Marketing Plan for Desklib: Key Objectives, Concepts, and Audit

This marketing plan for Desklib discusses the key objectives, concepts, and audit for an effective business plan. It covers the marketing philosophy, marketing concepts, and the marketing audit process. The plan also includes a questionnaire to test the reader's understanding of the concepts.

Running head: MARKETING PLAN 1
Marketing Plan
Name of Student
Name of University

MARKETING PLAN 2
Table of Contents
1.0 Introduction............................................................................................................................ 3
2.0 Marketing............................................................................................................................... 4
3.0 Marketing Concepts............................................................................................................... 4
4.0 Marketing Philosophy............................................................................................................. 6
5.0 Key Objectives of Marketing Practitioners..............................................................................7
6.0 Marketing Audit...................................................................................................................... 9
6.1 Key Considerations for Development.................................................................................9
6.2 Analysis of Situational Factors: COMP............................................................................11
6.3 Business Marketing Planning Process: CADDIE..............................................................14
Marketing Plan................................................................................................................... 14
The Marketing Action Plan.................................................................................................17
Design Thinking................................................................................................................. 18
Blue Ocean Thinking..........................................................................................................18
7.0 Conclusion........................................................................................................................... 20
References................................................................................................................................ 22
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1.0 Introduction
The business-marketing planning process is identified as a systematic way of identifying,
developing and implementing goals, objectives, tactics and strategic approach of an
organisation (Fanning, 2018). This aspect of organisational business strategic planning is
applicable to a wide range of activities and situations, some of them being developing a new
product, repositioning of an existing organisation, expansion to new scope and opportunities
and several other factors.
The following paper provides a detailed description of the business-marketing planning
process of an organisation in the present environmental context. In this regard, the paper has
taken into consideration discussing what marketing is from an organisational point of view as
well as its associated concepts in great detail. Furthermore, the important concept associated
with business-marketing planning process, marketing philosophy has also been taken into
consideration along with the identification of primary objectives to be used by marketing
practitioner in this regard (Fanning, 2018). It has also provided an elaborated discussion of
marketing audit, the primary backbone of an organisational marketing initiative along with a
variety of situational factors (COMP) as well a theoretical framework like CADDIE. A brief
description of the identified marketing audit concepts has been provided along with its relative
importance in an organisational context. The marketing plan thereby discussed in the following
section has also determined ways by which the effectiveness of marketing audit factors is likely
to be measured in accordance to the present business environmental situation. Such a
marketing audit would facilitate the practitioners to analyse the important marketing concepts,
the association of such impacts for procuring important information and the processing of the
techniques to obtain the objectives.
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2.0 Marketing
According to Fanning (2018), Marketing can be defined as an activity undertaken as well
as redirected towards human beings for the purpose of satisfying the widespread needs,
demands and wants. It primarily involves exchange between the two or more parties involved in
the process. The human activity factor tends to highlight the very objective of an organisational
marketing initiative comprising of communicating and promoting the customers in relation to any
particular product or service (Fanning, 2018). The primary focus in this regard however ensures
need, demand and want satisfaction of the target customers. As a result, it is quite evident that
marketing seems to be day to day activity of an organisation in which the customers play a very
crucial role. The development of effective business marketing plan seems to be of immense
significance in accomplishing the strategic business goals.
Questionnaire:
1. Primary objective of marketing is to cater to the needs and demands of customers
O Yes O No
2. Marketing objective of an organisation comprises of
O Communication O Interaction O Promotion
3.0 Marketing Concepts
The marketing concepts seems to be highly significant in relation to determining an
effective business plan that has largely taken into consideration each of the aspects associated
with the present needs and demands of customers (Fanning, 2018). As a result, it is essential
for the organisations to determine which of the interests and requirements that it needs to take
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into consideration for its individual operational effectiveness, customers as well as present
business environment.
