Marketing And Sales Planning

For the purpose of this procedure, the following definitions provide a useful identification of concepts used in the marketing function. 2.1.1 Marketing: The identification of potential customers, and the presentation of a company and its products or services for the purpose of developing customer awareness of them. 2.1.2 Image: The perception the general public, business community and government have of your services. These factors affect patronage. 2.1.3 Advertising: Types of media information (in print, broadcast, video, or computer forms) that are specifically designed to encourage the selection of your services. 2.1.4 Promotion: The concentrated effect of presenting your products and services that is designed to encourage interest and increase repeat customers. 2.1.5 Target Marketing: A marketing concept of tailoring marketing efforts to a well-defined customer profile. Prospects must be selected on proven criteria such as type of business, size and location of business, etc. This is the most cost-effective approach to marketing and provides the greatest return for our efforts and resources. 2.1.6 Selling: The end result of marketing, based on salesmanship. The specific actions involved in causing the customer to select our services and products. The sales personnel are instrumental in this process. 2.1.7 The four P's: Product, packaging, pricing and promotion sum up a company's services, marketing and sales.