Marcelo Pedraza

MARKETING IS MORE THAN PROMOTION AND SALES

I.

INTRODUCTION
The title is obvious in the world of marketing management. More than that, it is
self-explanatory. The fact is that in a companys organizational chart, the office of
promotion and sales must report to and fulfill the marketing plans developed by
the marketing director.
The administrative head of sales must supervise each of the purchase requests
and orders and invoice according to the same guidelines.
Although these clarifications are irrefutable in the world of business, it is also
necessary to go over other concepts.
TECHNICAL CONCEPTS THAT ARE CLOSELY RELATED TO MARKETING
MANAGEMENT;

PRODUCT
A product is anything that is offered in a market for the attention, acquisition, use
or consumption capable of satisfying a need or want.
This covers physical goods, services, people, places, organizations and ideas
(PHILIP KOTLER)
The design of a product is also a part of marketing management, since market
research took these needs into account to achieve it or to overcome or improve
what is being offered by the competition, improving its options.

COMMERCE
This is a set of activities that connects goods and services generated in an
economy into a space and time context by the production and consumer sectors,
whether they be end or intermediary.

MERCHANDISING MARKETING MARKETING MANAGEMENT

Marketing is an English concept, translated into Spanish as merchandising,
marketing or marketing management.
It is a discipline dedicated to the analysis of the behavior of markets and
consumers.
As indicated above, in many company organizational charts, marketing is
located within the office of marketing management.
In other companies, this can also be called the merchandising and marketing
office or department, which obviously reports to the general management or
CEO.
Marketing analyzes the business management of companies in order to get,
retain and ensure the loyalty of clients by satisfying their needs.
The focus of modern marketing has followed the arguments of Kotler (1974) who
defined it as the set of human activities directed at facilitating and consummating
exchanges or the human activity aimed satisfying needs and wants through an
exchange process'"
According to Jerome McCarthy,
It is the achievement of activities that can help a company reach the goals it has
set, and can anticipate the wants of consumers and develop goods or services
suitable for the market.
It is clear that sales along with collection is the end result of the entire process,
but marketing does not end there, since work must be continued to ensure the
loyalty of existing clients, and the search for new clients with new products, new
campaigns, etc.

The sale is always included within the endless universe, insofar it never stops.
Thus, the majority of people erroneously identify marketing management with
sales.
This is not strange, since we are continually bombarded with sales. There is
always someone trying to sell us something.
Accordingly, many students are surprised when they learn that the most
important part of marketing management is not sales. Sales constitute only the
visible part of the marketing management iceberg".
Sales are just one of the many functions of marketing management, and
frequently not the most important.
If the marketing manager perfectly performs his functions of identifying the needs
of the consumer, developing appropriate products, setting prices, distributing and
promoting them effectively, these goods will be sold easily.
Marketing management is a human activity the purpose of which consists of
satisfying the needs and desires of people by means of exchange processes.
(Philip Kotler)
The concept of marketing management maintains that the key to reaching the
organizational goals, consists of determining the needs.
And wants of the objective markets and providing the desired fulfillment more
effectively and efficiently than the competitors.

Accordingly, the design, promotion and presentation of a product to potential

clients are facts that constitute concrete business objectives.

MARKETING
This is the process that consists of a whole set of activities that are necessary or
that help to close the sale of a product.
Merchandising, Marketing or marketing management IS EVERYTHING in the
product exchange.
It is much more than "simply selling",
It is much more than adapting the product to the client,
It is much more than advertising or promoting,
It is much more than researching the market, etc., it is simply all of it together.
They are all connected activities.
In other words, it is the set of all necessary tools that make up the kit.
MARKETING is a set of actions aimed at marketing ideas, products, goods or
servises.
These actions or activities are performed by organizations, companies and
even social groups.
MACROMARKETING
This term widely considers our entire production and distribution system. It is
also a social process to which the flow of goods and services is directed by an
economy from the producer to the consumer, in a way that truly matches the
supply and demand and achieves the objectives of the company.
FUNCTION OF MARKETING
The universal functions of marketing are: search for the product, budget,
produce, buy, promote, sell, transport, store, standardize and classify, finance,
run risks and obtain information of the market.

