Surname 1Name:University:Course:Tutor:Date: 26th January 2011. Organizational Marketing and Sales Marketing Plan and Organizational Mission The corporate mission entails of what the company is and what it does and covers oncustomer groups served, customer needs a as well as the technologies used. For any marketingplan to be effective it has to be formalized and should move from the general to specific, fromthe vision to mission to the specific goals which in turn draws to the individuals action plansthat are intended for each marketing plan hence the linkage between the factors in ensuring asuccess in the business (Webb, 124). Ideally the marketing plan of an organization for the products and services it offers tiewith the organization’s missions as the mission statement often provides a commercial logic whythe business is in existence and it’s a blue print on creating wealth for the owner as well assatisfying the needs of the stakeholders including the society and the employees. The missionserve to define boundaries that are set by the organization when it comes to geography, themethods of business products and services old and market of the products, thus the strategicscope management decisions made by the mange defines the kind of business (Chaffey, 75). Inthis light therefore the commercial logic of business or its mission ties with its marketingstrategies when it comes to defining its competitive position in considering the type of products
Surname 2and serves it is offers. The products and services chosen based on the organizations missionaffects the marketing plan developed to increase competitiveness. In addition to that the marketing planks is linked to the mission of the organizationespecially when considering the means of competences in which the company strives to succeedin its business endeavors by strategizing on overcoming competition in the market. Thus goodmarketing plan ensures that the organization mission is achieved in the long run throughsuccessful business sales (Rumbauskas, 221). Finally corporate mission is tied to the marketing plan as in practice it has been proofedthat a strong mission of the organization helps marketing planning in the following ways: first itis promotes provision of an outline that ensures that the marketing plan suit the mission of theorganization. Secondly the mission statement provides a means by which evaluation andscreening of the marketing plan whether the marketing decisions are inline or consistent with themission or not. Finally the mission statement helps in providing an incentive that serve toimplement the marketing plan developed for the organization. Customer Identification An organization identification of customers by an organization is achieved by conductinga customer relationship management which basically deals with identifying of its customers andfinding on their buying patterns over a period of time. One way of identifying customers is byusing the self organizing maps and regency frequency monetary method which helps todistinguish between the company’s valuable customers amongst the over customers base. TheRFM method of clustering analyses customer data to yield the patterns of the customers. In termsof latest period of purchase, the frequency of purchasing undertaken, by the customer and theamount of money spend in the purchasing activity in the company. In addition that the neural
Surname 3network method is used to identify the patterns of the valuable customers to the company as wellas to predict the future environment through an analysis of their past history. In order to identify the main and valuable customers who greatly affects the quantity ofsales of the company the CRM system method is sued. This method uses the data derived fromthe sales history database as well as from the database fro customer profile to help discover theknowledge their patterns of consumption. From the analysis of consumer information thecompany is able to know the regency, monetary information’s as well as frequency of itscustomers thus strategizing on the targeting such customers on its marketing plans. Another method by which organization can identify its potential customers is by usingthe customer feedbacks which customers leave inform of comments or suggestions hence able tostrategize on attracting such segment of customers. This is critical as it depends on the customerpersonal preferences and choice on consumption of certain product which is closely linked to atdemographic factors like age, gender, economic status, and religious and cultural factors. Thecustomers who are identified as a target segment can be identified through conduction of surveyson their needs hence making the marketing plans to target such customers. Marketing and Sales Marketing and sales are often used closely and many tend to assume that they mean samething but the two concepts have great difference between each other though they are bothintended to achieve a similar goal. The concept of marketing plays a critical roll of improvingthe environment for selling hence contribute to organizations sales hence the marketingdepartment always targets at increasing the number of interactions that take place between theorganization and the potential customers. For the organization to achieve the goal of increasingcustomer-organization interaction it has to involve the service of the organizations sale team
Surname 4which may include: publicity, public relations, advertising, sales promotions, and creation ofsales channels, facilitating potential customers to contact the organization and foster interactionas well as new products through product development. Such sales service can also involve theuse of the social media like twitter and face book to increase the level of interaction and increasethe publicity of the organization to foster its marketing ability (John and Coe, 128). The concept of sales especially with the new filed of sales process engineering is viewedand treated as an output of a larger system rather than an output from a single department as themarketing concept. The larger system stated refers to many other functional areas that existwithin an organization which includes the sales, marketing and customer service among otherdepartments whose inputs and outputs complement one another unvarying degree to contributeto realization of the organizations goals and objectives. In general marketing entails the process of determining the people who have specificneeds, the value for the product/price, creation of a product or service to ensure that it meets theneeds as well as the want of customers, determining the best and effective way of taking theproduct to the market place and finally determining the best communication strategy that can beused by an organization to take the product or the service to he market. On the other hand sales is a process that involves identifying the specific people whohave certain needs through prospecting, determining the specific need of the people, ways offinding a solution to the prospect problem though proposal, decide on the best means ofcommunication through recommendations, advocating on the value of the organization’sproducts, selling of the product and determining the benefits derived and finally closing of thesale though an exchange transaction as well as creating customer satisfaction through efficientdelivery of the needs or want of the customers.
