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MODULE VI - MARKETING AND SALES STRATEGIES

TOPIC
A. The Role of Entrepreneurs, Owners, and Managers
B. Staffing Selection Management
C. Leadership and Team Building
D. Training and Development

LEARNING OUTCOMES
• Differentiate the roles and responsibilities of entrepreneurs, owners, and managers in
driving business success and innovation.

• Apply effective staffing and selection strategies to recruit and retain competent personnel
in alignment with organizational goals

• Demonstrate effective leadership skills and apply team-building strategies to foster

collaboration and achieve organizational objectives

• Evaluate training and development programs to enhance employee performance and

promote continuous learning within the organization

B. Branding and Positioning

Branding
Branding creates identity and emotional connection. It encompasses visual elements (logo,
colors) and intangible ones (brand voice, values).
1. Brand Equity:
The added value a brand name gives to a product, often measured through awareness,
loyalty, and perceived quality.
2. Brand Identity vs. Brand Image:
o Brand Identity: What the company wants customers to perceive.
o Brand Image: Actual customer perception.

Positioning Strategy - Determines how a brand is perceived relative to competitors. Approaches

include:
o Attribute-based: Focus on a specific product feature (e.g., Colgate = protection).
o Benefit-based: Focus on what the customer gains (e.g., Dove = gentle skin).
o Price/Quality: Luxury vs. budget options.
o User/Image: Connect the brand with a specific lifestyle or personality.

Unique Selling Proposition (USP) - The clear and compelling reason why customers should
choose your product.

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Brand Storytelling - Emotional narratives that connect with customers on a personal level,
increasing recall and loyalty.

C. Network and Channeling

Distribution Channels
o Direct Channels: Sell directly to consumers (e.g., online stores, company-owned
outlets).
o Indirect Channels: Use intermediaries like wholesalers and retailers.

2. Channel Levels:
o Zero-level (Direct): Producer → Consumer
o One-level: Producer → Retailer → Consumer
o Two-level: Producer → Wholesaler → Retailer → Consumer

3. Channel Design Decisions:

o Identify customer needs (speed, service level).
o Evaluate costs, control, and coverage.
o Select channel members based on reliability and alignment.

4. Channel Conflict:
May arise between partners (e.g., online vs. brick-and-mortar). Must be resolved through
communication and coordination.

5. Networking in Business:
Building relationships with partners, suppliers, and influencers enhances reach and
opportunities.
o Use of trade shows, industry associations, and online platforms like LinkedIn.
o Strategic alliances and co-branding to expand market presence.

6. Supply Chain Integration:

Aligning logistics, inventory, and customer service among all supply chain actors to
ensure efficient product delivery.

D. E-Business

Definition of E-Business:
The use of internet technologies to conduct all aspects of business operations, including sales,
marketing, procurement, and customer service.

Components of an E-Business Framework

o Website or E-commerce Platform: The digital storefront.

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o Online Marketing Tools: SEO, content marketing, email, and social media.
o Digital Payments: Integration of gateways (e.g., GCash, PayPal, credit cards).
o Customer Support: Chatbots, live chat, and CRM systems.

2. Advantages of E-Business:
o Lower operating costs
o Wider geographic reach
o 24/7 availability
o Personalized customer experiences through data analytics

3. Risks and Challenges:

o Cybersecurity
o Competition from global players
o Technical maintenance and scalability

4. Trends in E-Business:
o Mobile commerce (m-commerce)
o AI-powered recommendations
o Social selling through platforms like TikTok and Instagram

Application
A local farm business can build an online store, integrate payment and delivery systems, and use
digital ads to promote seasonal produce to urban customers.

E. Sales Technique and Customer Relation Management (CRM)

1. Personal Selling Process

This is the step-by-step approach used by salespeople to convert potential customers into actual
buyers.
• Prospecting: Identifying and researching potential customers (leads) who might benefit
from your product or service.
• Pre-approach: Gathering information and planning how to approach the prospect
effectively.
• Presentation: Delivering a structured sales pitch that highlights benefits, features, and
value of the product.
• Handling Objections: Addressing any concerns or doubts the customer may have to
clear their path to buying.
• Closing the Sale: Asking for the order or getting a commitment to buy.
• Follow-up: Maintaining contact after the sale to ensure satisfaction, encourage repeat
business, and generate referrals.

2. Sales Techniques
These are strategic methods used during the selling process to increase effectiveness.
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• Consultative Selling: The salesperson acts as a trusted advisor, focusing on

understanding the customer’s needs rather than just pushing a product.
• Solution Selling: Tailoring the product or service to solve a specific customer problem,
showing how the offering meets their needs.
• Cross-selling and Upselling:
o Cross-selling: Recommending related products (e.g., buying a phone and
suggesting a case).
o Upselling: Encouraging the customer to buy a more premium version (e.g.,
upgrading from basic to pro plan).

3. Customer Relationship Management (CRM)

CRM is about systematically managing customer relationships to improve business outcomes.
• It involves collecting and analyzing customer data (like preferences and purchase history)
to enhance service.
• CRM software tools like Salesforce, Zoho, or HubSpot help track:
o Customer interactions
o Email communications
o Sales pipeline progress
o Service requests and feedback

4. CRM Strategies
These strategies are used to strengthen long-term customer relationships and drive loyalty.
• Personalized Marketing: Using customer data to send targeted messages or offers (e.g.,
birthday discounts).
• Loyalty Programs: Reward systems to encourage repeat purchases (e.g., points,
discounts, exclusive perks).
• Feedback Loops: Collecting customer feedback and acting on it to improve service and
satisfaction.
• Relationship Marketing: Focusing on long-term engagement rather than one-time sales
— building a bond with the customer.

5. Key Metrics
These are important measurements used to evaluate sales and CRM success.
• Customer Lifetime Value (CLV): The total revenue a business can expect from a single
customer over the course of their relationship.
• Retention Rate: The percentage of customers a company keeps over a period — high
retention = strong loyalty.
• Net Promoter Score (NPS): A measure of how likely customers are to recommend your
brand to others — a high NPS indicates strong customer satisfaction and advocacy.

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References
1. Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
2. Armstrong, G., & Kotler, P. (2017). Marketing: An Introduction (13th ed.). Pearson.
3. Keller, K. L. (2012). Strategic Brand Management: Building, Measuring, and Managing
Brand Equity (4th ed.). Pearson.
4. Ries, A., & Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw-Hill.
5. Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2006). Marketing
Channels (7th ed.). Pearson.
6. Jobber, D., & Ellis-Chadwick, F. (2019). Principles and Practice of Marketing (9th ed.).
McGraw-Hill Education.
7. Chaffey, D. (2015). Digital Business and E-Commerce Management (6th ed.). Pearson.
8. Laudon, K. C., & Traver, C. G. (2021). E-commerce 2021: Business, Technology, Society
(16th ed.). Pearson.
9. Ingram, T. N., LaForge, R. W., Avila, R. A., Schwepker Jr, C. H., & Williams, M. R.
(2015). Professional Selling: A Trust-Based Approach (5th ed.). Cengage Learning.
10. Buttle, F., & Maklan, S. (2019). Customer Relationship Management: Concepts and
Technologies (4th ed.). Routledge.
11. HubSpot Academy – https://academy.hubspot.com
12. Google Digital Garage – https://learndigital.withgoogle.com
13. Statista – https://www.statista.com
14. Insider Intelligence (eMarketer) – https://www.insiderintelligence.com

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