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The Aim of Marketing Is to Make Selling Unnecessary

In: Business and Management

Submitted By ediuntungtamba
Words 2119
Pages 9


According to American Marketing Association (2013), marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Regarding communication, promotion is a powerful instrument to deliver the valuable offerings to customers, either one or two ways communicating and then increase shareholder value in return (Luo and Donth, 2006). There are five major promotion tools which company mostly use: advertising, sales promotion, personal selling, public relations, and direct and digital marketing (Kotler and Amstrong, 2012, p. 447). Among these promotion tools, personal selling is the most effective tools as it offers two-way communications (Blythe, 2005). However, Peter Drucker (1973) urged that the aim of marketing is to make selling superfluous. He continued saying that marketing should be able to know and understand the customer very well and create the product or service fits him and sells itself. The aim of this paper is to discuss the possibility that company only need marketing and put aside sale function in particular for new product development process. The discussion is divided into three part. First, it discusses marketing contribution on New Product Development (NPD). Next, the sales function role on NPD Process will be presented. Finally, the discussion lead to the decision whether or not selling is needed.

It has been widely recognized that cross-functional cooperation has important role for NPD success both theoretical (Griffin and Hauser, 1996) and in empirical studies (Troy, Hirunyawipada, and Paswan, 2008). These cooperation, including marketing function, might create product or service that meet customers demand. The…...

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