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Summary Marketing IB Y1Q4
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summary for marketing> international business course. book principles of marketing is summarised. everything you need to know for year 1 quarter 4.
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Marketing and salesTraining 1
Customer driven marketing strategy
The marketing process
1.understand the marketplace and customer needs and wants
2.design a customer driven marketing strategy
3.construct an integrated marketing program that delivers superior value
4.build profitable relationships and create customer delight
5.capture value from customers to create profits and customer equity
Integrated marketing program are the four p´s: price, product, place, promotion
What is sales?
Sales 1: to be sold > buying
Sales 2: to transfer something to another party, at a certain price and conditions
Client: account, consumer, customer, target group, new business
Sales person: sales manager, sales representative, account executive, manager new business,
account manager
B2C versus B2B
Most sales people are involved in retail selling – selling goods and services to ultimate consumers
(B2C)
A much larger volume of sales is accounted for by industrial selling, referred to as business to
business selling (B2B): sales to resellers, business users or institutions
Types of buying behaviour
High involvement low involvement
Significant complex variety
Perceived buying seeking
Differences behaviour behaviour
Between brands
Few perceived dissonance habitual
Differences reducing buying
Between brands buying behaviour
Behaviour
Car/house clothes
Carpet shampoo
Types of accounts in b2b
-global
-regional
-national
-the principles are the same, the complexity is different
Difference between marketing and sales
Marketing: tactical level, needs are central
Sales: operational level, revenue/profit is central
, Levels of sales
1.strategic horizon > 3 years: mission, vision, goals > business plan
2.tactical level 1-3 years: derived goals, discipline > marketing plan
3.operational horizon < 1 year: derived goals, department > sales plan
After > account plan
Drivers of change in selling and sales management
-building long term relationships with customers
-creating sales organizational structures that are more nimble and adaptable to the needs of
different customer groups
-gaining greater job ownership and commitment from sales people
-shifting sales management style from commanding to coaching
-leveraging available technology for sales success (crm)
-better integrating salesperson performance evaluation
The 6 stages in the selling process
-awareness
-interest
-consideration
-conversion
-retention
-prospecting for customers
-opening the relationship
-qualifying the prospect
-presenting the sales message
-closing the sale
-servicing the account
How to be successful in sales
-positive attitude
-strong belief (confidence)
-management of the sales process
Points of attention
-preparation
-attitude and behaviour
-dresscode
-non verbal communication
4 p’s of sales
-performance
-planning
-product (knowledge)
-priority
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