Flashcards
Lecture 2
Flashcards do conjunto (24)
- 1Distributionmarketing area in which improvements to saving have been done and can be made
- 2Selection of distribution channel -> Multichannelwith intermediaries ( Brokers, wholesalers, retailers)
( Coverage : exclusive distribution = only selected intermediaries ≠ intensive distribution) - 3E-Commercephysical + virtual distribution channel
- 4Terms and conditions of distribution- conditions of sale
- minimum stock/order
- credit, payment, discount - 5Communication"most direct influence on sales"
- personal selling
- advertising
- sales promotion
- publicity
- sponsorship - 6Integrated Communication Mix- no more separate entities in communication areas
- cohesive (zusammenhalt)message to target
- coherent planning
- corporate comm. + marketing comm.
-> Salesforce must be kept fully informed! - 7Marketing Mix B2C - Product- branding
- pakcaging
- logos&design
- standardized products
- image
- short life-cyle
- positioning - 8Marketing Mix B2C PROMOTION- non-personal tools of promotion
- personal selling
- sales promotion
- brand image - 9Marketing Mix B2C PRICE- value for money
- no negotiation - 10Marketing Mix B2C PLACE- intensive
- role of intermediaries - 11Marketing Mix B2B PRODUCT- technical product specifications
- features
- customized products
- quality assurance
- after sales & technical services - 12Marketing Mix B2B PROMOTION- personal selling
- sales Promotion (Distributors )
- publicity (new product)
- direct marketing - 13Marketing Mix B2B PRICE- value that counts
- negotiations - 14Marketing Mix B2B PLACE- often direct distribution
- logistics aspects
- speed is vital - 15Relationship btw. Sales and Marketing TARGET CHOICESalesforce: individual accounts to target
- 16Relationship btw. Sales and Marketing DIFFERENTIAL ADVANTAGESalesforce: customer benefits need to be communicated because meaningful to the customers higher productivity -> cash savings
- 17Relationship btw. Sales and Marketing STRATEGIC OBJECTIVESMarketing strategy affects selling function
- 18MKTG Objective BUILDSales Obj: build sales voulume, increase distribution, provide high service level
strategy: high call rates, call on new accounts - 19MKTG Obj HOLDSales Obj: maintain sales volume, maintain distrubution, maintain service levels
strategy: continue present call rates, medium focus during call, call on new outlets - 20MKTG Obj HARVESTSales obj: reduce selling costs, target profitable accounts, reduce service costs and inventories
strategy: call on profitable accounts, consider telemarketing or dropping the rest, no prospecting - 21MKTG Obj DIVESTSales obj: clear inventory quickly
strategy: quantity discounts to targeted account - 22ObjectivesSales Volume
Market Share
Profitability
Service Levels
Salesforce Costs - 23What to do if.. 1) lack of cohesion 2) conflict 3) non-cooperation1) senior manager´s support
2) improvement of communication
3) commitment to organizational learning - 24SALES BUY-IN is enhanced by1) objectivity and rational persuasion
2) sensitivity and responsiveness to reality ( salesforce prefer discussion to directives)
3) involvement in strategy creation (dialogue)
4) positioning for success