Questionnaire:
1. The marketing concepts can be classified into how many types?
O One O Two O Three O Four
2. Marketing objective of an organisation comprises of
O Communication O Interaction O Promotion
The following section describes the three primary marketing concepts that modern organisations
that largely take into consideration in relation to developing an effective plan:
Production Concept: One of the oldest concepts prevailing in the business operational
environmental context, the production concepts take into consideration that consumers have a
general tendency of preferring products that are cheap and widely available (Fanning, 2018).
The organisations that operates in accordance to the production concept of marketing focusses
on accomplishing high degree of efficiency in their production operational activities along with
mass distribution. However, it ensures that the overall business activities ensure comparatively
low costs in relation to the present operational context. The production concept seems to be of
immense significance for organisations operating in the developing nations of the world. This is
mainly due to the huge availability of abundant cheap labour, to be used for the purpose of
dominating the marketplace. Furthermore, this particular marketing concept is also used by
organisations in relation to the business market expansion initiatives (Fanning, 2018).
Selling Concept: The selling concept is primarily based on the aspect that business
organisations and target consumers if left along will not result in causing much sales (Fanning,
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2018). This makes organisations to take into consideration developing an effective marketing
strategy so as to ensure high sales margin. As opined by Fanning (2018), organisations
operating in accordance to the selling concept exhibits high degree of effectiveness in
developing a widespread marketing communication strategy. The organisations primarily
involved with selling of unsought goods are considered to be the blind followers of the selling
marketing concept.
Marketing Concept: The marketing concept is considered responsible for shifting the focus
from a product centres make and sell business strategy to the development of a customer
centric operational philosophy (Fanning, 2018). Under the relative concept of marketing,
organisations tend to develop products that strives forward to satisfy the needs, demands and
wants of the customers. Furthermore, it also resulted in the emergence of a customer value
creation business approach. It has been identified to the primary factor associated with
organisations to enjoy a competitive advantage operational environment in relation to present
players in the marketplace (Fanning, 2018).
The overall importance of each of the marketing concepts is that it tends to provide the
organisations with the overall detailed dimension that needs to be developed for the purpose of
accomplishing organisational marketing efforts. It tends to provide the right set of instructions
that organisations must consider developing an effective marketing communication plan
(Fanning, 2018). The overall effectiveness of the process can thereby be determined in relation
to analysing the degree to which the organisation has impacted the marketing business
planning aspect of an organisation along with high sales margin and profit earning capacity.
4.0 Marketing Philosophy
The marketing philosophy aspect of an organisations elaborates the roadmap to the
successful implementation as well as accomplishment of the overall marketing, communication
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and promotional efforts. It describes the way an organisation looks forward to perceiving its
future course of action relating to marketing. The marketing philosophy of the organisation
thereby takes into consideration the marketplace, strategies, ideas, concepts and frameworks
that comes in to being with time (Fanning, 2018). Furthermore, it defines the overall relationship
existing in between the various attributes of an organisational marketing concept. The marketing
philosophy of an organisation highlights the overall value and belief it presently holds for the
purpose of successfully accomplishing its business objective. It tends to keep effective control
on how the people operating within it tends to behave and operate. On the other hand,
marketing philosophy of an organisation also highlights the operational value system of the
organisation as well as the various processes that it employs for the purpose of accomplishing
each of the objectives along with high degree of effectiveness (Fanning, 2018). Therefore, it is
quite evident that marketing philosophy tends to ensure need, demand and want satisfaction of
its customers along with other external stakeholders.
The overall application scope of marketing philosophy thereby tends to highlight the
strategies that needs to be employed for the purpose of organisational business planning for
marketing and communication. The overall concepts associated with production, selling and
marketing thereby forms the foundation stone of a marketing philosophy. Furthermore, it takes
into consideration a wide note of the various marketing theories and concepts before
formulation of an effective operational strategy for an organisation (Fanning, 2018). One of the
primary importance of marketing philosophy is that each and every organisation seems to have
a completely different approach to its formulation in relation to their present operational
situation, competitive forces and business operational efficiency (Fanning, 2018).
Questionnaire:
1. Marketing philosophy is concerned with what
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O Production O Selling O Advertising O All of the above
2. what is the Marketing approach associated with the firm?
