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E-raamat: Performance Excellence in Marketing, Sales and Pricing: Leveraging Change, Lean and Innovation Management

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  • Sari: Management for Professionals
  • Ilmumisaeg: 06-Sep-2022
  • Kirjastus: Springer International Publishing AG
  • Keel: eng
  • ISBN-13: 9783031100970
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Performance Excellence in Marketing, Sales and Pricing: Leveraging Change, Lean and Innovation ManagementSuurem pilt
  • Formaat: EPUB+DRM
  • Sari: Management for Professionals
  • Ilmumisaeg: 06-Sep-2022
  • Kirjastus: Springer International Publishing AG
  • Keel: eng
  • ISBN-13: 9783031100970
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The increasing interconnection and the unlimited exchange of data and information has led to a maximized transparency of globally offered and sold products and services. The desires, needs and wants of the consumer are the critical issues today in creating new or offering existing products and services. This book outlines successful marketing and sales strategies with a clear focus on practical relevance. It provides a systematic overview and description of selling, pricing and negotiation concepts which enable the reader to apply the best-case scenario in their company. Tools such as the marketing mix or marketing strategies are well explained for practical application in industry. The book also integrates elements of change, lean and innovation management as drivers for performance excellence. 

Featuring industry case studies, this book is a practical guide for marketing professionals, academics and policy makers to enable enterprises to achieve long-term competitive advantages through best-in-class marketing, sales and pricing activities.

1 Marketing, Sales and Pricing: Introduction
1(12)
1.1 Definition of Marketing and Sales Management
1(3)
1.1.1 Early Developments of Marketing
2(1)
1.1.2 Needs and Demands as the Trigger for Marketing
3(1)
1.1.3 Integrated Marketing Concepts (IMC)
4(1)
1.2 Sales Management
4(1)
1.3 Pricing Management
5(2)
1.4 Differences Between Marketing and Sales
7(2)
1.4.1 Introduction to the Differencesof Marketing and Sales
7(1)
1.4.2 Process of Marketing and Sales
7(1)
1.4.3 Goals of Marketing and Sales
7(1)
1.4.4 Tools and Resources of Marketing and Sales
8(1)
1.5 Case Study: Marketing and Sales Strategy of Louis Vuitton
9(4)
1.5.1 Introduction to Louis Vuitton
9(1)
1.5.2 Marketing Mix of Louis Vuitton
9(1)
1.5.3 Product Strategy of Louis Vuitton
9(1)
1.5.4 Distribution and Pricing of Louis Vuitton
10(1)
1.5.5 Promotion and Advertising Louis Vuitton
10(1)
References
11(2)
2 Marketing Management as Part of the Corporate Strategy
13(22)
2.1 Levels of Strategy
13(2)
2.1.1 Corporate Strategy
14(1)
2.1.2 Business Strategy
14(1)
2.1.3 Functional Strategy
14(1)
2.1.4 Alignment of Strategies
15(1)
2.2 Strategic Triangle
15(1)
2.3 Strategic Analysis
16(4)
2.3.1 Analysing Important Factors
16(1)
2.3.2 Analysing the Environment
17(1)
2.3.3 Analysing the Industry
18(1)
2.3.4 Analysing the Strengths and Weaknesses
19(1)
2.3.5 Analysing the Core Competencies
20(1)
2.4 Strategic Choice
20(6)
2.4.1 Generic Strategies
20(2)
2.4.2 Boston Consulting Matrix (BCG-Matrix)
22(1)
2.4.3 Ansoff Matrix
23(3)
2.4.4 Blue and Red Ocean Strategies
26(1)
2.5 Strategic Implementation
26(3)
2.5.1 Assessment of Suitability, Acceptability and Feasibility
26(1)
2.5.2 Suitability
27(1)
2.5.3 Acceptability
