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Rationale Teaching and Learning Resources Customer-Driven Marketing Strategic Planning and the Marketing Process The Marketing Environment, Ethics, and Social Responsibility Global Dimensions of Marketing E-Commerce: Electronic Marketing and the Internet for Dot.com Brick-and-Mortar Marketers Relationship Marketing Customer Relationship Management (CRM) Marketing Research, Decision-Support Systems Sales Forecasting Market Segmentation, Targeting and Positioning Consumer Behavior Business-to-Business (B2B) Marketing Product Strategies.Category and Brand Management Product Identification, and New-Product Planning Price Determination. Managing the Pricing Function Marketing Channels, Logistics, and Supply Chain Management Direct Marketing and Marketing Resellers: Retailers and Wholesalers Integrated Marketing Communications Advertising, Sales Promotion, and Public Relations Personal Selling and Sales-Force Management   Case Studies Related Workshops Strategios   Learner Support Career Direction Graduate Services International Student Services Study Abroad Management of Learning Online Libraries Study Skills   Recommended Texts Resources Assignments, Assessments Assessment Regulations   Learning Centres Economics Centre Education, Staff Development and Teacher Training Centre Entrepreneur Centre Financial Centre Foundation Study Centre Higher Qualifications Centre HR Centre IT Centre Language Centre Management and Leadership Development Centre Management Centre Marketing Centre MBA Centre Postgraduate Centre Research Centre Undergraduate Centre

 

Contemporary Marketing

 

Rationale

 

Evolution of Marketing

 

Marketing as we know it today began in the 1970s with the birth of the "marketing orientation". During the first stage of capitalism business had a production orientation. Business was concerned with production, manufacturing, and efficiency issues. By the mid 1950s a second stage emerged, the sales orientation stage. Business's prime concern was to sell what it produced. By the early 1970s a third stage, the marketing orientation stage emerged as businesses came to realize that consumer needs and wants drove the whole process. Marketing research became important. Businesses realized it was futile putting a lot of production and sales effort into products that people did not want. Some commentators claim that we are now on the verge of a fourth stage, one of a personal marketing orientation. They believe that the technology is available today to market to people on an individual basis (see personalized marketing, permission marketing, and mass customization). They feel it is no longer necessary to think in broad aggregated terms like market segments or target markets.

 

 

Marketing has become an academic discipline in itself, with tertiary degrees in the field now routinely awarded. Masters and Doctrinal degrees can be obtained in numerous subcategories of marketing including: Marketing Research, Consumer Behaviour, International Marketing, Industrial Marketing (also called b-to-b marketing), Consumer Marketing (also called b-to-c marketing), Product Management, and e-Marketing. See also Production orientation Personal marketing orientation

 

A Marketing Paradigm is a set of procedures and attitudes that, taken together, define how marketing is done.

The traditional marketing paradigm

Marketing, is at least as old as civilization, but modern marketing as an applied art and science began in the 1960s and 70s. It originated in consumer markets where relatively low-valued products were sold to mass markets using mass media. Marketing theory held that the first step was to determine customer needs, then next, produce a product or service that will satisfy these needs. The underlying philosophy was that all the firm's strategic decisions were driven by customer expectations. This core idea has gone though many incarnations in the intervening decades, and gone under various names including: marketing orientation, customer driven, the marketing philosophy, customer intimacy, customer focus, and market driven.

As a discipline marketing has seen a gradual evolution, refining its key concepts, adding many new concepts, and broadening its scope. For example, there has been a gradual shift from mass marketing to segmented marketing to mass customization. Marketing has also broadened its scope to include industrial markets (introducing the concepts of long-term marketing relationships, microsegmentation, and buying centers) and to include electronic markets (introducing the concept of personalized marketing) and to include channel management (introducing the concepts of supply chain marketing programs and distributor marketing programs).

New marketing paradigms

Starting in the 1980s, there was a group of theorists that felt this gradual evolution was unsatisfactory. They saw marketing, not as a continuously evolving discipline, but as an established discipline ripe for a paradigm shift. They felt that a radical new perspective was required. These theorists are typically associated with either relationship marketing, customer experience management, or
network marketing.

Relationship marketers, for example, feel that the shift from single transaction marketing to long-term relationship marketing will require a complete revamping of the discipline. Customer experience marketers feel that the relationship marketers started in the right direction but were derailed by their dependence on customer relationship management software, which caused them to lose focus of the individual customer's experience of the service encounter. Network marketers stress the interconnectedness of market actors and transactions and can be seen as the application of systems thinking to marketing.

