Subido por Jorge Jiménez

The New Marketing and Sales Strategies and Tactics

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THE NEW MARKETING AND SALES STRATEGIES AND TACTICS
My Message
Marketing’s performance has been disappointing.
You must replace your Old Marketing with New Marketing that is:
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Holistic
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Strategic
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Technology-enabled
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Financially-oriented
The New Marketplace
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Commonization
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Competition of cheaper brands from China
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Rising selling and promotion costs
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Proliferation of distribution and media channels
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Power shifting to giant retailers
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Power shifting to increasingly informed customers
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Shrinking margins
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Mergers, bankruptcies
Marketing’s Results are Embarrassing
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TV advertising has lost much of its former efficiency
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Sales promotions are mostly wasted
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Direct marketing mailings have poor response
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Too many sales calls done by the numbers
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High rate of new product failure
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Marketing focuses too much on the short run
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Marketing has become a one P function.
How do CEO’s see Marketing?
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Marketing is advertising and selling
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Marketing is 4P’s
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Marketing is STP and 4P’s
Sales Proceeds Marketing
In the beginning there was sales
Marketing appeared later to help sales people:
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By using marketing research to size and segment the market
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By using communications to build the brand and develop collateral materials
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By finding leads through direct marketing and trade shows
Marketing was originally located in the sales department
Then marketing grew as a separate department responsible for the marketing plan (4P’s) and brand-building.
Differences in Mindset and Style
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Marketing:
o Profit oriented
o Data oriented
o Analytical
o Likes planning
o Team-oriented
o MBA educated
o Focused on whole market and market segments
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Sales:
o Volume oriented
o Action oriented
o Intuitive
o Prefers doing
o Individualistic
o Undergraduate and “Street smart”
o Focused on each customer
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