Overview

1. Sales and marketing as managerial challenges

2. Objectives in sales and marketing
3. Market and customer orientation I
4. Market and customer orientation II
5. Marketing intelligence I
6. Marketing intelligence II
7. Marketing activities
8. Product management
9. Price management
10. Distribution management
11. Communications management
12. Marketing implementation

Sales and Marketing Management – Prof. Dr. Ivens | p. 1

Unit 1: Sales and marketing as managerial challenges

Compulsory literature for unit 1:

Textbook
Diller/Fürst/Ivens (2011). Grundprinzipien des Marketing (3rd ed.). p. 6-33.

Keywords in „Vahlens Großes Marketing-Lexikon“:

Marketing, Produkt, Dienstleistung, Bedarf, Nachfrage, Nutzen,

Absatzmittler, Absatzhelfer, Großhandel, Einzelhandel,
Markt, Markttypologie, Transaktion, Wettbewerb, Wettbewerbsvorteil

Sales and Marketing Management – Prof. Dr. Ivens | p. 2

Unit 1: Sales and marketing as managerial challenges

1. Customer needs and wishes

2. Value and value propositions

3. Marketing, value creation, and value chains

4. Value chains as mechanisms for bridging gaps

5. Sales and marketing management

6. Types of markets

7. Key challenges for sales and marketing

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Unit 1: Sales and marketing as managerial challenges

Needs and wishes

Organisations
Individuals =
= Companies,
Consumers Administrations,
Non-profit groups

Sales and Marketing Management – Prof. Dr. Ivens | S. 4

Unit 1: Sales and marketing as managerial challenges

Reasons for potential customers to consider

starting a purchasing process

Needs Wishes

•Problems that the buying

side must solve
•Consumers: Eating,
drinking, protection
against cold and heat etc.
•Firms: for example legal
requirements
•Situations in which the
buying side is not forced
or obliged to satisfy a vital
need
•But there is a wish to buy
a good or use a service

Sales and Marketing Management – Prof. Dr. Ivens | S. 5

Unit 1: Sales and marketing as managerial challenges

Needs:
1. Needs are perceptions of Hierarchy of needs (Maslow)
subjective or objective problems Self-
actuali-
that should be solved. zation
Growth needs
2. They can be more or less specific
Deficit needs
and detailed.
Esteem needs
3. Customers can be more or less

Hierarchy
conscious of a need.
4. Customer needs and wishes are Social needs

also called consumption or

buying motives.
Safety needs

Physiological needs

Sales and Marketing Management – Prof. Dr. Ivens | p. 6

Unit 1: Sales and marketing as managerial challenges

Need category Examples of specific needs or wishes

Self-actualisation Individualism, developing a talent, perfection in a hobby,
spiritual fulfilment etc.

Esteem needs Social prestige, respect, influence, private and professional

success, mental and physical strength etc.

Social needs Family, friendship, partnership, love, intimacy, communication,

work climate etc.

Safety needs Law and order, protection from dangers, security, insurance,
home etc.

Physiological needs Breathing, sleep, food, warmth, health, clothes etc.

Sales and Marketing Management – Prof. Dr. Ivens | p. 7

Unit 1: Sales and marketing as managerial challenges

Selling
Side
= Offering
Producer of
goods or services

Selling Buying
Side Side
= Offering Needs
=
Producer of Demand and
Professional
goods or services wishes
customer or
consumer

Selling
Side
= Offering Potential customers consider buying
Producer of
goods or services an offering when they see VALUE in
the offering
Sales and Marketing Management – Prof. Dr. Ivens | S. 8
Unit 1: Sales and marketing as managerial challenges

Selling Buying
Side Side
Needs
= Demand =
Offering and
Producer of Professional
wishes
goods or services customer or
consumer

Buying
Side
=
Physiological
need

Sales and Marketing Management – Prof. Dr. Ivens | S. 9

Unit 1: Sales and marketing as managerial challenges

Selling Buying
Side Side
Needs
= Demand =
Offering and
Producer of Professional
wishes
goods or services customer or
consumer

Buying
Side
=
Safety
need

Sales and Marketing Management – Prof. Dr. Ivens | S. 10

Unit 1: Sales and marketing as managerial challenges

Selling Buying
Side Side
Needs
= Demand =
Offering and
Producer of Professional
wishes
goods or services customer or
consumer

Buying
Side
=
Social
need

Sales and Marketing Management – Prof. Dr. Ivens | S. 11

Unit 1: Sales and marketing as managerial challenges

Selling Buying
Side Side
Needs
= Demand =
Offering and
Producer of Professional
wishes
goods or services customer or
consumer

Buying
Side
=
Esteem
need

Sales and Marketing Management – Prof. Dr. Ivens | S. 12

Unit 1: Sales and marketing as managerial challenges

Selling Buying
Side Side
Needs
= Demand =
Offering and
Producer of Professional
wishes
goods or services customer or
consumer

Buying
Side
=
Self-actualization
need

Sales and Marketing Management – Prof. Dr. Ivens | S. 13