Field Marketing Training Manual

16th June 2011 By Victor Nyambok

Field Marketing Training

Contents 1. Introduction what is field marketing? 2. How does field marketing relate with trade marketing? 3. The roles of field marketing 4. Perceptions of field marketing in relation to merchandising 5. Field marketing representatives who are they and what are their roles? 6. Challenges encountered in field marketing 7. What does one need to succeed in field marketing?
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Introduction
The trade The transition since the 60s to early 90s Why is the current scene referred to as competitive? Its dynamism

Trade Marketing Definition Characteristics of trade marketing What is the role of trade marketing in a manufacturing firm? Does trade marketing address consumer issues alongside trade issues? How are these activities implemented at the trade?

Field marketing

What is field marketing?

Why is it carried out? Why is it outsourced?

14th Sept. 2008

By Benard Onderi

The roles of field marketing

Availability Market intelligence Competitive Activities Price compliance Promotion monitoring Management of expiries Tidiness of shelves and products Consumer- brand interactions POSM applications Relation management Preparation of reports Implementing client briefs Representing the marketer at the pop
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Perceptions of field marketing in relation to merchandising

Merchandising
1. 2. 3. 4. Routine work at the pop Tactical in execution Deals with tidiness of shelves and stocking

Field marketing
1. Professional function in trade marketing 2. Technical in execution 3. Encompasses all the drivers of value addition

Field marketing representatives

Who are they ?

What are their roles?

Challenges encountered in field marketing

Availability
Expiries & damages Hostile trade

Unfair competitor activities

What does one need to succeed in field marketing?

Knowledge:1. 2. 3. 4. Skills:1. 2. 3. 4. Attitude:1. Positive outlook/approach in dealing with issues] 2. Self belief 3. Seeing challenges as opportunities to excel (perseverance) Ability to merchandise People skills Analytical skills Communication skills Understanding the job Understanding the product(s) Understanding the client Sales & marketing knowledge

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Tips
Dress Presentably / decently Be proactive in your area of responsibility Take initiative in carrying out Always ask questions when something is not clear Accept criticism as a challenge to improve

16th June 2011

By Victor Nyambok

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The End.

Thank You !
By Victor Nyambok
16th June 2011 By Victor Nyambok

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