Druckers actual viewpoint

Drucker did not intend to negate the importance of selling. Drucker felt that the goal of marketing was to make selling unnecessary, even if this objective could never be attained in the real world.

William A. Cohen, Peter Ferdinand Drucker(2008), A class with Drucker: the lost lessons of the world's greatest management Teacher,pp-105-107

Marketing Concept

Carl D. McDaniel, Roger H. Gates(2001), Marketing Research Essentials, pp.(3-4)

Limitations of Marketing
Operational problems: Do people know what they want? Neglect the firms competitive strengths: Can the firm cater to the identified need? Understates the power of persuasion Conflict on occasion with consumer well being: Should unhealthy products be made? Market Research is expensive and time consuming. Lack of evidence favoring the concept
John O'Shaughnessy(1995),Competitive marketing: a strategic approach, pp. (13-16)

The Unpredictable Consumer

Middle section consumers are unpredictable. Prefer individualism and self-expression when choosing products. For instance, a consumer who flies on a budget airline but then stays at a five star hotel.

David Jobber, John Fahy(2009),Foundations of Marketing, pp. (71)

Limits Innovation


Market research can actually discourage major innovation. Design of new product must be made on the basis of several criteria other than user need. Technological innovation can realize market demands which were unknown previously (e.g. Xerox, penicillin)
We do no Market Research. You cant just ask customers what they want and then try to give that to them. By the time you get it built, theyll want something new. Steve Jobs

If Id have asked my customers what they wanted, they would have told me A faster horse. Henry Ford
Brownlie and Saren (1992), European Journal of Marketing

Selling in Marketing Mix

Product

Place

Marketing Mix

Price

Selling

Promotion

Importance of Selling


Builds one-to-one Relationships-Two way communication with customer. This enables direct market research. Vital link between firm and customers -Communicates firms marketing message and voice of the customer to the firm. Responsible for creating, developing and maintaining profitable value proportion. Helps to breed the opportunity for better marketing ideas.

Jim Blythe (2005), Sales and key account management,pp.7-10

Complexity slide

Sales in B2B and B2C transactions

http://reference.yourdictionary.com/word-definitions/what/difference-between-b2-b-and-b2-c.html

AIDA Model Proven Successful

http://www.provenmodels.com/547/aida-sales-funnel/

Customer Awareness

Sales
Advocacy

Philip Kotler, Neil Rackham, and Suj Krishnaswamy , Ending the war between sales and marketingHBR

Decline and dispersion of Marketing competence

Marketing has lost a seat at the table Why?

o o o

Marketing Segmentation failure

o

59% of large company conducted a major segmentation exercise Evidence shows it is not a effective tool Only 14% of the executives claims to gain value from segmentation Ex. Miller Lite Ads

Financial pressure Shift in channel power Inability to document marketing performance

o o

Marketing

Selling

Webster Jr., F, Malter, A and Ganesan, S (2005), Decline and dispersion of marketing competence ,pp 37, MIT Sloan Management Review Daniel Yankelovich,David Meer, Rediscovering Market Segmentation (HBR),pp.126-128

Concept for the future?

Marketing Product
Mid 1950s

What's Next? Production Selling

(The trends and forces that have defined the first decade of 21st century are leading business and firms of a new set of beliefs and practices )
Senior Management Marketing Department Other Departments Communications Products & Services Channels

Internal Marketing

Integrated Marketing

Holistic Marketing Dimensions

Performance Marketing Relationship Marketing

Sales Revenue Brand & Customer Ethics Equity

Community Environment Legal

Customers Channel

Partners

ALL TOO OFTEN, organizations find that they have a marketing function inside sales, and a sales function inside marketing.
(Philip Kotler, Neil Rackham, and Suj Krishnaswamy , Ending the war between sales and marketing-HBR, pp. 74)

Philip Kotler, Kevin Lane Keller(14th edition),Marketing Management, pp.(40-49)

Lee Levitt of IDC regarding his firm's predictions for sales strategies in 2009.

Organizations that cut sales training in 2009 will suffer. Organizations that bolster sales training in 2009 will prosper Sales organizations that bolster dedicated investments in lead quality and demand generation will be rewarded with significantly higher sales productivity. Companies that blame their lack of selling on the economy will fail by 2010. Sales organizations will be asked to do more with less Savvy organizations will use the economic downturn as justification to replace direct sales laggards with well enabled inside sales. Customer (and employee) satisfaction and sales productivity will rise accordingly. Companies that significantly reduce their sales and marketing investments in 2009 will be gone by mid-2010.
IDC- The premier Global market intelligence firm http://www.21centurysales.com/blog/sales-changing-economy

Cost-Effectiveness of Different Promotion Tools

It is doubtful that selling can be eliminated, regardless of how efficient and effective a marketing function performs
Roberts Swaim

Customers go through different mental stages, where selling becomes effective in the final stages (AIDA). This shows selling is important in the communications activities of the marketing mix.
Paul Russel Smith, Jonathan Taylor

Selling to customers is an on-going relationship rather than a series of unrelated practice.

Jeremy J. Kourdi

Our acquaintance and perceptive -

Roberts Swaim (2010)- The Strategic Drucker: Growth Strategies and Marketing Insights from the Works of Peter Drucker, pp. 63 Paul Russel Smith, Jonathan Taylor :Marketing Communications- an Integrated Approach., pp.292 Jeremy J. Kourdi -The Marketing Century: How Marketing Drivers Business and Shapes Society(CIM)

Marketing is not a sole player in the field. To achieve that 100% we need to go a bit further

Selling which is also a vital part that should not be shunned or surpassed.

The Sales Force

Ms. Shraddha Mr. Arun Mr. Sumate Mr. Muslih Mr. Amit Ms. Ramona