O Handling operational situation O Competition O Business operational efficiency
5.0 Key Objectives of Marketing Practitioners
There are in total nine key objectives that a marketing practitioner must take into
consideration for the purpose of developing an effective business plan associated with
accomplishing the organisational business objectives (Fanning, 2018). The nine key objectives
of marketing practitioners are as follows:
Financial Objectives: There are primarily three financial objectives that marketing
practitioners are likely to consider. It takes into consideration developing and enhancing the
value of a particular product in the minds of the target customers so as to experience high
degree of desirability among customers to pay more (Fanning, 2018). The main objective
behind this strategy is to maximise sales revenue through the process of developing a premium
pricing strategy. Furthermore, the objective ensures that the sales earning capacity of the
organisation receives a significant boost without making any form of additional monetary
investment. It makes marketing practitioners successfully reduce the cost of operations as a
percentage amount of sales margin.
Q. What is the reason behind the development of financial objectives by marketing
practitioners?
 To increase the overall sales earning capacity of an organisation exclusion of the
increased sales volume experienced during periods of heavy sales promotion activities
such as discounts and offers.
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 To decrease the costs of production as a mere percentage of sales by keeping a close
check on the increase in revenue. To win the trust and loyalty of the target customers through the development of a long-
lasting, attractive yet healthy and good business relationship and invest for longer
periods of time.
Strategic Objectives: The strategic objective focusses on making practitioners understand
the relative importance of emerging as a market leader though the process of innovation,
creativity and high degree of uniqueness (Fanning, 2018). It makes the organisations largely
look forward to the aspect of exhibiting rapid adaptability to the emerging operational trends and
processes. The primary objective in this regard is to enjoy high degree of market leadership in
relation to the product being taken into consideration followed by developing a relationship of
trust and confidence customers through operational excellence.
Q. How does the strategic objective tends to influence the operational activities of
marketing personnel as well as the prospective customer segments?
 To develop product dominance in the marketplace through the development of items that
are unique and easily distinguishable from others operating in the same business
environmental context and at the same time provide high degree of affordability.
 To focus on strengthening the relationship with the customers through understanding of
their needs, demands, taste and preference.
 To develop a highly effective and efficient product in comparison to other players in the
market and thereby enjoy significant degree of operational excellence.
Communication Objectives: The communication objective requires marketing practitioners
to develop strategies that tends to successfully communicate the overall value system
associated with the marketing process (Fanning, 2018). It takes into consideration developing
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an effective marketing philosophy largely in accordance with present market trends and
demands.
Q. How the communication objective of a marketing plan tends to impact the overall
operational scope of the marketing personnel?
 To develop an effective and competent human resource system, both external
customers and internal staff.
 To develop strategies to ensure retaining the right set of competent people for prolonged
period of time.
 To develop and extent the relationship building aspect with both internal and external
stakeholder groups through a continuous, sustainable and synergistic profit making
process.
Questionnaire:
1. Marketing objectives can be classified into
O Six O Seven O Eight O Nine
2. Financial objectives looks forward to
O Sales maximisation O Profit making O Establish market dominance
O Enhance customer base
3. Strategic objectives looks forward to
O Profit making O Sales maximisation O Expansion of marketplace
O Employee Retention
4. Communication objectives looks forward to
O Sales maximisation O Employee retention O Establish market dominance
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O Profit making
6.0 Marketing Audit
The marketing audit of an organisation provides a detailed knowhow on the overall
business planning process relating to a product of service. It primarily comprises of objectives,
ideas, processes, concepts and frameworks that needs to be considered for successfully
accomplishing the marketing plan thereby taken into consideration (Fanning, 2018). The
following section highlights the primary considerations of developing a marketing audit, an
analysis of the numerous situational factors and the overall business planning process:
6.1 Key Considerations for Development
Numerous factors affect consumers’ decision. Advertisements or other marketing
schemes affect these decision making process of the consumers (Fanning, 2018). Marketing
creates a mirage of winning situation for both the parties that is the buyer and the seller. There
are numerous items that an individual has to consider prior to the launch of the marketing plan,
thus arranging different factors into few dynamic heads is the best option. As per the concepts
of Fanning (2018), managers need to consider the characteristic of the customers as well as the
structure of the market in which they are performing. They also need to have an in-detail
understanding of the product in order to conduct a successful marketing campaign. The
knowledge about the product is very much necessary because without these the manager
would not understand the positivity’s of the product which he need to illuminate in order to
increase the sales. There are many other details that the marketing managers need to focus
during the marketing campaign of the product. Marketing managers intentionally demonstrates
the difference between their product and other similar products available in the market (Fanning,
2018). These actually convinces the customers about the non-existence of any substitute, thus
the marketing managers need to study the rival products also in order to point out the difference
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between the products. These are some of the key consideration about the product that the
managers take a close note.
