Presentation1.ppt 10

12:11 ‫م‬12:11 ‫م‬12:11 ‫م‬12:11 ‫م‬ DR/Yasser AbdelmaksoudDR/Yasser Abdelmaksoud 11
LESSON 10 –LESSON 10 –
BUSINESS BASICSBUSINESS BASICS
PART III -PART III -
MARKETING & SALESMARKETING & SALES

12:11‫م‬12:11‫م‬ DR/Yasser Abdelmaksoud 2
Introduction:Introduction:
Create it, Get the word out, and Sell itCreate it, Get the word out, and Sell it
A company’s financial health starts withA company’s financial health starts with
sales.sales.
In this lesson we will go over the basicIn this lesson we will go over the basic
concepts of marketing and sales. This willconcepts of marketing and sales. This will
include market strategies, marketinclude market strategies, market
research, the 4 P’s of marketing, salesresearch, the 4 P’s of marketing, sales
tactics, type of sales, the sales force andtactics, type of sales, the sales force and
the keys to developing successfulthe keys to developing successful
products.products.

What is a Market and the MarketingWhat is a Market and the Marketing
DepartmentDepartment??
A Market is a group of customers or potentialA Market is a group of customers or potential
customers.customers.
The market starts with the total population,The market starts with the total population,
thenthen PotentialPotential markets that have an interest,markets that have an interest,
thenthen AvailableAvailable markets that have the money,markets that have the money,
thenthen Target Target markets that are the customers themarkets that are the customers the
company has determined to serve (the servedcompany has determined to serve (the served
market), then finally themarket), then finally the PenetratedPenetrated markets whomarkets who
have already bought your products and/orhave already bought your products and/or
services.services.
Marketers need to be creative people as there isMarketers need to be creative people as there is
a lot of competition out there.a lot of competition out there.
Marketing is always trying to develop satisfyingMarketing is always trying to develop satisfying
relationships with customers that benefit bothrelationships with customers that benefit both
the customer and the organization.the customer and the organization.

The marketing environment has tow components:The marketing environment has tow components:
1-Microenvironment deals with internal factors that1-Microenvironment deals with internal factors that
can influence the company directly. The internalcan influence the company directly. The internal
decision makers within the company need to lookdecision makers within the company need to look
at the manpower, money, machinery, materials,at the manpower, money, machinery, materials,
and markets that are all part of the internaland markets that are all part of the internal
environmentenvironment
2-Macro environment deals with the external2-Macro environment deals with the external
factors outside of your company’s directfactors outside of your company’s direct
control.control. Demographic Demographic andand Social Social trends,trends, EconomiEconomi
cc issues which impacts what people can afford toissues which impacts what people can afford to
buy,buy, EnvironmentalEnvironmental factors such as thefactors such as the
availability and cost of raw materials, the cost ofavailability and cost of raw materials, the cost of
energy and levels of pollution,energy and levels of pollution, TechnologicalTechnological raterate
of change, andof change, and PoliticalPolitical pressures such aspressures such as
legislation and effects from agencies like the FDA,legislation and effects from agencies like the FDA,
FCC, or EPA that can stop certain marketingFCC, or EPA that can stop certain marketing
moves.moves.

Some considerations of a company’sSome considerations of a company’s
marketing program aremarketing program are
consumptionconsumption that seeks to get people tothat seeks to get people to
purchase more and more,purchase more and more,
customer satisfactioncustomer satisfaction that’s morethat’s more
concerned with happy customers thanconcerned with happy customers than
pushing a product people may not like,pushing a product people may not like,
choicechoice that gives many products to choosethat gives many products to choose
from (however may be costly to thefrom (however may be costly to the
company), andcompany), and
lifestylelifestyle that focuses on improving athat focuses on improving a
person’s quality of life.person’s quality of life.