 

Whether we envision a gradual history of evolution, or a radical paradigm shift probably has more to do with factors associated with the individual's psyche than with any objective or empirical system of change categorization. One thing is certain however, marketing is being greatly enriched by these contributions.

 

 

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Customer-Driven Marketing. Strategic Planning and the Marketing Process

Tutorials

• Customer-Driven Marketing
• Strategic Planning and the Marketing Process

 

Readings

Marketing Strategy is a process that can allow an organization to concentrate its (always limited) resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage.

Marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will engage customers, prospects and the competition in the market arena for success.

A marketing strategy also serves as the foundation of a marketing plan. A marketing plan contains a set of specific actions required to successfully implement a specific marketing strategy. For example: "Use a low cost product to attract consumers. Once our organization, via our low cost product, has established a relationship with consumers, our organization will sell additional, higher-margin products and services that enhance the consumer's interaction with the low-cost product or service."

A strategy is different from a tactic. While it is possible to write a tactical marketing plan without a sound, well-considered strategy, it is not recommended. Without a sound marketing strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental underpinning of marketing plans designed to reach marketing objectives. It is important that these objectives have measurable results.

A good marketing strategy should integrate an organization's marketing goals, policies, and action sequences (tactics) into a cohesive whole. The objective of a marketing strategy is to provide a foundation from which a tactical plan is developed.

Marketing strategies are partially derived from broader corporate strategies, corporate missions, and corporate goals. They should flow from the firm's mission statement. They are also influenced by a range of microenvironmental factors.

Marketing strategies are dynamic and interactive. They are partially planned and partially unplanned. See strategy dynamics.

• Types of marketing strategies
• Strategic Marketing Models
• Marketing Practice
  • Coarse Marketing

 

 

The Marketing Environment, Ethics, and Social Responsibility. Global Dimensions of Marketing

Tutorials

• The Marketing Environment, Ethics, and Social Responsibility
• Global Dimensions of Marketing

 

Readings

 

Marketing Ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing. Some areas of marketing ethics (ethics of advertising and promotion) overlap with media ethics

 

Fundamental issues in marketing ethics Frameworks of analysis for marketing ethics Power-based analysis Is marketing inherently evil? Specific issues in marketing ethics Market research Market audience Pricing ethics Ethics in advertising and promotion Content Delivery channels The use of ethics as a marketing tactic Marketing strategy Further issues in marketing ethics Regulation and enforcement   See also Marketing Media ethics False advertising Consumerism Propaganda Customer relationship management Marketing warfare strategies List of business ethics, political economy, and philosophy References Bibliography   External links American Marketing Association Statement of Ethics (2004) Ethics in Marketing Global Advertising Lawyers Alliance, Country reports on advertising, marketing and promotion law Marketing Ethics Resources Anti-Marketing Guidelines for Ethical Business Practice The Catholic Church's Handbook on Ethics in Advertising Federal Trade Commission, hello FTC Guidelines on Advertising

Social Responsibility is a doctrine that claims that an entity whether it is state, government, corporation, organization or individual has a responsibility to society. This responsibility can be "negative," in that it is a responsibility to refrain from acting, or it can be "positive," meaning a responsibility to act.

 

 

There is large inequality in the means and roles of different entities to fulfill their claimed responsibility. This would imply the different entities have different responsibilities. E.g. that states should ensure the civil rights of its citizens, that corporations should respect and encourage the human rights of its employees and that citizens abide with the written laws. But it also can be more than just that. Many NGOs mean that their role and the responsibility of their members as citizens is to help improve society by taking a proactive stance in their societal role. It can also imply that corporations have an implicit obligation to give back to society. See more under corporate social responsibility.

• Criticism of the doctrine of positive responsibility
• Some one liners on social responsibility
• References

 

External links

• Some groups of professionals have defined their own intrinsic social responsibilities. Here are some examples:
  • csr-news.net
  • Social Responsibility Summary
  • Physicians for Social Responsibility
  • interrupcion* - A community of organizations and individuals working together to promote social responsibility in all sectors of society.
  • Computer Professionals for Social Responsibility
  • Businesses for Social Responsibility
  • American Engineers for Social Responsibility
  • Institute for Social Responsibility
  • National Association of Socially Responsible Organizations
  • International Business Leaders Forum - a not-for-profit organisation which promotes responsible business

    …Responsible Business - Business Leaders Initiative on Climate Change - BLICC - www.respecteurope.com

 

See also

• Impact maximization
• Social enterprise
• Social entrepreneurship
• Socially responsible investing
• Seeing the Possibilities

 

The Oxford University Press defines Global Marketing as “marketing on a worldwide scale reconciling or taking commercial advantage of global operational differences, similarities and opportunities in order to meet global objectives.” Oxford University Press’ Glossary of Marketing Terms.

