Marketing and Sales

“Marketing is a social process by which individuals and groups obtain what they needand want through creating and exchangingproducts and value with others.”

Philip Kotler

Marketing and sales deals with the exploration and understanding of customer needs, with the response to them through the development, production and sales of goods and services (including innovation implementation). It also deals with the impact on customers’ needs in accordance with the strategic purposes of the organization. Marketing and sales are closely linked. While marketing focuses more on pre-sales activities, surveys or understanding the needs of customers, sales processes are closely connected to them and realize the actual business relationships with customers.Outlined below are recapped all methods and analytical techniques used in marketing (marketing management) as well as in the sales itself.

Peter F. Drucker considers marketing as one of two basic functions of the organization: “The existence of business organizations is to create customers, the company has two - and only these two - basic functions: marketing and innovation.”

Marketing and Sales include several different categories of processes such as:

• Market Research and analysis
• Marketing research
• Marketing and promotion
• Brand Management
• Sales
• CRM (Customer Relationship Management)
• Customer Care

Marketing management methods:

• 5K (Total Loyalty Marketing)
• Blue Ocean Strategy
• Brand Management
• Branding
• CRM (Customer Relationship Management)
• Holistic marketing concept
• Market Segmentation
• Marketing activites concept (business concept)
• Marketing concept
• Marketing mix - 4C
• Marketing mix - 4P (McCarthy)
• Marketing strategy
• Positioning
• Production concept
• Products concept
• Sales concept
• Targeting
• TLM (Total Loyalty Marketing)
• Web marketing mix - 4S (Constantinides)
• Word of Mouth Marketing (WOMM)

Analytical techniques used in marketing management:

• 5F Analysis (Porter)
• Ansoff matrix
• BCG matrix
• Customer segmentation in Loyalty Marketing
• Kano model
• PESTLE Analysis
• Portfolio customer matrix
• SWOT analysis
• VRIO analysis

Marketing is closely related to the promotion and advertising.

Key terms in field of marketing and sales:

• Advertising
• B2B (Business to Business)
• B2C (Business to Customer)
• Brand
• Business purpose, functions and objectives by Drucker
• C2B (Customer to Business)
• C2C (Customer to Customer)
• C2G (Citizen/Customer to Government)
• Campaign
• e-Business
• e-Commerce
• e-Commerce models
• e-Government
• G2B (Government to Business)
• G2C (Government to Customer/Citizen)
• G2G (Government to Government)
• Goods
• Goods Life Cycle
• Marketing Environment
• Marketing Macro Environment
• Marketing Micro Environment
• Products
• Products classification
• Promotion
• Quality
• Services
• Surroundings characteristics

Related management fields:

• Brand management
• Strategic Management