The Evolution of Personal Selling - Free Essay Example

Sample details Pages: 7 Words: 1974 Downloads: 6 Date added: 2017/06/26 Category Marketing Essay Type Analytical essay Did you like this example? The Evolution of Personal Selling Definition of Personal Selling Person-to-person communication with a prospect for building personal relationships with another party which salesperson attempts to persuade a buyer to make a purchase, that results in both parties obtaining value. Personal selling is also a part of the Consultative Selling Model (Manning 2014). Personal selling is a process of: Developing relationships Discovering needs Matching products with needs Communicating benefits Involves three prescriptions: Don’t waste time! Our writers will create an original "The Evolution of Personal Selling" essay for you Create order Adopt the marketing concept Value personal selling Assume the role of problem solver or partner Marketing concept It refers to the business decision-making, organization and management of marketing activities, which is a corporate business philosophy. It is an idea, an attitude, or a corporate way of thinking. The key to achieving organizational goals is to correctly determine the target market needs and wants, and more effectively than the competition. by study how to adapt and stimulate consumer demand, and then to meet this needs and wants by transferring goods or services to consumers, and finally achieve the sale. Reason of Personal Selling Evolved Increased competition Increased customer demand Selling has moved from peddling to long-term relationships, consultative selling, and value-added partnering (Manning 2014). These changes have been prompted by the emergence of a marketing concept. Modern marketing concept is showing a trend of diversification objectives, not only the pursuit of quantity of goods sold, but also the pursuit of more high-quality targets, such as identifying prospects, positioning your product, handling objections, establishing commitment and building relationships that lead to future sales. Production Orientation (early 19thcentury). During this period, those companies organize and make use of all resources, focus on everything in its power to increase productivity and expand distribution reach, and reduce costs. Production-oriented organization will focus primarily on increased production and lower costs through mass production and in order to create economies of scale. Characteristics à ¢Ã¢â€š ¬Ã‚ ¢ The basic strategy is reducing prod uct costs and increase profit purposes. à ¢Ã¢â€š ¬Ã‚ ¢ Marketing myopia: Short sighted and inward looking approach to marketing that focuses on the needs of the firm instead of defining the firm and its products in terms of the customers needs and wants (Levitt 1960). à ¢Ã¢â€š ¬Ã‹Å"If You Built It, They Will Comeà ¢Ã¢â€š ¬Ã¢â€ž ¢ The line in the movie was If you build it, he will come (Field of Dreams, 1989). And it was said by a voice telling a corn farmer. He then interprets this as an instruction to builds a baseball field in the middle of his cornfield. When the field is done, Thousands of people come from miles away to see the games. This business philosophy showing that if you believe the impossible, the incredible can come true. Obviously, the typical production concept is what we produce, we sell what. which guiding the marketing activities. Consumers are forced to accept goods on the market, thus forming a sellers market. In a sellers market conditions, produ cers do not have to worry about product sales do not go out. Therefore, the main concern to the operators are not sales but production. Although the production-oriented concept formed in the early development of commodity economy, but lack of overall marketing awareness. Selling Orientation (mid 19thcentury) At this stage the total commodity production has exceeded market demand. Objective is to sell as many products as they could, often ignore a clear margin. Products are sold rather than bought. Salesperson are committed to the promotion of products and advertising campaigns, in order to persuade, and even force the consumer to buy. Characteristics à ¢Ã¢â€š ¬Ã‚ ¢ The specific performance: I will sell anything, just trying to get people to buy anything. à ¢Ã¢â€š ¬Ã‚ ¢ Actively selling and heavy promotion to induce consumers to buy products. Commoditization emerged The product life cycle shows that, as product categories mature, they reaches a commodity status . Some customers get used to the great quality and service provided and begin to view the product as a commodity. Once this happens, the salespersonà ¢Ã¢â€š ¬Ã¢â€ž ¢s perceived value is diminished and price became the distinguishing competitive advantage. Value-added services is used to keep customers focused on value rather than price. Limited opportunity for salespeople of competing products to persuade consumers that they should switch model or brand by providing relevant comparative information and, perhaps, by providing risk-reducing guarantees. Salespeople are requires to demonstrate a differential advantage of one of their products over the competition. Effect of Competition Competition has greatly increased in most product areas, and demand for quality, value and service by customers has risen sharply. In fast moving consumer goods (FMCG) markets, it tends to be driven by competitive or retailer pressures. Pricing decision, particularly short-term tactical price ch anges, are often made as a direct response to the actions of competitors To gain further market share, salesperson must use other pricing tactics such as economy or penetration. This method can have some setbacks as it could leave the product at a high price against the competition (Kent 2004). In todayà ¢Ã¢â€š ¬Ã¢â€ž ¢s competitive world, it is more important than ever to implement a market orientated strategy. In this digital age customers are able to research the products available on the market fairly quickly. If an organization does not offer customers what they are looking for (product and customer service), they