The Aim of Marketing Is to Make Selling Unnecessary

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MADE BY EDI TAMBA INTRODUCTION According to American Marketing Association (2013), marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Regarding communication, promotion is a powerful instrument to deliver the valuable offerings to customers, either one or two ways communicating and then increase shareholder value in return (Luo and Donth, 2006). There are five major promotion tools which company mostly use: advertising, sales promotion, personal selling, public relations, and direct and digital marketing (Kotler and Amstrong, 2012, p. 447). Among these promotion tools, personal…show more content…
The integration among marketing and industrial design should be occurred mostly in the early stage-gate phase of NPD and in the pre-NPD phase of Budgeting and Scheduling as well as the later state-gate phase of NPD (Zhang, Hu, and Kotabe, 2011). Through NPD process, marketing task are to detect and recognize customer needs and transferred it to new product ideas. Marketing should create its capabilities based on knowledge of experience, forecasting, customer needs and responding to needs. To gain knowledge of customer needs and assign it to new product ideas, marketing department relies on internal data, marketing intelligence and marketing research (Kotler and Amstrong, 2015). The formal research is crucial to anticipate uncertainty and changing in the future when making a decision related to NPD process. Marketing could also extent its role in new product development process by translating customer needs into technical specifications (Drechsler et al., 2013). Last but not least, the up to date knowledge of market, competitors, customers and stakeholders are needed on deciding when to launch the product, the last stage of NPD process, and marketers could do this part (Beard and Easingwood, 1996). Additional analysis for marketing information, which obtained from internal data, marketing intelligence, and marketing research, is needed by marketer to gain customer insight and make
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