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WK #6 (Strat): Sales and Marketing Analysis |
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The Sales and Marketing analysis focuses on how the Company sells
products and services to various segments of the market.
This analysis examines the method and the cost of new sales for the
company. In many cases this
analysis will show that the company sales channel strategy and
marketing support strategy are either very expensive or not appropriate
to the market that the company is attacking.
Sales Channels by Segment
- Primary Channel by Customer Segment
- Channel Cost as % Sales and Gross margin
- Direct Sales
- Distributors
Reps/VARs
Sales Process (New Customers)
- Sales system Used? (i.e., Miller-Heiman)
- Sales Cycle – Key Tasks and Time to accomplish?
- Decision Making Unit (DMU) and Motivations
Marketing
- Marketing Objectives and Initiatives
- Marketing Cost as % Sales and Trend
- People & Expenses, Literature & Promotion, Web Site
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Knowledge Base 
