Advantage Sales and Marketing

The Marketing and Sales function

Advantage Sales and Marketing! The Marketing and Sales function is the function that is most in contact with the consumers that we are.

The definition

The Marketing and Sales function brings together all the activities and processes, enabling a company to:

  • To try to influence the behavior of consumers in the direction of its objectives.

What stakes?

Advantage Sales and Marketing! The importance of the Marketing and Sales function can be understood at several levels:

  • On the commercial level, a good study of consumer expectations will make it easier to sell products.
  • From a strategic point of view, the Marketing and Sales function makes it possible to avoid confrontation with competitors by selecting the customers and products most suited to the characteristics of the company.

Upstream of product design: strategic marketing

Before designing a product, the company should ask what consumers want.

  • Its objective is therefore initially to better understand the market in which it intends to sell its product.

The company is then looking for two types of information:

  • What consumers expect: what are their needs? What do they like about the products? How do they consume?
  • What the competitors are doing: who are the competitors? What products do they sell? At what price? To which customers?

Downstream from product design: operational marketing and sales

Once the prototype of the product (or service) has been designed, we enter the operational marketing phase.

  • The price variable: this involves determining the price that will allow the sale of large quantities of the product without degrading its image in terms of quality.
  • The Distribution variable (place): this involves determining the distribution channels (ie the types of stores) in which the products must be sold. If the stores are not suitable (selling sneakers in a hairdressing salon), sales will be lower.
  • The Communication (promotion) variable: involves making the product known to as many people as possible by using the most appropriate advertising media (television, internet, radio, mail).

The Marketing function: debates and perspectives

Marketing and ethics

The ability of the Marketing function to understand and influence consumer behavior is not without its challenges.

In search of a loyal customer

Even if the Marketing function, as an independent function is relatively recent, it has nevertheless followed some developments.