Marketing and Sales Management

Résumé du document

The Marketing Mix is the framework that can be used in developing strategies for marketing. It is a combination of four major tools, known as the 4p?s: Product, Price, Place and Promotion. Faced with a wide choice of product features, prices, distribution methods and promotional messages, the marketer must select and create a marketing mix that will achieve corporate objectives. It is essential that sales management is closely related to marketing management. Sales management involves decisions about designing the sales force, and developing a customer oriented selling approach. Customer oriented selling focuses on identifying customer needs accurately, and engaging in selling and servicing behaviours that help build and maintain a high level of customer satisfaction.

Extraits

[...] Marketing Era: Time Period: 1960-1980. Focus on Customer Social Marketing Era: Time Period: 1980 onwards. Focus on customers while maintaining a concern for the environment, being socially responsible Evolution of Marketing cont Relationship Marketing concept: Time Period 1990 onwards. Focus on building long term relationships with customers. RM is still a concept undergoing much research and debate, many believe it is the way forward for marketing while others have yet to be convinced. Nevertheless it is an important concept with much to offer certain industries. [...]

[...] Marketing is now more concerned with emotionally connecting with customers: Emotional Marketing; Marketing has become the art of seduction. Marketing occurs when people satisfy their demands through exchange in the marketplace. Customer Focus .cont Human needs are a state of felt deprivation, for example basic needs for food, clothing, warmth and safety. Human wants are shaped by culture, personality, peers etc. Wants are described as that which will satisfy a need. When wants are supported by buying power they become demands. Evolution of Marketing Production Era: Time period: Industrial Evolution onwards. [...]

[...] Marketing Oriented Companies . cont Companies that embrace the marketing concept are: Customer Oriented Show integrated effort in satisfying customer needs Believe that corporate goals can be achieved through customer satisfaction/ Sales Management It is essential that sales management is closely related to marketing management. Sales management involves decisions about designing the sales force, and developing a customer oriented selling approach. Customer oriented selling focuses on identifying customer needs accurately, and engaging in selling and servicing behaviours that help build and maintain a high level of customer satisfaction. [...]