Selling V/S Marketing

1 Emphasis is on the product

2 Company Manufactures the product first
3 Management is sales volume oriented
4 Planning is short-run-oriented in terms of today’s products and markets
5 Stresses needs of seller
6 Views business as a good producing process
7 Emphasis on staying with existing technology and reducing costs
8 Different departments work as in a highly separate water tight compartments
9 Cost determines Price
10 Selling views customer as a last link in business.

MARKETING

1 Emphasis on consumer needs wants
2 Company first determines customers needs and wants and then decides out how to deliver a product to satisfy these wants
3 Management is profit oriented
4 Planning is long-run-oriented in today’s products and terms of new products, tomorrow’s markets and future growth
5 Stresses needs and wants of buyers
6 Views business as consumer producing process sat¬isfying process
7 Emphasis on innovation on every existing technol¬ogy and reducing every sphere, on providing better costs value to the customer by adopting a superior technology
8 All departments of the business integrated manner, the sole purpose being generation of consumer satisfaction
9. Consumer determine price, price determines cost
10. Marketing views the customer last link in business as the very purpose of the business

Customer perceived value

Our premise is that customers will buy from the firm that they see as offering the highest perceived value. Customer perceived value (CPV) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.Total customer value is the perceived monetary value of the bundle or economic, functional, and psychological benefits customers expect from a given market offering. Total customer cost is the bundle of costs customers expect to incur in evaluating, obtaining, using, and disposing of the given marketing officering.

Marketing in new economy

The changes in technology and economy are eliciting a new set of beliefs and practices on the part of business firms. Let’s look at the major business beliefs in the old economy and how these beliefs are shifting to the new economy. The new economy is affecting both, the way business and marketing are conducted. Let us start by analyzing how business practices are changing.

E – Marketing

Have you observed the vegetable vendor doing brisk business in the evening? He continues to interact with the customers while he is taking orders from others on cell-phone. The cell phone gives him a hands free approach and he can attend to more customer by taking orders on it, for home delivery. His business has almost doubled due to cell phone. And think of the customer, who can get most of his requirements sitting at home. In Bangalore, one of the “panwallahs” (Beatle leaf vendors) has started selling his wares through internet.

Selling vs Marketing

In general we use ‘marketing’ and ’selling’ as synonyms but there is a substantial difference between both the concepts. It is necessary to understand the differences between them for a successful marketing manager. Selling has a product focus and mostly producer driven. It is the action part of marketing only and has short – term goal of achieving market share. The emphasis is on price variation for closing the sale where the objective can be stated, as “I must somehow sell the product”. This short – term focus does not consider a prudential planning for building up the brand in the market place and winning competitive advantage through a high loyal set of customers. The end means of any sales activity is maximizing profits through sales maximization.

Business mission

Business mission

A strategic marketing plan starts with a clearly defined business mission. Mintzberg defines a mission as follows:

“A mission describes the organization’s basic function in society, in terms of the products and services it produces for its customers”.

A clear business mission should have each of the following elements:

· A Purpose

· A Strategy and Strategic Scope

· Policies and Standards of Behavior

· Values and Culture

· Mission and Vision of Samsung Electronics

· Mission of Lands’ End

Example:

Mission of Coca-Cola

Coca-Cola’s mission is to maximize shareholder value over time. It creates value by a strategy guided by six beliefs:

1. Consumer demand drives everything it does.

2. Brand Coca-Cola is the core of its business

3. It will serve consumers a broad selection of nonalcoholic ready-to-drink beverages

4. It will do excellent job marketing

5. It will think and act locally

6. It will lead as a model corporate citizen.

Pricing

Pricing

In the narrowest sense, price is the amount of money charged for a product or service. More broadly, price is the sum of all the values that consumers exchange for the benefits of having or using the product or service.

PRICE – The amt of money charged for a product or service, or the sum of the values that consumers exchange for the benefits of having or using the product or service.

“One can define price as that which people have to forego in order to acquire a product or service.” What does a buyer think? To a buyer, price is the value placed on what is exchanged. Something of value – usually purchasing power – is exchanged for satisfaction or utility. Purchasing power depends on a buyer’s income, credit, and wealth.