will buy from a competitor that does. The customer defined the business (Drucker 1964). Marketing Orientation (late 19thcentury present) Formed in the 1950s. The concept that the key to achieving business goals is to discovering and understanding the target markets needs and desires, and more effective than its competitors, and salesperson do everything possible to satisfy the needs and desires of target market. Characteristics à ¢Ã¢â€š ¬Ã‚ ¢ Marketing orientation refers to a business or organization based on market demand to develop a operational plans. à ¢Ã¢â€š ¬Ã‚ ¢ The corporationà ¢Ã¢â€š ¬Ã¢â€ž ¢s goal should be to meet the customers needs and desires Difference between Production orientation and marketing orientation Marketing orientation is the history of enterprise marketing management thinking, a huge breakthrough, compared with the traditional concept of operations, with the following differences: The production orientation places the production and sales center, marketing orientation places customer demand for the center; The production orientation strengthening sales functions, sell products to achieve profits, but marketing orientation marketing by fully meet customer demand; The production orientation is a short-term stimulus, to obtained large number of sales profits in short-term, marketing orientation meets customer needs through a comprehensive, long-term stability of the profits earned. Sales marketing Interface Scholars have pointed to many problem areas that may af ¬Ãƒ ¢Ã¢â€š ¬Ã… ¡ict this interface. For example, researchers point to interfunctional con ¬Ãƒ ¢Ã¢â€š ¬Ã… ¡icts, differences in goal orientation, tension regarding standardization and adaptation, and marketersà ¢Ã¢â€š ¬Ã¢â€ž ¢ disconnectedness from market conditions as problem areas. Similarly, scholars indicate that turf barriers and differences in culture or thought worlds pose challenges within this interface and strain the relationships between sales and marketing (Dewsnap and Jobber 2000; Homburg and Jensen 2007). Scholars also emphasize that better collaboration between sales and marketing can enhance a  ¬Ãƒâ€šÃ‚ rms ability to provide better customer value (Guenzi and Troilo 2007) The relationship between sales and marketing The sales efforts influence, and are influenced by, decisions taken on the ingredients of a companyà ¢Ã¢â€š ¬Ã¢â€ž ¢s marketing mix, which i n turn affect its overall marketing efforts. It is essential, therefore, that sales and marketing be fully integrated. In addition to changes in organizational structure, the influence of the marketing function and the increased professional approach taken to sales has meant that the nature and role of this activity has changed. Selling and sales management are now concerned with the analysis of customers needs and wants, with the provision of benefits, to satisfy these needs and wants (Kotler, Philip and Keller, L. Kevin 2012). As with all parts of the marketing mix, the personal selling function is not a stand-alone element, but one that must be considered in the light of overall marketing strategy. At the product level, two major marketing considerations are the choice of target market and the creation of a differential advantage. Both of these decisions impact on personal selling. Marketing Concept Yields Marketing Mix The marketing mix is a set of controllable, tact ical marketing tools that consists of everything the firm can do to influence the demand for its product (Don E. Schultz 2005). These possibilities can be organized into four groups: PRODUCT: Branding and brand image in particular are important as these provide reassurance for a customer and facilitate relatively easy brand choice. Many products are standard building materials but adding value to the product is important to personal selling. Methods: price levels, credit terms, price changes, discounts PRICE: Adjusting the price has a profound impact on the marketing strategy, and depending on theprice elasticityof the product, often it will affect thedemandand sales as well. Salesperson has to set the appropriate price which is the amount of money the customer willing to pay for the products and services. Methods: features, packaging, quality, range PROMOTION: To allow the customer aware of the presence in market to enhance popularity of the company. Provide informat ion to the customer such as function and feature of the product and how to get the product. To encourage the purchase or sale of a product. Methods: advertising, publicity, sales promotion, personal selling, sponsorship PLACE: Involve all those activities required to move goods and materials into the factory, through the factory and to the final consumer. It often take place through intermediaries. The channel can be used as a sales strategy that will be focusing on the high quality products offered and the ability to offer customer satisfaction. Methods: inventory, channels of distribution, number of intermediaries Important Role of Personal Selling Every salesperson must decide how much time and money to invest in each of the four areas of the marketing mix. Since the beginning of the marketing concept, personal selling has evolved (Manning 2014). Evolution of personal selling Sales and Marketing Emphasis Selling Emphasis Marketing Era Begins (1950s) Organizations determine needs and wants of target markets and adapt themselves to delivering desired satisfaction; product orientation is replaced by a customer orientation More organizations recognize salesperson is in a position to collect product, market, service information concerning the buyerà ¢Ã¢â€š ¬Ã¢â€ž ¢s needs Consultative Selling Era Emerges (Late 1960s to early 1970s) Salespeople are becoming diagnosticians of customersà ¢Ã¢â€š ¬Ã¢â€ž ¢ needs as well as consultants offering well-considered recommendations; mass markets are breaking into target markets Buyer needs identified thru two-way communication Information giving negotiation tactics replace manipulation Consultative Selling In, the late 1960s and early 1970s, is an extension of the marketing concept (Manning 2014). The sales person assumes the role of consultant and offers well-considered recommendations. Negotiation replaces manipulation as the salesperson sets the stage for a long-term partnership. The salespeople who have adopted consultative selling possess a keen ability to listen, define the customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s problems, and offer one or more solutions. Service, retail, manufacturing, and wholesale firms that embrace the marketing concept already have adopted or are currently adopting consultative-selling practices. Features of consultative selling are as follows: Customer is a person to be served, not a prospect to be sold. Two-way communication identifies customerà ¢Ã¢â€š ¬Ã¢â€ž ¢s needs; no high-pressure sales presentation. Emphasis on need identification, problem solving, and negotiation instead of manipulation. Emphasis on service at every phase of the personal-selling process. Conclusions The evolution of personal selling have been outlined and discussed as an extension of the marketing concept. As selling and sales management face increasing competition and shorter deadlines, salesperson must discover more effective ways to meet the needs and wants of the customer. Sales efforts influence and are influenced by, the marketing orientation of an organization. The implications of consultative selling has emerged as a form of personal selling within the marketing orientated organization for sales activities and the role of selling in the marketing program have been demonstrated. One of the most significant developments in modern business thinking and practice has been the development of the marketing concept. Companies have moved from being production orientated, through being sales orientated to being market orientated. (Jobber and Lancaster, 2012)

Keynote Address Argumentative Analysis - 1512 Words

2004 DNC Keynote Address: Argumentative Analysis On July 27, 2004, Barack Obama delivered a keynote address at the Democratic National Convention that catapulted him onto the national stage and decidedly set in motion the rest of his political career. In it, Obama addresses controversial topics while simultaneously maintaining an underlying theme of collaboration and common experiences. His arguments can be comprehensively analyzed following the Toulmin model of argumentation. This model consists primarily of a claim, which is the assertion the rhetor attempts to prove, supporting evidence for the claim, and a warrant connecting the evidence to the claim. Secondary elements of this model include backing supporting the warrant, the†¦show more content†¦Obama later references himself, describing â€Å"the hope of a skinny kid with a funny name who believes that America has a place for him too,† and declares that â€Å"it is that fundamental belief -- I am my brother’s keeper, I am my sister’s keeper -- that makes this country work.† Here, he addresses the religious section of his audience with a reference to the Bible, but only after first establishing the more generalized idea in non-religious terms. In doing so, he effectively unites the religious and non-religious members of the audience with a shared belief. These instances all serve as evidence for the fundamental claim that Americans are all united, despite having different life experiences. Though Obama never explicitly states as much, the implied warrant is that it is our individualism that unites us over the things we have in common. He bases his argument on the assumption that the audience is empathetic and able to understand the circumstances of others’ lives. Not every American is a Marine, but much of the population can relate to the feelings of patriotism that Seamus expressed to Obama, and almost everyone can relate to that â€Å"skinny kid† with a desire to find a place in society. The backing f or this warrant is that although we lead incredibly different lives, we can all relate to other Americans on certain basic issues, like empathy, hope, and patriotism. Obama goes on to qualify his claim of unity, stating that â€Å"we are

Market Development and Asset Growth †Free Samples to Students

Question: Discuss about the Market Development and Asset Growth. Answer: Introduction Venture boat is one of the oldest organizations in private boat manufacturing industry in Australia. They are known for manufacturing small sized and luxurious boat. Moreover, they enjoy the status of market leader in Australia. However, in the recent time, they are facing barriers in operating in their existing market. This is due to the reason that, the technologies being used by them in their production process is outdated compared to their newly entrant competitors. Moreover, the recent initiation of regulations by the government regarding the banning of boat having certain designs is also reducing the marketing opportunities for them. Thus, this report will discuss about various opportunities and threats for them along with few recommendations to enhance their business performance. The expertise that they are having in this business is one of their key strengths. This is due to the reason that, they have seen and evaluated the market more effectively than their competitors. Thus, they will have more idea about the requirement of the market. Due to their presence in the market for many years, they have generated a positive goodwill and reputation in the market. Thus, their brand equity is more compared to their competitors, which can be effectively leveraged. Outdated technologies being used by them are trailing them behind in the competition. Their competitors are using more updated and latest technologies in the market. The low level of motivation and morale of the employees is also responsible for the reduction in effectiveness. The organizational performance is getting hampered due to this reason. The global market is having huge opportunities for them. Economy of the developing countries is growing at a rapid pace and thus the purchasing power of the customer is increasing. Thus, the market potential of