28(1)
2.5.4 Feasibility
28(1)
2.6 Strategic Pyramid
29(2)
2.6.1 Mission and Vision
29(1)
2.6.2 Goals and Objectives
30(1)
2.6.3 Core Competencies
30(1)
2.6.4 Strategies
30(1)
2.6.5 Strategic Architecture
30(1)
2.6.6 Control and Execution
31(1)
2.7 Core Values
31(1)
2.7.1 Strategies Must Focus on Value Creation
31(1)
2.8 Case Study: McDonald's Marketing Strategy
32(3)
2.8.1 Global Player
32(1)
2.8.2 Brand Awareness
33(1)
2.8.3 Multi-method Advertising
33(1)
References
34(1)
3 Marketing Concepts
35(10)
3.1 Marketing Concepts
35(1)
3.2 Production-Oriented Marketing Concept
36(1)
3.3 Product-Related Marketing Concept
37(1)
3.4 Sales-Oriented Marketing Concept
38(1)
3.5 Marketing-Oriented Marketing Concept
39(1)
3.6 Social Marketing-Oriented Marketing Concept
40(1)
3.7 Case Study: PepsiCo's Product-Oriented Marketing
41(4)
3.7.1 Introduction to PepsiCo
41(1)
3.7.2 Positioning and Segmentation
42(1)
3.7.3 Investments in Marketing
43(1)
3.7.4 Product Innovations
43(1)
References
44(1)
4 B2B and B2C Marketing
45(6)
4.1 B2B and BC2 Marketing
45(3)
4.1.1 B2B Marketing
45(1)
4.1.2 B2C Marketing
46(1)
4.1.3 C2B Marketing
46(1)
4.1.4 C2C Marketing
46(1)
4.1.5 Differences in B2B and B2C Marketing
47(1)
4.2 Case Study: Telekom B2B Service
48(3)
References
49(2)
5 Sales Management
51(12)
5.1 Definition of Sales Management
51(1)
5.2 Sales Management Process
51(1)
5.2.1 Introduction to the Sales Management Process
51(1)
5.3 Sales Strategy
52(2)
5.4 Sales Operations
54(1)
5.5 Sales Organization
54(1)
5.6 Sales Technology
54(1)
5.7 Sales Incentives
55(1)
5.8 Sales Performance
55(1)
5.9 Benefits of Structured Sales Management
56(1)
5.10 Sales Funnel
56(3)
5.10.1 Purpose of the Sales Funnel
56(1)
5.10.2 Awareness
57(1)
5.10.3 Interest
57(1)
5.10.4 Consideration
57(1)
5.10.5 Intent
58(1)
5.10.6 Evaluation
58(1)
5.10.7 Purchase
58(1)
5.11 Case Study: Marketing and Sales Strategy in Porsche
59(4)
5.11.1 Introduction of Porsche
59(1)
5.11.2 Porsche Marketing Mix
59(2)
5.11.3 Porsche Marketing Strategy
61(1)
References
62(1)
6 Economic Pricing, 3C-Pricing and Cost-Estimation Concepts
63(12)
6.1 Economic Pricing Model
63(4)
6.1.1 Introduction: Supply and Demand
63(1)
6.1.2 Understanding Supply and Demand
64(1)
6.1.3 Demand
64(1)
6.1.4 Supply
65(1)
6.1.5 Supply and Demand Curves
65(1)
6.1.6 Shifts Versus Movements
65(1)
6.1.7 Equilibrium Price
66(1)
6.1.8 Impacts on Supply and Demand
66(1)
6.2 3C Pricing Model
67(2)
6.2.1 Introduction to the 3C Pricing Model
67(1)
6.2.2 Customer
67(1)
6.2.3 Competitors
68(1)
6.2.4 Costs
68(1)
6.3 Cost-Pius Pricing
69(2)
6.4 Cost Estimation
71(1)
6.5 Case Study: Product Strategy and Premium Pricing of Mercedes
72(3)
6.5.1 Product Strategy of Mercedes
72(1)
6.5.2 Premium Pricing of Mercedes
73(1)
References
73(2)
7 Value-Based and Cost-Based Pricing Concepts
75(8)
7.1 Value-Based Pricing
75(2)
7.1.1 Definition of Value-Based Pricing
75(1)
7.1.2 Characteristics of Value-Based Pricing
76(1)
7.1.3 Examples of Value-Based Pricing
77(1)
7.2 Cos-Based Pricing
77(2)
7.2.1 Definition of Cost-Based Pricing
77(2)
7.2.2 Advantages of Cost-Based Pricing
79(1)
7.2.3 Drawbacks of Cost-Based Pricing
79(1)
7.3 Cost-Based Versus Value-Based Pricing
79(1)
7.4 Case Study: H&M's Value Proposition Strategy
80(3)
References
81(2)
8 Service Marketing and Service Sales Management
83(12)
8.1 Importance of Service Sector
83(1)
8.2 Service Marketing and Sales
83(1)
8.3 Characteristics of Services
84(5)
8.3.1 Characteristics of Services
84(1)
8.3.2 Intangibility
85(1)
8.3.3 Perishability
86(1)
