The main function of the sales and marketing departments is to find out what customers want or can lie persuaded to want and at what price; to then relate this potential demand to the company's ability to produce it, deliver it to the point of sale and achieve a profit.

Nature Of Work

Marketing requires the study of consumer needs. It also includes devising strategies to enhance product sales. The basis of successful marketing is the correct interpretation of statistics, as conclusions are always founded in researched social and economic trends. Sales involve putting marketing strategy into action. The main responsibility here is finding and dealing with customers for a particular product or service. In most companies, this means contacting and selling to distributors and/or retailers.

Major Tasks Performed

Marketing and sales departments carry out a number of separate tasks in order to bring their products to their consumer. Depending on the size and reach of the organization and the variety of product lines being manufactured, this could be undertaken by a few individuals working together in a single team; or by many groups, each concerned with a different product or area of work. Major tasks performed are:

IN MARKETING

Research

Which includes devising and organizing surveys that provide detailed information on current and potential customers present and future needs; types of people that can be targeted for sale; location of outlets; acceptable prices; whether or not after-sales service is expected; as well as the existing competition. Basic market research procedure remains the same for almost any kind of product.

Analysis

Is the interpretation of these results; discussing them with production, distribution and advertising people; and then working out suggestions for changes or adaptations in existing products, or the introduction of new products.

Planning

Involves devising strategies for the launching, distribution and promotion of products.

Testing

Means introducing a new product to a limited number of outlets or group of people, and carefully noting and analyzing reactions, in order to gauge its market potential.

Sales forecasting

Based on market research, predicts the demand and specification for any particular type of product
in the future.

IN SALES

Sales Management

Requires motivating the staff to sell the company's product; fixing sales targets; providing incentives to representatives to ensure that these targets are met; supervising the working of representatives.

Selling

Which involves identifying and contacting distributors and/or retailers for the product; keeping in touch with them; convincing them to stock the product; booking orders; and ensuring that the correct deliveries are made. Merchandising: Which means helping retailers to maximize sales, by promotion campaigns, advising on shop displays, or suggesting new sales techniques.

Specialist Areas

Marketing is often split into:

CONSUMER GOODS AND SERVICES MARKETING

Which includes strategy planning, launching and promoting of products of daily use that can be bought off the shelf in a shop or store.

INDUSTRIAL MARKETING

For which a technical or engineering background is useful though not always essential, is the marketing of machinery and equipment usually used by manufacturing companies.

INTERNATIONAL MARKETING

Is a high growth area with very good prospects. It is fast becoming a vital function in business and industry as organizations increasingly turn to exports for their economic survival. Most essential to this field is a thorough understanding of the cultural, social and economic situations of other nations, as also a working knowledge of the relevant language.

Sales jobs can involve:

CONSUMER GOODS SALES

Where dealings are mainly with retailers, distributors or wholesalers of the company's product.

SPECIALITY/TECHNICAL/INDUSTRIAL SALES

Usually requires a technical and sometimes production management background. Interactions here are with technical and financial experts, and a single transaction could take months of negotiations and extensive after-sales service. The work requires more than the selling of standard products, as clients could also provide specifications for modification of equipment to suit their particular needs, or place an order for a one-off piece of machinery.

EXPORTS SALES

Involves extensive travel abroad, and a thorough knowledge of the cultural, social and economic set
up of other countries; as well as the export procedures of the selling country and the import laws of the buyer country.