Surname 5 Consumer-Buying Behavior and Marketing Consumer behaviour affects marketing because customers have various reasons of buyingcertain product and such factors are dynamic hence keep on changing in the society. Thusdecisions that consumer makes affect the sales of a company which is basically the outcome ofthe company’s marketing strategies. Good marketing strategies have to focus on the factors thatinfluence customers buying behavior. Such strategies should include the ability of the companyto provide a marketing mix that is able to satisfy all the customers needs thus the importance ofobtaining information as what, when and how consumers purchase product and analyzing thedata in order to design an effective marketing strategy that will get the attention of theconsumers. The analysis of the buyer’s information also allows the company marketer to predictthe future responds of its consumers hence maintaining them which is critical for success.The inherent ability of a buyer to recognize a problem or become aware of a need stimulate shimto make decisions on buying the product, so the marketing of such product should be appealingto the buyer so that its able to stimulate the recognition for the need e.g. advertising a deliciouslycooked meal stimulates the consumer to be hungry hence wanting to eat thus end up buying thefood to satisfied his hunger. Some buyers may require an external information before making a decision to buying aproduct hence may inquire from friend and family member, this behavior therefore indicates thatthe marketing strategy to be allied should be wide enough so as to reach the external sourceswhich helps the buyer to make decision on whether to buy the product or not. Some buyers may also require to access a variety of information or alternative sources ofinformation before making a decision concerning a product he intend to buy, so, markers have toinfluence the decisions made by framing of the alternatives.
Surname 6 In addition to that for a buyer to buy products with high degree of economic,psychological or performance risk like cars, education, and computers then they have to spendmuch time seeking information on the product before making a decision so the marketingstrategy for such products should be highly motivating in order to convince the buyer easily.Moreover, the products that are both on routine or frequent basis like the low cost items how aprogrammed buyer behaviour which requires little or no such and information to buy, thereforesuch products also require less marketing efforts as compared to products that are expensive andrarely bought by the customers. Finally some products needs a limited decision by the buyer and these are products thatbought occasionally hence requires moderate amount of time and information to make a decisionbasically involving obtaining information on unfamiliar products. Marketing for Internet Sales Internet marketing is a type of marketing that involves marketing of services or productsover the internet. Despite the fact that internet marketing offers successful way of marketingproducts some of the internet sales are not done over the internet because of various reasons. Forinstance the first reason is the concern for information security which may make someconsumers to hesitate in purchasing overt the internet due to fear of their privacy being infringedon. As a result of this reason the company has to carry out other forms of marketing that willensure that such groups of consumers are not lost to the competitors, so safer ways which thecustomer can trust are then employed in place of the online marketing (Davis, 58). Another reason why some internet sales is not done over the internet is becausedepending entirely on the internet marketing results to inability of the costumer to taste, try on,touch or even smell the tangible goods prior to online purchasing and this ca be limiting thus the
Surname 7need to carry out other marketing strategies that counters the setback hence making the companyto its customers through liberal return policies as well as provisions of in-store pick-services.Internet marketing often take place online or in the web and it can take place via e-mails andwireless media. The digital marketing or web marketing may also refer to a placement of mediaalong the various stages of customer management cycle, search engine optimization, searchengine marketing, web 2.0 strategies, email marketing and placing of banner ads on selectedwebsites. Marketing takes place in form if e-commerce which involve direct selling of goods andservice to consumers the other business to consumer, business to business and consumer toconsumer. Also it takes place on lead-based websites where the company acquires sales leadsfrom its website and generates value (Samar, 213). Internet marketing also takes place through development of a product by one entity andbeing sol by the active seller for a share of the profits. This type of marketing also takes place inthe local internet marketing which involve a company utilizing the internet to nurturerelationships that benefits it in the real-world and it includes the sue of social media marketing,targeted online sales and local directory listing. White hat marketing is also a place where the e-marketing takes place and all the acceptable practices by search engines are strictly adhered tounlike the black marketing which often employs deceptive or abusive methods like use of spamor even routing customers to unintended pages.
Surname 8 Works CitedChaffey, Dave. Internet Marketing: Strategy, Implementation and Practice. New Jersey: Financial Times Prentice Hall. 2006. Print.Dan Davis. How to Start an Internet Sales Business without Making the Government Mad. Morrisville: Lulu.com. 2005. Print.Frank, Rumbauskas. (Never Cold Call Again. New York: John Wiley & Sons. 2006. PrintCoe, John. The Fundamentals of Business To Business Sales and Marketing. New York: McGraw-Hill Professional, 2003. Print.Sadia, Ali. Models in Consumer Buying Behaviour. Scottsdale: Regal Publications. 2009. Print.Webb, Michael and Gorman, Tom. Sales and Marketing the Six Sigma Way. New York: Kaplan Publishing. 2006. Print.