Combination of both theory and practical marketing : A panacea to low sales in business

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The rise in the need for marketing solutions in various business sectors either profile oriented or charitable organizations has led to the diverse nature of marketing as a whole. The marketing department now requires an evolved set of skills which helps in keeping business active and thriving among competitors in the market. Marketing has been defined by different authors in the field of marketing. In these regards the definition of marketing by American marketing association Is needed to cement or combine theoretical and practical aspects of marketing together.
It defines marketing as "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." The term developed from the original meaning which referred literally to going to market with goods for sale. From a sales process engineering perspective, marketing is "a set of processes that are interconnected and interdependent with other functions" of a business aimed at achieving customer interest and satisfaction.
Today, knowledge of marketing is been taught in institution theoretically with low emphasis on the practical aspect of it. This report is prepared to show the Nexus between practical and theory aspect of marketing skills.
Marketing skills involves practices which enables marketers to explain its company and services rendered by such company. Marketing skills also helps marketers to explain the needs and interests of the target market to company and how marketeers can increase their company's income by driving sales. The marketing skills includes:
Communication skills, analytical skills, problem solving skills, negotiation skills, technological skills, planning skills and stress management skills. These skills are summarily examined below.

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[Source](content marketing initiatives.com)
COMMUNICATION SKILLS
Marketing is a form of professional communication since it consists of communicating to the public. It may take different form such as written and verbal forms. Verbal communication is very important because it involves speaking with prospects in which product is created for.

ANALYTICAL SKILLS
Marketing requires a lot of research based analysis to determine what the audience wants and needs. A lot of careful strategy crafted around that strategy. Marketers often have to change course based on new information and should be able to draw logical conclusions based on data and information received. In marketing various analysis are used such as SWOT Analysis used both internally and externally. SWOT connotes identifying strength, weakness, opportunities and threats involved in decision making.

NEGOTIATION SKILLS
It is an undervalued skill in marketing. From negotiating with clients on budget, timelines and expectations to working with designers and vendors. The ability to drive a hard bargain is a big part of success as a professional marketer.
An instance of selling sugar to a company into manufacturing soft drinks. " crystals clear sugar" is a key word used in Persuading them to buy .
PLANNING SKILLS
Various planning ranging from research work made in identifying prospects to meeting customer. A company must have a mission and a vision. All companies willing to sell a particular product must have a vision which is where they are going and mission which is how to get there .
STRESS MANAGEMENT SKILLS
Marketing is one of the most stressful career option. Ranging from deadlines demand, meetings, display e.t.c. are all examples of stress filled activities embedded in marketing. To be a good marketer you must be able to manage and handle stress without panicking.
The means of managing stress includes having good rest and engaging in recreational activities which helps in replenishment of lost energy
TECHNOLOGICAL SKILLS
The rise of internet usage has led to the significant changes in marketing world. Various skills are required which are often rooted in technology websites, email, social media, automations e.t.c. requires various skills in their usage. CCTV camera operation and use of computers in typing and recoding transactions made by customers. It brings about easy access and proper account of event is been recorded and accessed when needed.

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CONCLUSION
In order to achieve effectiveness of the aforementioned marketing skills, only theoretical knowledge is not enough to train marketers. Combination of both theoretical and practical marketing skills should be employed. If practical is not engaged in to back up theoretical knowledge, marketing skills will not be fruitful and good result is not guaranteed
To conclude we believe the reason why marketing skills is not practiced the same way as the theories suggesting are not based upon the teachings of the business schools, rather it is a defect of graduating student often not receiving any responsibility over the Marketing skills process while having this theories fresh in mind. The marketing skills are rather performed by experienced managers well schooled into the world of business where, as we have identified in this study, it exists a gap between the practice and what has been suggested in theories regarding marketing.

         *El-bueno 2018
            **Thanks for reading**