • Tesco was the retail success story of the 90s and early 2000s. By 2007 it came close to capturing a third of the UK retail market, and was a true international retail giant - but by 2014 profits were falling and scandals were brewing. It seems the wheels came off the trolley. What went wrong?

    STACK 'EM HIGH... Founder Jack Cohen's aggressive growth policies in the mid 20th century set the pattern: his successors had grander plans: to make Tesco all things to all people - selling everything to all sectors of society. Branding, own-label goods, overseas expansion and technology were vital planks of its strategy. But was Tesco over-reaching itself?

    THE PERFECT STORM: The 2008 world economic crash was a signal for a profound change in the retail landscape: new discount stores could beat Tesco on price, and Tesco had acquired a reputation as a bully towards rivals and suppliers. With the horsemeat debacle and financial reporting scandals by 2014 it was "the perfect storm". Tesco had a fight-back plan, but was it enough?


    DVD / 2015 / 27 minutes

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    MARKETING STRATEGY CASE STUDIES: THE STARBUCKS EXPERIENCE

  • Marketing Strategy
  • Retailing
  • Corporate Social Responsibility
  • Globalisation

  • Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known.

    HOW DID THEY DO IT? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's "their Starbucks".

    GOOD CITIZEN? CEO Howard Schultz talks about creating "a philosophically different business" but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.


    DVD / 2015 / 27 minutes

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    BRANDING: ESTABLISHING A PROMISE THAT ENGAGES THE EMOTIONS

    By Stephen Tharrett

    In the current marketplace, having a differentiated brand promise on which a health/fitness club can consistently deliver can be the difference between success and mediocrity for that facility. Branding: Establishing a Promise That Engages the Emotions provides an insightful overview concerning how a health/fitness club can establish, message, and deliver on a differentiated brand promise. The DVD also defines the five major emotional promises into which most club brands fall as well as details the five keys to building and sustaining a great brand.

    Among the topics covered:
  • What is a brand?
  • Brand value
  • Brand presentation
  • The nature of a brand's power
  • Keys to building a great brand


  • DVD / 2013 / 65 minutes

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    MARKETING, THE: 4 - THE MARKETING MIX: PRODUCT

    An exploration of what most marketers would regard as the most important element of the Marketing Mix: Product.

    PART 1 (15 mins): All About The Marketing Mix: Product. An introduction into the essentials of "product". What is value analysis? How is it done? What is the product life cycle? How can a business extend the life of a product? What is meant by brand extension? Also includes the Boston Matrix as a way of analysing a product portfolio.

    PART 2 (8 mins): Case Studies In Value Analysis. Apple iPad compared to the Panasonic Toughpad. Tesco's Everyday Value range.

    PART 3 (8 mins): Cash Cows, Stars & Dogs: Coca Cola is the cash cow that has funded new products, including "dogs" such as New Coke and Dasani in UK. Apple's come-back cash cow was the iPod, but that has been superseded by iPhone and iPad. McCain Foods' Oven Chips are the cash cow that has funded many variants.

  • Value Analysis
  • Product Life Cycle
  • Product Portfolio
  • Boston Matrix
  • Product Differentiation
  • Brand Extension/Product Extension


  • DVD / 2013 / 31 minutes

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    MARKETING, THE: 7 - THE MARKETING MIX: PROMOTION

  • The Promotional Mix
  • Advertising
  • Direct Marketing
  • PR & Sponsorship
  • Point Of Sale Promotion
  • Above The Line/Below The Line
  • Marketing Ethics
  • Internet v Conventional Promotion

  • An exploration of a key element of the Marketing Mix: Promotion.

    PART 1 (15 mins): Introduction To promotion/advertising. Why do businesses promote their goods? To sell more, of course - but it's not as simple as that. There are different reasons requiring different solutions: a different "promotional mix". In this part we look mostly at advertising, in all its forms including TV, radio, billboards, cinema and press - and also the internet, which now threatens the existence of some of the old media. What does the internet offer compared to older media?

    PART 2 (15 mins): Other parts of the promotional mix. In this part we look at the other elements in the promotional mix (apart from advertising, covered in Part 1): including direct marketing (mail, email & social media), public relations, sponsorship and point of sale. Above the line and below the line: what do these terms mean? Do they apply these days? Marketing Ethics: large companies are very hot on "responsible marketing", but how much is real, how much PR whitewash?


