Topic: Marketing Activities
Lesson Objective: by the end of this lesson, the learners should be able to:
- Say the meaning of marketing activities;
- List and explain the actions taken by organisations before marketing.
Lesson Summary / Discussion
Marketing activities include behind the scenes tasks, like market research and planning. These marketing activities include all the various ways that companies, government entities, non-profit organizations and cities communicate the intended message.
Marketing activities are the actions that ultimately sell every product and service, as well as every organizational agenda.
The following are the actions taken by the organization before marketing:
1. Mobilisation of workforce:
Mobilization is “the process of forming crowds, groups, associations, and organizations for the pursuit of collective goals” Organizations do not
“spontaneously emerge” but require the mobilization of workforce.
For effective marketing activities,
workforce needs to be mobilized. In a
world that is going global, the workforce also needs to be global. Successful companies are able to mobilise the right people to achieve the organization goal.
2. Production of quality goods and
services: Production of quality goods and service is another action taken by
organization before marketing process. Since customers are primarily interested in product quality and they know the quality and feature differences of competing brands, it is important for the organization to produce goods and services that will
meet the needs of their customers.
Customers make their choice from many brands available on the basis of getting the best quality for their money.
3. Managing distribution network:
Sales and Distribution is the integral part of any Industry. Distribution, also known as placement, is one of the classic “four Ps” of marketing (product, promotion, price, distribution). Distribution channels play a key role in your entire marketing strategy.
As marketers realign their operations to adjust to a lower level of demand, they will face a number of difficult choices.
Decisions taken today will have a major impact on customers and channel partners both in the near-term and in the long-term.
It is essential that marketers get these
decisions right and are able to execute them cost-effectively while avoiding lapses in customer service.
The industrial distribution network has many players, and manufacturers can choose from a multitude of internal and external distribution channels. Internal channels include the Internet, direct sales forces and key account teams. External channels include small distributors, large distributors (both low- and high-service) as well as exclusive or semi-exclusive dealers for branded manufactured products.
Maximizing the potential of distribution channels and marketing programs in today’s economic environment involves taking these actions:
- Identify the best partners: The
first step involves taking a hard look at current channel design. Companies need to understand their most profitable and highest potential customer segments and how well those segments align with existing channels. This understanding
requires a clear perspective of how units, revenue and profitability flow across sales channels, products and regions. It also requires a strong knowledge of how well a company’s value proposition aligns with channel partners in addition to end-users.
After identifying the most profitable and promising segments, it important to determine how well current channel partners align with those segments. In evaluating channel partners, first determine how well each partner aligns with the company’s value proposition and the most profitable customer segments.
Secondly, given the current environment, also pay particular attention to a potential partner s financial strength and strategic position. All else equal, companies will want to place their bets with channel partners that will be around for the long term.
- Get the most out of your marketing:
The second step consists of a review of marketing programs in the context of key target segments. Determine
which specific demand generation
programs and promotions (e.g. direct mail, trade advertising, broadcast advertising, incentives) have worked better than others at generating and converting qualified customer leads. Evaluate the performance of various marketing programs in different regions, segments and markets and how well sales results have correlated with those efforts. Based on a careful review of what has worked best, opportunities will emerge to rationalize some of these marketing programmes.
Look for opportunities to renegotiate terms with channel partners as well as other sales support relationships (e.g. PR agencies, advertising firms, printing companies).
Channel partners may be willing to offer better sales terms or improved product positioning, including increased “shelf share or even product exclusivity. Sales support providers may be amenable to renegotiating pricing arrangements to maintain business relationships.
- Manage the transition: Once
channel design and resource allocation have been addressed, implementation needs to be carefully planned. In many cases local market variations will require significant to the overall direction. Some adjustments channel partners are likely to require more support than others as they take on new customers with potentially different service requirements. Throughout any
transition, communicating closely with target partners is essential to manage channel conflict and minimize negative customer impact.
- Advertisement and promotion:
The four Ps of marketing are product, place and promotion. All four of price these elements combine to make a successful marketing strategy. Promotion looks to communicate the company’s message across to the consumer.
One of the benefits of advertising is that it gives you the opportunity to communicate a message to a large audience at one time reducing the cost per contact.
You may have the finest product and the most attractive prices, but if potential customers don’t know about your business, your chances of success are limited. Advertising and promotion refer to activities undertaken to increase sales
or enhance the image of a product or
business. Advertising is used primarily to inform the potential customer of the followings:
- The availability of products or services;
- When they are in season;
- Where you are located and;
- Anything special about your
Promotional activities are important for maintaining customers traffic throughout the market season used early in the season to draw customers to your business and during the season to maintain customers traffic levels during slow periods.
Deciding on a marketing communications strategy is one of the primary roles of the marketing manager and this process involves some key decisions about who the
customer is, how to contact them, and what the message should be.
See previous lessons in Marketing
Lesson Evaluation / Test
- What is marketing activities?
- List and explain the following actions before marketing:
- Mobilisation of workforce
- Production of quality goods and
- Managing distribution network.
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