 

Why Global Marketing? Saturation of Domestic Markets Worldwide Competition e-Commerce Evolution to Global Marketing Domestic Marketing Export Marketing International Marketing Multinational Marketing Global Marketing Elements of the Global Marketing Mix Product Price Placement Promotion Relevant Terms   External Links www.ameritest.net www.wfanet.org www.ana.net www.globalnegotiator.com References

 

 

E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers

Tutorials

• E-Commerce: Electronic Marketing and the Internet for Dot.com and Brick-and-Mortar Marketers

 

Readings

Electronic Commerce is exactly analogous to a market place in the Internet. Electronic Commerce (also referred to as EC, e-commerce eCommerce or ecommerce) consists primarily of the distributing, buying, selling, marketing and servicing of products or services over electronic system such as the Internet and other computer networks. The information technology industry might see it as an electronic business application aimed at commercial transactions; in this context, it can involve electronic funds transfer, supply chain management, e-marketing, online marketing, online transaction processing, electronic data interchange (EDI), automated inventory management systems, and automated data collection systems. Electronic commerce typically uses electronic communications technology of the World Wide Web, at some point in the transaction's lifecycle, although of course electronic commerce frequently depends on computer technologies other than the World Wide Web, such as databases, and e-mail, and on other non-computer technologies, such as transportation for physical goods sold via e-commerce.

 

 

E-Commerce according to Person Halls book E-Commerce started in 1994 with the first banner ad being placed on a website.

According to Forrester Research (as cited in Kessler, 2003), electronic commerce in the United States generated sales worth US $12.2 billion as of 2003.

 

 

• Historical development
• Success factors in e-commerce
  • Technical and organizational aspects
  • Customer-Oriented
• Problems
• Product suitability
• Acceptance
• Supplier offering services to electronic commerce practitioners
  • Financial
• Biggest Four Online E-Commerce Sites 2006
  • Comparison
• References

 

External links

• UNDP-APDIP Books
  • Wiki legal journal

 

 

Internet Marketing is the use of the Internet to advertise and sell goods and services. Internet Marketing includes pay per click advertising, banner ads, e-mail marketing, affiliate marketing, interactive advertising, search engine marketing (including search engine optimization), blog marketing, article marketing, and blogging.

• Definition and scope
• History
• Current culture
• Business models
• Benefits
• Limitations
• Security concerns
• Effects on industries
• Recent issues
• References

 

 

 

Relationship Marketing and Customer Relationship Management (CRM)

Tutorials

• Relationship Marketing and Customer Relationship Management (CRM)

 

Readings

Relationship Marketing is a form of marketing that evolved from direct response marketing in the 1960s and emerged in the 1980s, in which emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customer's needs as they go through their life cycles. It emphasizes providing a range of products or services to existing customers as they need them.

 

 

• Development of relationship marketing
• Customer retention
• The broad scope of relationship marketing
  • Internal marketing
  • The six markets model
• When to use relationship marketing
• Criticisms of relationship marketing
• References
• External link
  • Relationship Marketing Summit 2007
  • Relationship Marketing Firm

 

Social marketing is the systematic application of marketing, along with other concepts and techniques, to achieve specific behavioral goals for a social good.[1] Social marketing can be applied to promote merit goods, or to make a society avoid demerit goods and thus to promote society's well being as a whole. For example, this may include asking people not to smoke in public areas, asking them to use seat belts, or prompting to make them follow speed limits.

 

 

Although "social marketing" is sometimes seen only as using standard commercial marketing practices to achieve non-commercial goals, this is an over-simplification.

The primary aim of social marketing is "social good", while in "commercial marketing" the aim is primarily "financial". This does not mean that commercial marketers can not contribute to achievement of social good.

Increasingly, social marketing is being described as having "two parents"—a "social parent" = social sciences and social policy, and a "marketing parent" = commercial and public sector marketing approaches.

Beginning in the 1970s, it has in the last decade matured into a much more integrative and inclusive discipline that draws on the full range of social sciences and social policy approaches as well as marketing.

Social marketing must not be confused with social media marketing.

