Download Oulu Uni of Applied Sci:s – School of Business and Info Management

Oulu Uni of Applied Sci:s – School of Business and Info Management
International Marketing – Ismo Koponen, Mr
Conceptualizations , and reconceptualizations (?) of some main concepts
(business phenomena):
From the contents of the course: The network approach to marketing. The
Personal Selling Function as part of marketing, and Sales Management,
in particular.
Authentic case: seeing the business
possibilities in selling
- wild berries,
- empty bottles or
- used cars
instead of used bikes for
(exchange)students in Oulu, and
organizing the sales force, and the
sales in practice. Alternative types of
organization (theoretical):
- Otokylä, Linnanmaa & Välkkylä,
(geography), area managers
- blueberries, cloudberries &
lingonberries (products), product
managers
- consumers & businesses
(customers, categories of), customer
managers
Estimating the volume of business
(sales, or turnover; less purchases is
cover over fixed costs; less fixed costs
is gross profit; less taxes is net profit);
the possible amount of profit (% of
turnover, and in euros):
The network approach vs the marketing mix (toolbox) thinking. Do remember
the 2x2 matrix, below !
- the old school of marketing vs a new one, or
- the old paradigm vs a new one
They both still exist, and are "alive", practiced among practitioners and
academics.
Personal selling as part of p=promotion.
Sales management. A marketing manager with one or more sales managers
(area managers, or product managers), and e.g. sales representatives.
Paradigms (the world
view of something):
The Personal Selling
Face-to-face
Function i.e. organizing ‘Professional Selling’
the Sales Force
New School of
X The people oriented
Marketing i.e.
approach to ‘m’;
customer based
thinking
Old School of Marketing X The task oriented
i.e. The Toolbox
approach to ‘m’;
Thinking = The
product based thinking
Marketing Mix