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

Preface
Contents
List of Figures
List of Tables
About the Author
Acronyms and Abbreviations
1: Marketing, Sales and Pricing: Introduction
1.1 Definition of Marketing and Sales Management
1.1.1 Early Developments of Marketing
1.1.2 Needs and Demands as the Trigger for Marketing
1.1.3 Integrated Marketing Concepts (IMC)
1.2 Sales Management
1.3 Pricing Management
1.4 Differences Between Marketing and Sales
1.4.1 Introduction to the Differences of Marketing and Sales
1.4.2 Process of Marketing and Sales
1.4.3 Goals of Marketing and Sales
1.4.4 Tools and Resources of Marketing and Sales
1.5 Case Study: Marketing and Sales Strategy of Louis Vuitton
1.5.1 Introduction to Louis Vuitton
1.5.2 Marketing Mix of Louis Vuitton
1.5.3 Product Strategy of Louis Vuitton
1.5.4 Distribution and Pricing of Louis Vuitton
1.5.5 Promotion and Advertising Louis Vuitton
References
2: Marketing Management as Part of the Corporate Strategy
2.1 Levels of Strategy
2.1.1 Corporate Strategy
2.1.2 Business Strategy
2.1.3 Functional Strategy
2.1.4 Alignment of Strategies
2.2 Strategic Triangle
2.3 Strategic Analysis
2.3.1 Analysing Important Factors
2.3.2 Analysing the Environment
2.3.3 Analysing the Industry
2.3.4 Analysing the Strengths and Weaknesses
2.3.5 Analysing the Core Competencies
2.4 Strategic Choice
2.4.1 Generic Strategies
2.4.2 Boston Consulting Matrix (BCG-Matrix)
2.4.3 Ansoff Matrix
2.4.4 Blue and Red Ocean Strategies
2.5 Strategic Implementation
2.5.1 Assessment of Suitability, Acceptability and Feasibility
2.5.2 Suitability
2.5.3 Acceptability
2.5.4 Feasibility
2.6 Strategic Pyramid
2.6.1 Mission and Vision
2.6.2 Goals and Objectives
2.6.3 Core Competencies
2.6.4 Strategies
2.6.5 Strategic Architecture
2.6.6 Control and Execution
2.7 Core Values
2.7.1 Strategies Must Focus on Value Creation
2.8 Case Study: McDonald’s Marketing Strategy
2.8.1 Global Player
2.8.2 Brand Awareness
2.8.3 Multi-method Advertising
References
3: Marketing Concepts
3.1 Marketing Concepts
3.2 Production-Oriented Marketing Concept
3.3 Product-Related Marketing Concept
3.4 Sales-Oriented Marketing Concept
3.5 Marketing-Oriented Marketing Concept
3.6 Social Marketing-Oriented Marketing Concept
3.7 Case Study: PepsiCo’s Product-Oriented Marketing
3.7.1 Introduction to PepsiCo
3.7.2 Positioning and Segmentation
3.7.3 Investments in Marketing
3.7.4 Product Innovations
References
4: B2B and B2C Marketing
4.1 B2B and BC2 Marketing
4.1.1 B2B Marketing
4.1.2 B2C Marketing
4.1.3 C2B Marketing
4.1.4 C2C Marketing
4.1.5 Differences in B2B and B2C Marketing
4.2 Case Study: Telekom B2B Service
References
5: Sales Management
5.1 Definition of Sales Management
5.2 Sales Management Process
5.2.1 Introduction to the Sales Management Process
5.3 Sales Strategy
5.4 Sales Operations
5.5 Sales Organization
5.6 Sales Technology
5.7 Sales Incentives
5.8 Sales Performance
5.9 Benefits of Structured Sales Management
5.10 Sales Funnel
5.10.1 Purpose of the Sales Funnel
5.10.2 Awareness
5.10.3 Interest
5.10.4 Consideration
5.10.5 Intent
5.10.6 Evaluation
5.10.7 Purchase
5.11 Case Study: Marketing and Sales Strategy in Porsche
5.11.1 Introduction of Porsche
5.11.2 Porsche Marketing Mix
5.11.3 Porsche Marketing Strategy
References
6: Economic Pricing, 3C-Pricing and Cost-Estimation Concepts
6.1 Economic Pricing Model
6.1.1 Introduction: Supply and Demand
6.1.2 Understanding Supply and Demand
6.1.3 Demand
6.1.4 Supply
6.1.5 Supply and Demand Curves
6.1.6 Shifts Versus Movements
6.1.7 Equilibrium Price
6.1.8 Impacts on Supply and Demand
6.2 3C Pricing Model
6.2.1 Introduction to the 3C Pricing Model
6.2.2 Customer
6.2.3 Competitors
6.2.4 Costs
6.3 Cost-Plus Pricing
6.4 Cost Estimation