What are the Five Marketing Philosophies?What are the Five Marketing Philosophies?
1-Production concept, which is based on the fact1-Production concept, which is based on the fact
that consumers favor products that are availablethat consumers favor products that are available
and affordable.and affordable.
2-Product concept, which is based on ways to2-Product concept, which is based on ways to
improve the quality, performance, and features toimprove the quality, performance, and features to
attract buyers.attract buyers.
3-Selling concept, which places the focus on sales3-Selling concept, which places the focus on sales
rather than what people actually need or want.rather than what people actually need or want.
4-Marketing concept, which focuses on what people4-Marketing concept, which focuses on what people
need and want more than the needs of theneed and want more than the needs of the
seller.seller.
5-Societal marketing concept focuses around the5-Societal marketing concept focuses around the
products benefit to the betterment of society as aproducts benefit to the betterment of society as a
whole.whole.

Market ResearchMarket Research
Market Research helps companiesMarket Research helps companies
understand and analyze their customers.understand and analyze their customers.
1-1-Demographic characteristicsDemographic characteristics..
2-2-Buying behaviors.Buying behaviors.
3-3-Lifestyle or psychographics.Lifestyle or psychographics.
4-4-Customer Satisfaction.Customer Satisfaction.

types of market researchtypes of market research
1-1-Primary market researchPrimary market research, which involves, which involves
asking questions through a survey, anasking questions through a survey, an
observational approach, or experimentalobservational approach, or experimental
approachapproach
2-2- Secondary market researchSecondary market research, which, which
involves checking articles in newspapers,involves checking articles in newspapers,
magazines, and books.magazines, and books.

the primary research survey questionnairethe primary research survey questionnaire
these 7 stepsthese 7 steps
1-1-What are the goals of the survey?What are the goals of the survey?
2-2-Who will you survey?Who will you survey?
3-3-How will you perform the survey?How will you perform the survey?
4-4-Create the questionnaire.Create the questionnaire.
-(A)--(A)-Quantitative information (closed-ended Quantitative information (closed-ended
questions, YES OR NOquestions, YES OR NO ))
-(B)--(B)-Qualitative informationQualitative information (open-ended(open-ended
questions )questions )
5-5-Present the survey.Present the survey.
6-6-Analyze the data.Analyze the data.
7-7-Act on the results.Act on the results.

Analyzing your Customers and CompetitiveAnalyzing your Customers and Competitive
Market StrategiesMarket Strategies
Types:-Types:-
·· Consumer market,Consumer market, that buys your goods forthat buys your goods for
individual or family use.individual or family use.
·· Industrial market, Industrial market, such as manufacturers,such as manufacturers,
who buy your goods for use in the production ofwho buy your goods for use in the production of
other goods that are then sold to others.other goods that are then sold to others.
·· Reseller market,Reseller market, that buys your goods,that buys your goods,
usually through a distributor, in order to resell orusually through a distributor, in order to resell or
rent to their customers.rent to their customers.
·· Government market,Government market, that purchase yourthat purchase your
goods to carry out governmental functions.goods to carry out governmental functions.
·· International market,International market, who buys your goodswho buys your goods
globally.globally.

Four strategies marketers use as aFour strategies marketers use as a
competitive edge, is to best determine ifcompetitive edge, is to best determine if
they are:they are:
1-1-Market leaders. Companies like Microsoft wouldMarket leaders. Companies like Microsoft would
fall into this category.fall into this category.
2-2-Market ChallengersMarket Challengers . Pepsi challenging Coke. Pepsi challenging Coke
3-3-Market FollowersMarket Followers . who are happy to stay at their. who are happy to stay at their
current position.current position.
4-4-Market Nichers. who are looking at just a fewMarket Nichers. who are looking at just a few
target markets and not trying to compete withtarget markets and not trying to compete with
the overall market.the overall market.