8.3.4 Inseparability?
86(1)
8.3.5 Heterogeneity
87(1)
8.3.6 Lack of Ownership
87(1)
8.3.7 Variability
87(1)
8.3.8 Difficulty to Measure Quality of Services
88(1)
8.4 Marketing and Sales Strategies for Services
89(2)
8.4.1 Understanding the Customers' Needs
89(1)
8.4.2 Applying a Service-Based Strategy
90(1)
8.4.3 Value Creation
90(1)
8.4.4 Make Services Tangible
90(1)
8.4.5 Establish a Brand Loyalty
90(1)
8.4.6 Personalize Services
91(1)
8.4.7 Set Up a Relationship
91(1)
8.5 Lean as a Revenue Driver in the Service Industry
91(1)
8.6 Case Study: McDonald's Lean Kitchen Area
92(3)
References
94(1)
9 Marketing Mix
95(10)
9.1 Introduction to the Marketing Mix
95(1)
9.2 Marketing Mix: The 7Ps
95(4)
9.2.1 Introduction to the 7Ps
95(1)
9.2.2 Product
96(1)
9.2.3 Price
97(1)
9.2.4 Place
97(1)
9.2.5 Promotion
97(1)
9.2.6 People
98(1)
9.2.7 Process
98(1)
9.2.8 Physical Evidence
98(1)
9.2.9 Planet (8Ps)
98(1)
9.3 Case Study: Marketing Mix at McDonald's
99(6)
9.3.1 Marketing Strategy at McDonald's
99(1)
9.3.2 Marketing Mix (7Ps) at McDonald's
100(2)
References
102(3)
10 Market Segmentation, Targeting, Differentiation and Positioning
105(12)
10.1 Value Proposition
105(1)
10.2 Market Segmentation
105(5)
10.2.1 Definition of Market Segmentation
105(1)
10.2.2 Geographic Segmentation
106(1)
10.2.3 Demographic Segmentation
107(2)
10.2.4 Psychographic Segmentation
109(1)
10.2.5 Behavioural Segmentation
109(1)
10.3 Other Segmentation Concepts
110(1)
10.3.1 Attitudinal Segmentation
110(1)
10.3.2 Generational Segmentation
110(1)
10.4 Targeting
111(1)
10.5 Positioning
111(1)
10.6 Differentiation
112(2)
10.6.1 Definition of Differentiation
112(1)
10.6.2 Product Differentiation
113(1)
10.6.3 Service Differentiation
113(1)
10.6.4 Channel of Differentiation
114(1)
10.6.5 People Differentiation
114(1)
10.6.6 Image Differentiation
114(1)
10.6.7 Ethics Differentiation
114(1)
10.7 Case Study: Image Differentiation of Hennessy Cognac
114(3)
References
116(1)
11 Direct and Indirect Marketing, Sales Promotion and Public Relations
117(8)
11.1 Promotion Tools and Concepts (Fig. 11.1)
117(1)
11.2 Direct and Indirect Marketing
117(2)
11.2.1 Direct Marketing
117(1)
11.2.2 Advantages of Direct Marketing
118(1)
11.2.3 Disadvantages of Direct Marketing
118(1)
11.2.4 Indirect Marketing
118(1)
11.2.5 Advantages of Indirect Marketing
119(1)
11.2.6 Disadvantages of Indirect Marketing
119(1)
11.3 Sales Promotion
119(3)
11.4 Public Relations
122(1)
11.5 Case Study: Public Relations in Siemens
122(3)
Reference
123(2)
12 Selling Concepts
125(8)
12.1 Selling Concepts
125(1)
12.1.1 Introduction to Selling Concepts
125(1)
12.1.2 Characteristics of Selling Concepts
125(1)
12.2 Social Selling
126(2)
12.2.1 Introduction to Social Selling
126(1)
12.2.2 Establishing a Personal Brand
127(1)
12.2.3 Finding the Right People
127(1)
12.2.4 Dealing with Knowledge
127(1)
12.2.5 Building Relationships
127(1)
12.3 Cross-Selling
128(1)
12.4 Upselling
129(1)
12.5 Deep Selling
130(1)
12.6 Consultative Selling
131(1)
12.7 Virtual Selling
131(1)
12.8 Visual Selling
132(1)
12.9 Case Study: Activities in Amazon to Boost Cross-Selling Activities
132(1)
References
132(1)
13 Pricing Strategies and Discount Policy
