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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 on
customer groups served, customer needs a as well as the technologies used. For any marketing
plan to be effective it has to be formalized and should move from the general to specific, from
the vision to mission to the specific goals which in turn draws to the individuals action plans
that are intended for each marketing plan hence the linkage between the factors in ensuring a
success in the business (Webb, 124).
Ideally the marketing plan of an organization for the products and services it offers tie
with the organization’s missions as the mission statement often provides a commercial logic why
the business is in existence and it’s a blue print on creating wealth for the owner as well as
satisfying the needs of the stakeholders including the society and the employees. The mission
serve to define boundaries that are set by the organization when it comes to geography, the
methods of business products and services old and market of the products, thus the strategic
scope management decisions made by the mange defines the kind of business (Chaffey, 75). In
this light therefore the commercial logic of business or its mission ties with its marketing
strategies when it comes to defining its competitive position in considering the type of products

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and serves it is offers. The products and services chosen based on the organizations mission
affects the marketing plan developed to increase competitiveness.
In addition to that the marketing planks is linked to the mission of the organization
especially when considering the means of competences in which the company strives to succeed
in its business endeavors by strategizing on overcoming competition in the market. Thus good
marketing plan ensures that the organization mission is achieved in the long run through
successful business sales (Rumbauskas, 221).
Finally corporate mission is tied to the marketing plan as in practice it has been proofed
that a strong mission of the organization helps marketing planning in the following ways: first it
is promotes provision of an outline that ensures that the marketing plan suit the mission of the
organization. Secondly the mission statement provides a means by which evaluation and
screening of the marketing plan whether the marketing decisions are inline or consistent with the
mission or not. Finally the mission statement helps in providing an incentive that serve to
implement the marketing plan developed for the organization.
Customer Identification
An organization identification of customers by an organization is achieved by conducting
a customer relationship management which basically deals with identifying of its customers and
finding on their buying patterns over a period of time. One way of identifying customers is by
using the self organizing maps and regency frequency monetary method which helps to
distinguish between the company’s valuable customers amongst the over customers base. The
RFM method of clustering analyses customer data to yield the patterns of the customers. In terms
of latest period of purchase, the frequency of purchasing undertaken, by the customer and the
amount of money spend in the purchasing activity in the company. In addition that the neural

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network method is used to identify the patterns of the valuable customers to the company as well
as 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 of
sales of the company the CRM system method is sued. This method uses the data derived from
the sales history database as well as from the database fro customer profile to help discover the
knowledge their patterns of consumption. From the analysis of consumer information the
company is able to know the regency, monetary information’s as well as frequency of its
customers thus strategizing on the targeting such customers on its marketing plans.
Another method by which organization can identify its potential customers is by using
the customer feedbacks which customers leave inform of comments or suggestions hence able to
strategize on attracting such segment of customers. This is critical as it depends on the customer
personal preferences and choice on consumption of certain product which is closely linked to at
demographic factors like age, gender, economic status, and religious and cultural factors. The
customers who are identified as a target segment can be identified through conduction of surveys
on 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 same
thing but the two concepts have great difference between each other though they are both
intended to achieve a similar goal. The concept of marketing plays a critical roll of improving
the environment for selling hence contribute to organizations sales hence the marketing
department always targets at increasing the number of interactions that take place between the
organization and the potential customers. For the organization to achieve the goal of increasing
customer-organization interaction it has to involve the service of the organizations sale team

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which may include: publicity, public relations, advertising, sales promotions, and creation of
sales channels, facilitating potential customers to contact the organization and foster interaction
as well as new products through product development. Such sales service can also involve the
use of the social media like twitter and face book to increase the level of interaction and increase
the 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 viewed
and treated as an output of a larger system rather than an output from a single department as the
marketing concept. The larger system stated refers to many other functional areas that exist
within an organization which includes the sales, marketing and customer service among other
departments whose inputs and outputs complement one another unvarying degree to contribute
to realization of the organizations goals and objectives.
In general marketing entails the process of determining the people who have specific
needs, the value for the product/price, creation of a product or service to ensure that it meets the
needs as well as the want of customers, determining the best and effective way of taking the
product to the market place and finally determining the best communication strategy that can be
used 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 who
have certain needs through prospecting, determining the specific need of the people, ways of
finding a solution to the prospect problem though proposal, decide on the best means of
communication through recommendations, advocating on the value of the organization’s
products, selling of the product and determining the benefits derived and finally closing of the
sale though an exchange transaction as well as creating customer satisfaction through efficient
delivery of the needs or want of the customers.

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Consumer-Buying Behavior and Marketing
Consumer behaviour affects marketing because customers have various reasons of buying
certain product and such factors are dynamic hence keep on changing in the society. Thus
decisions that consumer makes affect the sales of a company which is basically the outcome of
the company’s marketing strategies. Good marketing strategies have to focus on the factors that
influence customers buying behavior. Such strategies should include the ability of the company
to provide a marketing mix that is able to satisfy all the customers needs thus the importance of
obtaining information as what, when and how consumers purchase product and analyzing the
data in order to design an effective marketing strategy that will get the attention of the
consumers. The analysis of the buyer’s information also allows the company marketer to predict
the 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 shim
to make decisions on buying the product, so the marketing of such product should be appealing
to the buyer so that its able to stimulate the recognition for the need e.g. advertising a deliciously
cooked meal stimulates the consumer to be hungry hence wanting to eat thus end up buying the
food to satisfied his hunger.
Some buyers may require an external information before making a decision to buying a
product hence may inquire from friend and family member, this behavior therefore indicates that
the marketing strategy to be allied should be wide enough so as to reach the external sources
which 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 of
information before making a decision concerning a product he intend to buy, so, markers have to
influence the decisions made by framing of the alternatives.

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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 spend
much time seeking information on the product before making a decision so the marketing
strategy 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 a
programmed buyer behaviour which requires little or no such and information to buy, therefore
such products also require less marketing efforts as compared to products that are expensive and
rarely bought by the customers.
Finally some products needs a limited decision by the buyer and these are products that
bought occasionally hence requires moderate amount of time and information to make a decision
basically involving obtaining information on unfamiliar products.
Marketing for Internet Sales
Internet marketing is a type of marketing that involves marketing of services or products
over the internet. Despite the fact that internet marketing offers successful way of marketing
products some of the internet sales are not done over the internet because of various reasons. For
instance the first reason is the concern for information security which may make some
consumers to hesitate in purchasing overt the internet due to fear of their privacy being infringed
on. As a result of this reason the company has to carry out other forms of marketing that will
ensure that such groups of consumers are not lost to the competitors, so safer ways which the
customer 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 because
depending 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

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need to carry out other marketing strategies that counters the setback hence making the company
to 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 and
wireless media. The digital marketing or web marketing may also refer to a placement of media
along the various stages of customer management cycle, search engine optimization, search
engine marketing, web 2.0 strategies, email marketing and placing of banner ads on selected
websites.
Marketing takes place in form if e-commerce which involve direct selling of goods and
service to consumers the other business to consumer, business to business and consumer to
consumer. Also it takes place on lead-based websites where the company acquires sales leads
from its website and generates value (Samar, 213).
Internet marketing also takes place through development of a product by one entity and
being sol by the active seller for a share of the profits. This type of marketing also takes place in
the local internet marketing which involve a company utilizing the internet to nurture
relationships 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 to
unlike the black marketing which often employs deceptive or abusive methods like use of spam
or even routing customers to unintended pages.

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Works Cited
Chaffey, 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. Print
Coe, 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.