Marketing Sales Biemans, et. al. 2010, pp. 187, 189 B2B B2B Hidden marketing sales-driven marketing
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1 Marketing & Sales Edmund Jerome McCarthy Basic Marketing Richard D. Irwin, Inc. 4P 4P 4P STP 4P salesforce 4P promotion Sales Management
2 Marketing Sales Biemans, et. al. 2010, pp. 187, 189 B2B B2B Hidden marketing sales-driven marketing
3 Marketing & Sales Living apart together Marketing-sales integration Marketing Information Flow Sales Marketing Market research Competitive analysis Strategy development Market segmentation Product development Product positioning Branding Customer communications Packaging Joint Customer prospect selection Product service prioritization Value proposition development customer messaging Pricing Sales forecasting Promotions Sales Account management Personal selling Competitive market intelligence Distributor management Installation After-sales service Merchandising Sales effectiveness programs Information Flow Zolteners, et al. 2010, p. 375 B2C B2B Biemans, et. al. 2010
4 Low Overlap Situation Largely independent sales and marketing teams High Overlap Situation Highly collaborative sales and marketing teams Marketing Sales Marketing Joint Sales Joint A Sales-Dominant Organization A Marketing-Dominant Organization Marketing Joint Sales Marketing Joint Sales Zolteners, et al. 2010, pp Living apart together 4P Representative allocation of responsibilities along a continuum of activities Task is primary responsibility of Product management... Sales management... Customer service... Market research Competitive analysis Product development Product positioning Advertising / consumer communications Packaging Promotions Pricing Account selection Personal selling Channel management Account management Applications development Physical distribution Installation / merchandising After-sale services Cespedes 1996, p. 29.
5 Marketing & Sales Product management Sales management Customer service Account selection P & G Customer P & G Pull Push Stretegic Marketing P & G Push Multitier Model Pull Customer Consumer Field Sales Field Marketing Consumer Marketing Strategic Marketing Zolteners, et al. 2010, p Arnett and Wittmann 2014; Homburg and Ove Jensen 2007; Homburg, et al., 2009; Malshe 2009;
6 Strategic Long-Term Market View Marketing Analysis Process Customer- Focused Product-Focused Segment-Focused Relationships Results Sales Zolteners, et al. 2010, p Tactical Short-Term Customer View Marsh and Sohi 2009; Le Meunier-FitsHugh 2011; Atteya 2012; Hullamd, et al., 2012 Zolteners, et al. 2010
7 Marketing & Sales SPA Specialty store retailer of Private label Apparel p. 20 sales sales
8 4P Promotion Personal Selling p. 46 p. iii p. 123 selling
9 Marketing & Sales personal selling salesforce Drucker 1974, p. 64. p. 17. selling p. 129 pp
10 p. 129
11 Marketing & Sales p. 11 p. 136
12 p. 226 STP MM p. 131
13 Marketing & Sales pp. 10, 14 co-creation of customer value
14
15 Marketing & Sales Jordan and Vazzana 2014, p a 2016b
16 Valuebased Selling Value-based Selling Value-based Selling Arnett, D. B. and C. M. Wittmann 2014, Improving marketing success: The role of tacit knowledge exchange between sales and marketing, Journal of Business Research, Vol. 67, Issue 3, March, pp.
17 Marketing & Sales Atteya, N. M. 2012, The conflict management grid: A selection and development tool to resolve the conflict between the marketing and sales organizations, International Journal of Business and Management, 713, pp Biemans, W. G., M. M. Brencic, and A. Malshe2010, Marketing-sales interface configurations in B B forms, Industriral Marketing Management, 39, pp Cespedes, Frank V. 1996, Beyond teamwork: How the wise can synchronize, Marketing Management, 51, Spring, pp Drucker, Peter F. 1974, Management : Tasks, responsibilities, practices, New York: Harper & Row, Publishers. Jordan, J and M. Vazzana 2014, Its great to be a salesperson, but not a sales manager, TD, May, pp Kotabe, Masaaki 2008, Marketing in the minds of Japanese executives, presentation material for global business project, The Centers for International Business Education and Research at Osaka Umeda Campus of Kwansei Gakuin University. Homburg, Christian and Ove Jensen 2007, The thought worlds of marketing and sales: Which differences make a difference? Journal of Marketing, Vol. 71, July, pp Homburg, C., O. Jensen, and H. Krohmer 2008, Configurations of marketing and sales: A taxonomy, Journal of Marketing, 72, March, pp Hulland, j., G. Y. Nenkov, and D. W. Barclay 2012, Perceived marketing-sales relationship effectiveness: A matter of justice, Journal of the Academy of the Marketing Science, 40, pp Le Meunier-FitsHugh, K., G. R. Massey, and N. F. Piercy 2011, The impact of aligned rewards and senior manager attitudes on conflict and collaboration between sales and marketing, Industrial Marketing Management, 40, pp Malshe, Alinash 2009, Strategic sales organizations: Transformation challenges and facilitators within the sales-marketing interfase, Journal of Strategic Marketing, 17 34, June-August, pp Marshe, A. and R. S. Sohi 2009, What makes strategy making across the sales-marketing interface more suceeeful? Journal of the Academy of the Marketing Science, 37, pp Zolteners, A., P Sinha, and A. E. Lorimer 2010, Aligning sales and marketing to enhance customer value and drive company results, in Alice M. Tybout and Bobby J. Calder, ed., Kellogg on Marketing, 2nd Edition John Wiley & Sons, Inc., pp pp
18 pp Value-based Selling 2016a 2016b web pp pp pp
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