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Selling and Marketing 
Industrial Management 
Innovative Assignment
Introduction: 
 Main 3 areas of Business: 
 - Finance 
 - Production 
 - Sales 
Sales (Marketing) Organization : 
- By Function 
- By Area 
- By product group 
- By end user category
Functional organization: 
 The functional organization is usual for the small or medium sized company 
with a limited range of related products. 
 Functional organization has various functional(marketing) departments or 
specialists reporting to a sales or a marketing director. 
 Functional organization has the advantage of administrative simplicity. 
 Functional organization suffers from certain disadvantages such as: 
a) Inadequate detailed planning for specific products and markets, since no 
body is assigned full responsibility for any product or market. 
b) Products that are not favorites with various functional specialists tend to get 
neglected.
Marketing director 
sales 
manager 
Marketing research 
manager 
Export 
manager 
Advertising and sales 
Promotion manager
Area based organization: 
 The area based organization is one of the more common ones in use for 
concerns with a relatively limited range of products requiring selling and 
distribution to be on a more or less nationwide scale through many outlets.
Product organization: 
 This type of sales organization is employed when there is range of relatively 
unrelated product groups which require different selling methods and the 
company sales forces require their particular market and techanical 
knowledge. 
Marketing director 
Sales manager 
product-x 
Sales manager 
Product-y 
Marketing 
services 
manager 
Sales manager 
Product-z
End use and customer class sales organization: 
 If an enterprise is selling a substantial range of products to dissimilar types of 
customers or for different uses, the selling operations are split up by type of 
customer or end use. 
 Separate sales forces are necessary. 
 However, marketing services may either be kept centralized or again split up 
as per the particular division of the selling operations.
Selling and Marketing
THE SELLING CONCEPT VS MARKETING CONCEPT 
 The selling concept: 
the selling concept is a management orientation that assumes that consumers 
will normally not buy enough of the company’s products unless they are 
approached with a substantial selling and promotion effort. 
 The marketing concept: 
the marketing concept is a management orientation that holds that the key 
task of the organization is to determined the needs, wants, and values of 
target market and to adopt the organization to deliver the desired satisfaction 
more efficiently than its competitors.
 The two orientations differ from each other for example: 
i. selling focuses on the needs of the seller whereas marketing focuses 
on the needs of the buyer. 
ii. Selling is preoccupied with the seller’s need to convert his products 
into cash, whereas marketing lays emphasis on satisfying the needs 
of the customer by means of the product.
Products selling and profits through 
promotion sales volume 
FOCUS MEANS END 
The marketing 
concept 
Customer integrated profits through 
needs marketing customer satisfaction 
The selling 
concept
i. Actually, Marketing is another name for selling, with the inference that it 
is a rather longhaired method. 
ii. Marketing is a more expensive way of selling.
MARKET RESEARCH 
• Definition 
 Market research may be defined as an organized approach which includes all 
research activities involved in marketing problems: 
i. Gathering, recording and analyzing the utility and marketability of the 
product; 
ii. the nature of demand; 
iii. the nature of competition; 
iv. The methods of marketing; and 
v. Other aspects of movements of products from the stage of production to 
the point where they get consumed.
Objectives of marketing research 
 It is measures sale trends and sales potential. 
 it analysis distribution, economic trends, and profitability. 
 It determines advertising effectiveness, consumer reaction and dealer 
reaction. 
 it studies market potential market shares. 
 It conducts demand and price. 
 It keeps a business in touch with markets. 
 It explores new markets and helps developing new products. 
 It guides sales promotion efforts.
scope of market research: 
1. Measurement of market potential, 
2. Determination of market characteristics, 
3. Market share analysis, 
4. Competitive product studies, 
5. Short and long range forecasting, Studies of business trends, 
6. Testing of existing products, 
7. Product mix studies, 
8. Acquisition studies, 
9. Media research, 
10. Pricing studies, 
11. Packaging research 
12. Distribution channel studies, etc.
Advertising 
 Advertising can become an established essentials of a country’s economy. It 
contributes to broad geographic system of distribution; to the volume sells, 
an essential corollary of mass production; and to the pricing of many 
products within the economics means of average man. 
 Just as communication is vital to good internal management, so is advertising 
vital to the earning of profit 
 Advertising is generally regarded as a form of communication. The purpose 
of which is to convey the concepts about the company, goods and services by 
mean of words, pictures, diagrams, sounds, color, music, shapes and symbols 
on two level of significance – the national and the emotional. 
