The essential relationship between marketing and business

Marketing is not sales, not in the traditional sense of "selling things", not only business activities, it is an individual and collective through the creation, offer to sell and through the exchange of products and values with others to obtain the desired things needed for the process of social and management. It includes several core concepts: desires and needs: human beings, in addition to the items that sustain survival, people also have a strong desire for entertainment, education, etc., and show strong hobbies.

Products: people rely on products to satisfy their needs and desires, so a product is anything that can be used to meet human needs, including services. One of the differences between sales and marketing is that marketing focuses on the customer's needs rather than the product itself.

Value, Cost and Satisfaction: It is necessary to consider the degree to which a product or service satisfies people's needs and the cost to be incurred in order to make the right choice.

Exchange, transaction and relationship: exchange is a process rather than an event, exchange reaches the creation of the transaction, and the transaction is the end point. For this reason, marketers need to shorten the exchange process in order to make more transactions. Savvy marketers build long-term, trusting and mutually beneficial relationships with consumers, distributors and suppliers. As a result, marketing has changed from maximizing profits per transaction to maximizing the relationships between the interests of other parties.

Markets: are actual and potential customer bases for a variety of different needs. Market = population + purchasing power + willingness to buy.

For marketing, we can build a model:

Basic Needs/Markets/Desires/Transactions/Core Concepts/Product Needs/

The Marketing Concept and the Sales Concept are different concepts in terms of approaching the conflicting interests of the organization, the customer, and society.

The sales conception assumes that consumers will not usually buy an organization's products in sufficient quantities if they are left to their own devices, and that aggressive marketing and extensive promotional activities are therefore necessary, i.e., that the number of sales is directly proportional to the promotional efforts of the firm.

Mr. Philip Kotler, the father of modern marketing, believes that "when a customer steps into a showroom, the salesman of a company begins to guess the mind of the visitor, and if there is a customer who likes a certain kind of automobile, the salesman will tell him at once that another customer happens to intend to buy this automobile, and therefore has to make a decision on the spot. If the customer is hesitant because of the price, the salesman immediately suggests that he can negotiate with the manager to lower the price even more. The customer waits for 10 minutes and the salesman comes out beaming and says, 'The boss didn't agree at first, but I managed to convince him.' This is done to motivate the customer to buy immediately." And the marketing concept is very different from the sales concept.

Peter Drucker said, "Some salesmanship is always important, yet the purpose of marketing is to make salesmanship superfluous. The purpose of marketing lies in knowing and understanding the customer so well that the product or service is perfectly suited to his needs and forms a product self-sale." Simply put, marketing is consumer-centered, competition-based, and coordinated, and corporate profits are the result of marketing rather than the purpose of the business.

Simply put, it can be understood in this way: the purpose of sales is to market the product to the user in return for money, while the purpose of marketing is to let the user take the money to actively buy your products.

Additional personal views:

Conceptually speaking

Marketing is a modern business ideas, the core is consumer demand-oriented, what consumers or customers demand on the production and sales. It is a way of thinking from the outside in.

Sales is mainly to inherent products or services to attract, find customers, compared with marketing, the opposite is a kind of thinking from the inside out.

From human nature

Sales is more important to the results, the implementation of the pursuit of efficiency, so for the people, skills, experience, opportunity accounted for a great proportion of success. Because of this characteristic of sales, it is easy to lead to, engaged in sales people lose the long-term vision. Conceptually, sales is a kind of inside-out thinking, and at present, the market from the previous seller's market into the buyer's market, the sales mindset has been very difficult to fit the current market demand. Thus, it can be said that sales is more focused on the realization of short and medium-term goals, is a kind of heavy profit, light market thinking.

Marketing also values the results, but it is better at analyzing and studying the market, and make corresponding countermeasures; but an important element of marketing is 'integration', that is, the company's existing elements and the company wants to achieve the goal of the organic combination of market demand, and pay close attention to the situation of competitors and possible measures. measures.

Marketing is often a long-term strategic vision to determine the direction and goals, with effective tactical strategies to achieve short- and medium-term goals, in which sales just play a role in the vanguard of the commercial war. These characteristics of marketing will stimulate and train people engaged in this work of long-term business vision and the desire and ability to grasp market opportunities. Conceptually, marketing is a kind of outside-in thinking, it is more suitable for the market, so marketing is not only suitable for the long-term development of the enterprise, but also a kind of market-oriented profit-making thinking.

The difference between sales and marketing from the two different thinking, in fact, said only two phenomena. Who are clear: in reality, sales and marketing in the enterprise should be complementary to the two departments, one without the other. Then why have such a statement? The reason is that the current domestic business environment and enterprise development situation leads to the majority of domestic enterprises are still only in a just realized the importance of marketing, just pay attention to the stage of marketing, so most of the understanding and application of marketing is a kind of imitation of the state, so that, of course, inevitably have some misunderstanding and behavior. And our discussion of sales and marketing, it is for the reality of some of the wrong marketing understanding of the enterprise or individual to do an autopsy, I hope you understand the cause of the wrong marketing understanding, in fact, with is, as described above, sales and marketing of the two different thinking of the reasons.

Added:

Difference between marketing and sales

1, contains different content:

Marketing is a system, and sales is only a part of marketing.

Marketing includes: market research, market promotion, brand planning, sales, customer service and so on.

2, thinking about different perspectives:

Sales is mainly the enterprise to inherent products or services to attract and find customers, this is a kind of thinking from the inside out.

Marketing is oriented to customer needs, and how to effectively create customers as the primary task, which is a way of thinking from the outside in.

3, the results of the different claims:

Sales is to sell the product, is the sale of existing products, the existing products sold

Marketing is to make the product sold, is the product marketing planning, promotion, marketing is the purpose

of the sales is more simple or even unnecessary, so that the product is better sold

Malls such as the battlefield

Sales is the combat troops in the creation of combat platforms under the premise of attacking the city

Marketing as a war:

Political Department - market positioning

Staff Department - market research and planning

Logistics Department --Market Promotion Support

Equipment Department --Product Development and Improvement

Army --Position Occupation Sales Promotion

Navy -combat assistance promotional support

Air Force - market breakthrough communication momentum

You want to fight alone or a combination of combat, if you say when your Red Army has no choice but to have only millet plus rifles, then now look at which war is not a Combined strength game, if you still only have the Army to attack the city, then how can you have a chance to win?

The difference between the two patterns

Marketing requires us to determine the direction and goals of the long-term strategic vision, and effective tactical strategies to achieve short- and medium-term goals, the characteristics of marketing, will further stimulate, train our long-term business vision and the ability to grasp market opportunities.

Because marketing is a kind of outward inward, through the external environment to transform the internal environment of the enterprise thinking, it is more suitable for the market, so marketing is not only suitable for the long-term development of the enterprise, but also a kind of market-oriented profit-making thinking.

The essential difference

Summary:

The difference between sales and marketing is:

Sales is a kind of tactical thinking, centered on sales force, focusing on sales techniques and methods, concerned about the sales of existing goods and the realization of sales targets. Marketing is a kind of strategic thinking, centered on creativity, focusing on the establishment of a system that can continue to sell, concerned about the customer's needs to meet and the sustainable operation of the enterprise.

The leap from sales to marketing is actually from:

Tactical to strategic

Immediate to future

Short to long term profit

Survival to sustainability