《管理学基础英语教材》课件Chapter 11.pptxVIP

Chapter 11Understanding Market and CustomersBrainstorming 1. In context of the above case, in terms of big and small customers, which group is more important? 2. What will you do to treat your small customers as treating the big ones?Text A From Sales Obsession to Marketing Effectiveness The Aims of this ArticleTo show executives how to tell whether an organization understands and practices marketing—and if so, how wellThis can be done by means of a marketing effectiveness audit. The audit is a form for rating marketing effectiveness in each of five major functions; the resulting score tells where the organization falls on a scale ranging from no marketing effectiveness to superior effectiveness. To show top management how to respond to a low or mediocre score by injecting more marketing thinking into the division or companySales V.S MarketingSales and distribution are the major elements of the marketing mix, with advertising playing a very minor role.Contrasts in ThinkingSales executives:Sales volume rather than profits.Short-run rather than long-run terms. Individual customers rather than market segment classes.Field work rather than desk work. Marketing executives:Profit planning.Long-run trends, threats, and opportunities. Customer types and segment differences. Good systems for market analysis, planning, and control. A Common DilemmaDilemma: No one in the company is a trained marketing manager. The whole industry may be devoid of trained marketing managers. Yet trained marketers outside the industry are not knowledgeable about the industry’s products and customers’ buying patterns.Solution:Promot a top sales manager to a new title—vice president of marketing.Job of the Marketing ExecutiveMarketing executive is An expert at demand stimulation.An expert in demand management.Effective at systems management.Marketing Executive is An Expert in Demand Stimulation They know:How to combine the tools of marketing to create an efficient impact on chosen markets.Buyers’