2.1.2 The concept of sales performance
Increasing or at least monitoring sales volume, the marketing
department must appraise consumer desires and the marketing effort
required to move adequate and sufficient volume of products and
services at adequate prices. This is in order to meet the profit
objectives that have been set. The requisite volume projections must
therefore be set and be met in marketing.
11Maintaining an effective or appreciable presence in the market place
through the market share which provides management with a measure of
the organization’s competitive positive in the market place, which in
turn is an indication of strength or weakness.
realizing and maintain an effective profit contribution in the
organization on the other hand strategies are general term used to
describe the overall company program for selecting a particular market
segment and then satisfying it’s customer through careful use of the
elements of the marketing mix. Effective marketing requires strategic
decisions that successfully integrate the firms marketing program.
Marketing strategies are plans and a scheme which management hopes to
gets its products or services to consumers. Important considerations
in marketing strategies are marketing mix and target market. The
marketing mix consists of the product, price promotion and place
(distribution). These virtually cover the whole process of production
from product designs to sale of the product.
Once the marketing objectives and strategies have been set they are
incorporated in a formal document called a marketing program. As a
coordinating device, the marketing program documents for the
organization the timetable; the assignment of responsibilities; the
nature and rational of the marketing objectives and strategies. On
approval of the marketing program by management the task becomes that of
implementation and control (Best, 2006).
Finally, there is need for evaluation of the program of which marketing
management manipulates the strategy factors; Product, price, place and
promotion. These factors are called the controllable factors or
variables.
Marketing objectives under target market: A target market is a group of
customers a business has decided to aimed it’s marketing efforts and
ultimately it’s merchandise towards a well-defined target market. The
element of a marketing strategy that is product, price, promotion and
place are the four (4) elements of marketing mix strategy determine the
success of a product or services in the market place. It is proven that
businesses must have a clear definition of their target market as this
can help reach it’s target consumers and analyze what their needs and
suitability are. It is also a group of people considered likely to buy a
product or services.
Product Policy : It is a broad guidelines related to the
production and development of a product. These policies are generally
decided by the top management of a company that is, board of directors.
It is also a strategic rule or rules covering how goods or services is
promoted to potential consumers. A typical product policy created by a
business for manufactured product might attempt to manage how items will
be perceived by it’s target market and could also contain information
about how durable product is.
Distribution Policy: This is a marketing tool that links
producers with consumers. The definition of this policy will allow in
determining the way product will be arrived to the final consumer, which
will depend on the distribution chain link to the producer and the
intermediary.
Promotion Policy: It is a guide that is to be used by the
employees of a company in how to promote goods and services and how they
are to act with the general public who are seeking the goods and
services that are provided by the organization.
Marketing Strategy Program : These are plans which includes
specific actions for each part of the marketing strategy. It is also
seen as a coordinated (thoughtfully) designed set of activities that
help to achieve your objectives.
Marketing strategy Implementation: This is the process of
executing the marketing strategy by creating specific actions that will
ensure that the marketing objectives are achieved.
Control and evaluation: This is the last stage in the marketing
process. All strategies are subject to future modification because
internal and external factors are constantly changing. In the strategy
evaluation and control process, managers determine whether the chosen
strategy is achieving the organizational objectives.
The fundamental strategy evaluation and control activities are reviewing
internal and external factors that are the bases for current strategies,
measuring performance and taking correction actions.
Feedback : This occurs when output of a system are routed back
as input and as part of a chain that cause effect which forms as circuit
or loop that improve performance or in an automatic control devices that
provide self-corrective action. This is also a process in which the
effect or output of an action is ‘returned’ (feedback) to modify the
next action. Feedback is essential to the working and survival of
regulatory mechanisms found through living and non-living nature and
even man made system such as education system and economy. Feedback
occurs when an environment react to an action or behavior. For example,
customer ‘feedback’ is the buyers reaction to a firm’s product and
policies. Operational feedback is the internal generated information of
the firm’s performance, responds to a stimuli (such as criticism or
praise) is considered a feedback only if it brings about a change in the
recipients behavior.
Revision Process: This is the stage in the writing process
where the author reviews alters and amend its message according to what
has been written in the draft. Revision follows drafting and proceeds
editing. Drafting and revising often from a loops a work moves back and
front between the two stages.