Author: Ravi M Kulkarni

1. TERMINOLOGY
Presentation By:
Ravi M. Kulkarni
2BV14MBA30

2. Marketing and sales are both aimed at
increasing revenue. They are so closely
intertwined that people often don’t realize the
difference between the two. Indeed, in small
organizations, the same people typically
perform both sales and marketing tasks.
Nevertheless, marketing is different from sales
and as the organization grows, the roles and
responsibilities become more specialized.

4. CONTRAST
Marketing
Broader range of activities to sell product/service,
client relationship etc.; determine future needs and
has a strategy in place to meet those needs for the
long term relationship
Sales
makes customer demand match the products the
company currently offers.

5. Marketing
Overall picture to promote, distribute, price
products/services; fulfill customer's wants and
needs through products and/or services the
company can offer.
Sales
fulfill sales volume objectives

6. Marketing
Analysis of market, distribution channels,
competitive products and services; Pricing
strategies; Sales tracking and market share analysis;
Budget.
Sales
Usually one to one

7. Marketing
Market research; Advertising; Sales; Public
relations; Customer service and satisfaction .
Sales
Once a product has been created for a customer
need, persuade the customer to purchase the
product to fulfill her needs.

8. Marketing
Pull
Sales
Push

9. Marketing
Marketing shows how to reach to the Customers
and build long lasting relationship.
Sales
Selling is the ultimate result of marketing.

10. Marketing
Marketing targets the construction of a brand
identity so that it becomes easily associated with
need fulfillment.
Sales
Sales is the strategy of meeting needs in an
opportunistic, individual method, driven by human
interaction. There's no premise of brand identity,
longevity or continuity. It's simply the ability to
meet a need at the right time.

11. Sales vs Marketing Activities
The typical goal of marketing is to generate interest in the product and create
leads or prospects. Marketing activities include:
• consumer research to identify the needs of the customers
• product development – designing innovative products to meet existing or
latent needs
• advertising the products to raise awareness and build the brand.
• pricing products and services to maximize long-term revenue.
On the other hand, sales activities are focused on converting prospects to
actual paying customers. Sales involves directly interacting with the
prospects to persuade them to purchase the product.
Marketing thus tends to focus on the general population (or, in any case, a
large set of people) whereas sales tends to focus on individuals or a small
group of prospects.

13. What is supply chain management ?
• First one is that practically every product that
reaches an end user represents a cumulative effort
of multiple organizations. These organizations refers
collectively as a supply chain.
• The second idea is that while supply chain have
existed for a long time , most organizations have only
paid attention to what was happening within their
“four walls ”. Very few organizations realized about
delivering goods to final consumer .
• SCM is the active management supply chain activities
to maximize customer value and achieve a
sustainable competitive advantage.
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14. Meaning:
Supply chain:
Network of organizations and business process for procuring
materials, transforming raw materials into the finished products and
distributing the finished products to the customers.
Supply chain management :
Integration of suppliers , distributors and customer logistics into
one cohesive process.
Supply chain management process:
information system that automate the flow information between a
firm and its suppliers in order to optimize the planning , sourcing ,
manufacturing and delivering of products and services.
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15. SCM objectives: SCM outcomes:
What?
Establish policies , objectives and
operating footprints.
How much?
Deploy resources to match supply
with demand .
When ? Where?
Schedule , monitor , control
and adjust production.
Do:
Build and transport.
Objectives.
Supply policies(service levels).
Network design.
Demand forecast
Production ,procurement &logistic plan
Inventory target.
Work center scheduling
Order/inventory tracking
Order cycle
Material movement.
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Strategic
Tactical
Operational
Execution

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Business value goals:
Rapid demand
fulfillment.
Collaborative supply
chain planning and
execution.
Customer value goals:
Give customer what
they want , when and
how they want it , at
low cost.
Enterprise
coordination of
manufacturing and
business process.
Effective distribution
system
Responsiveness and
accountability to
customers.
Objectives of SCM

17. upstream
downstream
fig: an example of supply chain.
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supplier
supplier
supplier
supplier
supplier
supplier
manufacturer distributer retailer customer

18. Each interface in the supply chain represents:
Movement of goods
Information flow
Transfer of title
Purchase and sale
Strategic SCM consists of
developing smarter ways to:
Choose
Buy from and
Sell to your business partners
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Raw material
Component
Manufacturer
Retailer
Consumer