tAcademic English Skills Coursework 1: Source Evaluation and Essay Outline

Name: Class: Date:

A. Student AES 12/02/2018
JIA YAN LU GROUP 2

Title: Marketing is the same as sales. Evaluate arguments for and against this statement. Consider the perceptions of
the consumer

Part 1: Sources

Write a reference list for at least of SIX sources which you have found to be reliable and appropriate for academic
use, and are relevant to your essay title.

Avinash Malshe (2009) Strategic sales organizations: transformation challenges and facilitators
within the sales–marketing interface, Journal of Strategic Marketing, 17:3-4, 271-289, DOI:
10.1080/09652540903064811

Baldauf, A., Cravens, D.W. and Piercy, N.F. (2001), “Examining business strategy, sales management, and salesperson
antecedents of sales organization effectiveness”, Journal of Personal Selling and Sales Management, Vol. 21 No. 2, pp. 109-
22.

BBC, (2017) Business studies [Online] Available

from:http://www.bbc.co.uk/schools/gcsebitesize/business/marketing/marketresearchrev1.shtml(Last Accessed 13.1.18)

Beverland, M.B. (2001), “Contextual influences and the adoption and practice of relationship selling in a business-to-
business setting: an exploratory study”, Journal of Personal Selling and Sales Management, Vol. 21 No. 3, pp. 207-15.

Flint, D.J., Woodruff, R.B. and Gardial, S.F. (2002), “Exploring the phenomenon of customers’ desired value change in a
business-to-business context”, Journal of Marketing, Vol. 66, October, pp. 102-17.

Hei-wai Lee, Crystal J. Scott, (2015) "Marketing or sales: the executive decision", Journal of Business Strategy, Vol.
36
Issue: 5, pp.43-49, https://doi.org/10.1108/JBS-07-2014-0084

Michael Beverland, Marion Steel, G. Peter Dapiran, (2006) "Cultural frames that drive sales and marketing apart: an
exploratory study", Journal of Business & Industrial Marketing, Vol. 21 Issue: 6, pp.386-394,
https://doi.org/10.1108/08858620610690146

0Financial Time (2017) Definition of marketing [Online] Available from: http://lexicon.ft.com/Term?term=marketing(Last

Accessed 13.1.18)

Saxby A. (2013) what is the difference between Sales and Marketing? [Online] Available from:

https://www.chiefoutsiders.com/blog/bid/97817/what-s-the-difference-between-sales-and-marketing(Last Accessed 13.1.18)

s

Part 2: Source Evaluation [Explanation of why you have selected the sources for use.]

Complete the table below for FOUR of the sources included in your Part 1 list.

EVALUATION 1
Reference: Saxby A. (2013)

Why have you chosen this source? Refer to the currency, authority, purpose, reliability of evidence or data,
objectivity, use of expected academic conventions.

The author he learned MBA in Finance, Southern Methodist University and BS in Finance, the University of Southern
California-The source published in 2013 and aim to discuss the different between marketing and sales so it is current.
The source is from Chief Outsiders which is a company about helping people in business and marketing and it is a
blog which will bring down the reliability and some ideas is subjective, however the background information is
relative to the topic and objective. The company didn’t gain any profit from this source so this source could be use.
This source do not have any reference inside, however the example they all prove from their company and that is all
evaluated

How is the source relevant to your title? What are the useful points / arguments made in the text?

This source shows that according to a survey from University of Texas , companies who separated the roles of
Marketing and Sales were much more likely to grow faster than the industry average so that mean marketing and
sales is different and this can help to show what different between sales and marketing in my second paragraph.
What’s more, this source shows the relationship between marketing and sales to help me suppose my third
paragraph

Useful point
A survey from University of Texas
The definition of marketing and sales
The relationship between marketing and sales

EVALUATION 2
Reference: Hei-wai Lee, Crystal J. Scott, (2015)
Why have you chosen this source? Refer to the currency, authority, purpose, reliability of evidence or data,
objectivity, use of expected academic conventions.

For the anthor,Hei-Wai Lee is Professor of Finance at College of Business, The University of Michigan – Dearborn,
Dearborn, MI, USA. Crystal J. Scott is Associate Professor of Marketing at College of Business, The University of
Michigan – Dearborn, Dearborn, MI, USA.-This source was published in 2015 and aims to discuss business strategy
and some marketing knowledge so it is current and this source is a journal so it is reliable and objective. This
source also has a lot of in-text citations and references. What is more, Emerald is a global publisher linking
research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and
over 2,350 books and book series volumes, as well as providing an extensive range of online products and
additional customer resources and services so it is reliable.

How is the source relevant to your title? What are the useful points / arguments made in the text?