Market Segments and Targeting yourMarket Segments and Targeting your
MarketMarket
Six common segmentation strategiesSix common segmentation strategies
are:are:
1-1-Geographic segmentationsGeographic segmentations
2-2-Demographic segmentationDemographic segmentation
3-3-Psychographic segmentationPsychographic segmentation
4-4-Behavioristic segmentationBehavioristic segmentation
5-5- Product segmentationProduct segmentation
6-6-Sales channel segmentationSales channel segmentation

Targeting your marketTargeting your market
There are three potential strategies to use:There are three potential strategies to use:
1-1-Undifferentiated marketing. develop one market.Undifferentiated marketing. develop one market.
it looks to attract the largest segments andit looks to attract the largest segments and
ignores the smaller segments.ignores the smaller segments.
2-2- Differentiated marketingDifferentiated marketing .develop more market..develop more market.
3-3-Concentrated marketingConcentrated marketing . focuses on getting a. focuses on getting a
large share of just one or two market segmentslarge share of just one or two market segments
The next step would be to try and measure theThe next step would be to try and measure the
current market demand for the product by meanscurrent market demand for the product by means
ofof total market demand, area market demandtotal market demand, area market demand,,
andand actual salesactual sales andand market sharesmarket shares

The Marketing Mix or “The 4 P’s ofThe Marketing Mix or “The 4 P’s of
Marketing”Marketing”
The term “Marketing Mix” refers to a combination of manyThe term “Marketing Mix” refers to a combination of many
elements that a company uses to market its product .elements that a company uses to market its product .

If your company is aIf your company is a manufacturermanufacturer of the product, you needof the product, you need
to know:to know:
· How is it going to be produced?· How is it going to be produced?
· What materials and labor are needed?· What materials and labor are needed?
· What R&D has been conducted and what is expected in· What R&D has been conducted and what is expected in
the future?the future?
· Is there a good Q/A or Quality Assurance test plan ?· Is there a good Q/A or Quality Assurance test plan ?
**If your company is providing a**If your company is providing a serviceservice, you need to, you need to
know:know:
· What services do you offer?· What services do you offer?
· How do they work?· How do they work?
· What kind of skilled labor is needed?· What kind of skilled labor is needed?
· What materials and equipment is needed?· What materials and equipment is needed?
· What are the steps involved with providing this service?· What are the steps involved with providing this service?

PricePrice
Here are some basic pricing strategies:Here are some basic pricing strategies:
1-1-Premium PricingPremium Pricing
2-2-Penetration PricingPenetration Pricing
3-3-Economy PricingEconomy Pricing
4-4-Skim PricingSkim Pricing
5-5-Competitive PricingCompetitive Pricing
6-6-Cost-Plus PricingCost-Plus Pricing
7-7-Discriminatory pricingDiscriminatory pricing
8-8-Value PricingValue Pricing
9-9-Promotional PricingPromotional Pricing
10-10-Geographic PriceGeographic Price
11-11-Pricing LeaderPricing Leader
12-12-Fixed PricingFixed Pricing
13-13-Variable PricingVariable Pricing
14-14-Price LiningPrice Lining
15-15-Customary PricingCustomary Pricing
16-16-Prestige PricingPrestige Pricing
17-17-Optimal ProductOptimal Product
PricingPricing
18-18-Captive ProductCaptive Product
PricingPricing
19-19-By-Product PricingBy-Product Pricing

Place (Distribution)Place (Distribution)
distribution strategydistribution strategy
1-1-Directly to consumersDirectly to consumers
2-2-Directly to retailersDirectly to retailers
3-3-Directly to resellersDirectly to resellers
4-4-To wholesalersTo wholesalers
How and who is going to stock yourHow and who is going to stock your
product.?product.?
1-1-intensive distributionintensive distribution
2-2-exclusive distributionexclusive distribution
3-3-selective distributionselective distribution

Here are some other ways to get your productHere are some other ways to get your product
out to the marketplace:out to the marketplace:
1-Through the company’s internal and external1-Through the company’s internal and external
sales force.sales force.
2-Telemarketing2-Telemarketing
3-Purchasing online3-Purchasing online
4-Delivery and manufacture-on-demand.4-Delivery and manufacture-on-demand.
5-Directly selling5-Directly selling
6-Agents who do not work for the company, but6-Agents who do not work for the company, but
make commissions when they sell the product.make commissions when they sell the product.
7-Internationally by means of exporting.7-Internationally by means of exporting.
8-Joint marketing agreements in which your8-Joint marketing agreements in which your
company supplies your product to a largercompany supplies your product to a larger
company to sell.company to sell.