133(14)
13.1 Introduction to Pricing Strategies
133(1)
13.2 Price and Value Considerations
133(2)
13.3 Pricing Strategies and Concepts
135(7)
13.3.1 Introduction and Definition of Pricing Strategies
135(1)
13.3.2 Value-Based Pricing
136(1)
13.3.3 Cost-Based Pricing
137(1)
13.3.4 Break-Even Pricing
137(1)
13.3.5 Dynamic Pricing
137(1)
13.3.6 Loss Leader-Based Pricing
138(1)
13.3.7 Competition-Based Pricing
138(1)
13.3.8 Premium-Based Pricing
138(1)
13.3.9 Target Pricing
139(1)
13.3.10 Everyday Low Pricing (EDLP)
139(1)
13.3.11 Good Value Pricing
140(1)
13.3.12 Freemium Pricing
140(1)
13.3.13 Seasonal Pricing
141(1)
13.3.14 Penetration Pricing
141(1)
13.3.15 Skimming Pricing
141(1)
13.3.16 Price Bundling
142(1)
13.3.17 High-Low Pricing
142(1)
13.3.18 Markup Pricing
142(1)
13.4 Important Aspects to Pricing
142(1)
13.5 Discount Policy
143(1)
13.6 Case Study: Pricing Strategy in Starbucks
143(4)
13.6.1 Premium Pricing
143(1)
13.6.2 Menu at Starbucks
144(1)
13.6.3 Starbucks' Branding Strategy
144(1)
13.6.4 Starbuck's Promotion Strategy
144(2)
References
146(1)
14 Sales Channels and Sales Partners
147(10)
14.1 Introduction to Sales Channels
147(1)
14.2 Sales Channels
147(4)
14.2.1 Zero Levels Channels: Producer-Consumer
147(2)
14.2.2 One Level Channels: Producer-Retailer-Consumer
149(1)
14.2.3 Two Level Channels: Producer-Wholesaler-Retailer-Consumer v
149(1)
14.2.4 Three Level Channels: Producer-Agent-Wholesaler - Retailer-Consumer
150(1)
14.3 Direct Sales Channels
151(2)
14.4 Channel Sales and Indirect Sales Channels
153(1)
14.5 Indirect Sales Channels
153(1)
14.6 Case Study: Direct and Indirect Sales Channels at Apple
154(3)
References
156(1)
15 Innovation Management and New Product Launches
157(12)
15.1 Introduction to Innovation Management
157(1)
15.2 Technical Relevance and Attractivity
158(1)
15.3 Strategic Relevance of Innovation Management
159(1)
15.4 Resource Intensity
160(1)
15.5 Future Potential of Innovations
160(1)
15.6 Fields and Tasks of Innovation Management
161(1)
15.7 Product Launches
161(1)
15.8 Product Launch Roadmap and Process
162(3)
15.8.1 Roadmap
162(2)
15.8.2 Data Gathering and Analysis
164(1)
15.8.3 Milestones and Timing
164(1)
15.8.4 Implementation and Introduction
165(1)
15.9 Case Study: Digital Innovation in a Bakery in Tokyo
165(4)
References
166(3)
16 International Marketing and Sales
169(8)
16.1 Market Entry Strategies with High and Low Investments
169(1)
16.2 International Marketing and Sales Strategies
170(3)
16.2.1 International Sales Entry Concepts
170(1)
16.2.2 Direct and Indirect Exporting
170(1)
16.2.3 Licensing
171(1)
16.2.4 Franchising
172(1)
16.2.5 Branches and Sales Offices as Own Subsidiary
172(1)
16.2.6 Joint Venture
173(1)
16.2.7 Own Subsidiary
173(1)
16.3 Strategic Alliances and Partnering
173(1)
16.4 Turnkey Projects
174(1)
16.5 Glocalization Strategies
174(1)
16.6 Case Study: Glocal Strategy of Persil
175(2)
References
176(1)
17 Market Research
177(8)
17.1 Market Research Process
177(1)
17.2 Market Research Methodologies
178(1)
17.3 Primary Research
178(4)
17.3.1 Surveys
178(1)
17.3.2 Questionnaires
179(1)
17.3.3 Phone Interviews
180(1)
17.3.4 Focus Groups
180(1)
17.3.5 In-Depth or Depth Interviews