So, the marketing system is defined as the entire system of corporate activities
aimed at planning, setting prices, promoting and distributing goods and services
that satisfy needs of existing or potential consumers, a system whose basic
objectives are to increase the market share, the profitability and the growth of
sales figures.
ACCORDINGLY, MARKETING CURRENTLY INCLUDES:
The selection and production of the product, as far as possible, with all its
features to satisfy the need of the target client, with the necessary
intervention of the product manager, etc.
Innovation and improvement in the features of each product.
Marketing (or marketing management)
The search for the potential clients need (market research, surveys,
campaigns of expectations, etc.)
Setting the price and sales conditions.
The analysis or mapping of influences that benefit or harm the
interrelationship of the needed and interested parties to achieve the
acceptance of the product and ensure their subsequent loyalty, and
accordingly marketing includes also the identification, evaluation, and
classification of the stakeholders and the corresponding beneficiaries.
The promotion of the product through advertising and management of the
promoter (intervention of the promoter, salesperson, pharmaceutical
representative, insurance agent, etc.)
Implementation of sales techniques.
Merchandising
Logistics, which involves promptly getting the product to the site of the
potential user (we often hear: we had a problem with the marketing since the
carriers were on strike) also implies the steps that must be taken - for
example, cold chain, etc.

These are obviously irrefutable factors of the steps that marketing must also
include.
Distribution centers and distribution channels
Conferences, trade shows, and markets.
Collection is where the sale - but not the marketing - ends, since other
processes continue such as:
Guarantees,
Training for the use of the product.
Post-sale service
Etc.
Marketing through all of its rich components not only means how to sell a unit
but also how to expand the sale.
CURRENT ADVANCES IN THE MARKET. A NEW PHILOSOPHY
Respect for the consumer is key. To this end, there are institutions to
protect the consumer and defend his rights.
Respect for the competition is also key, in order to achieve a
harmonious co-existence on the market, which ultimately will result in
a good product for the consumer, who is not effected by ups and
downs.
In the end, this is nothing more than true respect for the law to protect the
good-faith investor.

BUSINESS MANAGEMENT
-

To do business in a formal manner, a business office within the corporation is

indispensable.
This office generally has three basic tasks:
1) To establish a general-type plan or strategy for the company.
2) To direct the execution of this plan.
3) To evaluate, analyze and control the plan in its actual operation, i.e.
planning, execution and control.

SALE
The sale is one of the integral parts of the entire large marketing process".
It includes the set of necessary marketing tools.
It is the management of useful persuasion for the decision to purchase that
concludes with the delivery and collection.
The function of the sale is based on reaching the client and selling the
product to recover the investment and obtain a profit.
Selling what is requested implies satisfying needs for a price. Obviously this
sale is preceded in time by a level of marketing that made the product visible.
Selling what is not requested means persuading a persons intents, also for
a price and to persuade a persons intents, marketing support is necessary,
even though this sale may not go through.
The intent of getting a position in the market is not an isolated fact. It is
possible to achieve it even by offering an experimental sale, a test. In the
end, this is already delineated in the concept of marketing.
The marketing terms are subject to being simplified due to their broad scope
of application.

CONCLUSIONS:
Advertisements and promotion imply marketing even though the sale does
not go through for various reasons.
It is possible to interpret that: the sale failed or it was a preliminary sale
process

 In this regard, making an announcement to the industry that a company works

in has an effect on the behavior of clients, which generates expectations and
logically brings with it a change in the behavior of the client or consumer.

IN ANY CASE...
IT REMAINS MARKETING!

All of this is one more confirmation of the concepts of authors international

leaders in merchandising, marketing and marketing management.
"MARKETING IS EVERYTHING AND THE SALE IS ONE OF ITS PARTS
SALES CONSTITUTE ONLY THE VISIBLE PART OF THE MARKETING
MANAGEMENT ICEBERG P. Kotler
Accordingly, the sale is the end result achieved through a set of marketing
management tools that makes it possible to conclude the transactions.

