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2 The Structure of Organisations & Finance Sales & Marketing

3 Satisfy Needs Satisfy Needs Position in Organisation Position in Organisation Difference between Sales & Marketing Difference between Sales & Marketing

4 Needs Food and Warm Food and Warm Relationships Relationships Esteem & Self esteem Esteem & Self esteem Belongings Belongings People buy to satisfy needs People buy to satisfy needs

5 Commercial needs Payback/ROI Payback/ROI Functionality Functionality Esteem Esteem –Buildings –Clothes –Cars

6 Position in Organisation Chairman Chairman Managing Director Managing Director Marketing Director Marketing Director –AKA Sales Director, Sales and Marketing Director Finance Director Finance Director Production Director Production Director IT Director IT Director HR Director HR Director

7 Sales Process Suspects Suspects –Need qualifying Prospects Prospects –Have budget and project in mind Customers Customers –Placed orders Sales Funnel Sales Funnel –Many suspects, fewer prospects, even fewer customers Sales Forecasting (0% to 100%) Sales Forecasting (0% to 100%)

8 Sales Technologies Contact Management Systems Contact Management Systems Customer Relationship Management Customer Relationship Management Internet Internet Call Centre Call Centre –Inbound –Outbound

9 Channels Direct Sales Direct Sales Mail Order/Magazines/Newspapers/Catalogues Mail Order/Magazines/Newspapers/Catalogues Telephone Order (MOTO) Telephone Order (MOTO) Dealers Dealers Distributors Distributors Wholesalers Wholesalers Retailers Retailers Internet Internet

10 Marketing Exploring the market Exploring the market Influencing the market Influencing the market

11 Marketing Advertising Advertising Database Marketing Database Marketing Market Research Market Research Channels Channels

12 Advertising Corporate Advertising Corporate Advertising –Stress Financial Stability –Leading Technologies Stress Leadership Product/Service Advertising Product/Service Advertising –Immediate & Measurable Effect on Sales –Product Awareness –Promotions

13 Database Marketing Demographics (ABC) Demographics (ABC) Mailing Lists Mailing Lists –Targeting –Reduce Costs, Irritation to Potential Client Large Databases Large Databases –Electoral Roll –Telephone Directories –Magazine and Club, Store card memberships –Cross-Correlation

14 Market Research Sampling Sampling Questionnaires Questionnaires Statistical Analysis Statistical Analysis Focus Groups Focus Groups –Selected People –Detailed Analysis

15 Channels Print Print –Nationals –Locals –Magazines Television Television –Interactive Internet Internet –Marketing –Interactive Billboards Billboards Radio Radio Sponsorship Sponsorship –Worldwide - Local Endorsements Endorsements –David Beckham Seminars Seminars Exhibitions Exhibitions –Windows 2001 Conferences Conferences

16 Marketing Process To measure effect of advertising To measure effect of advertising –Recall message –Increases in Sales Generate Leads for Sales Force Generate Leads for Sales Force –Coupons –Internet Response –Inbound Calls Companies measure effectiveness Companies measure effectiveness

17 Marketing Technologies Database Management Systems Database Management Systems Statistical Analysis Packages Statistical Analysis Packages Internet Internet Kiosks Kiosks Call Centres Call Centres –Integrated –Voice Recognition –Predictive Diallers –Inbound Routing

18 Sales and Marketing Sales Sales –Very Measurable –Still individualistic –Short Goal Orientated –Some computerisation –Some process Marketing Marketing –Cloudy to say the least –Behind the scenes –Strategic –Computerised –Highly processed