Yes, of course scientific approaches
are desirable and essential (as: "No practice without theory"),
however, their disadvantage is that they cannot define 'Suggestions' for most
of the different entrepreneurs running this 'business world' - this refers
especially to SMEs, who account for more than 90 % of the worldwide companies.
The major reason being that the
conditions in individual companies are too specific and cannot be taken into
consideration.
... but of course it is necessary to
contemplate whether it is more advisable to assign or even subordinate the
sales department to the marketing department or vice versa. The 'market as
such', however, in most cases can't be schematized or generalized so easily but
depends on the specific needs of the clients as well as the producer.
Whilst in a B2C-environment specific
processes might suggest to assign marketing to sales, this is completely
different in a business producing investment goods.
So what is the ultimate target...
YES, the client, whether in B2C or in B2B.
Comparing the distribution structure
in B2C is surely more important than in B2B, as more often 'mass products' (of
any kind) are sold. The competition in that case mostly is quite numerous and
the 'customer needs' are less specific - and this may lead to the belief that
sales are more important than marketing.
Looking to B2B only especially such
'specific customer needs' are in the foreground, the competition is less
numerous, yet possibly more concentrated to a specific target group - on a
worldwide basis.
Theory or not:
As also Marketing-Professor Kotler
suggests the sales department should be assigned to the marketing department.
Please find hereafter a few reasons - which could also bring interesting
aspects / approaches for SMEs who do not yet have fully developed marketing-/sales
activities and who need ways for a successful configuration of their future.
· The marketing department has to
research the markets in order to clarify which markets/market segments
could/should be supplied with which products (whether already existing
products, or such to be developed/produced/adapted due to the available core competencies)
- either in the home market or in international markets.
· The marketing department
determines thereafter the target groups 'desired/requested' in order to define
the respective distribution ways (i. e. sales routes - NOTE:' thereafter'). e.
g. with or without associated service capabilities, etc. Which kind of
distribution - whether existing, newly to be defined, own company office, etc.
- is largely depending on the kind of clientele as well as on the financial
power of the company - and/or on the products in question.
·... and... it is the marketing
department that has to understand first the 'clients' requests / wishes' in
order to decide - together with the other internal departments, and based on
reliable market data - if such a product has to be newly produced, an existing
one to be amended, or even the sales portfolio be supplemented by suitable
purchased products.
In any of these cases the actual
selling process starts only after the respective ways and decision have been
found / made. The sales department then receives the necessary
targets/objectives/client data, etc., like new strategic advice, from the
market department. This might be completed by questionnaires the evaluation of
which allow a further 'sharpening' of the sales routes lateron.
Which means again:
Only a close collaboration between
both departments will lead to a maximum of success - animosities, as known from
the past, are of no value in today's market environment...
Michael Richter - International
Marketing- and sales consultant - concentrates for more than 40 years on
strategic marketing planning as well as selling of investment goods and
long-lasting consumer goods in/to all 5 continents. Starting in 1991 his
business as an independent consultant, especially for SMEs worldwide, he offers
his knowledge and experience to his worldwide clientele.
In addition he holds national and
international, internal and external lectures on international marketing
matters - especially in/for the European Union.
Article Source: https://EzineArticles.com/expert/Georg_Michael_Richter/32286
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