• Applications of social marketing
• Types of social marketing
• Social marketing confusion
• History of social marketing

 

See also

• Development communication
• Agenda-setting theory
• Health promotion
• Jay Winsten
• Financial literacy
• References
• Further reading

 

External links

• Social Marketers Global Network is the online community for those engaged in social marketing.
• National Center for Health Marketing at the Centers for Disease Control and Prevention (CDC)
• On Social Marketing and Social Change by Dr. R. Craig Lefebvre
• Social Marketing Institute (SMI) at Georgetown University
• PSI Population Services International - A nonprofit social marketing organization
• DKT DKT International - A social marketing enterprise that improves people's lives
• National Social Marketing Centre - a collaboration between the UK Department of Health and Consumer Focus.
• Institute for Social Marketing at the University of Stirling
• The Advertising Industry's Commitment to Social Responsibility and Children's Health and Wellness
• Social Marketing Quarterly - an academic journal on social marketing
• Market the Future - a hip blog that discusses social marketing and design

 

 

Customer Relationship Management (CRM) is a broad term that covers concepts used by companies to manage their relationships with customers, including the capture, storage and analysis of customer information.

 

Aspects of CRM Operational CRM Collaborative CRM Analytical CRM Strategy Technology considerations Successes Privacy and Data Security Customer relationship management software References   See also Business intelligence Customer experience management Customer Intelligence Customer Reference Management Database marketing Predictive analytics Predictive dialer Sales force management system Customer Service Customer

 

 

Marketing Research, Decision-Support Systems, and Sales Forecasting

Tutorials

• Marketing Research, Decision-Support Systems, and Sales Forecasting

 

Readings

Marketing Research. Research is the search for and retrieval of existing, discovery or creation of new information or knowledge for a specific purpose. Research has many categories, from medical research to literary research. 'Marketing research is a form of business research. and Business-to-Business (B2B) Marketing Research, or Business Marketing Research, previously known as Industrial Marketing Research.

 

 

B2B Marketing Research investigates the markets for products sold by one business to another, rather than to consumers.

Consumer Marketing Research is a form of applied sociology which concentrates on understanding the behaviours, whims and preferences, of consumers in a market-based economy. The field of consumer marketing research as a statistical science was pioneered by Arthur Nielsen with the founding of the ACNielsen Company in 1923.

 

In addition to marketing research, other forms of business research include:

Market research is broader in scope and examines all aspects of a business environment. It asks questions about competitors, market structure, government regulations, economic trends, technological advances, and numerous other factors that make up the business environment. (See Environmental scanning.) Sometimes the term refers more particularly to the financial analysis of companies, industries, or sectors. In this case, financial analysts usually carry out the research and provide the results to investment advisors and potential investors.

 

 

Product research - This looks at what products can be produced with available technology, and what new product innovations near-future technology can develop. (see New Product Development)

Advertising research - This attempts to assess the likely impact of an advertising campaign in advance, and also measure the success of a recent campaign..

 

 

• Types of marketing research
• Marketing research methods
• Business to business market research
• Commonly used marketing research terms
• Education in Marketing Research
• References

 

See also

• Marketing
• List of marketing research firms
• Quantitative marketing research
• Qualitative marketing research
• Observational techniques
• Experimental techniques
• Commercial eye tracking
• Industry or market research
• Knowledge management
• Master of Marketing Research
• Propaganda

 

External links

• Circle Research - B2B market research agency
• GreenBook Marketing Research Directory - Comprehensive online directory of marketing research and focus group companies

 

Decision Support Systems are a class of computer-based information systems including knowledge based systems that support decision making activities.

 

Definitions A brief history Taxonomies Architectures Applications References   See also Decision theory Predictive analytics Land Allocation Decision Support System Online deliberation Self service software Spatial Decision Support System   External links Department of Social and Decision Sciences - Carnegie Mellon University DSSAT4 - the University of Hawaii.

 

 

Forecasting is the process of estimation in unknown situations. Prediction is a similar, but more general term, and usually refers to estimation of time series, cross-sectional or longitudinal data. Forecasting is commonly used in discussion of time-series data.^[1]

The main source of information about forecasting on the internet is the Forecasting Principles site, forecastingprinciples.com. Forecasting Principles summarizes all useful knowledge about forecasting for researchers, practitioners, and educators. It is provided as a public service by the International Institute of Forecasters. The Institute publishes the journals International Journal of Forecasting and Foresight, and organizes International Symposia on Forecasting and forecasting workshops.

