To Create Your Perfect 2015 Digital Marketing Strategy

It is hard to believe that 2015 is right around the corner. As the weather starts to cool down, digital marketers’ brains just begin to warm up and think about the budget for the New Year. The million-dollar question is what are the best digital networks to invest into and what platforms should receive more exposure for 2015? Malcolm X was quoted as saying; “The future belongs to those who prepare for it today.” If...

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Philip Kotler: Marketing

America knows how to market itself, its products, and its ideas. For better or for worse, for richer or poorer, American marketing creativity, power, and prestige influence consumers the world over. PhilipKotler, best known for the marketing principle of the four Ps—product, price, promotion, and place—takes us on a guided tour of American marketing, including its origins and trends, its relationship to economics,...

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Structuring Marketing Resources

Whether marketing activities are centralized or decentralized and whether they involve a fully integrated marketing department or a marketing unit with more limited responsibilities,structuring the array of marketing resources in a formal organization design involves important management choices. 1.Functional organizational design: This design assigns departments,groups or individuals,responsibility for specific...

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What is Organizational Design?

Organizational design is the design and development of efficient and effective organization to implement marketing strategy. Aligning the strategy and capabilities of the organization with the market in order to provide superior customer value,is a priority in companies across different industrial sectors. Recent decades have seen a period of unprecedented organizational change and this activity promises to continue. Companies...

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Direct Marketing Methods

Direct marketing consist of direct communications with carefully targeted individual consumers to both obtain an immediate responses and cultivate lasting customer relationships. 1.Face-to-Face selling: Direct selling is the selling of goods or services to consumers through personal demonstration and explanation.Contact by mail with potential buyers may generate orders by phone or mail or instead to encourage buyers...

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Sales Force Evaluation and Control

Sales management is continually working to improve the productivity of selling efforts.During the last decade personal selling costs increased much faster than advertising costs,so achieving high sales force performance is important.The evaluation of sales force performance considers sales results,costs,salesperson activities and customer satisfaction. Where to focus the analysis: Evaluation extends beyond the salesperson...

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Managing The Sales Force

We know that salespeople differ in ability,motivation and performance.Managers are involved in selecting,training,monitoring,directing,evaluating and rewarding salespeople.A brief look at each activity illustrates the responsibilities and functions of a sales manager. 1.Finding and Selecting Salespeople: In a major study the chief sales executives in over 100 firms selling business to business to business products indicated...

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Designing The Sales Organization

Designing the sales organization includes selecting an organizational structure and deciding the number and deployment of salespeople to geographical area customers and prospects. Organizational Design: The organizational design adopted should support the firm's sales force strategy.As companies adjust their selling strategies,organizational structure may also require changes.The answers to several questions are helpful...

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Types of Sales Jobs

The salespeople who sell to ultimate consumers door to door,insurance sales,real estate brokers,retail store sales comprise a major portion of the number of salespeople,but a much greater volume of sales is accounted for by business to business salespeople.B2B sales may be to resellers,business users and institutions.Consumer and organizational sales are similar in several respects. Sales Jobs New Business Selling: This...

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Definition of Sales Force

Sales organizations in many companies around the world have experienced significant changes in how the selling function is being performed over the last decade.Many transnational selling activities are handled by the internet,while salespeople are more focused on collaborative and consulting relationships with customers. "Sales force is an individual person who acts for a company by performing one or more...

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Designing Promotion Strategy

Market target and positioning strategies guide promotion decisions as several activities are involved in designing an organization's promotion strategy including: 1)Setting communication objectives 2) Deciding the role of each of the components make in the promotion program 3) Estimating the promotion budget 4) Selecting the strategy for each promotion component 5) Integrating and implementing the promotion component strategies...

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The Composition of Promotion Strategy

Promotion strategy consists of planning,implementing and controlling an organization's communications to its customers and other target audiences.The purpose of promotion in the marketing program is to achieve management's desired communications objectives with each audience. Advertising: Advertising consists of any form of non personal communication concerning an organization,  product or idea that is paid...

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Definition of Promotion Strategy

Promotion strategy consists of planning,implementing and controlling an organization's communications to its customers and other target audiences. Promotion strategy consists of advertising,personal selling,sales promotion,direct marketing and public relations into an integrated program for communicating with buyers and other who influence purchasing decisions. The purpose of promotion in the marketing program is to...

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Determining Specific Prices and Polices

The last step in pricing strategy is selecting specific prices and formulating policies to help manage the pricing strategy.Pricing methods are first examined,followed by a discussion of pricing policy. a.Determining Specific Prices: It is necessary to either assign a specific price to each product item or to provide a method for computing price for a particular buyer seller transaction.Many methods and techniques...

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Selecting the Pricing Strategy

Analysis of the pricing situation provides essential information for selecting the pricing strategy.Using this information management needs to 1) determine extent of pricing flexibility 2) decide how to position price relative to costs and how visible to make the price of the product. How much flexibility exists? Demand and cost factors determine the extent of pricing flexibility.Within these upper and lower boundaries,competition...

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Analyzing the Pricing Situation

Pricing analysis is essential in evaluating new product concepts,developing test marketing strategy and designing a new product introduction strategy.Pricing analysis is also important for existing products because of changes in the market and competitive environment,unsatisfactory market performance and modifications in marketing strategy over the product's life cycle. a.Customer Price Sensitivity:  One of...

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