    DVD / 2013 / 30 minutes

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    EUROPEAN UNION

    Traces the development of the European Union from the original six countries of the European Coal and Steel Community (ECSC), to the 12 countries of the European Community (EC), to today's Union (EU) of 27 countries.

    Discusses the provisions of the "Single European Act" of 1987 which established a common market that eliminated nearly all barriers to the free movement of goods, people, capital, and services within the Union. Covers the 1991 "Treaty on European Union" which established the European Monetary Union (EMU) and issuing the Euro as Europe's common currency. Concludes with a discussion of the current financial difficulties facing the EMU and what is commonly referred to as "Europe's Debt Crisis."


    DVD / 2012 / 22 minutes

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    ADVERTISING LAYOUT PART I: SPACE ALLOCATIONS

    Excellent for any course in advertising, advertising creative, or graphic design. Suggests the proper space allocation for the illustration, headline, copy and logo. Discusses whether to use a photograph or original art for the illustration. Covers headline issues such as overprinting, reverse type and typefaces. Shows examples of the optical enter, symmetrical and asymmetrical balance and the Kodak "rule of thirds." Covers the layout techniques of vertical half, horizontal half, corner half, white space, bleed, and borders. Concludes with a discussion and examples of "simplicity", "unity" and "harmony" in layout design.

    DVD / 2011 / 20 minutes

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    ADVERTISING LAYOUT PART II: VISUAL DIRECTION

    Shows how to attract attention with the layout formats of Picture Window, Silhouette, Square Zero, Mondrian, Closure, Oversizing, Juxtaposition, Surrealism, and Shock. Discusses how graphic designers direct attention within an ad by using the layout techniques of "diagonal", "standard", "C", "Z", "overlapping", and "spatial progression." Concludes with a special section on the importance and use of headlines and sub-headlines.

    DVD / 2011 / 18 minutes

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    BIZ KID$ 37 - THE MARKETING MIX

    Now that you've decided to start a business, how will you market it? Let the Biz Kids help you understand the four P's of marketing: product, price, place and promotion. Learn how "Exclusive Cuts" barber services, "Wow, Take a Bow" dog grooming, and other businesses use unique methods to market their products and services.

    DVD (Closed Captioned) / 2011 / (Intermediate, High School) / 28 minutes

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    BREAD

    BREAD - Business Secrets of the Beechworth Bakery.

    A powerful and motivating training program to inspire your people to better service and performance.

    Tom O'Toole, the charismatic founder of the famous Beechworth Bakery now gives viewers an insight into his business secrets of success.

    Out of the depths of despair, Tom O'Toole turned a failing little bakery in an isolated and dying country town with a population of 3,000 into a company with an annual turnover in excess of $12 million, serving over one million customers per year. A bakery that has become one of the highest earning single bakery retailers in Australian history.

    Tom O'Toole has a profound understanding of what makes a business successful, how to inspire staff and most improtantly how to delight customers and keep growoingt he business and the satsifaction. This program covers essentials of leadership, culture, motivation, marketing, teamwork and how to achieve best performance.

    The package is filled with extras to make your training entertaining, interactive and successful.

    Training Points

    Over the past 35 years, Tom O'Toole has distilled his business secrets down to 4 key secrets:

    1 Customer Service - Commitment to Customer Service begins at the top.
    2 Marketing - Simple yet clever Marketing.
    3 Culture - Creating a strong organisational Culture.
    4 Comfort Zone - Everything you want is just out of your Comfort Zone.

    DVD 1:
  • BREAD - Business Secrets of the Beachworth Bakery (20.24 minutes). Includes introduction by business media commentator Peter Swizter
  • Cape York story (4.08 minutes)
  • A Lesson in Communication (1.26 minutes)
  • Barry's Story (2.24 minutes)
  • Bloopers (2.51 minutes)

  • DVD 2:
  • BREAD - Business Secrets of the Beachworth Bakery - Training DVD (23 minutes)


  • 2 DVDs (With CD) / 2010 / 44 minutes

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    EVENT MARKETING

    Explains that "event marketing" includes both the marketing of an event and marketing with an event. Covers social entertainment events such as fairs, festivals, cause-related, and street events. Also covers business events such as trade shows, seminars and expos. In addition to numerous local events, the program includes the large regional events of the Calgary Stampede, Bele Chere Festival, Mountain State Fair and the Southeast Franchising Expo.