 

 

 

• Categories of forecasting methods
  • Time series methods
  • Causal / econometric methods
  • Judgemental methods
  • Other methods
• Forecasting accuracy
• Application of forecasting
• References

 

See also

• CPFR
• Prediction
• Predictive analytics
• Prognosis
• Estimation

 

External links

• The International Institute of Forecasters
• Forecasting Principles: "Evidence-based forecasting"
• Long-Range Forecasting: "The accumulated wisdom of ages... about forecasting methods"
• Principles of Forecasting Handbook
• http://www.statsoft.com/textbook/sttimser.html
• Applied Forecasting: news on forecasting

 

 

Market Segmentation, Targeting and Positioning. Consumer Behavior. Business-to-Business (B2B) Marketing

Tutorials

• Market Segmentation, Targeting and Positioning
• Consumer Behavior
• Business-to-Business (B2B) Marketing

 

Readings

Market Segmentation is the process in marketing of dividing a market into distinct subsets (segments) that behave in the same way or have similar needs. Because each segment is fairly homogeneous in their needs and attitudes, they are likely to respond similarly to a given marketing strategy. That is, they are likely to have similar feelings and ideas about a marketing mix comprised of a given product or service, sold at a given price, distributed in a certain way, and promoted in a certain way.

 

 

• The requirements for successful segmentation are:
• The variables used for segmentation include:
• Top-down and bottom-up
• Price discrimination

 

See also

• Acronyms for Market Segments
• Consumer behaviour
• Demographics
• Personalization
• Personalized marketing
• Target market
• Target audience
• References

 

External links

• Overview of market segmentation
• Market Segmentation / Strategic Marketing Software
• Macro-environment
• Customer Service in a Multiethnic Society
• Customer Service Articles
• Micro-environment
• Market Structures
• Buyer Behaviour - Introduction
  • Stimulus-Response Model

 

Consumer Behaviour is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, sociopsychology, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.

 

• Models of Consumer Behaviour
• References
• General Bibliography

 

External links

• Food and Brand Lab [1]

 

 

Product Strategies. Category and Brand Management, Product Identification, and New-Product Planning

 

Tutorials

• Product Strategies
• Category and Brand Management, Product Identification, and New-Product Planning

 

Readings

In marketing, a Product is anything that can be offered to a market that might satisfy a want or need. It is of two types: Tangible (physical) or Intangible (non-physical). Since services have been at the forefront of all modern marketing strategies, some intangibility has become essential part of marketing offers. It is therefore the complete bundle of benefits or satisfactions that buyers perceive they will obtain if they purchase the product. It is the sum of all physical, psychological, symbolic, and service attributes, not just the physical merchandise. All products offered in a market can be placed between Tangible (Pure Product) and Intangible (Pure Service) spectrum.

A product is similar to goods. In accounting, goods are physical objects that are available in the marketplace. This differentiates them from a service, which is a non-material product. The term goods is used primarily by those that wish to abstract from the details of a given product. As such it is useful in accounting and economic models. The term product is used primarily by those that wish to examine the details and richness of a specific market offering. As such it is useful to marketers, managers, and quality control specialists.

 

 

A physical item that is offered for sale should not automatically be considered a product if it has no market. Like 95% of patents they are at best interesting diversions and at worst a waste of time.

A service is a non-material or intangible product - such as professional consultancy, waitressing, or an entertainment experience.

See also

• Product management
• Brand management
• Whole product

 

In business and engineering, New Product Development (NPD) is the term used to describe the complete process of bringing a new product or service to market. There are two parallel paths involved in the NPD process : one involves the idea generation, product design, and detail engineering ; the other involves market research and marketing analysis. Companies typically see new product development as the first stage in generating and commercializing new products within the overall strategic process of product life cycle management used to maintain or grow their market share

 

 

• Types of new products
• The process
• Protecting new products
• Fuzzy Front End

 

See also

• References

 

External links

 

 

Price Determination. Managing the Pricing Function

Tutorials

• Price Determination
• Managing the Pricing Function

 

Readings

Pricing is one of the four p's of the marketing mix. The other three aspects are product management, promotion, and place. It is also a key variable in microeconomic price allocation theory.

Pricing is the manual or automatic process of applying prices to purchase and sales orders, based on factors such as: a fixed amount, quantity break, promotion or sales campaign, specific vendor quote, price prevailing on entry, shipment or invoice date, combination of multiple orders or lines, and many others. Automated systems require more setup and maintenance but may prevent pricing errors.

 

Questions involved in pricing What a price should do Definitions   See also Product life cycle management Price elasticity of demand Purchasing power Psychological pricing

 

Marketing Channels, Logistics, and Supply Chain Management. Direct Marketing and Marketing Resellers: Retailers and Wholesalers

Tutorials

• Marketing Channels, Logistics, and Supply Chain Management
• Direct Marketing and Marketing Resellers: Retailers and Wholesalers

 

Readings

 

 

Distribution is one of the four aspects of marketing. A distributor is the middleman between the manufacturer and retailer. After a product is manufactured it is typically shipped (and typically sold) to a distributor. The distributor then sells the product to retailers or customers.

The other three parts of the marketing mix are product management, pricing, and promotion.