Pricing Strategies

The only time when price setting is not a problem is when you are a “price-taker” and has to set prices at the going rate, or else sell nothing at all. This normally only occurs under near-perfect market conditions, where products are almost identical. More usually, pricing decisions are among the most difficult that a business has to make. In considering these decisions it is important to distinguish between pricing strategy and tactics. Strategy is concerned with setting prices for the first time, either for a new product or for an existing product in a new market; tactics are about changing prices. Changes can be either self-initiated (to improve profitability or as a means of promotion) or in response to outside change (i.e. in costs or the prices of a competitor).

Sales Forecasting

Sales Forecasting

Sales forecasting is a difficult area of management. Most managers believe they are good at forecasting. However, forecasts made usually turn out to be wrong!

Reasons for undertaking sales forecasts

Businesses are forced to look well ahead in order to plan their investments, launch new products, and decide when to close or withdraw products and so on. The sales forecasting process is a critical one for most businesses. Key decisions that are derived from a sales forecast include:

· Employment levels required

· Promotional mix

· Investment in production capacity Types of forecasting

There are two major types of forecasting, which can be broadly described as macro and micro:

Macro forecasting is concerned with forecasting markets in total. This is about determining the existing level of Market Demand and considering what will happen to market demand in the future.
Micro forecasting is concerned with detailed unit sales forecasts. This is about determining a product’s market share in a particular industry and considering what will happen to that market share in the future.

Email Marketing

E-mail Marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial or fundraising messages to an audience. In its broadest sense, every e-mail sent to a potential or current customer could be considered e-mail marketing. However, the term is usually used to refer to:

- sending e-mails with the purpose of enhancing the relationship of a merchant with its current or previous customers and to encourage customer loyalty and repeat business,

- sending e-mails with the purpose of acquiring new customers or convincing current customers to purchase something immediately, - adding advertisements to e-mails sent by other companies to their customers, and - sending e-mails over the Internet, as e-mail did and does exist outside the Internet.

Email Marketing is still the most effective and widely used type of online advertising. Not only is it inexpensive to implement, it is also very well-received by consumers when done in a thoughtful way. What I mean by that is that you have to be able to think from the perspective of the people you are marketing to. You make them an offer that is appealing to them, and you deliver on that offer without becoming an annoyance. If you follow these seven simple steps, you will have no trouble taking advantage of this increasingly important marketing avenue.

1. Don’t skimp on market research

Email marketing is just like any other type of marketing. You have to know who you are marketing to and develop an understanding of what motivates them to take action. Then you will be able to design messages that appeal directly to the people most important to your success.

How can you offer a good value if you don’t know anything about your audience’s values? How could you ever counter their objectives if you didn’t know what makes them feel uneasy? Taking the time to analyze your market prior to launching your campaign will definitely pay off.

2. Plan your email campaign

Once you understand your market, you are ready to make decisions about what kind of email campaign you will mount. Take the time to do this in advance so that you can use the medium strategically and effectively based on what you already know about your audience. What sort of thing will they be happy to see in their inbox?

Many new email marketers imagine they’ll just toss out a newsletter every time they have a sale. And in some industries that will work. But you have to make sure you are providing a solid value to your recipient. In most cases, you’ll see better results if you use your newsletter as a venue to offer insider tips specific to your industry and your audience. By providing real value to your readers, you’ll not only retain them as readers but also earn their trust. And trust leads to better sales.

3. Build your mailing list with confidence

You’ve researched your target market and developed a plan to provide them with real value, so by this point you should feel very confident asking clients and contacts to subscribe to your newsletter. Every contact is an opportunity to promote your email list, both online and offline.

Your web site is a great place to start building up your mailing list. Begin by placing a large, attractive sign-up form in a prominent location on every page of your web site. Be sure to describe the benefits of joining, the frequency of your mailings, and an assurance that you won’t sell their email address. But remember, there is no reason to limit your promotion to the web. The people you interact with face to face are great candidates for your mailing list, whether they are customers standing at a cash register, clients sitting at a board table, or audience members at a speaking engagement.

Also, a word of caution: Don’t buy mailing lists.

