Sales Without Sales. A System Of “sales” Based On Marketing – The Plan Of Marketing Tools
Let’s begin with marketing communications. Thus that marketing communications in the detailed kind are included into system of marketing tools of the company, their role as a source of communications with clients and company partners is so considerable that it is necessary to consider them separately and to begin with out of a context of their occurrence in the list of the marketing tools used by the company for creation of optimum system of marketing and “sales”.
So what is «Marketing communications»? Marketing communications are understood as management of process of advancement of the goods and services at all stages: before sale, at the moment of purchase, during time and on termination of consumption process. Systems of marketing communications should be developed individually for each target market segment and comprise not only mechanisms of information transfer for target audience of buyers but also functions of feedback of the buyer with the seller of the goods and services. The analysis of the data of feedback allows to estimate efficiency of investments of means in marketing campaign.
The circuit diagram of system of marketing communications consists several basic stages, omission of each of which can negatively affect quality and integrity of information or communication campaign.
Let’s result more detailed description of some of these stages. We familiarized with a part of stages in earlier articles.
Definition of the purposes of communications
It is possible to consider marketing campaign successful only when it has substantially reached the purposes put before it. As soon as the target segment of the market and its characteristic are defined the expert in marketing should solve what he wants to achieve from audience. Number of the most widespread purposes of marketing communications in commercial sphere concern:
To achieve recognition of a trade mark (brand);
To win sympathies of consumers in relation to a trade mark;
To inform target audience on products and services (demand creation);
To achieve that target consumers preferred products and enterprise services to similar products and services of competitors;
To incline consumers to purchase of products or services (for example, by the announcement of time discounts, lotteries and etc.)
Definition of the budget of marketing communications or the marketing tool
Definition of the budget of marketing is one and most difficult and responsible problems. The percentage parity of the budget of advancement with the plan of sales first of all depends on branch: at manufacturers of perfumery the marketing budget usually makes from 30 to 50 % from sales volumes and at manufacturers of the industrial equipment from 10 to 20 %.
That case when the expert in marketing at drawing up of the budget of marketing goes to financial department is meant realization of a method of an estimation of possibilities and is interested in the sum of the budget allocated for the next year. Proceeding from the sounded sum it is carried out all procedures of marketing planning. The similar method has one very much weakness: at such approach to budget definition the advancement role as object of investment and its influence on sales volume that complicates long-term planning of marketing programs is missed. The method of fixing in percentage of realization volume defines the marketing budget in percentage of the planned sales volume. Such method has weight of advantages.
First, expenses are put in a close connection with indicators of realization of production that as much as possible arranges financial managers. Secondly, such method stimulates heads to think in categories of interrelation of expenses on advancement, the price and profitability of production. In the third, the method promotes stability in the branch, expressed that the majority of the companies spend for production advancement about identical percent from sales volumes.
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