Sales and Marketing
‘Marketing is the management process responsible for identifying, anticipating and satisfying customer requirements profitably’. – Definition by Chartered Institute of Marketing.
Marketing is a strategic function and should always be geared to generating profit over the long-term.
To achieve this, marketing has to undertake a comprehensive review
and decision making process which encompasses, customer analysis, market segmentation, perceptions, market size/potential, but also competitive analysis and reactions, positioning, branding, advertising, promotions, channel of distribution, product portfolio, sales and commercial resource management, and more.
A strategic marketing plan is then devised which is focussed on achieving key business objectives and setting a budget which covers both expenditure and return on investment.
Unfortunately in many companies, Marketing is often considered to be a subdivision of sales. Sales is focussed on one commercial aspect of the business. Ideally the sales function should be guided and directed by the strategic marketing function. In many companies this is not the case, and marketing often acts as a sales support function, as the business is very sales orientated. This means that while volumes may go up, profits continue to go down.
If this sounds familiar then contact our marketing consultancy. Our experience and understanding of marketing will help generate demand and profitable sales for your company.
T: 01992 807904
Posted in: Marketing & PR Help - Descriptions