User:Jukeboksi/BBA studies/Marketing: Difference between revisions
User:Jukeboksi/BBA studies/Marketing (edit)
Revision as of 14:04, 5 September 2014
, 5 September 2014moved == Strategic Business-to-Business Relationship Management == to here for coheesion
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* '''[[w:Integrated Marketing Communication|Integrated Marketing Communication]]''' (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia ) | * '''[[w:Integrated Marketing Communication|Integrated Marketing Communication]]''' (IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other. ( Wikipedia ) | ||
== Strategic Business-to-Business Relationship Management == | |||
=== Strategic Business-to-Business Relationship Management - Session 1 === | |||
* '''[[w:Strategic management|Strategic management]]''' involves the formulation and implementation of the major goals and initiatives taken by a company's top management on behalf of owners, based on consideration of [[w:Factors of production|resources]] and an assessment of the internal and external environments in which the organization competes. | |||
* '''[[w:Marketing strategy|Marketing strategy]]''' is the goal of increasing sales and achieving a sustainable [[w:competitive advantage|competitive advantage]]. ( Wikipedia ) | |||
* '''[[w:Business-to-business|Business-to-business]]''' ('''B2B''') describes commerce transactions between businesses, such as between a [[w:manufacturer|manufacturer]] and a [[w:wholesaler|wholesaler]], or between a wholesaler and a retailer. ( Wikipedia ) | |||
* '''[[w:Customer relationship management|Customer relationship management]]''' ('''CRM''') is a system for managing a company’s interactions with current and future [[w:customers|customers]]. It often involves using technology to organize, automate and synchronize [[w:sales|sales]], [[w:marketing|marketing]], [[w:customer service|customer service]], and [[w:technical support|technical support]]. ( Wikipedia ) | |||
* '''[[w:Solution selling|Solution selling]]''' is a [[w:sales|sales]] methodology. Rather than just promoting an existing product, the salesperson focuses on the customer's pain(s) and addresses the issue with his or her offerings (product and services). The resolution of the pain is what constitutes a "solution". ( Wikipedia ) | |||
* '''[[w:Relationship marketing|Relationship marketing]]''' was first defined as a form of marketing developed from direct response marketing campaigns which emphasizes [[w:customer retention|customer retention]] and satisfaction, rather than a dominant focus on sales transactions. ( Wikipedia ) | |||
* The '''[[w:Business Model Canvas|Business Model Canvas]]''' is a [[w:strategic management|strategic management]] and [[w:lean startup|lean startup]] template for developing new or documenting existing [[w:business models|business models]]. It is a visual chart with elements describing a firm's [[w:value proposition|value proposition]], infrastructure, customers, and finances. ( Wikipedia ) | |||
** [https://www.youtube.com/watch?v=QoAOzMTLP5s Youtube: Business Model Canvas Explained] | |||
=== Strategic Business-to-Business Relationship Management - Session 2 === | |||
* '''[[w:Selling|Selling]]''' is offering to [[w:Trade|exchange]] an item of [[w:Value (economics)|value]] for a different item. ( Wikipedia ) | |||
* A '''[[w:sales|sale]]''' is the act of selling a product or service in return for money or other compensation. ( Wikipedia ) | |||
* '''[[w:Purchasing|Purchasing]]''' refers to a [[w:business|business]] or [[w:organization|organization]] attempting to acquiring [[w:Good (economics)|goods]] or [[w:Service (economics)|services]] to accomplish the goals of its enterprise. ( Wikipedia ) | |||
'''Some titles in sales:''' | |||
* '''[[w:Account Manager|Account Manager]]''' is a person who works for a company and is responsible for the management of [[w:sales|sales]], and relationships with particular [[w:customer|customer]]s. The account manager does not manage the daily running of the account itself. They manage the relationship with the [[w:Customer|client]] of the account(s) they are assigned to. ( Wikipedia ) | |||
* '''[[w:Account_manager#Key_account_manager|Key account manageer]]''' is assigned to a company headquarters to oversee the account team assigned to a particular account. Key account management includes sales but also includes planning and managing the full relationship between a business and its most important customers. An account manager who works in this role will engage in a variety of tasks including [[w:project management|project management]], coordination, [[w:strategic planning|strategic planning]], [[w:relationship management|relationship management]], negotiation, leadership and innovative development of opportunities, and keeping record of transaction of sale and purchase goods. The tasks may include working with product design and application, logistics, sales support, and marketing. ( Wikipedia on key account manager ) | |||
* '''[[w:Export|Export]] managers''' serve as intermediaries between foreign buyers and domestic sellers. Unlike export traders, who buy the products before selling directly to foreign buyers, export managers find buyers internationally for domestic product manufacturers. ( [http://education-portal.com/articles/Export_Manager_Job_Description_Duties_and_Requirements.html Education portal] ) | |||
* '''Sales manager''' is the typical title of someone whose role is sales management. The role typically involves [[w:talent development|talent development]] and [[w:leadership|leadership]]. ( Wikipedia on [[w:Sales management|Sales management]] ) | |||
::: '''Sales management''' is a [[w:business|business]] discipline which is focused on the practical application of [[w:sales|sales]] techniques and the management of a firm's [[w:sales operations|sales operations]]. ( Wikipedia ) | |||
'''Key qualities for working in sales:''' | |||
# [[w:Empathy|Empathy]] and interest in people | |||
# Ability to [[w:Communication|communicate]] (listening) | |||
# [[w:Determination|Determination]] (closing a sale) | |||
# [[w:Self-discipline|Self-discipline]] and [[w:Psychological resilience|resilience]] | |||
* A '''[[w:value proposition|value proposition]]''' is a [[w:promise|promise]] of [[w:value (economics)|value]] to be delivered and acknowledged and a belief from the [[w:customer|customer]] that value will be appealed and experienced. ( Wikipedia ) | |||
=== Further reading === | |||
* [http://scholar.google.com/citations?user=w8_IgR0AAAAJ&hl=en Pennie Frow Google Scholar account] - Associate Professor, University of Sydney - [[w:Co-creation|Co-creation]], [[w:innovation|innovation]], [[w:marketing strategy|marketing strategy]] | |||
* [http://scholar.google.com/citations?user=eGnnzDYAAAAJ&hl=en Adrian Payne Google Scholar account] - Professor of Marketing - Marketing, CRM, Relationship Marketing, Co-creation | |||