    DVD / 2010 / 20 minutes

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    INSIDE A FACTORY 6: THE GLOBAL CAR

    Globalisation means products are now put together using parts from all over the world. The company with its name on a product does less and less of the actual manufacturing - they just put it together.

    OEMs, tiers of suppliers, modules, platforms - this film explains the complex global supply chain which produces the radiator cap for a US pickup truck, the Dodge Ram.

    INDIA: Sundram Fasteners in India manufactures the radiator cap for the US pickup truck. Sundram also supplies eighty percent of all Chrysler vehicles assembled in the US, including the Dodge Ram.

    UK: Meanwhile In the UK two British companies are suppliers to Sundram, providing them with parts to make the radiator caps. Berck and PCR compete with cheaper labour from emerging markets by using technology to increase productivity.

    US: The radiator caps travel from India to Tenessee, US, where another company assembles the radiator, the first tier supplier Modine Radiator. Modine ships the radiator to another factory in Warren, Michigan, where the pickup truck is finally assembled.

    OFF-SHORING: But constant competition means that supply chains are always changing. To stay in the supply chain, suppliers off-shore work to lower cost countries to keep their costs down. China is a prime location.

    MODULES & PLATFORMS: Car makers are squeezing more and more out of their suppliers by the use of modules and platform sharing. But as their supply chains spread out across the world and become more complex, manufacturers face a growing array of problems - any of which could cost them dear.


    DVD / 2010 / 28 minutes

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    MARKETING, THE: 3 - THE POWER OF THE BRAND

    All marketing starts with a product. But beyond the product is the brand. Vast sums are spent in creating and maintaining brands. But what is a brand? And why do some brands succeed and some fail?

    SUCCESSES: Brands speak to people in a way that products don't - they have a personality, a style. One of the big brand success story is Innocent Drinks. In just 10 years Innocent's sales went from nothing to over ˘G100 million. Meanwhile Coca-Cola has used its brand to conquer the world - despite its product being little different from the competition. But the UK has its own long-lasting brands, too - like Cadbury's. What's the secret of their success?

    SURVIVORS: John Lewis is a good example of how brands can survive - it's a question of keeping true to their core values. But as companies getting bigger, this gets harder. And is there a danger in losing sight of the importance of simply having a good product? Brands can be damaged, too. Did Innocent damage its brand when it sold part of its ownership to Coca-Cola? And what about the spectacular problems of Ratners, BP and Toyota? Some brands go on and on however bad their media coverage - like Coca-Cola.

    THE BIG LIE: Companies like Divine Chocolate have found success through its ethical fair trade image. But ethics are often more about image than reality. Can companies like oil giant BP really claim to be green? And are brands deceiving us in a more profound way - making us believe we're inadequate without them? Psychologist Oliver James believes they're literally driving us mad.


    DVD / 2010 / 30 minutes

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    STREET SMART SALES AND MARKETING

    With Jeff Slutsky

    Outside the Box Thinking for Big Results

    In a world of rapid-fire advertising and marketing, people are on guard. The same tactics no longer work. We need to get more creative and clever in our sales and marketing efforts. In this fast-paced, entertaining, and idea-loaded program, youˇ¦ll learn dozens of innovative tactics for outsmarting your competition, prospecting, trust building, handling objections, and much more. Youˇ¦ll hear captivating stories loaded with insights, ideas, and humor. Plus, you will also be reminded of some of the most important sales basics that many of us tend to forget. If you are ready to rethink your thinking about sales and marketing, this seminar will give you the tools, strategies, and insights you need, with an entertaining twist.


    DVD / 2005 / 105 minutes

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    HANDLING OBJECTIONS / CLOSING THE SALE

    By Richard Mulvey

    Managing objections and the close are the most important parts of the sale but are so often handled badly. We are not good at closing the sale. In a recent study undertaken by a local security company, salespeople ask for the business in only 34% of the time and this is not unusual. In this work we make the close simple but very effective, and take the lid off all those difficult objections.