The basic objective for your physicalThe basic objective for your physical
distribution operations is to:distribution operations is to:
1-Get the right products, to the right place, at the1-Get the right products, to the right place, at the
right time, in good condition, for the least cost.right time, in good condition, for the least cost.
2-Have a streamlined order processing method2-Have a streamlined order processing method
from the time the order is placed, to the time it isfrom the time the order is placed, to the time it is
ready to ship.ready to ship.
3-Have your warehouse in the most logical, yet3-Have your warehouse in the most logical, yet
least expensive, location to deliver and receiveleast expensive, location to deliver and receive
the products on time and without having tothe products on time and without having to
constantly maneuver goods due to lack of spaceconstantly maneuver goods due to lack of space

PromotionPromotion
Promotion (Communication). This is the essencePromotion (Communication). This is the essence
of marketing.of marketing.
AIDA is an acronym for:AIDA is an acronym for:
1-Get1-Get AttentionAttention by using humor, color, models, etc.by using humor, color, models, etc.
2-Hold2-Hold InterestInterest with a question or statement thatwith a question or statement that
makes you think about the product.makes you think about the product.
3-Arouse3-Arouse DesireDesire that makes you want the product.that makes you want the product.
4-Obtain4-Obtain ActionAction that tells you what you need to dothat tells you what you need to do
to get the product.to get the product.

USP is an acronymUSP is an acronym
for Unique Selling Proposition.for Unique Selling Proposition.
TheThe promotionalpromotional mix is made up of four mainmix is made up of four main
toolstools
1-Advertising – (1-Advertising – (Creative messagesCreative messages ----StatementStatement
messagesmessages ----Creative and Statement messagesCreative and Statement messages ))
2-Personal Selling (face-to-face communication. )2-Personal Selling (face-to-face communication. )
3-Sales Promotion3-Sales Promotion
4-Public Relations (PR) (TV. magazine)4-Public Relations (PR) (TV. magazine)

People, Process, and PhysicalPeople, Process, and Physical
Evidence (Packaging)Evidence (Packaging)
People. An extremely important part of anyPeople. An extremely important part of any
company is having the right people to supportcompany is having the right people to support
the company’s products and/or service.the company’s products and/or service.
Process. Solid procedures and policies that areProcess. Solid procedures and policies that are
in place, which pertains to the company’sin place, which pertains to the company’s
products and/or serviceproducts and/or service
Physical Evidence/Packaging. This refers to thePhysical Evidence/Packaging. This refers to the
way your product, service, and everything aboutway your product, service, and everything about
your company, appears from the outside.your company, appears from the outside.

Positioning the ProductPositioning the Product
Positioning is the way a consumer seesPositioning is the way a consumer sees
your product as it compares to otheryour product as it compares to other
similar products on the market.similar products on the market.
The goal is to position the product in theThe goal is to position the product in the
customers mind to create a certaincustomers mind to create a certain
perception, impression, and feeling thatperception, impression, and feeling that
will end up offering the greatest saleswill end up offering the greatest sales
potential and hopefully surpass yourpotential and hopefully surpass your
competitors.competitors.

