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: - Holistic - Strategic - Technology-enabled - Financially-oriented The New Marketplace - Commonization - Competition of cheaper brands from China - Rising selling and promotion costs - Proliferation of distribution and media channels - Power shifting to giant retailers - Power shifting to increasingly informed customers - Shrinking margins - Mergers, bankruptcies Marketing’s Results are Embarrassing - TV advertising has lost much of its former efficiency - Sales promotions are mostly wasted - Direct marketing mailings have poor response - Too many sales calls done by the numbers - High rate of new product failure - Marketing focuses too much on the short run - Marketing has become a one P function. How do CEO’s see Marketing? - Marketing is advertising and selling - Marketing is 4P’s - Marketing is STP and 4P’s Sales Proceeds Marketing In the beginning there was sales Marketing appeared later to help sales people: - By using marketing research to size and segment the market - By using communications to build the brand and develop collateral materials - 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 - 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 - Sales: o Volume oriented o Action oriented o Intuitive o Prefers doing o Individualistic o Undergraduate and “Street smart” o Focused on each customer
