Technology Assessment International Growth Strategies New Markets New Product Development Process American Subsidiary Plan Increasing Sales with Existing Resources Market Research Sales and Marketing How They Differ Why Marketing is Needed to Maximize Growth and Profits Jocelyne O. McGeever
Marketing is to Sales what mass production is to custom manufacturing: addressing Markets rather than individual customers brings economies of scale to the entire enterprise. This presentation shows where to start to achieve Marketing excellence and identifies the organizational symptoms of inadequate Marketing.
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Technology Assessment International
Growth Strategies New Markets New Product Development ProcessAmerican Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Sales and MarketingHow They Differ
Why Marketing is Needed to Maximize Growth and Profits
Growth Strategies New Markets New Product Development ProcessAmerican Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Segmentation Must Enable Standardization
Members of a market segment must be similar in their needs and buying behavior
with regards to your products
Segments must have distinct needs and buying behaviors
Hint: members of the same industry do not necessarily have the same needs and buying behaviors. Company size, for example, might be a better segmentation.
Growth Strategies New Markets New Product Development ProcessAmerican Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
“With this evolution of the CMO role both within specific organizations and across industries, the skill set required to be a successful CMO has also changed. “Ten years ago, you had CMOs who were brilliant marketers,” said Pearce (CMO, Del Monte). “Now, financial acumen has become more important. The CMOs I interact with are great consumerists, great marketers, great leaders, and also have a general management and financial perspective that I don’t necessarily think existed a generation ago.””
Succeeding as an Organization's First Chief Marketing Officer , 2011, White Paper, Spencer Stuart
Growth Strategies New Markets New Product Development ProcessAmerican Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Market Research
Information gathering and analysis to assess if a new business venture is a good investment.
Should be undertaken before entering a new market or new geography, selecting sale or distribution channels, developing new products, entering partnerships and making an acquisition.
Growth Strategies New Markets New Product Development ProcessAmerican Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Marketing Communications
Trade shows Print and digital advertising Traditional brochures and websites Promotional mailing and email marketing Papers, blogs, presentations Visual branding through templates PR
Growth Strategies New Markets New Product Development ProcessAmerican Subsidiary PlanIncreasing Sales with Existing Resources
Market Research
Competitive Analysis
Identifying competitors Understanding how they compete Identifying how to compete successfully Continuously monitoring for changes Updating before entering a new market or new
geography, selecting sale or distribution channels, developing new products, entering partnerships and making an acquisition.