Ventura boat will be huge in the developing countries. The legal regulations in the developing counties are not as strict as in Australia and thus, they will face less legal barriers in marketing and selling their products. Initiation of strict rules in banning the boats of having certain designs by the government of Australia is reducing the market potentiality for them. They will have less amount of product portfolio to offer to their customers. Using of outdated technologies in the manufacturing process is hampering their effectiveness in competing with their competitors. Thus, the current requirement of the customers is not being met effectively by them. It will pose serious issue for them in near future. Analysis of opportunities for Ventura boat As discussed earlier, the global market is having huge opportunities for them. The global economy especially the economy of the developing countries is growing rapidly. Thus, it is a good opportunity for them to showcase their products in these countries (Herstad, Aslesen and Ebersberger 2014). Moreover, in the recent times, majority of the countries are being influenced by the global culture and thus culture of having private luxury boats is receiving attention in the recent years in the developing countries. Thus, entering the international market will help them to tap the growing global opportunities as well as enhancing their brand equity brand exposure. The key threat being faced by Ventura boat is initiation of the strict regulations by the government of Australia regarding boats of having some certain designs. Thus, it will reduce the variation of their product portfolio. Eventually the reduction in the variation of the product portfolio will in turn reduce their competitive advantages in the market (Kumar et al. 2013). In future they will have less number of products to offer to their customers. Moreover, the taste and preference pattern of the customers is changing rapidly, which is cannot be met effectively by them due to their use of outdated technologies. Thus, the latest requirement of the customers will not be met by their products and more customers will shift for their competitors. Recommendations through Ansoffs matrix Ansoff matrix helps in determining recommendations for the business organizations in expanding their market portfolio. In the case of Ventura boat, there can be three options for them in relation to the Ansoff matrix to enhance their business portfolio in the market. The following sections will discuss about the recommended steps. The first option should be the product development. This will involve initiation of new product or variant in order to further penetrate in the existing market (Ernst, Hoyer and Rubasaamen 2013). Ventura boat can introduce boats having new design to meet the government regulations and current market taste. This will help them in penetrating further in the Australian market (Baker 2014). It will involve less cost compared to other recommended steps. This is due to the reason that they already have the expertise in manufacturing boat and thus it will be easy to introduce new variants for them. The second recommended step for them should be the market development (Titman, Wei and Xie 2013). As discussed earlier, the market potential of private boat is increasing in the developing countries with having less government regulations. Hence, they can foray in to foreign markets with their existing product portfolio (Morrissey and Udomkerdmongkol 2012). This will enhance their business potentiality. It will also help them in enhancing their global business identity and equity. The last recommended step will be the diversification. This concept will involve more cost and more market potentiality for Ventura boat (Chen et al. 2014). This is due to the reason that if they can diversify their business in any other related sectors, then their product portfolio will get diversified and they can be able to cater to more number of customers (Lien and Li 2013). It will also help them in gaining competitive advantages from the market due to the reason that they will have more business sectors to delegate their business risks rather than depending on single business line. Conclusion Thus, it can be concluded that Ventura boat is facing business challenges in the recent years in meeting the current requirement of the market. External threats such as strict government regulations are also creating barriers in their business activities. Accordingly, recommended steps are being discussed in this report and it is being expected that effective implementation of the recommended steps will help to enhance their business effectiveness. Reference Baker, M.J., 2014. Marketing strategy and management. Palgrave Macmillan. Chen, Y., Jiang, Y., Wang, C. and Chung Hsu, W., 2014. How do resources and diversification strategy explain the performance consequences of internationalization?. Management Decision, 52(5), pp.897-915. Ernst, H., Hoyer, W.D. and Rbsaamen, C., 2013, May. Sales, marketing, and research-and-development cooperation across new product development stages: implications for success. American Marketing Association. Herstad, S.J., Aslesen, H.W. and Ebersberger, B., 2014. On industrial knowledge bases, commercial opportunities and global innovation network linkages. Research Policy, 43(3), pp.495-504. Kumar, V., Jones, E., Venkatesan, R. and Leone, R.P., 2013, May. Is market orientation a source of sustainable competitive advantage or simply the cost of competing?. American Marketing Association. Lien, Y.C. and Li, S., 2013. Does diversification add firm value in emerging economies? Effect of corporate governance. Journal of Business Research, 66(12), pp.2425-2430. Morrissey, O. and Udomkerdmongkol, M., 2012. Governance, private investment and foreign direct investment in developing countries. World development, 40(3), pp.437-445. Titman, S., Wei, K.J. and Xie, F., 2013. Market development and the asset growth effect: International evidence. Journal of Financial and Quantitative Analysis, 48(5), pp.1405-1432.