 Advertising is any paid form of non personal presentation and promotion of 
ideas, goods and services by an identified sponsor.
 Advertising may define as commercial message to the public, designed to 
inform potential and establish consumer and to encourage sells for the 
advertiser. 
 Advertising can stimulate demand and, where necessary, can even create 
demand where non exist . 
 Advertising arouse public interest, fosters a buying attitude and raises 
consumer demand for the product of the company.
Functions and objectives of advertising 
 It introduces new company product to public 
 It enhances potential buyer’s responses to company and it’s offering. 
 It tells that a product which the customers want exists and from where it can 
be procured and at what price. 
 It is undertaken to reduce selling cost; because large volume of production 
will lead to economies, if, through advertising, it can supported by mass 
distribution. 
 It makes the product stand against competitors product. 
 It convinces retailers that they should keep the product of their company. 
 It creates a confidence in the minds of buyers regarding quality of goods and 
products.
Functions of advertising department 
 Preparation and control of advertising budget. 
 Determining the appropriation or allocation of funds to be spent on advertising and sales 
promotion activities. 
 Liaison with advertising agency. 
 Supervising advertising and market research 
 Keeping in touch with representatives of important media. 
 Cooperation with sales and other departments 
 Distribution of advertising material 
 Production and supervision of sales and promotion 
 Merchandising the advertisement. 
 Co-ordination with the employer and public relation department for improving public and 
employee relations.
The advertising agency 
 An advertising agency is a group of specialists in 
 Research 
 Preparation of copy 
 Art 
 Production 
 Selection and contact of media 
 Who provides expert services and to product manufacturers as regards: 
 The art of advertising 
 Preparing advertising policies 
 Planning and preparing advertisements 
 Sales promotion campaign 
 Recommendation of media 
 The preparation of copy
Types of advertising 
 1) institutional and goodwill type 
 It is designed to promote and idea or the name of company in eyes of public. Attractive 
new years gift’s calendars bearing the name of company can be distributed to the public for 
institutional advertising or special art painting can be run in magazines under the company 
name 
 2) direct action type: 
 It is designed to sell company’s product or services. Newspaper and magazines are full of 
such advertisement- all inducing customers to come and buy products of a firm.
Advertising media 
 Newspapers 
 Magazines 
 Radio 
 Televisions 
 Direct mail 
 Public transportation 
 Outdoor billboards 
 Exhibits and displays 
 Slides in cinemas 
 Catalogues, handouts. Leaflets etc.
Various steps involved in planning and preparing the 
advertisements 
 Decide purpose 
 Decide message to be conveyed 
 Should hold public interest 
 Is educative and suggestive 
 Is humorous as well 
 Put ideas into symbols of some kind, words, pictures, shapes, music etc. 
 Select advertising media accordingly- to convey information to public. 
 Keep a written record of the advertising programmed.
Sales Promotion 
 All the activities that go into the development of sales or those that are intended 
to raise the demand level for a product very quickly can be grouped under the 
SALES PROMOTION. 
 It includes those marketing activities, other than personal selling, advertising and 
publicity that stimulate consumer purchasing and dealer effectiveness such as 
displays shows and exhibition, demonstration and various non recurrent selling 
efforts not in the ordinary routine. 
 It focus the attention of customer at the actual point of sales in the shops with 
such effectiveness that both the advertiser and dealer are benefitted. The main 
purpose is to increase sales. 
 It plays critical role in introductory and maturity stages of the product life cycle 
and helps during rapid inflation. 
 The whole idea behind it is to bring the name of manufacturer before wholesaler, 
retailer, and consumers in order to stimulate their interest in the product.
Sales Promotion Methods 
 Consumer promotion 
 Trade promotion 
 Sales force promotion 
 Good public relations 
 Good customer relations 
 Display 
 Product exhibitions, demonstrations, and conferences 
 Holding competitions and awarding prizes to winners. 
 Product styling and packaging
Channels of distribution 
 Producers generally do not sell their products directly to final users. Between 
them and the final user stand a number of marketing intermediates 
performing a variety of function and bearing variety of names. 
 They are called marketing channels, trade channels, channels of distribution. 
 Channels of distribution refer to the exchange of ownership of the product 
until it reaches the final user. 
 Different channels are shown: 
 Manufacturer------------------------------------------------------- consumer 
 Manufacturer---------------------------retailer--------------- consumer 
 Manufacturer--------wholesaler---------retailer------- consumer
1) Direct Channel: 
 The direct channel is very effective and profitable for goods which have a high 
profit margin e.g. office machines, accounting machines, computers. 