When people think about starting an email marketing campaign, the next question tends to be “Where do I buy a list of email addresses.” This is entirely the wrong question, for a number of reasons. First of all, purchased email lists are not cheap. Second, you can kiss that money goodbye. The conversion rate that you’ll see on mailings to lists you didn’t build yourself are usually going to approach 0%.

If that isn’t bad enough, consider this: spam filtration is distributed. There are just a few main sources for the blacklists that prevent billions of spam messages from being delivered every day. That means that every person who marks one of your messages as spam makes it much less likely that all your other messages will be delivered. And that threatens the long-term viability of your email marketing efforts. So it behooves you to make sure that you never send a mailing to anyone who doesn’t specifically want to receive what you’re sending them.

4. Segment your mailing lists for laser-targeted campaigns

One of the biggest benefits of email marketing is the incredible degree of personalization that it makes possible. You can break your mailing lists apart by demographic, location, or even the types of actions they’ve taken in response to prior mailings.

It can be a little more work writing separate mailings for every little market segment, but the more work you put in the more benefit you’ll see. Plus, over time you’ll gain a better sense of which groups respond to which messages, and be able to combine and target them with an unmatched level of expertise. The more your messages approach the level of a one-to-one, personal appeal, the more effective they will tend to be.

5. Make it easy to unsubscribe from your list

Naturally, everyone would prefer that their subscribers continue to receive their email messages. But if they ever do decide they’ve had enough, it will be much better for you if they have an easy and highly visible unsubscribe link to click on.

Think about what you do when you can’t figure out how to unsubscribe from a mailing list. I know that, personally, if unsubscribing feels like a hassle I’ll just flag the message as spam. After doing that once or twice, Gmail never shows me messages from that mailing list again. As a list owner, this is something that you do not want to have happen to your messages, because every message that gets flagged as spam reduces the overall deliverability of your mailings.

6. For a great response, write great copy

The principles of great copy-writing are all pretty much the same for email marketing as for every other medium. Your content should meet the expectations that you built up for your list. If your subscribers signed up just to hear about your sales and special offers, then just write great sales copy. But they are expecting to receive information about news in their industry, weave your promotional content into that framework.

7. Split-test your messages

Email marketing software gives you the ability to test multiple versions of a message against one another so that you can see which one performs the best. This is something you should take advantage with every mailing: test the effectiveness of different headlines, layouts, images, and calls to action. Over time you can accumulate some incredibly powerful knowledge about what your market does and does not respond to.

Internet Advertising Methods

People opt for internet advertising methods because practically half of the world's population knows HTML. If you have your own business, you have to decide on what internet advertising method works for you. Ask yourself what are you going to avail of: the expensive internet advertising methods or the cheap ones? Others will pipe in "expensive!" immediately, but they don't know cheap internet advertising method attracts great benefits as well.

Here's the lowdown and a comparative look on the cheap and expensive internet advertising methods:

The Expensive:

1. Pop-ups. Not only is this expensive, but also outright annoying that visitors close pop-up windows without even bothering to know what they're all about. This is an internet advertising method that you can do without.

Fly ads are derivatives of pop-ups which are also equally irking to the visitors.

2. 1. Pop-ups. Not only is this expensive, but also outright annoying that visitors close pop-up windows without even bothering to know what they're all about. This is an internet advertising method that you can do without.

Fly ads are derivatives of pop-ups which are also equally irking to the visitors.

2. Pod casts.

Broadcast is to TV as pod cast is to internet. It's one sophisticated internet advertising method that can somehow hamper your budget. But if you're thinking results, pod casting is worth the money.

3. Paying the search engines.

How does this one work? When someone types in a keyword related to your site, your URL is automatically included in the first page of the top results. Fixed payment for the search engine allows just that. Expensive, yes, but if we're talking about Google and Yahoo search engines here, then don't give it a second thought.

This is associated with another internet advertising method: the pay-per-click system.

The Cheap:

1. Blogging

Go along the bandwagon and blog about your website. This is an internet advertising method that is popular as of the moment, so you never have to worry that this will never spur outcome. All you have to do is sign up for a blogging account, post and voila! You don't even need to pay!