Martin Luther Essays (1350 words) - Martin Luther,

Martin Luther The Reformation began in October 1517 when Martin Luther wrote his 95 theses. Luther was a well-educated son of a miner who earns the right as a middle class by working hard. Luther became a monk and while sitting in the tower outhouse he was inspired by Romans 1:17 ?The just shall live by faith alone. This encourages him to challenge the church by using this as his thesis for Luther's theology. In 1521 he was excommunicated but he became a national hero because even though his opinions were not new they gave people new hope. One of the first items he did was to say that the Roman Catholic Church was being an Italian church exploiting the Germans. Since Germany was eager to get rid of Rome they accept this idea. Second if the people quit making payments to Rome and took back their lands they had allot to gain. There were other reasons but as you can see this made the people eager to believe and following Luther. At first the lower classes were excited by Luther's rebellion against pa pal authority believing that has someone standing behind them. This made the lower class revolted against there lords and Luther who was discussed by this wrote ?Against the Murdering, Thieving Hordes of Peasants. So in the end the lower class came to hate him. Around the same time a man named Ulrich Zwingli who was a humanist and interpreted the bible by reason preach reform also. He differ from Luther as he was more humane he said ?heaven would welcome admirable Jews and heathen. His style of reform could have been more well known if he was not killed in the a battle in Switzerland. Along the same time came John Calvin, he studied law and scholasticism and rejected Catholicism. He wrote a book were he stated his views against them. He believed in a Trinitarian God, divinity of Christ, resurrection after death, in the sacraments of baptism and the Eucharist. In his ?Doctrine of the Elect? which was held in high regards by his followers, he stated Since God knows all and is all powerful, he knows the future and does not let anything happen that is against his will. Which is why someone people are selected for damnation and some for election. He puts bans on gambling, singing dancing. The council had enough with his strict teachings and kicked him out of Geneva only to have to ask him back when the council starting being taken over by the Catholics. Since there was no discipline the bible became the law. There was horrible punishment for breaking the law and even a few try to fight back( Huguenots) but they were out numbered. The Counter- Reformation began in Spain and was the church's response to the reformation. The church had to find away to revitalize itself so it decided to establish a new order (Jesuits which was founded by Ignatius Loyola), start a inquisition in Spain and other low countries, They started ?Council of Trent? and finally the Baroque period supported and brought prestige to the church. In 1480 Ferdinand & Isabella re-established the inquisition as a modern form of crusade to wipe out converted Moslems and Jews. Paul III was the first of the reform popes. He felt that there was a need for reform and staffed his papal only with him of high integrity even though he had four illegitimate children. During this time in England a man named Henry VIII was king. This was a man who didn't waste money but built up the treasury try monastery confiscation. He was one who helped create a new upper class, which was loyal to the crown, which gave them money. He also made the split from Rome smoothly with the help of Thomas Cromwell. Henry III was succeeded by his son Edward VI and then best known for his daughter Mary who burned 300 people. This earned her the name Bloody Mary and made people hate Catholicism. In Germany was a place for religious wars. Imperialists vs. League of Sckmalkalden which was just one. Then there was the Thirty Years war which was from 1618-1648 which was the