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Assessing marketing’s critical role
in organizational performance
by Ron Fredericks, last updated May, 2006
ECI offers marketing services to companies that make or sell components and tools to the OEM device manufactuer and their related engineering support teams. Read on to learn some of the techniques ECI offers to its clients. Read ECI's marketing theory-based article to learn more about the theory behind the market pressures that effect sales.
Marketing is a social and managerial process
whereby individuals and groups obtain what they need and
want through creating, offering, and exchanging products of
value in the market. This high level definition of marketing
provides insight into ways to reduce the otherwise high cost
of sales seen in many high-technology business sectors such
as the embedded systems industry. A common question from our
clients is "How can we lower the cost of sales while
bringing in a more focused and continual stream of new sales
leads?"
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Embedded Components
offers its clients a scalable marketing program with
a goal of reducing the cost of sales while increasing
demand
Embedded Components offers a total
integrated customer oriented marketing management service
for its clients resulting in increased wealth for its
clients and their customers. See Figure 1-1 for an introduction
to the marketing process. Embedded Components improves
its clients’ wealth by designing and implementing
a marketing/sales mix that:
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Increases sales volume while lowering
cost per sale with integrated, creative, leading
edge, direct marketing programs over a preplanned
timeline that generates a focused response
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Actively engages with customers and synergistic
partnerships creating significant industry events
while lowering costs through cooperation
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Demonstrates a value-chain and a
time-to-market strategy using our clients’
component based engineering solutions
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Improves market share with well
understood targeted product and service messages
to customers, the media, and prospects
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Generates industry wide recognition
of our clients’ core expertise in their fields
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Reduces investor and customer purchasing
risk while improving our clients’ income, balance
and cash flow financials
Embedded Components improves its clients’
customers’ wealth by establishing a long term relationship
with all stakeholders in the target market such as partners,
media, analysts, and the individual customer relationships
themselves.
Exciting news from Embedded Components!
There is more to marketing than
just "time to market" and "return on
investment" strategies. In any business-to-business
(B2B) sales relationship the supplier can take focus
on both their end customer, their "end-1" partner needs, and their "end+1"
customer needs. Your customer's needs are driven by
their customers' needs. Your best product integration partner relationships will improve the voracity of your field relationships. We have the experience to take
these extra dimensions of your market and predict their
effects into the development of your marketing plan.
With our marketing service, a larger number of prospects will see the value of your product as
a "money maker", not just a "money saver"!
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MARKETING (MANAGEMENT) "is
the process of planning and executing the conception,
pricing, promotion, and distribution of ideas, goods,
and services to create exchanges that satisfy individual
and organizational goals. Marketing management has the
task of influencing the level, timing, and composition
of demand in a way that will help the organization achieve
its objectives." - Dr. Philip Kotler, Northwestern
University
See figure 2-1 below for a high
level view of the market planning process Embedded Components can offer your organization. We
can step into your existing marketing plan at the measuring
results stage by offering your company a marketing audit.
From the results we can work together in taking corrective
action. For the new product launch we can help your
team with our valuable industry experience starting
at the planning phase. In other cases your team may
simply need more resources in which case we can offer
our service as added staff participating in the implementation
of your marketing and sales program.
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Why emphasize marketing integrated
with sales?
The key to achieving effective
sales through marketing management consists in being
more effective than your competitors in integrating
marketing activities with your sales account plan. A
market plan should determine how your mix of products
and services can satisfy the needs and wants of target
markets. An effective integrated marketing program creates
customer demand while dramatically reducing the overall
cost of sales.
A marketing audit
from Embedded Components could be the first step in
lower your costs of sales. An effective outcome
of our audit would result in new creative options to
integrate your account plan with your marketing plan
leveraging our menu of business development services.
See Figure 3-1 for more details on the integrated relationship
between sales and marketing.
Account plan
- Factory
- Products
- Selling and promoting
- Portfolio through sales volume
Market plan
- Target markets
- Customer needs
- Integrated marketing
- Profitability
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Click here to request more information on
how Embedded Components can contribute to improving your
profit margins while lowering your development and sales risks
now more>
References:
FAQ: Forecasting the cost of sales
by Ron Fredericks, published on this web site
FAQ_forecasting_the_cost_of_sales.php
FAQ by ECI's Ron Fredericks
FAQ How to Approach a Gorilla Partnership
ECI's embedded components and tools marketplace, a distance learning initiative for users, makers, and enablers of embedded components
Learn how to use embedded components and tools
Marketing Management:
Analysis, Planning, Implementation, and Control by Philip
Kotler, published by Prentice Hall, Upper Saddle River,
New Jersey
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