In this slideshow presentation we will go over the basic concepts of marketing and sales. This will include market strategies, market research, the 4 P’s of marketing, sales tactics, type of sales, the sales force and the keys to developing successful products.

1. Lesson 10
Presentation Overview

2. Marketing & Sales
Business Basics Part III -

3. Marketing vs. Sales?
Marketing sells the idea
$ales brings in the money

4. What is a Market?

5. A “Market” is a group of
customers
Starts with the total population, then:
• Potential markets (have interest)
• Available markets (have money)
• Target markets (who’ll buy)
• Penetrated markets (already purchased)

6. “Market Segments”
are different parts of a market.
Six common segmentation
strategies are:

7. 1. Geographic segmentation
Divides the broad market into
regional or local markets

8. 2. Demographic segmentation
Classifies the broad market such as
age, gender, income, and race

9. 3. Psychographic segmentation
Social class from upper to
lower, lifestyle, and personality

10. 4. Behavioristic segmentation
Type of occasion or benefits
such as quality

11. 5. Product segmentation
Divides the broad market by
products like health food or junk
food

12. 6. Sales Channel segmentation
Divides the way a product is sold
(I.e. Coke in a store, restaurant, or vending machine)

13. What are the Five
Marketing Philosophies?

14. 1. Production concept (available and affordable)
2. Product concept (quality, performance & features)
3. Selling concept (focused on sales, not needs & wants)
4. Marketing concept (focused on needs & wants)
5. Societal marking concept (focused on social benefits)

15. Market Research
Helps companies understand and analyze
their customers.

16. Market research mostly focuses on…

17. 1. Demographic characteristics
Age, race, income, industry,
etc.

18. 2. Buying behaviors
How often and where
(I.e. store, online, etc.)

19. 3. Lifestyle or psychographics
Hobbies, sports, religion, dining,
etc.

20. 4. Customer Satisfaction
Price, ease of use, useful
features, etc.

21. What is the Marketing Mix
or the 4-P’s of Marketing?

22. 1. Product
What the company sells:
• Product
• Service
• Copyrights
• Images
• Patents

23. 2. Price
Examples of strategies:
• Premium Pricing
• Penetration Pricing
• Economy Pricing
• Skim Pricing
• Competitive Pricing

24. 3. Place
Distribution of the product:
• Directly to consumers
• Directly to retailers
• Directly to resellers
• To wholesalers (the middleman)

25. 4. Promotion
The essence of marketing
• Establish a Brand
• Product Name
• Advertising
• Personal Selling
• Sales Promotion
• Public Relations (PR)

26. The “7-P’s”
would include:
5. People (Support)
6. Process (Procedures)
7. Physical Evidence (Packaging)

27. Positioning
The product compared to others:
• Features
• Benefits
• Class
• Special Occasions
• Holidays
• Or against a competitor

28. Competitive
marketing:
• Market Leader (I.e. Microsoft)
• Market Challenger (I.e. Pepsi vs. Coke)
• Market Follower (Wait’s on leaders next move)
• Market Nicher (Small target markets)

29. The Marketing Plan:
1. Market Overview (Trends, Segments, Targets)
2. Competitive Review (Who are they?)
3. Product or Service Review (Products, Prices)
4. Strengths, Weaknesses, Opportunities, Threats (Use SWOT
analysis)
5. Goals & Objectives (Short and long-term sales)
6. Strategies (Use the 4-P’s and 7-P’s)
7. Action Plan and Implementation (how to achieve and in what
timeframe)
8. Evaluation (track and measure)

30. Sales Tactics:
“Prospecting” = Looking for potential customers.
“Cold Calling” = Telephoning an unknown target.
“Sales lead” = Person identified as a prospect.
“Qualifying the Lead” = Sales person will make a sales call
“Sales call” = Builds rapport by phone or a visit.
“Hard sell” = Pushing product to the reluctant buyer.

31. Sales Growth:
1. Increase the price – Easiest solution.
2. Sell other products to existing customers – “Would like like
fries with that?”
3. Sell new products to existing customers – Never stop
developing.
4. Sell existing product to new customers – Never be
complacent.
5. Sell new products to new customers – New product line still
related to the company.

32. Understanding the basics of
Marketing & Sales is possible, with
the exceptional management skills
you will possess…
End of presentation