This tool helps identify newThis tool helps identify new marketmarket
opportunitiesopportunities by considering four possibleby considering four possible
directions:directions:
1-Market Penetration1-Market Penetration
2-Market Development2-Market Development
3-Product Development3-Product Development
4-Diversification, which is used to grow the4-Diversification, which is used to grow the
business by starting up an entirely new productbusiness by starting up an entirely new product
line outside the present business.line outside the present business.
·· Concentric Diversification StrategyConcentric Diversification Strategy::
·· Conglomerate Diversification StrategyConglomerate Diversification Strategy::
·· Horizontal Diversification StrategyHorizontal Diversification Strategy::

The 5 C’s and Strategic Marketing BasicsThe 5 C’s and Strategic Marketing Basics
A good guideline to make the right decisions,A good guideline to make the right decisions,
while constructing a marketing plan and strategy,while constructing a marketing plan and strategy,
are the 5 C’s:are the 5 C’s:
1-Customer –1-Customer –
2-Company –2-Company –
3-Competition –3-Competition –
4-Collaborators –4-Collaborators –
5-Context – Determine if there are any limitations5-Context – Determine if there are any limitations
due to (due to (PoliticalPolitical --EconomicEconomic --SocialSocial --TechnologicalTechnological
))

Here are the 5 decision-making steps: willHere are the 5 decision-making steps: will
likely influence the decision-makinglikely influence the decision-making
process for their target market.process for their target market.
1-The1-The initiatorinitiator
2-The2-The influencerinfluencer
3-The3-The deciderdecider
4-The4-The buyerbuyer
5-The5-The useruser

The buying process consists of:The buying process consists of:
1-1-Problem recognitionProblem recognition
2-2-Information searchInformation search
3-3-Evaluation of alternativesEvaluation of alternatives
4-4-Purchase decisionPurchase decision
5-5-Post-purchasePost-purchase behaviorbehavior

Creating a Marketing PlanCreating a Marketing Plan
1-1-Executive OverviewExecutive Overview (summarizes the marketing plan(summarizes the marketing plan
including a brief overview of steps 2 through 9).including a brief overview of steps 2 through 9).
2-Market Review2-Market Review
– Trends overviewTrends overview (How big is the potential market? Is(How big is the potential market? Is
it growing? Competitors?)it growing? Competitors?)
– Market segmentsMarket segments (see Market Segments and Target(see Market Segments and Target
Market section of this lesson)Market section of this lesson)
– Target marketTarget market (see Market Segments and Target(see Market Segments and Target
Market section of this lesson)Market section of this lesson)
3-Competitive Review3-Competitive Review (those who offer a similar product(those who offer a similar product
with similar attributes)with similar attributes)
4-Product or Service Review4-Product or Service Review (see Products and Prices(see Products and Prices
section in this lesson)section in this lesson)

5-5-Strengths, Weaknesses, Opportunities, ThreatsStrengths, Weaknesses, Opportunities, Threats (SWOT –(SWOT –
see the 5’Cs in this lesson)see the 5’Cs in this lesson)
6-6-Goals and ObjectivesGoals and Objectives (describe where you want to be both(describe where you want to be both
short-term and long-term)short-term and long-term)
– Sales objectivesSales objectives ((mmeasurable in dollars, specificeasurable in dollars, specific
timetable, and expected profit)timetable, and expected profit)
– Marketing objectivesMarketing objectives (i.e. increase existing(i.e. increase existing
customers' buying rate by 25%)customers' buying rate by 25%)
7-7-StrategiesStrategies (see the associated “P’s” segments(see the associated “P’s” segments
throughout this lesson along with strategic marketingthroughout this lesson along with strategic marketing
decisions)decisions)
ProductProduct
PricingPricing
Place/DistributionPlace/Distribution
PromotionPromotion
PeoplePeople
ProcessProcess
Physical Evidence/PackagingPhysical Evidence/Packaging
PositioningPositioning
–

8-8-Action Plan and ImplementationAction Plan and Implementation (such as how(such as how
are you going to achieve the goals? What is theare you going to achieve the goals? What is the
timeframe or marketing calendar? What are thetimeframe or marketing calendar? What are the
projected costs? Who is doing what?)projected costs? Who is doing what?)
9-Evaluation9-Evaluation (How will it all be tracked and(How will it all be tracked and
measured?)measured?)
10-Conclusion10-Conclusion (Wrap it all up. Try to make the(Wrap it all up. Try to make the
overall marketing plan as short and to the pointoverall marketing plan as short and to the point
as possible)as possible)