6.5 Case Study: Product Strategy and Premium Pricing of Mercedes
6.5.1 Product Strategy of Mercedes
6.5.2 Premium Pricing of Mercedes
References
7: Value-Based and Cost-Based Pricing Concepts
7.1 Value-Based Pricing
7.1.1 Definition of Value-Based Pricing
7.1.2 Characteristics of Value-Based Pricing
7.1.3 Examples of Value-Based Pricing
7.2 Cos-Based Pricing
7.2.1 Definition of Cost-Based Pricing
7.2.2 Advantages of Cost-Based Pricing
7.2.3 Drawbacks of Cost-Based Pricing
7.3 Cost-Based Versus Value-Based Pricing
7.4 Case Study: H&M’s Value Proposition Strategy
References
8: Service Marketing and Service Sales Management
8.1 Importance of Service Sector
8.2 Service Marketing and Sales
8.3 Characteristics of Services
8.3.1 Characteristics of Services
8.3.2 Intangibility
8.3.3 Perishability
8.3.4 Inseparability
8.3.5 Heterogeneity
8.3.6 Lack of Ownership
8.3.7 Variability
8.3.8 Difficulty to Measure Quality of Services
8.4 Marketing and Sales Strategies for Services
8.4.1 Understanding the Customers’ Needs
8.4.2 Applying a Service-Based Strategy
8.4.3 Value Creation
8.4.4 Make Services Tangible
8.4.5 Establish a Brand Loyalty
8.4.6 Personalize Services
8.4.7 Set Up a Relationship
8.5 Lean as a Revenue Driver in the Service Industry
8.6 Case Study: McDonald’s Lean Kitchen Area
References
9: Marketing Mix
9.1 Introduction to the Marketing Mix
9.2 Marketing Mix: The 7Ps
9.2.1 Introduction to the 7Ps
9.2.2 Product
9.2.3 Price
9.2.4 Place
9.2.5 Promotion
9.2.6 People
9.2.7 Process
9.2.8 Physical Evidence
9.2.9 Planet (8Ps)
9.3 Case Study: Marketing Mix at McDonald’s
9.3.1 Marketing Strategy at McDonald’s
9.3.2 Marketing Mix (7Ps) at McDonald’s
References
10: Market Segmentation, Targeting, Differentiation and Positioning
10.1 Value Proposition
10.2 Market Segmentation
10.2.1 Definition of Market Segmentation
10.2.2 Geographic Segmentation
10.2.3 Demographic Segmentation
10.2.4 Psychographic Segmentation
10.2.5 Behavioural Segmentation
10.3 Other Segmentation Concepts
10.3.1 Attitudinal Segmentation
10.3.2 Generational Segmentation
10.4 Targeting
10.5 Positioning
10.6 Differentiation
10.6.1 Definition of Differentiation
10.6.2 Product Differentiation
10.6.3 Service Differentiation
10.6.4 Channel of Differentiation
10.6.5 People Differentiation
10.6.6 Image Differentiation
10.6.7 Ethics Differentiation
10.7 Case Study: Image Differentiation of Hennessy Cognac
References
11: Direct and Indirect Marketing, Sales Promotion and Public Relations
11.1 Promotion Tools and Concepts (Fig. 11.1)
11.2 Direct and Indirect Marketing
11.2.1 Direct Marketing
11.2.2 Advantages of Direct Marketing
11.2.3 Disadvantages of Direct Marketing
11.2.4 Indirect Marketing
11.2.5 Advantages of Indirect Marketing
11.2.6 Disadvantages of Indirect Marketing
11.3 Sales Promotion
11.4 Public Relations
11.5 Case Study: Public Relations in Siemens
Reference
12: Selling Concepts
12.1 Selling Concepts
12.1.1 Introduction to Selling Concepts
12.1.2 Characteristics of Selling Concepts
12.2 Social Selling
12.2.1 Introduction to Social Selling
12.2.2 Establishing a Personal Brand
12.2.3 Finding the Right People
12.2.4 Dealing with Knowledge
12.2.5 Building Relationships
12.3 Cross-Selling
12.4 Upselling
12.5 Deep Selling
12.6 Consultative Selling
12.7 Virtual Selling
12.8 Visual Selling
12.9 Case Study: Activities in Amazon to Boost Cross-Selling Activities
References
13: Pricing Strategies and Discount Policy
13.1 Introduction to Pricing Strategies
13.2 Price and Value Considerations
13.3 Pricing Strategies and Concepts
13.3.1 Introduction and Definition of Pricing Strategies
13.3.2 Value-Based Pricing
13.3.3 Cost-Based Pricing
13.3.4 Break-Even Pricing
13.3.5 Dynamic Pricing
13.3.6 Loss Leader-Based Pricing
13.3.7 Competition-Based Pricing