The characteristics of the customers are also important in order to showcase the product
which is acceptable to everybody in the community. Customers’ taste and preference are the
two important considerations that the manager needs to understand before designing the
marketing campaign of the product (Fanning, 2018). In order to understand this, manager needs
to understand the culture and social structure of the community. This understanding provides
vital information to the manager about the pressure points that the manager can utilize in order
to approach to the customers and increase the sale of the product.
The market structure of the country, this understanding allows the manager to a solid
knowledge about the market and how organization should enter the market in order to ensure
their products’ sales (Fanning, 2018). The knowledge also points out the major rivals that the
company will have to compete against in this market. This knowledge about competitors allows
managers to design unique marketing schemes in order to attract more customers. Information
about the market is obtained through various sources like the local news advertisements and
even through personal research. Knowledge about the market structure is very much correlated
with consumer behaviour, thus these information’s provides a concrete base for the managers
to design unique marketing campaigns for the product (Fanning, 2018).
These are some of the most important aspects that managers look forward to getting
information about the requirements of campaign designs. The managers measure the
effectiveness of all these aspects on the market and then decides the aspect they will focus
mostly while designing the marketing campaign for the product (Fanning, 2018).
Questionnaire:
1.Competitiveness of the product
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O Heterogenous O Homogenous O Close
substitutes
2. Target customers
O Age specific O Gender specific O Behavioural specific
O Seasonal customers
3. Aspects associated with marketing campaign
O Establishment of authority O Social Media Management O Lead Generation
O Lead Nurturing
6.2 Analysis of Situational Factors: COMP
Q. How does the situational factors impact the customers as well as the staff members
responsible for handling the marketing initiatives of an organisation?
The situational business environment of an organisation is largely elaborated by taking
into consideration each of the factors associated with customer, organisation, market and
product (Fanning, 2018). Each of the situational factors identified in this regard are of immense
significance in contributing significantly to the process of developing an effective marketing
planning process. The primary importance of the situational factors is that it tends to develop an
effective balance in between the aspects of customer satisfaction within the present operational
scope of the organisation, its skills, competencies, resources and capabilities.
Customer: It primarily comprises of identifying the segments of customers that an
organisation needs to consider as well as the characteristics based on which an effective
strategy is to be formulated.
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The buying pattern of the customer tends to define the overall frequency of purchase
exhibited in relation to a particular product or service (Fanning, 2018). It is of immense
significance in predicting the demand and supply trends and thereby develop an effective
marketing strategy during peak season. The overall effectiveness of the factor can be
determined by simply calculating the total sales revenue earned presently with that of earned
during the last peak demand time.
The social media habits of customers are of immense significance in depicting the
present need and demand of the customers in relation to a product (Fanning, 2018). The social
media usage propensity of customers seems to be highly significant in developing a direct
communication and coordination with the customers and thereby gain more knowledge on their
usage experience. The effectiveness of segmenting customers based on social media habits
can be easily determined with the increase in number of followers and sharing of posts relating
to organisational product (Fanning, 2018). The personal referrals sent by satisfied customers
through the social media websites also determines the overall effectiveness of the process.
