Subject Marketing Management

Topic Introduction

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Table of Contents
1. Background
2. Reading
3. Segment Overview
4. Objectives

1. Background
Strategy development requires using a set of building blocks, which are often
referred to as the four Ps of marketing. So far, only two have been considered,
namely product development and pricing strategies for both services and products .
To complete the picture, we must now consider multiple factors and their interaction.

2. Reading
Reading: Textbook and Other Readings

Required Textbook Readings:

Refer to the List of Textbook Readings for relevant readings.

Reference Readings:
 Rosenbloom, B. (2013). Functions and Institutions: The Roots and the Future
of Marketing Channels. Journal Of Marketing Channels, 20(3/4), 191-203.
 Panda, R., & Narayan Swar, B. (2013). Online Shopping: An Exploratory
Study to Identify the Determinants of Shopper Buying Behaviour.
International Journal Of Business Insights & Transformation, 7(1), 52-59.
 Hajli, M. N. (2014). A study of the impact of social media on consumers.
International Journal Of Market Research, 56(3), 387-404.
 Goldsmith, K., & Amir, O. (2010). Can Uncertainty Improve Promotions?.
Journal Of Marketing Research (JMR), 47(6), 1070-1077.
 Wakolbinger, L. M., Denk, M., & Oberecker, K. (2009). The Effectiveness of
Combining Online and Print Advertisements. Journal Of Advertising Research,
49(3), 360-372.
 Takash, J. "Seven Service Behaviors to Boost Your Bottom Line", The
American Salesman 52 no.11 (Nov 2007): 21-24.
 Zoltners, A.A., P. Sinha and S.E. Lorimer. "Sales Force Effectiveness", Journal
of Personal Selling & Sales Management , 28 no.2 (Spring 2008):115-131.
 Sharma, A. "The shift in sales organizations in business-to-business services
markets", The Journal of Services Marketing 21 no.5 (2007): 326
 Bursk, E.C. "Low-Pressure Selling", Harvard Business Review 84 no.7/8
(Jul/Aug 2006): 150-162.

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Subject Marketing Management

Topic Introduction

 Plouffe, C.R. and D.W. Barclay. "Salesperson navigation: The

intraorganizational dimension of the sales role", Industrial Marketing
Management 36 no.4 (May 2007):528-539.
 Gosselin, D.P., G.A. Bauwen. "Strategic account management: customer
service creation through customer alignment", The Journal of Business &
Industrial Marketing 21 no.6 (2006):376-385
 Pardo, C., S.C. Hennebert, S. Mouzas and P. Naude. "Unpicking the meaning
of value in key account management ", European Journal of Marketing 40
no.11/12:1360- 1374.
 Wyner, G. (2014). Global Insights and Local Realities. Marketing Insights,
26(3), 12-13.

3. Segment Overview
This segment, “Integrating Strategies”, develops the other two marketing mix
decisions on distribution/place and marketing communications/promotions and
considers how the four Ps may be combined in the total strategic effort . It also
develops the important considerations involved with assessing marketing strategy
performance.

As you read this segment, you will participate in discussions with other members of
the class. There will also be self-assessments in this segment to check your
understanding of the material. The assignment at the end of this segment requires
you to look into issues primarily associated with this segment.

Integrating Strategies - Segment Overview

Marketing Channels

This topic, Marketing Channels, begins the segment by illustrating that channels
provide an efficient way to move products and services from the producer to the
consumer. Where and how consumers ultimately can buy a product is a crucial
element in marketing management, as the choice of channels affects other areas of
the marketing mix. The choice of channels can determine the price of a product,
including the type of sales personnel and the training needed.

Retailing, Wholesaling and Logistics

This topic, Retailing, Wholesaling and Logistics, explains that the key to retail
marketing strategy is the understanding that consumers are more likely to be
influenced by loyalty or by a desire to try new products. Firms can now adopt online
retailing to boost sales. The growth of eCommerce enables wholesalers to move
products directly to the consumers from the manufacturers, eliminating the retail
step and enlarging the wholesalers’ margins.

Marketing Communications

This topic, Marketing Communications, describes how effective communication in

the global market requires a good understanding of cultural and language
differences. It refers to how customers communicate with retailers and producers
and how retailers and producers communicate with the consumer. Internet
communication allows marketers t o adopt low-cost direct communication with
individual customers. Individual-level data can be also collected easily through the
Internet.

Promotion

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Subject Marketing Management

Topic Introduction

This topic, Promotion, explains that the marketing mix includes many types of
promotions - public relations, advertising, personal selling, giveaways and others.
Advertising can be in the form of TV and print advertisements, sports and event
sponsorships, public relations campaigns, online advertising and in-store advertising.
Direct marketing can be in the form of mails, telephone calls or DVDs. Promotions
deliver short-term incentives to customers to act immediately. These include trade
support, consumer promotions, in-store samples and collateral materials. Public
relations position the firm as a reliable and responsible partner by sponsoring events
to demonstrate their commitment to these values.

Sales Force

This topic, Sales Force, discusses how an effective sales force is a vital part of the
marketing strategy, especially for business-to-business (B2B) commerce, where
competition is often more intense than in business-to-customer (B2C) commerce.
Sales personnel play the role of making sales by effectively communicating the
benefits to clients. They also need to develop long-term relationships with clients,
building trust over time by consistently delivering the products and level of service
clients expect to receive.

Total Global Marketing Effort

This topic, Total Global Marketing Effort, gives details about how the key to an
effective marketing strategy is to analyse the multiple factors internal to the firm and
those in the external environment, and to be able to put all of the parts together.
Once this analysis is done, firms can make decisions about positioning their products
and services in relation to the competition and decisions about whether to move to a
global strategy. The three drivers of global expansion being discussed are the
globalisation of economies, markets and industries.

4. Objectives
Objectives: Integrating Strategies

Upon completion of this segment, you should be able to

 establish marketing strategies for channel management
 integrate logistic information into strategy development
 develop an integrated marketing communications strategy
 apply the principles of promotion to develop an integrated programme for
advertising, sales promotion, public relations, direct marketing and
eMarketing
 explain the key factors in recruiting, hiring, training, motivating and
evaluating a sales force
 evaluate the overall organisational components of a corporation’s marketing
function

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