13.3.8 Premium-Based Pricing
13.3.9 Target Pricing
13.3.10 Everyday Low Pricing (EDLP)
13.3.11 Good Value Pricing
13.3.12 Freemium Pricing
13.3.13 Seasonal Pricing
13.3.14 Penetration Pricing
13.3.15 Skimming Pricing
13.3.16 Price Bundling
13.3.17 High-Low Pricing
13.3.18 Markup Pricing
13.4 Important Aspects to Pricing
13.5 Discount Policy
13.6 Case Study: Pricing Strategy in Starbucks
13.6.1 Premium Pricing
13.6.2 Menu at Starbucks
13.6.3 Starbucks’ Branding Strategy
13.6.4 Starbuck’s Promotion Strategy
References
14: Sales Channels and Sales Partners
14.1 Introduction to Sales Channels
14.2 Sales Channels
14.2.1 Zero Levels Channels: Producer-Consumer
14.2.2 One Level Channels: Producer-Retailer-Consumer
14.2.3 Two Level Channels: Producer-Wholesaler- Retailer-Consumer
14.2.4 Three Level Channels: Producer-Agent-Wholesaler- Retailer-Consumer
14.3 Direct Sales Channels
14.4 Channel Sales and Indirect Sales Channels
14.5 Indirect Sales Channels
14.6 Case Study: Direct and Indirect Sales Channels at Apple
References
15: Innovation Management and New Product Launches
15.1 Introduction to Innovation Management
15.2 Technical Relevance and Attractivity
15.3 Strategic Relevance of Innovation Management
15.4 Resource Intensity
15.5 Future Potential of Innovations
15.6 Fields and Tasks of Innovation Management
15.7 Product Launches
15.8 Product Launch Roadmap and Process
15.8.1 Roadmap
15.8.2 Data Gathering and Analysis
15.8.3 Milestones and Timing
15.8.4 Implementation and Introduction
15.9 Case Study: Digital Innovation in a Bakery in Tokyo
References
16: International Marketing and Sales
16.1 Market Entry Strategies with High and Low Investments
16.2 International Marketing and Sales Strategies
16.2.1 International Sales Entry Concepts
16.2.2 Direct and Indirect Exporting
16.2.3 Licensing
16.2.4 Franchising
16.2.5 Branches and Sales Offices as Own Subsidiary
16.2.6 Joint Venture
16.2.7 Own Subsidiary
16.3 Strategic Alliances and Partnering
16.4 Turnkey Projects
16.5 Glocalization Strategies
16.6 Case Study: Glocal Strategy of Persil
References
17: Market Research
17.1 Market Research Process
17.2 Market Research Methodologies
17.3 Primary Research
17.3.1 Surveys
17.3.2 Questionnaires
17.3.3 Phone Interviews
17.3.4 Focus Groups
17.3.5 In-Depth or Depth Interviews
17.3.6 Observations
17.4 Secondary Research
17.5 Case Study: Market Research Toyota Prius in North America
References
18: Supply Chain Management and Distribution Channels
18.1 Upstream and Downstream Supply Chain Management (SCM)
18.2 Globalization and Global Supply Networks
18.3 Risks in the Supply Chain
18.4 Supply Risk Prevention and Mitigation
18.5 Method of Global Risk Evaluation
18.6 Fair Trade
18.7 Glocal Supply Chains
18.8 Incoterms 2020
18.9 Distribution Channels
18.9.1 Sales and Physical Distribution Channels (Fig. 18.7)
18.9.2 Channel Members Adding Value (Fig. 18.8)
18.10 Case Study: Lidl’s Glocal Supply and Distribution Strategy
18.10.1 Lidl’s Glocal Supply Strategy
18.10.2 Glocal Distribution Through Network
References
19: Promotion and Advertising Strategies
19.1 Introduction to Promotion and Advertising
19.2 Promotion
19.2.1 Objectives of Promotion
19.2.2 Promotions in a Physical Environment
19.2.3 Promotions in Media
19.2.4 Promotions in Digital Media
19.2.5 Promotions through Sponsoring
19.3 Advertising Tools
19.3.1 Print Advertising
19.3.1.1 Periodical Advertising
19.3.1.2 Brochures, Leaflets, Flyers, Handouts and Point-of-Sale Advertising
19.3.1.3 Direct Mail Advertising
19.3.2 Digital Ads
19.3.2.1 Google Ads
19.3.2.2 LinkedIn Advertising
19.3.3 Telephone Advertising
19.3.4 Product Placement Advertising
19.3.5 Guerilla Advertising
19.3.6 Broadcast Advertising
19.3.7 Outdoor Advertising
19.3.8 Public Service Advertising