Organisation: The high degree of dynamism prevailing in the business environment
results in organisations to continuously update and remodify their operational scope with the
formulation of a new marketing philosophy (Fanning, 2018). It is basically done to ensure high
degree of alignment with the overall purpose of the organisation amidst severe competitive
forces.
The financial objective associated with experiencing high sales margin without resulting
in increasing the overall production and manufacturing cost seems to be an integral aspect of
organisational marketing efforts. The primary importance of this aspect lies in the fact that the
organisation is likely to experience high sales and profit margin capacity. The effectiveness of
the process seems to be analysed by taking into consideration the total sales margin
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successfully accomplished with that of overall cost employed for the purpose of producing the
product or the service (Fanning, 2018).
The strategic objective associated with strengthening the business relationship with
stakeholders focussed on enhancing the trust and loyalty of the customers (Fanning, 2018). It is
of immense significance in understanding the thought process of the customers along with
developing a good and cordial long-term relationship. The effectiveness of the process is largely
identified determined through the emergence of a large fan follower base.
The communication objective looks forward to rapid adoption of changes in the present
business environmental context, in relation to marketing planning activity of an organisation
(Fanning, 2018). The primary importance associated with the aspect of communication objective
is that it tends to make the business organisations keep themselves at par with the present
advancements. The effectiveness of the process is largely measured through the organisation
enjoying a relative competitive advantage situation in comparison to others operating in the
present business environmental context.
Market: The market situational aspect of a marketing audit requires significant analysis
of the business operational environment to identify the competitive forces as well as their
influence (Fanning, 2018).
A competitor analysis needs to justify the overall business environmental scope in which
the organisation is likely to develop an attractive planning process. The process requires
analysing the past and present operational strategies of the competitor organisations as well as
the extent to which it has accomplished success. The primary importance of competitor analysis
process is to develop a strategy that has successfully addressed as well as overcome all the
loopholes associated with competitor approach of business marketing planning process
(Fanning, 2018). The effectiveness of the process can be largely identified by closely analysing
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the present market dynamics as well as position of the particular organisation in comparison to
others. In this regard, some of the factors that needs to be taken into consideration comprises of
overall competency level of the organisation, available resources, technological knowhow, skills
and capabilities, distribution and marketing channel as well as obstacles faced.
Product: A large number of factors relating to the product needs to be considered for
the purpose of developing an effective business plan. It varies considerably in relation to a
product or service. Furthermore, a detailed information on the overall product scope seems to
be highly significant in making each and every people involved in the process understand the
product attributes and characteristics and develop products accordingly (Fanning, 2018).
The product information seems to be highly significant in developing a marketing plan
that has focussed largely on the aspects of its sales percentage, inventory management,
product line and strategy as well as the extent to which it is capable of position itself
successfully in the marketplace (Fanning, 2018).
Questionnaire:
1. What is the buying pattern of the customer
O Once in a week O Seasonal O Daily
O Unpredictable
2. What are the social media habits of customers
O Regular O Sometimes active O Non-active
3. What is the financial objective associated
O High sales margin O High customer base O Lead Generation
O High overall production
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4. What is the strategic objective associated
O Customer Relationship O Profit generation O Customer Loyalty
O Acquiring new customers
5. What is the communication objective associated
O Interactive session O Feedback O Social Media
O One-to-one discussion
6.3 Business Marketing Planning Process: CADDIE
Marketing Plan
A marketing plan is a comprehensive blue print of an organization’s marketing efforts(Fanning,
2018). It provides an outline of the marketing strategies that have been used by an organization
and it also represents the optimum use of marketing resources through the marketing strategies
to achieve business objectives and marketing objectives as well. For ever changing
environment and available tools of marketing the modern marketing plans are basically short or
short-termed in nature (Fanning, 2018). A proper marketing plan includes,
 Specific objectives
 An overview of the marketing
 Landscape of the market
 SWOT analysis
 Brand strategy
 Promotional Strategy
 Actions, deadlines and budgets
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A marketing plan consists of few fundamental steps.
