Michael Richter
International marketing and sales consultant
Hauptstrasse 27
DE-88422 Seekirch
Tel: +49(0)7582-933371
E-Mail: michael.richter@marketing-und-vertrieb-international.de
Dictionary for strategic marketing - ... marketing is ...
Dictionary
Marketing and selling strategically
Strategic marketing/selling - central term = client advantage:
The 4 steps of selling strategically are:
1. Analysis of the business targets
- Definition of the business segment: ‚Which
products for which markets' - home/
foreign markets and which market
segments ?
- Determination of the main competitor:
Against whom do we have to fight ?
- Determination of the competition advan-
tages:
Which cost- or performance advantages argue
for our company ?
- Fixing of the economic targets:
Investing or harvesting ? Which compe-
tition position is aimed at ?
2. Client segmentation
- Preliminary segmentation
- Analysis of the generic client problem per
client segment - home-/foreign market/s
- Fixing of the designated use
- Definition of the buying process (primarily
the buying criteria)
- Definition of the user profitabilityprice:per-
formance ratio between us and the competition
- Determination of the client advantages
- Final client segmentation as per user profi-
tability
- Determination of the target segments
(segments, for which the client advantages can
be reached, price- or value advantages for
the client/s)3. Communication with the client
- Positioning: Determination of the de-
cisive client advantages with regard to
defensibility and uniqueness
- Signalisation:
Conception of a comprehensive opi-
nion-forming process in order to sys-
tematically 'making aware' regarding
the client advantage concerning appro-
val and credibility
4. Distribution
- Selection of suitable sales channels for
each client segment with regard to
cost and performance advantages
- Controlling of the sales channels over
the life cycle of the business segment
during the period of growth/period of
maturity
- Supporting the sales channels in order
to upgrade the distribution efficiency
for the direct channels
- Conception of associated logistics, the
transport and warehouse logistics
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