TRAINING
FOR PRODUCT & SALES/MARKETING IN OIL & GAS INDUSTRY
Each crude field has unique quality
characteristics. Marketing generally consists of providing assays describing
these characterisitics in great detail to potential customers, who are usually
refineries.
In many cases, the quality of the product must
either conform to government regulations and/or by industry standards. With
little product differentiation, price becomes very important. This is
particularly true for business-to-business sales.
When selling direct to individuals, product
differentiation plays a more important role. Oil companies selling gas will try
to differentiate their products by highlighting performance characteristics and
additives. They may highlight a more positive experience that a customer may
recive by using their service stations instead of the competition's. However,
this does not amount to much because the products and services are very similar
between companies. Price remain very important as is evidenced in the gasoline
price being advertised on a big display in front of every service station. As
such, advertising budgets for oil companies tend to be pretty small compared to
other industries in the retail game.
Outline :
- Globalization and Oil&Gas Industry Framework
- Contemporary issues in strategic marketing in the O & G industry (national laws and regulation, self-regulation, technology and environment issues)
- Market orientation and competition
- Target Segments
- Understanding Organizational Buying Behaviour
- Positioning a First Nation Business
- Positioning and Marketing Objectives
- The Role of Associations and Governments
- Overview of Selected Marketing Communication Instruments
- Overview of Target Customers Active
- Future directions and recommendations for strategic marketing in the organization
Peserta
:
Oil
and Gas Finance and Accountants, Managers of Oil Marketing Companies, Managers
of Oil Trading Companies, Managers of petroleum retail outlets, Petroleum
Regulators
Tidak ada komentar:
Posting Komentar