Marketing and Sales- What’s the Difference R. Usry Extension Specialist and Lecturer Emeritus Department of Agricultural & Resource Economics NC State University January 2013

Marketing  The process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.  Capture value in the form of sales, profits, and long-term customer equity  Your Value Proposition- customers will choose your product even when they have other good choices in the marketplace  Sales- personal selling and sales promotions

Old and New Marketing  Old- making a sale– “telling and selling”  New- satisfying customer needs “The aim of marketing is to make selling unnecessary.” Peter Drucker

Selling is only one part of the 5 Ps in your marketing mix: 1. Product 2. Price 3. Place 4. Promotion to reach customers  Advertising  Sales Promotions  Public Relations  Personal Selling  Direct Marketing 5. People

Two elements of sales 1. Personal selling 2. Promotions Sales is the “up close” activities with the customers Sales communicates with the customers so they make the decision to purchase your product/service

The fourth P is the marketer’s “bag of tools” 4. Promotion to reach customers  Advertising- any paid form of non-personal presentation and promotion of ideas, goods, and services by an identified sponsor.  Sales Promotions- Short-term incentives to encourage the purchase or sale of a product or service.  Public Relations –building good relations with the company's various publics by obtaining favorable publicity, building up a good image, and handling or heading off unfavorable rumors, stories, events.  Personal Selling- Personal presentation by the firm's sales force for the purpose of making sales and building customer relationships  Direct Marketing- direct connections with carefully targeted individual customers to both obtain an immediate response and cultivate lasting customer relationships.

Marketing - meeting customer needs profitably -decisions about your 5 Ps -reaching targeted customers Principles of Marketing, Kotler and Armstrong

Marketing- a mix of many things or functions 1. Buying (exchange) 2. Selling (exchange) 3. Transporting 4. Storing 5. Standardizing and Grading 6. Financing 7. Risk Taking 8. Securing Marketing Information And these eight marketing functions are performed by: -Producers or manufacturers -Wholesalers or -Retailers Contemporary Marketing, Boone & Kurtz

Marketing and Sales- What’s the Difference Thank you for your attention!