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The Structure of
Organisations
&
Sales & Marketing
Finance

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Sales & Marketing

Satisfy Needs
Position in Organisation
Difference between Sales &
Marketing

3
Needs

Food and Warm

Relationships
Esteem & Self esteem
Belongings

People buy to satisfy needs

4
Commercial needs

Payback/ROI
Functionality
Esteem
Buildings
Clothes
Cars

5
Position in Organisation
Chairman
Managing Director
Marketing Director
AKA Sales Director, Sales and Marketing Director
Finance Director
Production Director
IT Director
HR Director

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

Contact Management Systems

Customer Relationship Management
Internet
Call Centre
Inbound
Outbound

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

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Marketing

Exploring the market

Influencing the market

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Marketing

Advertising
Database Marketing
Market Research
Channels

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Advertising

Corporate Advertising
Stress Financial Stability
Leading Technologies Stress Leadership

Product/Service Advertising
Immediate & Measurable Effect on Sales
Product Awareness
Promotions

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

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Market Research

Sampling
Questionnaires
Statistical Analysis

Focus Groups
Selected People
Detailed Analysis

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Channels
Print Radio
Nationals Sponsorship
Locals
Worldwide - Local
Magazines
Endorsements
Television
David Beckham
Interactive
Internet Seminars
Marketing Exhibitions
Interactive Windows 2001
Billboards Conferences
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Marketing Process
To measure effect of advertising
Recall message
Increases in Sales
Generate Leads for Sales Force
Coupons
Internet Response
Inbound Calls

Companies measure effectiveness

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

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

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