6.Marketing, Sales and Communications Management

Question 1

Explain the basis of developing advertising plans. State the essentials or components of an advertising plan.

Answer 1

• identifying the target audience
• choosing media
• crafting messages
• evaluating success.

Key components include
- audience research
- advertising schedule
- budget optimization
- partnership opportunities
- market testing
- success metrics.

Question 2

What are the key elements of a sales plan.

Answer 2

• sales strategy overview
• customer retention plans
• sales force organization
• lead management
• sales timetable
• tracking systems
• effectiveness summary.

Question 3

State the benefits of customer feedback. What measures are taken to gauge customer satisfaction?

Answer 3

Customer feedback enhances service speed, self-service, integrated solutions, and consistency. Measures include surveys, which can be relationship or transaction-oriented, to understand satisfaction and future customer actions.

Question 4

What is your understanding of Lickert’s concept of the characteristics of high and low producing organizations?

Answer 4

high-producing organizations are characterized by strong leadership, team collaboration, clear communication, and a focus on customer satisfaction, while low-producing ones may lack these attributes.

Question 5

State the role of a sales engineer in a manufacturing company.

Answer 5

Combines engineering expertise with sales skills to provide accurate product information, develop solutions, and relay customer feedback to development and marketing teams for strategic planning and product improvement.

Question 6

State the business requirements necessary to address changing customer requirements.

Answer 6

Requires an agile marketing strategy focusing on customer desires and competitor offerings, efficient inter-functional coordination, and a profit-oriented approach to meet changing demands and maintain market relevance.