1. Question

Is marketing and sales the same thing?

Answer

No. If you think of marketing as an umbrella, each rib represents a strategy. Sales is one of those ribs reinforcing the marketing umbrella. Sales strategies would encompass, for example, the external sales team, internal sales activities, customer support, etc.

2. Question

What is a marketing plan?

Answer

A marketing plan is the complete umbrella with every strategic ‘rib’ supporting corporate objectives. The 'plan' should also serve to establish a positive perception of the organisation’s overall image and reputation.

3. Question

I’ve heard “STP” mentioned in our marketing department, would you explain the acronym?

Answer

“STP” is an acronym for segment, target and position. For the success of a product or service it is important to get these fundamental marketing components aligned.

4. Question

I’ve also heard “PLC” mentioned – would you shed some light on this too?

Answer

I can see where this is going so let me say as with any other profession, art or science there’s always associated acronyms and clearly marketing is no different.

“PLC” means product (service) life cycle. The PLC is made up of five phases including: introduction, growth, maturity, saturation and decline.

Each phase can influence the strategic decisions taken when applying the STP framework.

[Currently consolidating questions, more to come shortly. If you have a specific question please send me an email jmmsampson@imagenationdesign.com.au or give me a call on 0405 373770.]