181(1)
17.3.6 Observations
182(1)
17.4 Secondary Research
182(1)
17.5 Case Study: Market Research Toyota Prius in North America
182(3)
References
184(1)
18 Supply Chain Management and Distribution Channels
185(14)
18.1 Upstream and Downstream Supply Chain Management (SCM)
185(2)
18.2 Globalization and Global Supply Networks
187(2)
18.3 Risks in the Supply Chain
189(1)
18.4 Supply Risk Prevention and Mitigation
190(2)
18.5 Method of Global Risk Evaluation
192(1)
18.6 Fair Trade
193(1)
18.7 Glocal Supply Chains
193(1)
18.8 Incoterms 2020
194(1)
18.9 Distribution Channels
195(1)
18.9.1 Sales and Physical Distribution Channels (Fig. 18.7)
195(1)
18.9.2 Channel Members Adding Value (Fig. 18.8)
195(1)
18.10 Case Study: Lidl's Glocal Supply and Distribution Strategy
195(4)
18.10.1 Lidl's Glocal Supply Strategy
195(2)
18.10.2 Glocal Distribution Through Network
197(1)
References
197(2)
19 Promotion and Advertising Strategies
199(10)
19.1 Introduction to Promotion and Advertising
199(1)
19.2 Promotion
199(4)
19.2.1 Objectives of Promotion
199(2)
19.2.2 Promotions in a Physical Environment
201(1)
19.2.3 Promotions in Media
201(1)
19.2.4 Promotions in Digital Media
202(1)
19.2.5 Promotions through Sponsoring
203(1)
19.3 Advertising Tools
203(3)
19.3.1 Print Advertising
203(1)
19.3.2 Digital Ads
204(1)
19.3.3 Telephone Advertising
205(1)
19.3.4 Product Placement Advertising
205(1)
19.3.5 Guerilla Advertising
205(1)
19.3.6 Broadcast Advertising
205(1)
19.3.7 Outdoor Advertising
205(1)
19.3.8 Public Service Advertising
206(1)
19.4 Case Study: Promotion and Advertising Strategy of Rolex
206(3)
19.4.1 Marketing Strategy of Rolex
206(1)
19.4.2 Rolex Product Strategy
207(1)
19.4.3 Rolex Promotion and Advertising Activities
207(1)
References
208(1)
20 Lean Management and Pull as Part of the Marketing Strategy
209(12)
20.1 Lean Production System
209(5)
20.1.1 Introduction to the Lean Production System
209(1)
20.1.2 Pull System
209(1)
20.1.3 Zero Defect Principle
210(1)
20.1.4 Production in Line with Customer Tact
211(1)
20.1.5 How Principle
212(1)
20.1.6 Andon System for Superior Quality
212(2)
20.1.7 Poka-Yoke
214(1)
20.1.8 Gemba and Shop Floor Management
214(1)
20.2 Shadow Boards
214(4)
20.2.1 Customers Want to Buy from Companies with Health Standards
214(1)
20.2.2 Overall Equipment Effectiveness (OEE)
215(2)
20.2.3 Kanban System
217(1)
20.2.4 Supermarkets
218(1)
20.3 Case Study: Porsche Production System
218(3)
References
219(2)
21 Change Management for Marketing and Sales Activities
221(14)
21.1 Definition of Change Management
221(1)
21.2 External and Internal Reasons for Change
222(1)
21.3 Change Management Concepts
223(10)
21.3.1 Change Management Concept of Kurt Lewin
223(1)
21.3.2 Change Management Curve of Elisabeth Kurbler-Ross
224(5)
21.3.3 Change Management Phase Model of Kotter
229(2)
21.3.4 ADKAR Change Management Model
231(1)
21.3.5 McKinsey 7S Model
231(2)
21.4 Case Study: Change Management in Nissan
233(2)
References
233(2)
22 Artificial Intelligence (AI) and Cyber Tools in Marketing and Sales
235(12)
22.1 AI in Marketing and Sales
235(4)
22.1.1 Introduction to AI in Marketing and Sales
235(1)
22.1.2 Al-Powered Marketing and Sales Reprint