The source provides information about the differences between marketing and sales. Indeed, this is demonstrated
through some parrticular aspects such as
- The function
+ While marketing generates customer leads and strengthen customer ties,
+ Sales teams put priority into business and try to earn revenue for the firm
- The Outlook
+ Marketers have a more long-term view of the business since brand building and erecting customer relationships matter the most,
+ Sales is supposed to have a short-term view affected by monthly profit.

EVALUATION 3
Reference: Michael Beverland, Marion Steel, G. Peter Dapiran, (2006)

Why have you chosen this source? Refer to the currency, authority, purpose, reliability of evidence or data,
objectivity, use of expected academic conventions.

For the author,Michael Beverland is graduated from Department of Management and Marketing, University of
Melbourne, Parkville, Australia, and Marion Steel and G. Peter Dapiran is graduated from Department of
Marketing, Monash University, Caulfield East, Australia.-This source was published in 2006 and aims to examine
what keeps the sales and marketing apart. It suggests going beyond surface level behavior to assess the different
sub-cultural mental frames that characterize the two functions so it is current and this source is a journal so it is
reliable and objective. This source also contains many in-text citations and references. Furthermore, Emerald is a
global publisher linking research and practices to the benefit of society. The company manages a portfolio of more
than 290 journals and over 2,350 books and book series volumes, as well as providing an wide range of online
products and additional customer resources and services so it adds weight to this source.
How is the source relevant to your title? What are the useful points / arguments made in the text?
The paper examines the topic from a special viewpoint which is culture and finds several fundamental cultural frames
that explain the two units’ behavioral differences. Additionally, it also demonstrates crucial points to cement gteh
relationship between the two functions, boost their harmony.

The research finds that differences in beliefs about the valid scope and focus of activity, time focus, valid sources of
knowledge, differences in perceived status, and the relationship to the business environment are one of the main
driving forces of the conflict between the two departments. To be more exact:

- Valid Scope and focus of activity ( the perceived role and valid activities of each role)

+ Marketers assume sales to be only efficient in a very narrow area, and therefore underestimate sales’ status,
consider them to playing a secondary role to marketing in contributing to strateggy development. Besides marketers
believe salespeople to be conservative and narrow-minded.

- Valid sources of knowledge

+ Marketers viewed salespeople as a valid source of short term individual customer information and focused on
repeating past experiences, even in cases where that experience no longer solved the firm’s problems in relation to
dealing with the environment (see Schein, 1992). Marketers hence shape the perception that salespeople are
uninterested in further development and therefore of lower status than marketing.

- Relationship to the business environment

+Marketing also find sales too reactive, paying too much attention to repetitive past experiences, while marketing was
concerned with driving the marketplace to boost margins and expand market share.

EVALUATION 4
Reference:

Why have you chosen this source? Refer to the currency, authority, purpose, reliability of evidence or data,
objectivity, use of expected academic conventions.
For the author,Karel Havlíček is graduated from Dean, Faculty of Economic Studies University of Finance and
Administration, Pavla Břečková is the Head of Business Administration Department and graduate from Faculty of
Economic Studies University of Finance and Administration.This source was published in 2013 and focuses on
describing the major fields of marketing and sales controlling and its relation to risk management so it is current and
this source is a research papers which increase its accountability.This source also has in-text citation and references
as well.

How is the source relevant to your title? What are the useful points / arguments made in the text?

The research analyzes the distinct methods in managing sales and marketing unit.

Part 3: Essay Outline

Title: Marketing is the same as sales. Evaluate arguments for and against this statement. Consider the perceptions of
the consumer
Introduction: Similarities between sales and marketings’ functions have resulted in the confusion of consumers
toward these two concepts. People usually think marketing is the same as slaes in their mind, but the truth is that
marketing is different to sales. However they help each other in business so they can not separate

Your position / thesis statement: This essya aim to dicuess about the different between marketing and sales and
agure that marketing is not the same as sales

Paragraph 1: Purpose the definition of marketing and sales

Topic sentence: In business, marketing and sales have different definition and functions in their part

Main Point /Supporting points / Evidence, example or data / in-text citation [information prominent]

Paragraph 2: Purpose the different between marketing and sales

Topic sentence: Even their function is similar they are not the same

Main Point /Supporting points / Evidence, example or data / in-text citation [information prominent]

Paragraph 3: Purpose the similarity between marketing and sales

Topic sentence: However, even marketing and sales is different they have something similar which can help each
other in business

Main Point /Supporting points / Evidence, example or data / in-text citation [information prominent]

Paragraph 4: Purpose the perceptions of the consumer

Topic sentence:

Main Point /Supporting points / Evidence, example or data / in-text citation [information prominent]

[Add additional paragraphs as required]

Conclusions: To sum up, marketing is not the same as sales, they have different function in each area. However, they
are similar, they always supporting each other in business.