 In direct selling producer has maximum control over selling practices and 
policies. 
2) Indirect Channel: 
 Selling through a middle name is indirect distribution. This method does very 
well with the products of low profit margin. 
 Middleman buys goods and there by reducing the risk of stocking of goods. 
 They keep the producers informed about the prevailing market trends.
GOOD ADVERTISEMENTS
Bad Advertisement:

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Selling and Marketing

  • 1. Selling and Marketing Industrial Management Innovative Assignment
  • 2. Introduction:  Main 3 areas of Business:  - Finance  - Production  - Sales Sales (Marketing) Organization : - By Function - By Area - By product group - By end user category
  • 3. Functional organization:  The functional organization is usual for the small or medium sized company with a limited range of related products.  Functional organization has various functional(marketing) departments or specialists reporting to a sales or a marketing director.  Functional organization has the advantage of administrative simplicity.  Functional organization suffers from certain disadvantages such as: a) Inadequate detailed planning for specific products and markets, since no body is assigned full responsibility for any product or market. b) Products that are not favorites with various functional specialists tend to get neglected.
  • 4. Marketing director sales manager Marketing research manager Export manager Advertising and sales Promotion manager
  • 5. Area based organization:  The area based organization is one of the more common ones in use for concerns with a relatively limited range of products requiring selling and distribution to be on a more or less nationwide scale through many outlets.
  • 6. Product organization:  This type of sales organization is employed when there is range of relatively unrelated product groups which require different selling methods and the company sales forces require their particular market and techanical knowledge. Marketing director Sales manager product-x Sales manager Product-y Marketing services manager Sales manager Product-z
  • 7. End use and customer class sales organization:  If an enterprise is selling a substantial range of products to dissimilar types of customers or for different uses, the selling operations are split up by type of customer or end use.  Separate sales forces are necessary.  However, marketing services may either be kept centralized or again split up as per the particular division of the selling operations.
  • 9. THE SELLING CONCEPT VS MARKETING CONCEPT  The selling concept: the selling concept is a management orientation that assumes that consumers will normally not buy enough of the company’s products unless they are approached with a substantial selling and promotion effort.  The marketing concept: the marketing concept is a management orientation that holds that the key task of the organization is to determined the needs, wants, and values of target market and to adopt the organization to deliver the desired satisfaction more efficiently than its competitors.
  • 10.  The two orientations differ from each other for example: i. selling focuses on the needs of the seller whereas marketing focuses on the needs of the buyer. ii. Selling is preoccupied with the seller’s need to convert his products into cash, whereas marketing lays emphasis on satisfying the needs of the customer by means of the product.
  • 11. Products selling and profits through promotion sales volume FOCUS MEANS END The marketing concept Customer integrated profits through needs marketing customer satisfaction The selling concept
  • 12. i. Actually, Marketing is another name for selling, with the inference that it is a rather longhaired method. ii. Marketing is a more expensive way of selling.
  • 13. MARKET RESEARCH • Definition  Market research may be defined as an organized approach which includes all research activities involved in marketing problems: i. Gathering, recording and analyzing the utility and marketability of the product; ii. the nature of demand; iii. the nature of competition; iv. The methods of marketing; and v. Other aspects of movements of products from the stage of production to the point where they get consumed.
  • 14. Objectives of marketing research  It is measures sale trends and sales potential.  it analysis distribution, economic trends, and profitability.  It determines advertising effectiveness, consumer reaction and dealer reaction.  it studies market potential market shares.  It conducts demand and price.  It keeps a business in touch with markets.  It explores new markets and helps developing new products.  It guides sales promotion efforts.
  • 15. scope of market research: 1. Measurement of market potential, 2. Determination of market characteristics, 3. Market share analysis, 4. Competitive product studies, 5. Short and long range forecasting, Studies of business trends, 6. Testing of existing products, 7. Product mix studies, 8. Acquisition studies, 9. Media research, 10. Pricing studies, 11. Packaging research 12. Distribution channel studies, etc.
  • 16. Advertising  Advertising can become an established essentials of a country’s economy. It contributes to broad geographic system of distribution; to the volume sells, an essential corollary of mass production; and to the pricing of many products within the economics means of average man.  Just as communication is vital to good internal management, so is advertising vital to the earning of profit  Advertising is generally regarded as a form of communication. The purpose of which is to convey the concepts about the company, goods and services by mean of words, pictures, diagrams, sounds, color, music, shapes and symbols on two level of significance – the national and the emotional.  Advertising is any paid form of non personal presentation and promotion of ideas, goods and services by an identified sponsor.
