Implementing Innovative Tactics in the Global Marketplace
John Hathaway-Bates
Bibliographic record and links to related information available from the Library of Congress catalog
CHAPTER ONE
The Difference Between Sales and Marketing
The Concept of Tactical Marketing and Management
CHAPTER TWO
The Reason Tactical Marketing is Needed Today
CHAPTER THREE
Specialization-A Benefit or a Problem?
CHAPTER FOUR
Methods to Avoid
Monopoly Claims
Lack of Confidence in Ability
Intergroup Effect
Cultural Circle Traps
One-for-One Sales
Bought Influence Sales
Price Undercutting
Blanket Canvassing Sales
Non-Appointment Calls
CHAPTER FIVE
The Primary Methods of Marketing
Open Contract Marketing
Business Demand Sales
Client Referral Sales
Linked Benefit Marketing
Implementation
CHAPTER SIX
Image Marketing
Informative Public Relations
Advertising
Exhibitions
Marketing Literature
Success Public Relations
Image Respect Marketing
Educational Marketing
Borrowed Respect Marketing
Reception Marketing
Introduction or Announcement Marketing
Newsletters
Positive Challenge Marketing
Written Communication
CHAPTER SEVEN
Consolidation Marketing Methods
Price Benefit Marketing
Quality Benefit Marketing
Image Benefit Marketing
Organized Referral Marketing
CHAPTER EIGHT
Trend Marketing Methods
Related Growth Marketing
Synergetic Marketing
Economic Geographic Development Marketing
Office Network Marketing
Association Marketing
CHAPTER NINE
Information on Potential Clients
CHAPTER TEN
The Marketing Team
The Marketing Administrator
The Business Development Executive
The Negotiator
The Account Executive
CHAPTER ELEVEN
The 50-Week Commercial Year
CHAPTER TWELVE
Analysis of Capability
Collecting the Facts for Gaining New Business
CHAPTER THIRTEEN
Organization of a Marketing Analysis
Business Records and Listings
Proposal Analysis Development Sheet
Development of the Marketing Analysis
Geographic Development Evaluation
Geographic Development by Work Description
Geographic Development by Client Usage
Geographic Differences in Procedure
Geographic Expansion by Referral
Geographic Influence of Overseeing Interest
Geographic Origination Response
Territorial Competition Analysis
Geographic Aspects of Negotiation Periods
Geographic Meeting Requirements
Relative Status/Respect Geographically
Time Scale of Projects Related to Location
Profit Potential on a Geographic Scale
Size of Order Relative to Geographic Area
Client Liaison Factors-Geographically
Analysis of Specialization Development
Identifying Sales Executive's Specialization
Type of Work-Ongoing Client Analysis
Level of Professional Proposal and Presentation
Referral Confidence Analysis
Influential Interest Confidence Analysis
Origin of Individual Types of Work Analysis
Levels of Proficiency of Presentation Analysis
Negotiation Period Relative to Type of Work Analysis
Active Periods for Types of Work Analysis
Lead-In Period Analysis
Meeting Locations Analysis
Quality of Business Analysis
Individual Staff Negotiation Abilities Analysis
Areas of Concentration Analysis
Analysis of Activity Relative to Profits and Reputation
Profit Potential Analysis
Sales Success Ratio Analysis
CHAPTER FOURTEEN
Marketing Management
The Marketing Library
Call Management
CHAPTER FIFTEEN
Growth Analysis and Sales Management Control
The Numbers Game
Discount Management of Product Sales
Discount Management by Sales Staff Results
Inventory & Production Management
Territorial Discount Management
Territorial Inventory and Production Management
CHAPTER SIXTEEN
Tactical Supply and Demand Control
CHAPTER SEVENTEEN 301
Checklists for Tactical Marketing and Management Meetings
CHECKLIST NUMBER ONE 304
Adaptability to Change
CHECKLIST NUMBER TWO 306
Benefits and Problems of Membership
CHECKLIST NUMBER THREE 308
Consideration of New Services
CHECKLIST NUMBER FOUR 310
Sales Policy and Performance
CHECKLIST NUMBER FIVE 313
Competitors
CHECKLIST NUMBER SIX 315
Consulting Services Potential
CHECKLIST NUMBER SEVEN 316
Linked Benefit Potential
CHECKLIST NUMBER EIGHT 317
Image Marketing (1)
CHECKLIST NUMBER NINE 318
Image Marketing (2)
CHECKLIST NUMBER TEN 319
Image Marketing (3)
CHECKLIST NUMBER ELEVEN 321
Pricing Policy
CHECKLIST NUMBER TWELVE
Network of Contacts
CHECKLIST NUMBER THIRTEEN
Related Growth Marketing
CHECKLIST NUMBER FOURTEEN
Association Marketing
CHECKLIST NUMBER FIFTEEN
Responsibility and Authority in Sales
FORMS
The forms in this book are the result of many years development
and adaptation, and as far as forms are able to be general in ap-
plication, they can be used to perform the management tasks of
almost any marketing investigation. The need for careful analysis
is essential in the development and monitoring of any marketing
program, and using the examples described and illustrated as
models, will enable you to create more precise forms and analysis
programs to meet your own particular needs in any given situation.
PUBLIC RELATIONS DATA FORM
PROPOSAL ANALYSIS DATA FORM
PROPOSAL ANALYSIS DEVELOPMENT SHEET
BUSINESS ACTIVITY REPORT
POTENTIAL NEW BUSINESS ANALYSIS FORM
MARKETING PLAN CONTROL SHEET
GROWTH ANALYSIS AND SALES MANAGEMENT SHEET
PRODUCT/CAPACITY ANALYSIS SYSTEM