Marketing in

practice:
 Marketing in practice follows a logical process. The
marketing planning process consists of analyzing
marketing opportunities, select target markets, designing
marketing strategies, developing marketing program*
and managing the marketing efforts.
There are five key functions for a Chief marketing officer
(CMO):
 1. strengthening the brands;

 2. Measuring marketing effectiveness;

 3. Driving new product development based on customer

needs;
 4. Gathering meaningful customer insight;

 5. Utilizing new marketing technology.

*A plan of thinks that will be done
The relationship
between Marking &
sales departments
with other
departments.
 The relationship between Marking & sales
departments with other departments.
they spend time meeting customers and listen to their
problems;
They continuously gather and evaluate ideas for new
product, product improvements and services;
They welcome to involvement of purchasing, manufacturing
and other departments to each new project;
They study customer needs and wants in well defined
market segments;
they develop winning offers for each target segment;
They develop a marketing mix for each segment (4 Ps);
They manage the marketing efforts (marketing analysis..)
they divide the market into regions;
they appoint for each region a sales representative;
they require from sales representatives annually forecasted sales volume
(FSV) and customer’s requirements and claims;
They prepare Forecasted sales volume (FSV) ;
They send FSV to factory in order to:
1. Prepare weekly/monthly production plan (planning Dep.);
2. Search for the best suppliers and build long term relationship
(purchasing Dep.)
3. Purchase packing materials and Equipments (purchasing Dep);
4. Recruit the right number of people with the appropriate skills (HR
Dep);
5. Provide heath and safety work environment (H&S Dep. );
6. Produce high quality of product at lower cost (production and quality
Dep.)
7. Prepare the accounting and financial statements (costing, pricing,
Budget, Income statments etc) (Finance and Accounting)
They promote and distribute (delivering value
for customers) the Actual sales volume
(ASV);
They feed back customers' needs and ideas to
those in charge of product development;
They serve the same customers for a long
period of time;
They urge all company departments and
employees to be customer centered;
They control the ASV against the FSV;
They evaluate, motivate, take corrective and
preventive actions
 The process of forecasting (sales) (1-2)
Actual sales volume - 2013 Forecasted sales volume - 2014
Quarter (units) (ASV+ 20 %) (Units)
/Region
1 2 3 4 1 2 3 4

1 2000 2000 2000 2000 2400 2400 2400 2400

2 3000 3000 3000 3000 3600 3600 3600 3600

3 4000 4000 4000 4000 4800 4800 4800 4800

4 5000 5000 5000 5000 6000 6000 6000 6000

5 2000 2000 2000 2000 2400 2400 2400 2400

6 3000 3000 3000 3000 3600 3600 3600 3600

Total 19000 19000 19000 19000 22800 22800 22800 22800

Forecasted sales volume, Production volume and Actual
sales volume

January 2014 Control

(Units)
1 2 3 4 5= (1+3)-4
Product Beginning FSV Productio ASV End of the ASV -FSV
(Units) of month n volume month (Safety
(PV) stock)
150
As Xshown500
at the 2400
table that:
2300 2550 250

1) FSV, PV and ASV are different;

2) The variation between ASV and FSD is: 150 units;

Therefore, the sales representatives should update the

FSV for each quarter (quarter 1: to update for quarter 2 and
so on).
3) Evaluation: ASV>FSV, the target is achieved and the
HR department should motivate the sales forces.