[signature]
Marcelo Pedraza
November 2014

Supporting Bibliography

MARKETING IS MORE THAN PROMOTION AND SALES

PAGE 1)
Definition of Product:
Philip Kotler MARKETING MANAGEMENT 3rd Edition Prentice-Hall
Hispanoamericana, SA. - Page 286

PAGE 2)
Definition of Marketing:
Philip Kotler MARKETING - 3rd Edition Prentice-Hall Hispanoamericana, SA. - Page 4
PAGE 2)
Definition of Marketing:
Jerome McCarthy - Google - Definition of Marketing - Marketing Free.com Definition of Marketing according to various experts in the field: Jerome McCarthy

PAGE 3)
Definition of Marketing management:
Philip Kotler - MARKETING MANAGEMENT - 3rd Edition Prentice-Hall
Hispanoamericana, SA - Page 11

PAGE 8)
Definition of Sale:
Philip Kotler - MARKETING MANAGEMENT - 3rd Edition Prentice-Hall
Hispanoamericana, SA - Page 4

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DECLARATION OF INDEPENDENCE:
I hereby declare my total independence to the members of the court in case CCI
20050/ASM with respect to the parties involved in the case.
My professional opinion was given on the aspects that were requested of me as an
expert witness and that fall within my field of expertise.
I declare that I have no specific interest in the resolution of this conflict. With regard to it,
I confirm my impartiality and Independence vis--vis both parties and the arbiters.
This declaration is part of the report provided below.

MARCELO PEDRAZA.

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MARCELO PEDRAZA

Resum

Personal identification
First and last names:

Marcelo Pedraza

Address:

Alte. Daniel de Solier 1176

(C 1428 Tax ID Code (CIF)) Federal
Capital

Tel.:

4782-1838/15-5329-6956

Email:

apedraza@fibertel.com.ar

Date of birth:

November 16, 1944

Age:

69

Nationality:

Argentine

ID document:

Argentine ID card (DNI) 6257752

Civil status:

Married

Children:

Two

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Education:
University studies:

Attorney
Public Prosecutor
Degree in Marketing and Merchandising

Work studies:

MSD International Seminar on

Pharmaceutical Marketing Management
USA
Domestic Market MSD international USA
Du Pont Pharmaceutical products, Du Pont
International USA
Pharmaceutical Marketing Robapharm,
Basel, Switzerland
Significant number of courses and
seminars in Merchandising, Marketing,
Economics, Corporate policy, etc.

Languages:

French

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Professional career

Argentinean Society of Pharmaceutical Marketing (SAMF)

President Management 2008/2010 and 2011/2012
Currently
Partner Manager of INFO FARMA S.R.L.
Pharmaceutical Marketing

2001
ELVET1UM S.A. Laboratories
Cfulo Castillo 2437- Federal Capital
Marketing Director
Departments that report to this position:
- Marketing Department
- Business Department
- Medical Department
- Sales and Promotion Staff
- Ethical Lines Oncology OTC Food
- Uruguay and Peru affiliates
- Number of staff: 170
1994 -2001
Laboratorios RAFFO S.A.
Av. Cabildo 159 Federal Capital
Marketing Manager

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Departments that report to this position:

- Marketing Department
- Medical Department
- Advertising Department
- Sales and Promotion Staff
- Number of staff: 165

1993- 1994
Laboratorios BALIARDA S.A,
Alberti 1283 Federal Capital
Deputy Manager
Departments that report to this position:
- Marketing Department
- Business Department
- Sales and Promotion Staff
- Research and Development
- Uruguay Affiliate
- Number of staff: 180
1971 - 1992
Laboratorios SIDOS - BIOSIDUS S.A.
Av. del Libertador 742 Vicente Lpez
Marketing Director

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Career Development:
-

Medical rep
District Manager
Metropolitan Area Regional Manager
Domestic Regional Manager
Promotion Manager
Operations Manager
Marketing Manager
- National and International Marketing Director
Liaison to M.S.D for co-marketing activities
Number of staff: 330

1968-1971
PONDS ARGENTINA S.A.I.C.
Av. Mrquez y Martn Fierro
3 de Febrero Buenos Aires
Cosmetics and perfumery company
- Sales Promoter
- Head of Salesperson Monitoring
- Senior Sales Representative

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