2. Submit to not-so-big search engines.

This is cheap and dependable. If you submit your site to smaller search engines, you have bigger chances to get bigger results. Remember that the search engine giants can dwarf and overlook your site easily, so this internet advertising method might just be the right one for you.

3. Text links.

This is not just cheap...this is virtually free! Let someone text link your site and return the favor.

Cheap versus expensive, that's always the question that hounds on whenever we're trying to get something. In the field of internet advertising, just be wise enough to figure out what will suit your needs. Go for what you want as long as there are visible results.

Mobile Marketing

Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales.

Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted (or unwanted) content.

Internet Marketing

Internet marketing is sometimes considered to have a broader scope because it not only refers to the Internet, e-mail, and wireless media, but it includes management of digital customer data and electronic customer relationship management (ECRM) systems.

Internet marketing ties together creative and technical aspects of the Internet, including: design, development, advertising, and sales.

4 Forms of promotion

1) Advertising, disseminating news events (information) to the market (public / consumers). Besides the ad also serves to persuade or influence, creating the impression, satisfying the desire and as a means of communication.

2) Personal Selling, persuasive communications person to person, individually or more prospective buyers with the intention of causing the request.

3) publicity, ie some information about the products or companies in the broadcast to the community by creating meaningful news commercial or other form of representation that is positive. Thus a company with its products can be a general concern.

4) Sales promotion, demonstrations, performances, demonstrations and exhibition sales effort is not routine. Usually there is a kind of giveaways, discounts, sweepstakes, and others

Affiliate marketing is the practice of rewarding an affiliate (comprising a person, group of people, company or organization) by a business for the number of customers or visitors brought to it through the affiliate’s marketing efforts. In simple terms, it is the paying of commission for referring customers to a particular business. This is primarily an internet based activity.

Being a comparatively a new form of internet marketing, so far there has been a lack of standards to measure different affiliate marketing methods. Training and certification is practically non-existent and there has been little self regulation.

Which leads us to the point of why some affiliate marketing sites work so much better while many others don’t?

From the individual’s point of view the following areas could be a pointer on how successful that person is as an affiliate marketer:

• Join affiliate programs that interest you. That way you would have the interest to research, know and possibly even buy the product to experience it. Becoming an expert would be to the person’s benefit.
• Make a sincere effort to know your audience. By doing this you would be able to relate to the customers and position the product suitably. It goes without saying that being truthful and helpful adds to the site’s credibility.
• The use of your own website allows for customisation. Differentiation, especially if the person is good at designing the site, would pull in more customers and viewers. Having reciprocal links with other marketers in the niche can be a double-edged sword; if the marketer is new to this format, it can reap benefits, but for more mature sites, stand-alone might be the better option.
• Notwithstanding the above, joining forums and discussion boards helps. You can then devise customer centric solutions and have better participation.
• Having your own newsletter and / or an e-zine always allows your site to stand out especially if you have an outstanding presentation.
• Having your own email list reduces the risk of your page being recorded as a spamming site. It also allows the individual to target the most appropriate customers, increasing the strike-rate.
• Having an auto-responder program connected to the site would help save time for the individual to pursue more creative work.
• The individual writing timeless but relevant articles and posting these on a separate page o the website would stand out. Most customers who are interested in a particular product would be looking for the additional information.
• Provide good content to whatever you put on the website. Select material carefully and keep changing as and when required. In this fast changing world, with all the options, don’t get left behind!
• You may have to try different programs before you hit on the right ones (or basket). However do give each its rightful space, before moving on.
• Be patient – the rewards may not be immediate, but the sincere effort (and a bit of luck) will lead to Success

Mass Selling

There are two major forms of mass selling, the advertising and publicity.

1. Advertising
According to Kotler (2000; 578) "Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by a sponsor identified"

Meanwhile, according to Arnold in Nawary Saragih (2003; 34 / states that advertising is only able to reach consumers concerned with the vast amount sparingly.
Based on the above definition, that advertising is an effective way to reach buyers who are geographically dispersed with a relatively low cost for each appearance.