• Explanation
• The distribution channel
  • Channels
  • Channel members
  • Channel structure
  • The internal market
  • Channel Decisions
• Channel management
  • Channel membership
  • Channel motivation
  • Monitoring and managing channels
  • Vertical marketing
  • Horizontal marketing
• References

 

See also

• Marketing
• Marketing plan
• Marketing management
• Logistics
• Liquid Logistics
• Predictive analytics
• Packaging and labelling
• Good Distribution Practice (GDP)
• Specific types of distribution

 

External links

• The Logistics Institute
• LQ Magazine (Logistics Quaterly) Industry and Academic Editorial Content

 

 

Business-to-Business (B2B) stands for relations between enterprises, contrary to relations between enterprises and other groups (e.g. consumers, public administration). The term is today used in marketing however it was established to describe the electronic communication relations between enterprises in order to distinguish it from the communication between enterprises and consumers B2C.

While in former times one spoke primarily of industrial marketing or capital goods marketing, today the term B2B-Marketing is widely used. B2B-Marketing covers all products and services used by enterprises. B2B marketing is considered more complex than B2C marketing because on the buyer´s side, there is often more than one person involved in a B2B sale, the buying center.

• Definition
• B2B: Vertical vs. Horizontal e-Marketplaces
  • Vertical e-Marketplace
  • Horizontal e-Marketplace

 

See also

• B2E business-to-employee
• C2C consumer-to-consumer

 

 

Supply Chain Management (SCM) is the process of planning, implementing, and controlling the operations of the supply chain with the purpose to satisfy customer requirements as efficiently as possible. Supply chain management spans all movement and storage of raw materials, work-in-process inventory, and finished goods from point-of-origin to point-of-consumption. The term supply chain management was coined by consultant Keith Oliver, of strategy consulting firm Booz Allen Hamilton in 1982.

 

 

The definition one America professional association put forward is that Supply Chain Management encompasses the planning and management of all activities involved in sourcing, procurement, conversion, and logistics management activities. Importantly, it also includes coordination and collaboration with channel partners, which can be suppliers, intermediaries, third-party service providers, and customers. In essence, Supply Chain Management integrates supply and demand management within and across companies.

Supply chain event management (abbreviated as SCEM) is a consideration of all possible occurring events and factors that can cause a disruption in a supply chain. With SCEM possible scenarios can be created and solutions can be planned.

Some experts distinguish supply chain management and logistics, while others consider the terms to be interchangeable.

Supply chain management is also a category of software products.

• Supply chain management problems
• Activities/Functions
  • Strategic
  • Tactical
  • Operational
• Supply Chain Management
• Supply Chain Business Process Integration
• Supply Chain Management Components Integration
• References

 

See also

• Beer Distribution Game
• Bullwhip effect
• Calculating Demand Forecast Accuracy
• Customer Driven Supply Chain
• Demand chain management
• Distribution
• e-business
• e-logistics
• Information technology management
• Fulfilment
• Logistic engineering
• Logistics
• Liquid Logistics
• Management information systems
• Marketing
• Military Supply Chain Management
• Procurement
• Procurement outsourcing
• Reverse logistics
• Strategic information system
• Supply Chain Security
• Supply chain
• Supplier relationship management
• Vendor Managed Inventory
• Warehouse Management System

 

 

Integrated Marketing Communications

Tutorials

• Integrated Marketing Communications

 

Readings

 

Integrated Marketing Communications (IMC) is defined as customer centric, data driven method of communicating with the customers. IMC is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost.^[1] This management concept is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation.

 

 

• What is IMC?
• IMC Components
• Marketing mix component
• Importance of IMC
• 4 P's vs. 4 C's
• Effective communications elements
• Promotions Opportunity Analysis
• Accountability
• Barriers to IMC

 

See also

• Definition
• Goal of Integrated Marketing Communication
• Obstacles to Integrated Marketing Communication
  • Roles of Individual Media
  • Identifying Best Marketing Elements
• Solution: Market Research
• Formula for Selecting Most Effective Marketing Elements
• Relevant Links
  • Advertising
  • Advertising Research
  • Global Marketing
  • Marketing
  • Marketing Research
  • References
  • References

 

External links

• Don E. Schultz (Northwestern University's Medill School of Journalism)
• PDF link (Young, Charles E., Integrated Testing for Integrated Marketing: One size almost fits all.)
• Integrated Marketing Communications Promotion Mix & Media Mix 4 P's Charts (Envision)
• Integrated Marketing Communications (Northwestern University's Medill School of Journalism)
• Journal of Integrated Marketing Communications (Northwestern University's Medill School of Journalism)
• Integrated Marketing Course at the University of Wisconsin-Madison Executive Education
• Interesting White Paper on the Impact of Integration on Marketing Measurement
• Packaging marketing