  • 17.  Advertising may define as commercial message to the public, designed to inform potential and establish consumer and to encourage sells for the advertiser.  Advertising can stimulate demand and, where necessary, can even create demand where non exist .  Advertising arouse public interest, fosters a buying attitude and raises consumer demand for the product of the company.
  • 18. Functions and objectives of advertising  It introduces new company product to public  It enhances potential buyer’s responses to company and it’s offering.  It tells that a product which the customers want exists and from where it can be procured and at what price.  It is undertaken to reduce selling cost; because large volume of production will lead to economies, if, through advertising, it can supported by mass distribution.  It makes the product stand against competitors product.  It convinces retailers that they should keep the product of their company.  It creates a confidence in the minds of buyers regarding quality of goods and products.
  • 19. Functions of advertising department  Preparation and control of advertising budget.  Determining the appropriation or allocation of funds to be spent on advertising and sales promotion activities.  Liaison with advertising agency.  Supervising advertising and market research  Keeping in touch with representatives of important media.  Cooperation with sales and other departments  Distribution of advertising material  Production and supervision of sales and promotion  Merchandising the advertisement.  Co-ordination with the employer and public relation department for improving public and employee relations.
  • 20. The advertising agency  An advertising agency is a group of specialists in  Research  Preparation of copy  Art  Production  Selection and contact of media  Who provides expert services and to product manufacturers as regards:  The art of advertising  Preparing advertising policies  Planning and preparing advertisements  Sales promotion campaign  Recommendation of media  The preparation of copy
  • 21. Types of advertising  1) institutional and goodwill type  It is designed to promote and idea or the name of company in eyes of public. Attractive new years gift’s calendars bearing the name of company can be distributed to the public for institutional advertising or special art painting can be run in magazines under the company name  2) direct action type:  It is designed to sell company’s product or services. Newspaper and magazines are full of such advertisement- all inducing customers to come and buy products of a firm.
  • 22. Advertising media  Newspapers  Magazines  Radio  Televisions  Direct mail  Public transportation  Outdoor billboards  Exhibits and displays  Slides in cinemas  Catalogues, handouts. Leaflets etc.
  • 23. Various steps involved in planning and preparing the advertisements  Decide purpose  Decide message to be conveyed  Should hold public interest  Is educative and suggestive  Is humorous as well  Put ideas into symbols of some kind, words, pictures, shapes, music etc.  Select advertising media accordingly- to convey information to public.  Keep a written record of the advertising programmed.
  • 24. Sales Promotion  All the activities that go into the development of sales or those that are intended to raise the demand level for a product very quickly can be grouped under the SALES PROMOTION.  It includes those marketing activities, other than personal selling, advertising and publicity that stimulate consumer purchasing and dealer effectiveness such as displays shows and exhibition, demonstration and various non recurrent selling efforts not in the ordinary routine.  It focus the attention of customer at the actual point of sales in the shops with such effectiveness that both the advertiser and dealer are benefitted. The main purpose is to increase sales.  It plays critical role in introductory and maturity stages of the product life cycle and helps during rapid inflation.  The whole idea behind it is to bring the name of manufacturer before wholesaler, retailer, and consumers in order to stimulate their interest in the product.
  • 25. Sales Promotion Methods  Consumer promotion  Trade promotion  Sales force promotion  Good public relations  Good customer relations  Display  Product exhibitions, demonstrations, and conferences  Holding competitions and awarding prizes to winners.  Product styling and packaging
  • 26. Channels of distribution  Producers generally do not sell their products directly to final users. Between them and the final user stand a number of marketing intermediates performing a variety of function and bearing variety of names.  They are called marketing channels, trade channels, channels of distribution.  Channels of distribution refer to the exchange of ownership of the product until it reaches the final user.  Different channels are shown:  Manufacturer------------------------------------------------------- consumer  Manufacturer---------------------------retailer--------------- consumer  Manufacturer--------wholesaler---------retailer------- consumer
  • 27. 1) Direct Channel:  The direct channel is very effective and profitable for goods which have a high profit margin e.g. office machines, accounting machines, computers.  In direct selling producer has maximum control over selling practices and policies. 2) Indirect Channel:  Selling through a middle name is indirect distribution. This method does very well with the products of low profit margin.  Middleman buys goods and there by reducing the risk of stocking of goods.  They keep the producers informed about the prevailing market trends.