2. Publicity
According Swastha Basu (1997; 273) publicity is: "Some information about the person of goods or civic organization that distributed through the media and free of charge, or without any oversight from the sponsor."
Meanwhile, according to Fandi Tjiptono (2001; 228), "Publicity is the presentation and dissemination of ideas, goods and services in non-personal, where people or organizations that benefit from not paying it."

From the definition above can be drawn the conclusion that publicity is the use of news values contained in a product or products to form the corresponding image without the need for cost. "

Complete Definitions Of Marketing

Definition of Marketing
Marketing according to William J. Stanton, Michael J. Etzel and Bruce J. Walker (Djaslim Saladin, 2001:2) is a total system of business activities which are designed to distribute goods which can satisfy wants and reach the target as well as the objective of organization.

Another definition from American Marketing Association (Lamb et al, 2001:6), marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and meet organization goal.

Marketing according to Philip Kotler and Gary Amstrong (2001:7) is a social process and managerial that can enable individuals and groups reach their needs through the creation and exchange of products and value with other people.

Definition of Service
Definition of service according to Murti Sumarni (2002:17) is an activity or an advantage which can be given by a party to another party which is mostly intangible and can not affect ownership, and its production or is not related to any tangible product.”

A service is also an activity or series of activities of more or less intangible nature that normally, but not necessarily, take pace in interactions between the customer and service employees and/or physical resources or goods and/or system of the service provider, which are provided as solutions to customer problems (Gronroos, 1990).

According to Philip Kotler (1997) service is an action or an activity which can be offered by a party to another party, which is basically intangible and can not affect any ownership. Service may be related to tangible product or intangible product.

In addition, Philip Kotler and Amstrong (1996:383) explains definition of service as an activity or an advantage which is given by one party to another party which is basically intangible and can not effect any ownership.

Furthermore, Zeithamal et.al. (1996) give a limitation of service by stating that service is all economic activities whose output is not a physical product or a construction is generally consumed at the time it is produced, and provides added value in forms (such as convenience, amusement, comfort or health).

On the other hand, Steinhoff (1979:113) further states that the raw material of services is people. The main material of service is in fact people; nevertheless, there are many other supporting factors from the raw material of service such as advanced tools, clean, secured, comfortable physical environment, accurate, advanced, and up to date technology and service.

Lamb et. al. (2001:483) also mention that service has several unique characteristics, which differ it from the others, namely intangible, inseparability, heterogeneity, perishability.

Handi Irawan D (2002:53) also states that one important characteristic of service is it is produced and consumed at the same time. Therefore, customers’ satisfaction on service depends on interaction process or time when costumers and service provider meet.

Finally Get the Customer

Get the Customer

Get the customer come to your product launching
Give them special prize but not decrease the quality (Still kept the quality control)
and the second one always ask the customer about the product and make the customer give advice about the product

Steps To Create Brand Style

Steps To Create Brand Style

Protecting a brand’s identity can seem like a daunting task, especially when you need to communicate its importance to a client. That’s why it’s a great idea to include a Visual Standards Manual (aka brand style guide) with any logo you design for a client, so they have a reference point before making major decisions.

The guide will protect them from diluting the logo’s message thus weakening the brand’s overall identity in the marketplace. The manual itself can range from a just a couple simple pages to what appears to be a thick novel. Obviously, what you offer depends on your clients’ specific needs.

Step 1: Draw a layout. There are a few basic pages that most manuals include, but there are literally hundreds of rules you could chose to incorporate as well. Narrowing it down before you start will save you time and a headache later.

Step 2: Make a master. When you’re creating the manual, (I prefer to use In Design) be sure to make a master page with the header, guides, a footer with page numbers, etc. You’ll probably be making dozens of standards manuals for many clients and there’s no need to start from scratch each time. You also might want to make multiple layers so you can quickly hide an obsolete section in the future.

Step 3: Add a contents page and directives. Unless it’s common knowledge, each item should include a brief summary of how it applies to their specific logo.

1. Color Palette: Include Pantone colors for printing. You may want to add CMYK or RGBvalues as well.

2. Typography: Write out the entire alphabet and numbers 0-9 in each font chosen for their brand.

3. Logo colors: Display the logo in the Primary color and also the Secondary colors (if any). We also recommend displaying a reverse logo.