Situational Analysis
A situational analysis is represented by the internal analysis of an organization. The
most efficient tool for situational analysis is SWOT analysis (Fanning, 2018). SWOT represents
Strength, Weaknesses, Opportunities and Threats that an organization may have or may face in
the future.
Developing Target Market Profile
This is the first thing is portraying a Demographic portrait. It represents that the marketing
practitioner knows his customers from inside out, including their expectations and their
impulses. This format should include basic demographic attributes like age, sex, profession,
income etc.
Next step is to identify the level of demand in the market. This process should be done through
market research (Fanning, 2018). A proper market demand analysis can help an organization to
make budget for marketing.
In this step, it is very important to understand the motivational factor for the buyer in terms of
making a purchase decision. This is the job of a marketing practitioner to identify the need of the
customers that include the customer is willing to save or not, they want the product or service
for their living or not etc.
Clear Marketing Objectives
Setting crystal clear marketing objectives is an essential part of a marketing plan. There
are some most common marketing objectives, for example:
 Increasing total market share
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 Increasing the total number of customers
 Increasing the proportion of total potential market
 Increasing the average size and volume of the purchases
Determining Marketing Strategy
Determining a proper marketing strategy is very important under a marketing plan for a
business. The marketing strategy includes 4P’s of marketing mix that includes: product, Price,
Place and Promotion. A perfect combination of these four elements can provide effective results
in the profit margins for an organization (Fanning, 2018).
Financial Plan
The next step is to create a budget or financial plan for the marketing plan. The financial
plan mainly includes the proportion of allocated resources in the four different segments of the
Marketing Mix (Fanning, 2018).
Questionnaire:
1. How much an organization expects to sell?
2. What will be the price of the product?
3. What will be the accumulated cost for the product or service?
4. How much amount of finance is required for the product or service?
By answering these questions will give detailed clue to the marketing practitioner and the
financial planner about the expected budget (Fanning, 2018).
Apart from this a Break-even analysis is also important and helpful in the development of
a marketing plan. This analysis shows exactly how much amount of products are need to be
sold to cover up the accumulated cost for the product (Fanning, 2018). If an organization will be
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able to reach the break-even point and further if it will able to increase its sales, then the
organization can earn so much profit.
The Marketing Action Plan
When the marketing plan is a broad document, where each marketing action plans have
represented some parameters (Fanning, 2018). Action plans are tactical strategic documents. It
includes some attributes like, how the marketing objectives will be fulfilled, who are people
involved for the implementation of the marketing plan, who are responsible for the evaluation,
who are responsible for other corrective actions etc. (Fanning, 2018)
There are mostly two types of Marketing Action Plans:
 As needed marketing action plans. This type of plan is needed for specific projects. This
type of plans is considered only when the situation comes (Fanning, 2018).
 Second one is Everyday Marketing Action Plan. It refers the action plans that are
needed on a daily basis for an organization (Fanning, 2018). This type of action plan
includes plan for sales, revenue generation, time management, cost reduction etc.
(Fanning, 2018).
The Business Marketing Planning Process is a step and composite process. This
research paper shows that if all organizations implement a common framework, then business
marketing planning process will be smoothening. CADDIE (Collect and Analysis, Design and
Develop, Implement and Evaluate) can be the recommended framework for an efficient
business-making plan (Fanning, 2018). It is very clear that the complexity of the business
planning process varies with the complexity of these factors as per the situations (Fanning,
2018).
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Most of the marketing practitioners focus on two types of contemporary to understand
the concept of business-marketing plan. Those two types of contemporary ideas are Design
Thinking and Blue Ocean Thinking respectively (Fanning, 2018).
Design Thinking
This is the process which is used by most of the marketing practitioners very frequently.
This theory is based on a fundamental philosophy that is, how an organization can satisfy its
customers, how to satisfy the organization itself, how to engage the organization in the market
and lastly what type of products can be designed for the market (Fanning, 2018). A marketing
design is a path through which an organization will be able to reach its marketing objectives.
