2. P ART II P LANNING THE S ALES T EAM’S E FFORTS

3. C HAPTER 3 B UILDING R ELATIONSHIPS THROUGH S TRATEGIC P LANNING

10. VISION “ Our heritage has been and our future is to be the World Leader in Imaging.” MISSION “ Build a world-class, results-oriented culture… by providing…solutions to capture, store, process, output, and communicate…images to people and machines anywhere, anytime...bringing differentiated, cost-effective solutions…to the marketplace and with flawless quality…through a diverse team of energetic employees with the world-class talent and skills necessary to sustain Kodak as the World Leader in Imaging. In this way, we will achieve our fundamental objective of Total Customer Satisfaction, and our consequent goals of Increased Global Market Share and Superior Financial Performance.” VALUES (1) Respect for the Dignity of the Individual (2) Integrity (3) Trust (4) Credibility (5) Continuous Improvement and Personal Renewal Source: Kodak’s 1999 annual report. FIGURE 3.1 KODAK’S VISION, MISSION, AND VALUES

11. FIGURE 3.2 RELATIONSHIP BETWEEN THE ORGANIZATION’S STRATEGIC PLAN AND OPERATIONAL PLANS

13. Marketing is defined as the process of planning and executing the conception, pricing, promotion, and distribution of goods, services, and ideas to create exchanges that satisfy individual and organizational objectives.

14. Top Management Functional Departments Salespeople Customers Manufacturers – Service – Wholesalers – Retailers – Consumers FIGURE 3.3 THE MARKETING GROUP – THE LINK BETWEEN CUSTOMERS AND THE ORGANIZATION

17. E SSENTIALS OF A F IRM’S M ARKETING E FFORT The essentials of a firm’s marketing effort include its abilities (1) to determine the needs of its customers and (2) to create and maintain an effective marketing mix that satisfies customer needs.

20. FIGURE 3.4 FOUR MARKETING-MIX ELEMENTS AND FOUR PROMOTION ACTIVITIES Product Price Place Promotion

21. FIGURE 3.5 A GOOD/SERVICE CONTINUUM

23. FIGURE 3.4 FOUR MARKETING-MIX ELEMENTS AND FOUR PROMOTION ACTIVITIES Product Price Place Promotion

25. FIGURE 3.4 FOUR MARKETING-MIX ELEMENTS AND FOUR PROMOTION ACTIVITIES Product Price Place Promotion

28. FIGURE 3.4 FOUR MARKETING-MIX ELEMENTS AND FOUR PROMOTION ACTIVITIES Product Price Place Promotion

32. FIGURE 3.6 TYPICAL DISTRIBUTION CHANNELS FOR CONSUMER AND INDUSTRIAL PRODUCTS

33. TABLE 3.2 EXAMPLES OF EACH MARKETING-MIX ELEMENT Warranties Trade shows Sizes Sales management Services Publicity Wholesalers Returns Product displays Transportation Quality level Personal selling Retailers Promotional allowances Packaging Free samples Locations List price Image Coupons Inventory Discounts Features Advertising Channels Credit term Brand name P ROMOTION P LACE P RICE P RODUCT

34. T HE G OAL OF A M ARKETING M IX The organization’s marketing group strives to create a marketing mix for the right product, at the right price, at the right time, and with the right promotional effort.

35. R ELATIONSHIP M ARKETING Relationship marketing is the creation of customer loyalty.

43. S ALES O BJECTIVES D IRECT O THER A CTIVITIES

44. FIGURE 3.8 THE STRATEGIC SALES FORCE PLANNING PROCESS

45. T HE B OTTOM L INE Strategic planning involves making decisions about an organization’s long-term goals and strategies. Most people today associate marketing with selling. This marketing concept evolved over the years, developing as American businesses matured. The marketing mix consists of four variables: product, price, distribution, and promotion. Firms must carefully consider the role of the sales force in their promotional program or promotional aspect of the marketing mix.