4. Unacceptable logo versions: There are a number of examples of how Not to display a logo; such as distorting, changing colors, rearranging elements, adding text, adding a white box, etc.

5. Clear Space: Add an example showing how much space around the logo should be untouched at all times. This is usually the size of one of the medium sized letters in the logo.

6. Minimum Logo Size: Because they’ll be including the logo on many different printed materials, it’s important to provide the client with guidelines of how small they can shrink the logo while keeping in legible and conveying the same strong brand message.

7. Identity Materials: Be specific about where the logo should appear in a number of their identity materials, like envelopes, business cards, faxes, stationary- you may even want to include an email signature.

8. Product Placement: This tells them where the logo should be placed on merchandizing items, such as t-shirts, hats, and bumper stickers. This section will defiantly depend on the client’s specific needs.

Other topics you may choose to include in the manual are text wrapping, an example of a Sponsorship logo, and an explanation of file formats.

Step 4: They’ll have questions. On the back cover or in the footer of the manual, make sure to include a contact at your firm with their information. This way, if there’s any confusion down the road, the client will contact you instead of possibly making a bad decision.

Step 5: Presentation is everything. There are several options for presenting the standards manual. The two I recommend are either uploading it as a PDF or printing it out and presenting it in a binder rather than a bound copy. Both ways allow you to insert additional pages as the brand grows and more detailed needs have to be addressed.

{e} has found that creating visual standards manuals for clients has been incredibly beneficial. Not only does the client receive a quick reference for their logo queries, but also the manual helps them to grasp the importance of branding and preserving their logo’s strong message.

Increasing Your Brand

Increasing Your Brand

How Increase Your Brand And Get The Word Out

Looking to increase your brand awareness? Would you like get a little word of mouth happening? Is so, then it’s time business for you to look at using viral marketing software. Without any hesitation is saying, there could be truckloads of real benefits to applying viral marketing software as a section of your small business up to Big B building plan. It appears in a ton of distinctive fashions and types, and if it happens to be you are an web marketer it can also be combined into almost each niche interconnected

Viral marketing software could be magnificent for receiving extra traffic to your websites or blogs. Of course, by equipping users along with links embedded in the software going back to your very own websites or blogs, we definitely will obtain further traffic. Additionally, since people make use of these types of links time to time from inside the software, it benefits you to remain in the spirit of your group additionally forging your brand and relationship along with each of them. If people happen to be heading back to your website every once in a while, it permits each of us to additionally assemble and look after a confident association with each of them.

Without any hesitation is viewing, there could be truckloads of real benefits to applying viral marketing software as a section of your small business building plan. It appears in a ton of distinctive fashions and types, and if it happens to be you are an web marketer it can also be combined into almost each niche interconnected in it. Supposing that you happen to be into alternate different types of niches online, we might additionally produce a large number of very exclusive different types of software’s connected to a need your valued customers can discover very worthwhile to.

With the essence of viral software, it will allow everyone to make their brand further acknowledged. Along with viral marketing software, and it’s re-branding characteristics, you will re brand all of these different types of software’s along with your very own business creativity, hence, lending a hand in your business to get inside the thoughts of your guests and the public applying your branded version of the software. This will be very prevailing and advantageous for your enterprise in due time.


The real power of viral marketing software is in letting users “give it away”. Allow everyone who utilizes your software to pass it on wherever they can. Offer them Resell Rights and also Giveaway Rights. By empowering each of them to hand away your branded copies of the software benefits each of them as well. It helps each of them hugely since they will offer smart tools to their very own group of people to also enjoy, and they will be giving value for them to. All of them could additionally give out the viral marketing software away to a few associates, website guests, or else realistically to everyone they desire.

Any way you want to look at it, by using free viral marketing software in your business building, you will be creating more traffic, value for prospects, and get your business into the minds of others effectively.

Everyone could furthermore create our list virally along with viral marketing software. Simply by depositing links integrated with your complimentary viral software to certain of your distinctive option web pages you can multiply your subscribers list. It’s always merely a further one of the fantastic advantages by applying this impressive avenue.