2.1.2 The concept of sales performance
  1. 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.
    11
  2. Maintaining 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.
  3. 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.