  • Learn when to Close and when not to Close
  • Find out how Closing can be fun
  • Learn four steps to Closing any Sale
  • Discover the different types of objection and how to handle them
  • Objections are opportunities, find out how to look forward to them

  • How often do your sales people do all the hard work then forget to ask for the business? How often is a sale lost because an objection is badly handled? In this seminar for sales people at all levels we analyse objections and the close and discuss a few simple rules that will make a big difference to your strike rate.


    DVD / 58 minutes

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    INC. MAGAZINE: BUSINESS ADVISOR - MARKETING & SALES PART I

    Inc. Business Advisor provides "best practice" management information for entrepreneurs to help create and build their business. Inc. draws upon more than thirty years of experience with the most successful, innovative entrepreneurs in the world. More than thirty in depth tutorials on writing a business plan, creating a marketing strategy, managing people, and more provide actionable solutions.

    Marketing & Sales Part I
  • Marketing Strategies
  • Online Marketing
  • Public Relations- The Media And Other Tools
  • Brand Building


  • DVD / (Senior High or Above) / 30 minutes

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    INC. MAGAZINE: BUSINESS ADVISOR - MARKETING & SALES PART II

    Inc. Business Advisor provides "best practice" management information for entrepreneurs to help create and build their business. Inc. draws upon more than thirty years of experience with the most successful, innovative entrepreneurs in the world. More than thirty in depth tutorials on writing a business plan, creating a marketing strategy, managing people, and more provide actionable solutions.

    Marketing & Sales Part II
  • Small Business Sales Techniques
  • Networking Tools and Venues
  • Using The Competition To Your Advantage


  • DVD / (Senior High or Above) / 30 minutes

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    NEGOTIATE A BETTER DEAL

    By Richard Mulvey

    Whether you are negotiating a multi-million rand deal or negotiating with your children to keep their room tidy, we all negotiate every day of our lives. The most modern principles for any negations are the same and in this video we look at vital techniques to help you negotiate winning deals every time.

  • For Buyers wanting a better deal
  • For Employers in negotiation with the union
  • For Employees wanting improved conditions
  • For Managers trying to get the job done
  • And for You every day of your life

  • Whether you are securing a multi-million rand deal or trying to get a salary increase, negotiation is part of our lives and an understanding of the skills involved will go a long way to help you get what you want, when you want it. In this presentation you will learn the art of negotiation and 5 key principles that will guarantee negotiation successes. Richard Mulvey is the author of the highly successful book "62 Ways to Negotiate a Better Deal" and in this work he will give your team practical examples of how the skills work.


    DVD / 65 minutes

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    NEGOTIATING FOR BUSINESS RESULTS

    Negotiation takes place all the time. It plays a vital role in your everyday business and personal life.

    Yet, many people view negotiation as an onerous exercise to be tolerated rather than enjoyed. By viewing the video training program "Negotiation for Business Results" you'll develop the skills necessary to help you become a successful negotiator, and at the same time, learn to enjoy the process along the way.

    You'll learn:

  • The fundamental elements of negotiations
  • How to prepare for nearly any kind of negotiation
  • How to outline your negotiating goals
  • How to anticipate what the other side will do and how to react
  • Highly effective negotiation techniques

  • You'll learn to negotiate like a pro!


    DVD (With Audio CD, Publication) / 39 minutes

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    SELLING FACE TO FACE

    By Richard Mulvey

    Selling is all about understanding your customer's problem and providing just the right solution. It is no longer enough to simply uncover customer's needs however; you have to go beyond Need to Wants and finally Desires if you are going to beat your competitors to the finishing post. In this work we look at the process of managing a customer meeting from start to finish . Creating the right impression, uncovering his needs and the emotional reasons he will buy, right through to the close.

  • Learn how to get Face to Face more often
  • Understand the Psychology behind buying decisions
  • Develop your listening skills
  • Control the conversation using just the right questions
  • Understand the difference between Needs, Wants & Desires
  • Discover the right time to close


  • DVD / 59 minutes

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    SELLING FOR THE SMALL BUSINESS ENTREPRENEUR

    In this 4 DVD set Richard will take you through the process of selling. Starting with identifying new prospects to the close and beyond Richard will help you to understand how sales operas and how to grow your business. There are 16 modules in this set and the total video time is 6 hours.

