MARKETING

• Marketing is the process used to determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development.

• It generates the strategy that underlies sales techniques, business communication, and business developments

MARKETING PROCESS

SELLING

• After the World War II when there everything was scarce, the focus was on the production. Later on, when the product met the market demand, there was over supply of products in the market which initiated the concept of selling “hard sell” who will do anything to make the product sales.

SELLING CONCEPT

DIFFERENCE BETWEEN SELLING CONCEPT & MARKETING CONCEPT

Sales Force

• Design a Customer-Centric Sales Force

• The sales force is one of an organization’s most valuable and expensive marketing resources

SALES FORCE MANAGEMENT

EFFECTIVE SELLING PROCESS

Sales promotion

• Directly link brand plans to sales force decisions

for greater alignment between strategy and execution

• Simulate what the strategy implementation will actually look like, to validate feasibility and better understand downstream issues

Sales promotion objectives

• Develop, test, and implement leading sales models to increase market share

• Identify multi-year development paths that maximize sales effectiveness while minimizing customer disruption

• Revenue growth and profitability through sales channel selection and sales resource optimization.

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