 

 

Advertising, Sales Promotion, and Public Relations

Tutorials

• Advertising, Sales Promotion, and Public Relations

 

Readings

Advertising is paid communication through a non-personal medium in which the sponsor is identified and the message is controlled. Variations include publicity, public relations, product placement, sponsorship, underwriting, and sales promotion. Every major medium is used to deliver these messages: television, radio, movies, magazines, newspapers, the internet, and billboards. Advertisements can also be seen on the seats of grocery carts, on the walls of an airport walkway, and on the sides of buses, or heard in telephone hold messages or in-store PA systems – nearly anywhere a visual or audible communication can be placed.

 

 

Advertising clients are predominantly, but not exclusively, for-profit corporations seeking to increase demand for their products or services. Other organizations that frequently spend large sums of money on advertising include political campaigns, interest groups, religion-supporting organizations, and the military of the United States. Other non-profit organizations are not typical advertising clients, and rely upon free channels, such as public service announcements.

 

The advertising industry is large and growing. In the United States alone in 2005, spending on advertising reached $144.32 billion, reported TNS Media Intelligence. That same year, according to a report titled Global Entertainment and Media Outlook: 2006-2010 issued by global accounting firm PriceWaterhouseCoopers, worldwide advertising spending was $385 billion. The accounting firm's report projected that worldwide ad spending would exceed half-a-trillion dollars by 2010.

While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance of users of these services, as well as being a financial burden on internet service providers.^[1] Advertising is increasingly invading public spaces, such as schools, which some critics argue is a form of child exploitation.^[2][3] One scholar has argued that advertising is a toxic by-product of industrial society which may bring about the end of life on earth.^[4]

 

• History
  • Mobile Billboard Advertising
  • Product advertising
  • Public service advertising
• Type
  • Media
  • Covert advertising
  • Television commercials
  • Newer media and advertising approaches
  • Measuring the impact of mass advertising
• Impact
• Public perception of the medium
• Negative effects of advertising
• Regulation
• Future
• Bibliography
  • References

 

See also

• Adbusters
• Advertising Adstock
• Advertising campaign
• Brand
• Branded content
• Coolhunting
• Communication design
• Copywriting
• Graphic design
• Interactive advertising
• Marketing
• Online advertising
• Propaganda
• Public relations
• Reality marketing
• Social marketing
• Video news release
• Video commerce
• Time shifted advertising
• Mobile Marketing

 

External links

• On-Line exhibits at William F. Eisner Museum of Advertising and Design
• Advertising-related online directory at University of Texas at Austin
• "American Advertising: A Brief History", essay at George Mason University
• Emergence of Advertising in America on-line articles at Duke University Libraries
• The British Library - finding information on the advertising industry
• Providing marketing methods - marketing association for smaller enterprizes in Japan
• Advertising Educational Foundation - advertising-related resource including vast archive of award-winning advertisements
• Awareness
• Critical views
• Archives

 

Sales Promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Sales promotions are non-personal promotional efforts that are designed to have an immediate impact on sales. Media and non-media marketing communications are employed for a pre-determined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include:

coupons discounts and sales, including Blue Cross Sale contests point of purchase displays rebates free samples (in the case of food items) gifts and incentive items free travel, such as free flights

 

Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmick by many.

• Consumer sales promotion techniques
• Trade sales promotion techniques
• Political issues

 

See also

• Marketing
• Promotion
• Pricing
• Alcohol advertising
• Tobacco advertising
• References

 

Public Relations (PR) is the business, organizational, philanthropic, or social function of managing communication between an organization and its audiences. There are many goals to be achieved by the practice of public relations, including education, correcting a mistruth, or building or improving an image.

 

Definition History Precursors The first "names" Theory into practice Standards The industry today Specialization Methods, tools, and tactics Audience targeting Press releases A new kind of press release—"optimized" for the Internet Lobby groups Astroturfing Spin Spin doctor Other The process of public relations Politics and civil society Defining the opponent Managing language Entertainment and celebrity Playing up weaknesses Branching out Ethical and social issues What is this? Localization of Public Relations Public relations in fiction and on TV Notes Books See also Analyst relations Cause marketing Chief Communications Officer Communication design Crisis communications Employee relations Investor relations Government relations Marketing and advertising Media monitoring service Media relations News media Newspeak Press release Press conference Promotion Publicity Reputation management Spin (public relations) External links About the industry Industry associations and institutes Industry publications About spin Watchdogs and critics