Marketing vs. SalesMarketing vs. Sales
Marketing generates the interest, sales brings inMarketing generates the interest, sales brings in
the money.the money.
The way to find harmony within the twoThe way to find harmony within the two
departments is making sure they constantly workdepartments is making sure they constantly work
togethertogether , truly understand each other, and are, truly understand each other, and are
always making decisions together.always making decisions together.
sales tactically tries to win thesales tactically tries to win the
customers. Marketing gets the word out, andcustomers. Marketing gets the word out, and
sales helps the customers find what they want.sales helps the customers find what they want.

Sales Types, Process, Tactics and GrowthSales Types, Process, Tactics and Growth
The different possible sales types are:The different possible sales types are:
1-·1-· Order TakersOrder Takers
2-·2-· Active SellingActive Selling
3-·3-· Inside SalesInside Sales
4-· Outside Sales4-· Outside Sales
The sales process and tactics starts with two simpleThe sales process and tactics starts with two simple
goals; selling to current customers, and findinggoals; selling to current customers, and finding
new ones.new ones.
A sales lead is the name of a person who has beenA sales lead is the name of a person who has been
identified as a prospect. The term “sales call” canidentified as a prospect. The term “sales call” can
refer to a phone call or a personal visit.refer to a phone call or a personal visit.

Here are 5 ways for sales to try and Here are 5 ways for sales to try and
achieve those goals:achieve those goals:
1-Increase the price of the product or 1-Increase the price of the product or
serviceservice
2-2-Sell other products to existing customersSell other products to existing customers
3-3-Sell new products to existing customersSell new products to existing customers
4-4-Sell existing products to new customersSell existing products to new customers
5-5-Sell new products to new customersSell new products to new customers

The Sales Force – Size, Organizing, Training,The Sales Force – Size, Organizing, Training,
Motivating & CompensatingMotivating & Compensating
The best way to motivate the sales force isThe best way to motivate the sales force is
through compensation. Sales are usuallythrough compensation. Sales are usually
paid in the following three ways:paid in the following three ways:
1-1-Straight CommissionStraight Commission
2-2-Straight SalaryStraight Salary
3-3-Salary Plus CommissionSalary Plus Commission

Customer Relationship Management or CRMCustomer Relationship Management or CRM
It is a process or methodology used to learn moreIt is a process or methodology used to learn more
about customers' needs and behaviors in order toabout customers' needs and behaviors in order to
develop stronger relationships with them.develop stronger relationships with them.
Within a CRM there is software that has theWithin a CRM there is software that has the
following possibilities:following possibilities:
1-1-Contact managementContact management
2-2-Lead managementLead management
3-3-Self Service eCRMSelf Service eCRM
4-4-Survey managementSurvey management
5-5-Customer ServiceCustomer Service
6-6-Contract managementContract management

Quick Lesson SummaryQuick Lesson Summary
1-A Market is a group of customers or potential1-A Market is a group of customers or potential
customers.customers.
2-The Marketing Department’s key responsibilities2-The Marketing Department’s key responsibilities
is to determine the needsis to determine the needs
3-Marketing needs to know how their decisions3-Marketing needs to know how their decisions
could lead to problems for other departmentscould lead to problems for other departments
within the company.within the company.
4-Market Research helps companies understand4-Market Research helps companies understand
and analyze their customers.and analyze their customers.
5-There are basically two types of market5-There are basically two types of market
research;research; primary market researchprimary market research, which, which
involves surveys, observations and experimentalinvolves surveys, observations and experimental
approaches, andapproaches, and secondary market researchsecondary market research,,
which involves checking articles in newspapers,which involves checking articles in newspapers,
magazines, and books.magazines, and books.