    The challenge for entrepreneurs and small business owners is that they often have the essential skills to do the work, but fail in the very essential skills of selling their work.

    This training just about selling.

    1 - What is Selling?
    At the beginning we discovered that selling is not about shifting product but about keeping customers coming back over and over again.

    2 - Life Time Value
    We have to treat our customers for their Life Time Value and then they become life time customers and encourage their friends to do the same.

    3 - Cold Calling
    Convert Cold Calling to Warm Calling by finding out as much information as you can in advance of the call.

    4 - Referrals & Networking
    Referrals are the best way to grow your business. Don't wait for referrals to come to you, ask for them.

    5 - Social Media
    Selling is all about forming relationships and so is social media.

    6 - Keeping Customers
    Once you have a new customer you keep them by making close personal friends with them

    7 - Creating the right impression
    You have just 4 minutes at the beginning of a meeting to create the right impression. Make sure you make them count.

    8 - Body Language 1
    Your Body Language is talking for you all the time, make sure it is saying the right things.

    9 - Body Language 2
    Remember ESP!
    E = Get Eye Contact. S = Smile. P = Show the palms of your hands.

    10 - Features Needs & Benefits
    In selling we never sell features, we only sell benefits. A benefit is a feature that the customer needs.

    11 - The Sales Conversation
    The point of the sales conversation is to uncover the customer's needs. To do that we use Open Questions. Once we have uncovered the need we will confirm the need using a closed question and then give the customer confidence that we can fix his problem with a support statement. Finally we will offer our benefit and get agreement that our solution has solved his problem.

    12 - Buying Decisions
    Buying decisions are always made emotionally

    13 - Price
    Price is never the first thing the customer thinks about. If the product or service does not work for the customer, it doesn't matter how cheap it is. The customer cares about value, not price.

    14 - Quotations vs. Proposals
    Focus on your customer's problem and your solution rather than simply selling what you have.

    15 - Closing the Sale
    Always ask for the business. If you don't close you are working for the opposition.

    16 - Summary


    4 DVDs / 360 minutes

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    SELLING OVER THE TELEPHONE

    By Richard Mulvey

    We all use the telephone but how many of us learn to use it efficiently? In this work Richard describes the principles involved in selling your product or service over the telephone, as well as a useful script for making an appointment, techniques to get past the "Gatekeeper", and other ways to use the telephone to help you to close more sales and grow your customer base.

  • Close more sales on the Phone
  • Learn how to make appointments over the Phone
  • Discover how telephone etiquette can improve your strike rate
  • Professionally handle all objections over the Phone
  • Find out how to design scripts that really work
  • Become your company's star telesales specialist

  • We all use the telephone. Even my eight year old can call her friends and make arrangements to visit.(hopefully with parental approval). But how many of us learn to use the telephone efficiently? In this work we describe the principles of selling over the telephone, helping your team to close more sales and grow your customer base.


    DVD / 67 minutes

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    SELLING QUALITY AT YOUR HIGHER PRICE

    By Richard Mulvey

    It is easier to sell the higher priced product but few sales people understand this principle. Price is not the only issue as far as your customers are concerned, value is what matters and in this work we discuss how to get your quality message across to your customers so that you can achieve your premium price.

  • Learn how to avoid Price as the major issue in the Sale
  • Discover why it is easier to sell the Higher priced product
  • Increase your strike rate and your Profit Margin
  • Find out how to get across your Quality message

  • Far too often our sales teams see price as the only issue. This is a mistake that can get in the way of developing new profitable opportunities. In this work we will discuss how to get past price barriers, handle price objections, and close more, higher priced sales.


    DVD / 69 minutes

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    SELLING THE DREAM

    By Richard Mulvey

    Customers don't buy products, or even solutions, customers buy dreams. Your customers are dreaming about a better future through buying your products or services. In this work Richard outlines the process of creating and selling the dream that the customer wants to buy.


    DVD / 69 minutes

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