SPO Assignment for HND in Business Management

7/29/2019 SPO Assignment for HND in Business Management

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The Role of Personal Sellingwithin the overall

marketing in the

Organization


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What is Communication Mix

Communication Mix is aimed at not only creating

awareness about the product/service but also at

persuading the customer to use and experience it.

Communication Mix is also called as PromotionMix


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Advertiseiing This is the mass media method of marketing communication and provides exposure to the

largest through Television , news paper and magaziin etc.

Most geographically dispersed audience at the lowest cost per head

It is only one way communication and the featurs of the product is communicated. mainaim is to increase awareness and interest

Public relation This is the actions of a corporation, store, government, individual, etc., in promoting

goodwill between itself and the public, the community, employees, customers

Direct Marketing

Enables companies to reach out directly to consumers without intermediary channels

Done correctly, Direct Marketing is extremely effective in the long run and allows for atargeted marketing approach to specific consumers to create valuable lasting relationships

Communication mix


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Exhibition and sponsorship

can see gathered together buyers, suppliers, consultants, the press, the trade, purchasedecision-makers and influencers

generating leads, building brand awareness, generate media coverage and retaining existing

customers

Personal selling

The most expensive of all methods in the marketing communication process

Have the ability to personally sell and build relationships with customers, there is to waycommunication

Providing incentives to customers or to the distribution channel to stimulate demand for aproduct

Sales Promotion

Purchase incentives that you provide your customer with

Media and non-media marketing communication are employed for a pre-determined, limitedtime to increase consumer demand

Stimulate market demand or improve product availability


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PERSONAL SELLING

BenefitsofPerson

alselling

The greatest freedom to adjust a message to satisfy customers informationalneeds, dynamic

Discover the strengths and weaknesses of new products and passthis information on to the marketing department

Give more information

Most precision, enabling marketers to focus on most promising leads. vs.advertising, publicity and sales promotion

Highest cost. Businesses spend more on personalselling than on any other form of promotional mix

Two way flow of information, interactivity.

Goals range from

finding prospects

convincingprospects to buy

keeping customers satisfied--help them passthe word along


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Factors influencing buyers behavior includes;


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Understanding buyers behavior

Customer and organizational purchase decision making process.

Personal physiological and social influences on customer purchase

behavior.

Environmental, organizational, interpersonal and individual influences

on organizational buyer behavior.

Purchase occasion, buying interest and motives, buyer moods, level

of involvement, importance structure of decision making unit.

Finding decision taker.

Distinction between customer and users.


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Environmental and managerial forces affecting personal selling.

There are mainly three types of forces that effects. They are as followBehavioral forces

Technological forcesManagerial forces

Behavioral forces: Here thecustomers adjust with the changingof the environment. The sales need

to be adjusted in order to cater thissituation which highly influencesthe buyers. There are few point to

be consider.

Rising consumer andOrganizational buyer expectationCustomer avoidance of buyer

seller negotiationExpanding power of major buyers

Globalization of markerFragmentation of market

Technological forces: technologiesplay a key role in todays

environment. So its vital to adaptand knows the latest technologies

in this competitive market.

Sales force automationVirtual sales office

Electronic sales channels

Managerial forces: Mangers canrespond to the changes in the

environment by developing newstrategies and tactics to enhancer

sales effectiveness.Its vital to encouraging salespeople

to attend training programs andgain professional qualifications in

order to capture the market andretain customers. The

environmental and managerial

forces reflect the overall goal of thecompany. In this regardglobalization plays a very

important role. The companiesneed to be very up to date in orderto capture and retained the sales

force and customers.


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Environmental forces are the factors in the business'

environment that influence its operations.

These include a broad of range of disparate items such as

the economic climate, local politics, consumer income

and the education of the labor force.

Salespeople using personal selling must adapt their

practices and processes to account for these factors in

their potential consumers.

Environmental Forces


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Management affects personal selling in the same manner it

affects all processes of the business.

It creates the plans incorporated into personal selling,

organizes the resources such as cash and personnel needed

to conduct personal selling, directs salespeople and

monitors these processes for correctable errors and

inefficiencies.

Example, management might choose a "push" approach toselling in which salespeople are expected to seek out

potential customers and attempt to sell to them directly

rather than relying on advertising to "pull" them in.

Managerial forces


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Main PESTEL factors which commonly affects personal selling


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Types of Personal Selling

Retail

B2B

Direct

Single transactions, repeat

transactions, and ordertaking.

Selling products used inthe manufacture of other

products.

Telemarketing and

Internet-based sellingtechniques.


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Types of Selling

Delivery people who also sell ( eg. Milkman )

Sales people within the premises of the sales organizations ( eg.

Shopkeeper or store assistant)

Traveling sales representatives, who require limited technical

knowledge (eg. Soap, food and drinks etc ) Sales people who require technical expertise to sell their product(

eg. IT software or hardware systems)

Sales people who need to credit to create sale through their selling

methods where an established market do not exist. ( Door-to-door

selling )

Sales people acting as consultants to consumer (e.g Financil

services)


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Direct Marketing:- This entails face-to face contact. It is the mostwidespread form of selling. Since salespersons represent the

company, they can create lasting impressions and influence

customer behavior regarding the product. The satisfaction level ofcustomers can be high, as the product is tangible . This includes

door-to-door selling and the normal consumer retailer transaction.

Examples: Selling House hold goods.

Indirect Marketing:- There is no direct face-to-face-contact in thisstyle of marketing. This type of marketing is best suited to

businesses that do not have any consumer products to be sold.

There is a one-way relationship between the customer and

marketer. This form of marketing includes telemarketing, marketing

through mailers, or through TV, radio or newspapers.

Examples include products, such as home appliances and

magazines, and services, such s providing loans or planning

holidays.


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Push Marketing:- Push marketing is when the company uses its

entire force the sales team ,the marketing team, as well as the

advertising teams to create brand awareness about their product.

The objective is to best inform the target audience about their

product in order to promote sales.

Examples include products , such as home appliances and

magazines, and services such as providing loans or planning

holidays.

Pull Marketing :Pull marketing refers to the consumer demanding

for a particular product. This happens when the company uses

various means of effective product promotion to generate an

interest about the product in the target audience. When this

happens, the following chain reaction occurs: customerretailer

wholesalerproducer/company. example is that of the luxury car

segment.


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Refer appendix for the notes

Documents

SPO Assignment for HND in Business Management