6 Marketing, Sales and Communications Management
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.