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Industry study
Marketing and Sales
This unit of work addresses aspects of the following syllabus outcomes:
A student:
H1.1 investigates industry through the study of businesses in one focus area.
H3.2 selects and applies appropriate research and problem-solving skills.
Extract from Stage 6 Industrial Technology Syllabus @ Board of Studies NSW 1999
This unit deals with the broad application of marketing and sales in various industries. It provides opportunities for students to:
- identify and describe various marketing principles used by industry
- identify and understand sales techniques
- understand and use industry related terms.
1. Marketing
"Marketing is the promotion of a product or service by an industry. Marketing concentrates primarily on the buyers, or consumers, determining their needs and desires, educating them with regard to the availability of products and to important product features, developing strategies to persuade them to buy, and, finally, enhancing their satisfaction with a purchase."
Marketing , Microsoft ® Encarta. Copyright © 1994 Microsoft Corporation. Copyright © 1994 Funk & Wagnall's Corporation.
It is widely recognised within industry that, without effective marketing and promotion, a company will not survive. Whilst there are many different marketing strategies the development and growth of the Internet has provided companies with a new avenue for marketing their products and services.
Consequently, most companies have developed their own web site which is used as a means of promotion. If the web site is not effective it will be just another "space waster" that no-one knows exists. It can even cost the company money rather than generating income and improving profit.
To turn a web site into a profit making enterprise, advantage needs to be taken of traditional marketing methods such as advertising, but also of "new age" promotional tools which are literally at the fingertips of management.
"E-marketing" is an extremely useful tool and it can easily be done from company computers.
E marketing
Visit the Wikipedia 
web site to find out a little about e-marketing and answer the following question.
What is e-marketing?
Visit the Wikipedia web site and click on what is e-marketing to find out a little about e-marketing tools and complete the following activity.
B
riefly describe some key e-marketing tools.
The whole purpose of e-marketing is to promote a site online and to make it easy for potential customers to find the company amongst the millions of web sites on the Internet.
One of the real benefits of e-marketing, as opposed to traditional marketing, is that results are virtually instantaneous. In traditional marketing a company has to go through a "trial and test" period to work out what aspects of their marketing strategy works and what doesn't. This can sometimes take months, and it can be costly to continue with a particular marketing strategy that isn't effective.
E-marketing, on the other hand, allows a company to assess reaction to their strategies immediately, and take any appropriate measures
Exhibitions as a marketing tool
Exhibitions are one of the most cost effective marketing methods offering face-to-face contact with thousands of qualified prospective customers. There is compelling evidence for making exhibitions a major focus of any company's marketing mix.
Visit the Australian Exhibitions Services website and identify some of the reasons why exhibitions are a successful marketing tool.
2. Sales
It is widely recognised within industry organisations that there is a critical link between profits and the effectiveness of sales people. It is well known that Sales Masters make business soar and that poor salesmanship can close a Company down.
There is a common cliché that "Selling's a numbers game!" , but in reality up to 70% of accounts are missed, lost or forgotten due to poor planning, ineffective technique or failure to follow through. A dynamic selling skill not only pays dividends to the confidence of the individual but the bottom line of the sales organisation.
In the modern competitive workplace, sales personnel are required to be just more than “good talkers”. Dynamic selling techniques, technical precision and a particular psychological make-up is required of the modern day sales leader.
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