Topics in Journalism Professional Issues Ethics & News Values Objectivity & Attribution News Source & Libel Law News & Reporting & Writing Education & Fourth Estate Other Topics & Books Fields Advocacy journalism Alternative journalism Arts journalism Business journalism Citizen journalism Investigative journalism Literary journalism Science journalism Sports journalism Video game journalism Social Impact Infotainment & Celebrity 'Infotainers' & Personalities News Management Distortion & VNRs PR & Propaganda 'Yellow' Journalism Press freedom News media Newspapers & Magazines News Agencies Broadcast Journalism Online & Blogging Alternative Media Roles Journalist, Reporter, Editor, News presenter, Photo Journalist, Columnist, Visual Journalist

 

Personal Selling and Sales-Force Management

Tutorials

• Personal Selling and Sales-Force Management

 

Readings

Sales, or the activity of selling, forms an integral part of commercial activity. It could be argued that it is the cornerstone of business as it is the meeting of buyers and sellers and all other areas of business has the goal of making that meeting successful. Mastering sales is considered by many as some sort of persuading "art". On the contrary, the methodological approach of selling refers to it as a systematic process of repetitive and measurable milestones, by which a salesperson relates his offering enabling the buyer to visualize how to achieve his goal in an economic way.

 

`Selling' is the heart beat of any business. No business can function without professional sales people. Dubious selling practices may occasionally result in a sale if the customer is particularly gullible. But it is arguable that, even then, only good marketing, great quality of product along with sales follow up (which encompasses a far wider range of skills, with an almost diametrically opposed motivation) 'will lead the customer to buy again from the same company '. Organizations seldom profit from single purchases made by first-time customers. Normally they rely on repeat business to generate the profit that they need. However, there are some industries which have a business model based on one time only sales relationship. These tend to be the sale of very expensive, unusual household products such as houses and new and used cars.

The economic reason for this behaviour is that these items are usually unique. A customer is buying a product because of that product's features and benefits along with their emotional attachment or feeling about the product. These can be slightly influenced by the salesperson, however, the sales person knows that the same item cannot be resold to the same customer again at a later date. They also know that the customer is unlikely to buy a similar product for a long time, and so has no incentive to offer any extra quality of service to encourage a long-term relationship. This behaviour is generally true only of business-to-consumer sales. Business-to-business sales are much more relationship based owing to the lack of emotional attachment to the products in question.

Selling is a practical implementation of marketing; it often forms a separate grouping in a corporate structure, employing separate specialist operatives known as salespersons (singular: salesperson).

The successful questioning to understand a customer's goal, the further creation of a valuable solution by communicating the necessary information that encourages a buyer to achieve his goal at an economic cost is the responsibility of the sales person or the sales engine (e.g. internet, vending machine etc).

The primary function of professional sales is to generate and close leads, educate prospects, fill needs and satisfy wants of consumers appropriately, and therefore turn prospective customers into actual ones.

From a marketing point of view, selling is one of the methods of promotion used by marketers. Other promotional techniques include advertising, sales promotion, publicity, and public relations.

Various sales strategies exist, such as tit-for-tat which is best if ongoing dealings and interactions are expected. This insight is behind so-called consultative sales process which are used by Saturn to sell cars, as well as for some direct Business-to-Business sales.

Several types of sales exist including direct, consultative, and complex sales. Complex sales varies from other types in that the customer plays a more pro-active role, often requiring proposal response to their Request for Proposal (RFP).

• Accounting
• Forms of Sale Activity
• Critiques of sales
• Successful/Famous Salespeople
• Etymology (Word Origin)

 

See also

• Agent
• Broker
• Contract of sale
• List of Marketing Topics
• Marketing
• Permission marketing
• Promotion
• Sales techniques
• Borderless Selling
• Vendor-independent solutions provider
• Sales Benchmarking
• Compare

 

 

Recommended Texts

 

Contemporary Marketing, 11e by Boone & Kurtz Check the availability and buy your books from our Bookshop.

 

 

Excellence In Business Communication, 6/E John Thill Courtland L. Bovee, Professor of Business Communication, C. Allen Paul Distinguished Chair, Grossmont College Check the availability and buy your books from our Bookshop.

 

 

Resources

 

 

 

 

• Infotrac Citations & Exercises
• International News

 

Case Studies

 

Marketing Research An Applied Approach, Updated Second Edition 2nd Edition David Birks, Naresh Malhotra 0273695304 (Paperback) Aug 2005, 784 pages Case Studies Internet Links Global Cash Project   Check the availability and buy your books from our Bookshop.

 

 

Marketing Research Links

Marketing Topics

Marketing Careers

Readings

 

 

 

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