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Guide to the Engineering Management Body of Knowledge

By
ASME BOOK Committee
ASME BOOK Committee
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ISBN:
9780791802991
No. of Pages:
422
Publisher:
ASME Press
Publication date:
2010

While sales, marketing, and advertising are part of the same “system,” they are distinct in their aims:

ߦ Marketing: focuses on assessing the needs and wants of potential customers and then meeting those needs.

ߦ Sales: focuses on the attempt to motivate potential customers to purchase a product or service.

ߦ Advertising: focuses on communicating a specific message or set of messages to buyers.

Together, the goal of marketing, sales, and advertising is to get a needed or wanted product or service to a customer at a price they are willing to pay, while maintaining a profit for the company.

Fundamental advertising principles are universal. When applying them internationally, however, actual advertising practices must be responsive to the specificity of local markets.

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