6-Four strategies marketers use as a competitive edge is to6-Four strategies marketers use as a competitive edge is to
best determine if they arebest determine if they are Market leaders Market leaders whowho are lookingare looking
to dominate the industry,to dominate the industry, Market Challengers Market Challengers whowho areare
looking to challenge the market leaders,looking to challenge the market leaders, Market Market
FollowersFollowers who are happy to stay at their current position,who are happy to stay at their current position,
andand Market NichersMarket Nichers who are looking at just a fewwho are looking at just a few
specialized target markets.specialized target markets.
7-Market Segments are parts of a market that are different7-Market Segments are parts of a market that are different
from one another. Six common segmentation strategiesfrom one another. Six common segmentation strategies
are Geographic, Demographic, Psychographic,are Geographic, Demographic, Psychographic,
Behavioristic, Product, and Sales channel.Behavioristic, Product, and Sales channel.
8-The 4 P’s of the Marketing Mix refers to the Product, Price,8-The 4 P’s of the Marketing Mix refers to the Product, Price,
Place, and Promotion. They are the foundation to thePlace, and Promotion. They are the foundation to the
marketing mix. There is also the 7 P’s, which includemarketing mix. There is also the 7 P’s, which include
People, Process, and Physical Evidence (includingPeople, Process, and Physical Evidence (including
Packaging). Positioning, which is also sometimes known asPackaging). Positioning, which is also sometimes known as
one of the P’s, can be part of the marketing mix as well.one of the P’s, can be part of the marketing mix as well.

9-A strategic decision companies face is to choose9-A strategic decision companies face is to choose
whether they will compete on price orwhether they will compete on price or
quality. Marketing would then focus its efforts onquality. Marketing would then focus its efforts on
the results of that decision. Companies alsothe results of that decision. Companies also
compete on service such as post-sales supportcompete on service such as post-sales support
and warranties.and warranties.
10-Whenever a new product is released, 2.5% of10-Whenever a new product is released, 2.5% of
the buyers will be the innovators, 13.5% will bethe buyers will be the innovators, 13.5% will be
the early adopters, 34% will be the earlythe early adopters, 34% will be the early
majority, 34% will be the late majority, and 16%majority, 34% will be the late majority, and 16%
will be the laggards. This tends to follow thewill be the laggards. This tends to follow the
product life-cycle curve in which inproduct life-cycle curve in which in
thethe introductionintroduction phase, the sales are slow and thephase, the sales are slow and the
challenge is finding the innovators and earlychallenge is finding the innovators and early
adopters. In theadopters. In the growthgrowth phase, the sales rise andphase, the sales rise and
the challenge is to beat the competitors getting tothe challenge is to beat the competitors getting to
the early adopters. In thethe early adopters. In the maturitymaturity phase, salesphase, sales
growth levels off and in thegrowth levels off and in the declinedecline phase, thephase, the
sales decrease. These last two phases hold thesales decrease. These last two phases hold the
late majority and laggards.late majority and laggards.

11-The difference between marketing and sales is11-The difference between marketing and sales is
basically; marketing sells the idea of a productbasically; marketing sells the idea of a product
and/or service to everyone, whereas sales sellsand/or service to everyone, whereas sales sells
the product and/or service one-on-one.the product and/or service one-on-one.
12-The different possible sales types are Order12-The different possible sales types are Order
Takers, Active SellingTakers, Active Selling,, Inside Sales, and OutsideInside Sales, and Outside
Sales. The sales force needs to be properlySales. The sales force needs to be properly
organized, motivated and compensated in orderorganized, motivated and compensated in order
to have the right size to do the workload,to have the right size to do the workload,
alignment to cover all needs, and keeping themalignment to cover all needs, and keeping them
happy and selling. A common system used byhappy and selling. A common system used by
marketing and sales to learn more aboutmarketing and sales to learn more about
customers' needs and behaviors, is CRM orcustomers' needs and behaviors, is CRM or
Customer Relationship Management.Customer Relationship Management.

THE ENDTHE END
LESSON 10LESSON 10

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