The marketing philosophy and a marketing plan always nurture the marketing culture that
facilitates the formation of best satisfying products and brands which in turn creates competitive
advantages for the organization (Fanning, 2018). By aligning these two ideas and marketing
concepts, marketing practioners will be better able to understand the consumers’ perception
and journey in the decision making process of a product. Through this the practitioners will be
able to understand and measure the success of the product, and the perimeter is the level of
satisfaction of the customers (Fanning, 2018).
Blue Ocean Thinking
Blue Ocean Thinking is also all about the best satisfying products. However, Blue Ocean
products are competing in unconcealed market; this refers a market that has never been
explored or never being neglected. This clears the concept that all products are not able to
compete as Blue Ocean products (Fanning, 2018). Blue ocean products are very much efficient
in terms of earning higher p returns for the organization and these products are also able to
stand alone in the market and create “Monopoly”. Blue-Ocean products represent an
organization (Fanning, 2018). Though the discussion is all about the benefits of Blue-Ocean
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products, but it also need to consider that Blue Ocean products have to compete in Purple
Ocean and Red Ocean markets (Fanning, 2018).
Design Thinking and Blue Ocean thinking are able to provide a smooth start to the new
development of products and after this the next step comes, that is the “Planning” stage
(Fanning, 2018).
The term “Communication” is divided into three different segments internal marketing,
customer retention and external marketing (Fanning, 2018). For a smooth marketing process
the marketing mx of a product’s value proposition should be not only communicated externally
but also it should be communicated internally first. The second part is “customer retention” that
refers the requirement of building long-term relationship with the customers, and extends the
holding of customer (Fanning, 2018).
The next stage is “controlling” that refers how the marketing practitioners manages the
pipelines of sales. Sales pipelines are the bridges or the ways of communications between the
organizations and customers. The term “controlling can be divided into three parts: sales and
sales force management, customer relationship management and last one is a interpersonal
sales process (Fanning, 2018). The first part that is the customer relationship management is
considered as a traditional marketing process by the amplified new technologies. The terms
customer relationship management is combined with the strategic objectives of customer
familiarity (Fanning, 2018). The objectives related to financial aspects that will help to increase
sales it also helps to inject value in the business and lastly the communication objectives that
can help to attract new customers (Fanning, 2018). Then the term comes, “sales and sales
force management, which is a neglected are in the marketing prospect. This term reflects the
marketing objectives regarding increasing the sales as a percentage of reducing the cost for the
products (Fanning, 2018). The last part is “relational sales process”. This refers by considering
the marketing know-how and represents the process of sales in a structure that will able to
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provide higher value to the customers. The objective of this part is to provide a view to the
marketing practitioners about selling products on the basis of marketing concepts rather than
selling the products on the basis of selling or production concepts (Fanning, 2018).
Figure 1: Business Marketing Plan (CADDIE)
(Source: Fanning, 2018)
Questionnaire:
1. What is the thinking strategy associated with business?
2. What are the communication techniques?
3. How are pipelines of sales controlled?
4. What are the marketing concepts associated with business?
5. What are the specific implementation and evaluation procedures for marketing of the
product?
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7.0 Conclusion
Marketing is a very important aspect that affects the sale of products. Good marketing
campaigns increases the sale of a product likewise bad marketing campaign can result in a
decrease in the sale of the product. Marketing is all about answering to the needs of the
consumers, it creates a winning situation for both the parties the seller becomes happy as it has
earned some profit from the transaction, while the buyer becomes satisfied as the new product
adds some value to the life of the buyer. In developing a successful marketing campaign the
managers had to make some important decisions and for these they require huge amount of
theoretical as well as practical knowledge about the market in which they are performing. They
have to take into much social, cultural and economic aspect in order to construct a good
marketing plan. The managers need to plan their actions and accordingly create a budget for
the carrying out the marketing campaign. The managers need to have design thinking in order
to map the concurrent events that will promote the product. Designing of marketing campaigns
are very important in order to appeal to the tastes and preferences of the consumers in the
market.
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References
Fanning. S., (2018). The Marketing Concept. Retrieved from
https://www.themarketingconcept.com/
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