235(1)
22.1.3 Task Automation in Marketing and Sales
236(1)
22.1.4 Machine Learning in Marketing and Sales
237(1)
22.1.5 Stand-Alone Solution in Marketing and Sales
237(1)
22.1.6 Integrated Solutions in Marketing and Sales
237(2)
22.2 Artificial Intelligence (AI) Tools
239(3)
22.2.1 AI Tools Will Lead to a Competitive Advantage
239(1)
22.2.2 Autonomous Robots
239(1)
22.2.3 Virtual Production and Supply Chains
240(1)
22.2.4 Virtual and Lean Simulations
240(1)
22.2.5 Systems Integration
241(1)
22.2.6 Internet of Things
241(1)
22.2.7 Cybersecurity
241(1)
22.2.8 Cloud Computing
241(1)
22.2.9 Additive Manufacturing
241(1)
22.2.10 Augmented Reality
242(1)
22.2.11 Big Data
242(1)
22.3 Industry 4.0 in Lean Management
242(1)
22.4 Case Study: Google's Self-Driving Cars
243(4)
References
245(2)
23 Sales Management Negotiations
247(16)
23.1 Definition of Negotiations
247(2)
23.2 A-6 Concept by Dr. Marc Helmold
249(1)
23.3 The Harvard Negotiation Concept
250(1)
23.4 The Schranner Negotiation Concept
251(5)
23.4.1 Concept for Borderline Negotiations
251(1)
23.4.2 Escape Types
251(1)
23.4.3 Attacker Types
252(1)
23.4.4 Mixed Types
252(1)
23.4.5 Important Steps in the Schranner Negotiation Concept
252(4)
23.5 Negotiation Personalities
256(2)
23.5.1 Personalities
256(1)
23.5.2 Soft Negotiator
257(1)
23.5.3 Hard Negotiator
257(1)
23.5.4 Principled Negotiator
257(1)
23.5.5 Situational Negotiator (Schlagfertig)
258(1)
23.6 Roles and Responsibilities in Negotiations
258(1)
23.7 Case Study: EU Negotiation Strategy for COVID-19 Vaccines
259(4)
References
260(3)
24 Outlook 2030 for Marketing and Sales
263(7)
24.1 Future Outlook of Marketing
263(1)
24.2 Marketing Trends
264(3)
24.2.1 Trend 1: Customer Behaviour-Centric Marketing and Sales Activities
264(1)
24.2.2 Trend 2: Increased Importance of Influencers in Marketing
264(1)
24.2.3 Trend 3: Purpose as Success Factor
265(1)
24.2.4 Trend 4: Marketing Will Become Green and More Ethical
265(1)
24.2.5 Trend 5: Mobile: Authentic and Inclusive Marketing
266(1)
24.2.6 Trend 6: Creating an Intelligent and Creative Engine
266(1)
24.2.7 Trend 7: Customers Without Cookies
266(1)
24.2.8 Trend 8: Customer-Centric Data Experience
266(1)
24.2.9 Trend 9: Hybrid and Social Customer Experience
266(1)
24.2.10 Trend 10: Al-Optimized Marketing and Advertising
266(1)
24.3 Marketing 4.0
267(3)
24.3.1 Introduction to Marketing 4.0
267(1)
24.3.2 Online Versus Offline
268(1)
24.3.3 Informed Versus Distracted Customers
268(1)
24.3.4 Negative Versus Positive Defence
268(1)
24.3.5 Digital Humanization of Marketing Tools
268(1)
24.3.6 Digital Subcultures: Netizens
269(1)
24.3.7 Implementing Content Marketing Tools
269(1)
24.3.8 Engagement Marketing
270(1)
24.4 Case Study: VR for BMW Customer Experience
270(1)
References 270
Marc Helmold is full-time Professor at the IU International University of applied Sciences at the campus in Berlin (Germany). He teaches Bachelor, Master and M.B.A. students in lean management, sales, pricing and (total) revenue management. In parallel, he owns the consultancy MaHeLeanCon and supports international transactions and market entry strategies.
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