19.4 Case Study: Promotion and Advertising Strategy of Rolex
19.4.1 Marketing Strategy of Rolex
19.4.2 Rolex Product Strategy
19.4.3 Rolex Promotion and Advertising Activities
References
20: Lean Management and Pull as Part of the Marketing Strategy
20.1 Lean Production System
20.1.1 Introduction to the Lean Production System
20.1.2 Pull System
20.1.3 Zero Defect Principle
20.1.4 Production in Line with Customer Tact
20.1.5 Flow Principle
20.1.6 Andon System for Superior Quality
20.1.7 Poka-Yoke
20.1.8 Gemba and Shop Floor Management
20.2 Shadow Boards
20.2.1 Customers Want to Buy from Companies with Health Standards
20.2.2 Overall Equipment Effectiveness (OEE)
20.2.3 Kanban System
20.2.4 Supermarkets
20.3 Case Study: Porsche Production System
References
21: Change Management for Marketing and Sales Activities
21.1 Definition of Change Management
21.2 External and Internal Reasons for Change
21.3 Change Management Concepts
21.3.1 Change Management Concept of Kurt Lewin
21.3.2 Change Management Curve of Elisabeth Kürbler-Ross
21.3.3 Change Management Phase Model of Kotter
21.3.4 ADKAR Change Management Model
21.3.5 McKinsey 7S Model
21.4 Case Study: Change Management in Nissan
References
22: Artificial Intelligence (AI) and Cyber Tools in Marketing and Sales
22.1 AI in Marketing and Sales
22.1.1 Introduction to AI in Marketing and Sales
22.1.2 AI-Powered Marketing and Sales Reprint
22.1.3 Task Automation in Marketing and Sales
22.1.4 Machine Learning in Marketing and Sales
22.1.5 Stand-Alone Solution in Marketing and Sales
22.1.6 Integrated Solutions in Marketing and Sales
22.2 Artificial Intelligence (AI) Tools
22.2.1 AI Tools Will Lead to a Competitive Advantage
22.2.2 Autonomous Robots
22.2.3 Virtual Production and Supply Chains
22.2.4 Virtual and Lean Simulations
22.2.5 Systems Integration
22.2.6 Internet of Things
22.2.7 Cybersecurity
22.2.8 Cloud Computing
22.2.9 Additive Manufacturing
22.2.10 Augmented Reality
22.2.11 Big Data
22.3 Industry 4.0 in Lean Management
22.4 Case Study: Google’s Self-Driving Cars
References
23: Sales Management Negotiations
23.1 Definition of Negotiations
23.2 A-6 Concept by Dr. Marc Helmold
23.3 The Harvard Negotiation Concept
23.4 The Schranner Negotiation Concept
23.4.1 Concept for Borderline Negotiations
23.4.2 Escape Types
23.4.3 Attacker Types
23.4.4 Mixed Types
23.4.5 Important Steps in the Schranner Negotiation Concept
23.5 Negotiation Personalities
23.5.1 Personalities
23.5.2 Soft Negotiator
23.5.3 Hard Negotiator
23.5.4 Principled Negotiator
23.5.5 Situational Negotiator (Schlagfertig)
23.6 Roles and Responsibilities in Negotiations
23.7 Case Study: EU Negotiation Strategy for COVID-19 Vaccines
References
24: Outlook 2030 for Marketing and Sales
24.1 Future Outlook of Marketing
24.2 Marketing Trends
24.2.1 Trend 1: Customer Behaviour-Centric Marketing and Sales Activities
24.2.2 Trend 2: Increased Importance of Influencers in Marketing
24.2.3 Trend 3: Purpose as Success Factor
24.2.4 Trend 4: Marketing Will Become Green and More Ethical
24.2.5 Trend 5: Mobile: Authentic and Inclusive Marketing
24.2.6 Trend 6: Creating an Intelligent and Creative Engine
24.2.7 Trend 7: Customers Without Cookies
24.2.8 Trend 8: Customer-Centric Data Experience
24.2.9 Trend 9: Hybrid and Social Customer Experience
24.2.10 Trend 10: AI-Optimized Marketing and Advertising
24.3 Marketing 4.0
24.3.1 Introduction to Marketing 4.0
24.3.2 Online Versus Offline
24.3.3 Informed Versus Distracted Customers
24.3.4 Negative Versus Positive Defence
24.3.5 Digital Humanization of Marketing Tools
24.3.6 Digital Subcultures: Netizens
24.3.7 Implementing Content Marketing Tools
24.3.8 Engagement Marketing
24.4 Case Study: VR for BMW Customer Experience
References