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Marketing objectives
Salesperson objective
Major Accounts
Size of Account
Middle Accounts
Minor Accounts
Number of Accounts
Chapter 2
Strategic management planning -Mission -Goals -Strategies
Operating budgets
Broad Target
1 Cost leadership
2 Differentiation
Narrow target
Competitive Advantage
Source: From Michael E. Porter, Competitive Advantage, New York; Free Press, 1985, p.12.
Table 2-1 Sales Managers and Marketing Executives Product Classifications by Strategy Sales manager Classification
Build
Strategy Marketing executive classification Build strategy Hold strategy 71 29 10 21 129
Hold
Strategy 22 57
Harvest
Strategy 2 3
Divest
Strategy 0 1 Total 95 88
Harvest strategy
Divest strategy Total
49
21 149
23
27 55
6
25 32
88
94 365
A total of 71 sales managers classified their products as build strategies out of 95 so classified by marketing executives. Source: William Strahle. An Exploratory Study of the Relationship Between Marketing and Slaes Strategy (Bloomington: School of Business, Indiana University, unpublished doctoral dissertation, 1989), p. 153.
Traditional View The ultimate purpose of marketing is to make a sale The objective is to make the sale and find the next customer
vs.
Relationship View The ultimate purpose of marketing is to create a customer The objective is to satisfy the customer you have by delivering superior value
Growth comes primarily from finding customers Supplier is valued for its products and services
Growth comes primarily from enhanced product offerings for existing customers Supplier is valued for its present and future problem solving capabilities
Source: Presentation by Frederick Webster, Relationships in Marketing at Summer Marketing Educators Conference, August 8, 1993. Figure 2-7: Traditional versus Relationship Marketing
Purchasing Approach
Selling approach
1.7% 9.8% 47.9% 4.2% 10.8% 19.9% 21.4% 10.1% 13.6% 9.0% 6.8% 3.7% 9.5% 6.9%
Build
Secure Added Distribution Outlets Sell New Products to Existing Account
Hold
Service Current Target Accounts
Harvest
Trim Product Line and Push Volume Items
Divest
Maintain List Prices and Reduce Costs Promote Product Variations and Improvements
Sales Strategies
Offer Low Prices to Attract Business Emphasize Advertising Support Demonstrate Superior New Product Benefits Offer Easy Credit Terms Offer Trade Deals to Gain Acceptance
Emphasize Advertising Support Show Superior New Product Benefits Offer Easy Credit Terms