Marketing, and Using It in the Sales Function.

What is the definition of marketing?

Marketing is the foundation, direction, and/or functions an entity uses to produce a product, service, or idea and makes certain that the product, service, or idea they produce reaches consumers. Micro-Marketing is the function of “seek[ing] to accomplish an organization’s objectives by anticipating customer or client needs and directing a flow of need-satisfying goods and services from producer to customer or client.” Whereas, macro-marketing is “a social process” that uses micro marketing techniques to “effectively [match] supply and demand and [accomplish] the objectives of society.“ Overall, “the aim of marketing is to identify customers’ needs and meet those needs so well that the product almost ‘sells itself’” (McCarthy, 2004)

Incorporating marketing into the sales function of an organization

Benefits of incorporating marketing into the sales function: If marketing on a product or service is integrated into sales properly (e g., marketing to a target demographic), consumers will require less persuasion to consume the product or service. Additionally, the marketing function can decrease operating expenses and may also define a customer’s needs and wants, which in turn, may decrease costs, overcome discrepancies of quantity and assortment, spatial separation, separations in time, information, values, and ownership.

Drawbacks of incorporating marketing into the sales function: Micro-macro dilemma: “What is ‘good’ for some firms and consumers may not be good for society as a whole.” Being socially responsible and ethical to both, consumers and non consumers, may increase sales costs, due to production costs, and decrease sales profits. (McCarthy, 2004)

Marketing should be included as part of the sales organization within a company

Marketing should be included as part of the sales organization within the company. In sales, marketing studies and plans a company’s product or service and can apply the analysis to analyze the consumer’s needs and wants. Fundamentally, understanding one’s consumer, or its relationship with a company's current or prospective product, can benefit the overall company’s approach and sales.

References:

Perreault, W., McCarthy, E. (2004). Basic marketing: a global-managerial approach. Chapter 1: Marketing’s Value to Consumers, Firms, and Society (15th ed). [Electronic Version].

~Chris LugTwo