marketing & salesforce
TRANSCRIPT
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Jc.K.P.RAJEEVAN
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MARKETING.
PROCESS BY WHICH PRODUCTS ARE MATCHED WITH THE MARKET AND THROUGH WHICH OWNERSHIP TRANSFERS ARE EFFECTED.
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Marketing Concepts
TRADITIONAL Sales oriented
MODERN Consumer-
Oriented
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Change in concept..
Due to Elment of innovation in modern.. Change in objective/purpose Change in attitude of customers
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Selling VS marketing
Selling is mere exchange of goods or service…marketing is MORE
Not mere posession.. Selling focus on product…
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Marketing mix.Affected by… Controllable
factorsProductPricePromotionPlace
Un controllableconsumers behaviour
Traders …Competitors..Governments’…
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Marketing functions.
Buying & assembling/processing
Selling service/goods
Transportation Storage &
warehousing
Standardisation & grading
Financing Risk bearing Market information
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SALESMANSHIP
IS THE ART OF CONVERTING A SUSPECT INTO A PROSPECT AND PROSPECT IN TO A
CUSTOMER
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AIMS OR OBJECTIVES
To create demand for a new product or Service
..maintain demand.. ..expand demand for existing… ..guide the buyrs in proper selction ..build up goodwill
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Types
Order- taking,demand filling or counter sales man
Creative .. Competitive..
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Duties & responsibilities.. Selling Guiding Attending to
complaints Collection of bills Collection of credit
info reporting
Organising Sales meetings Travel Packing & delivery Window & counter
displays Promotion of good
will.
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Qualities…
Physical-goodhealth,appearance,dress,posture,voice..
Mental-intelligence, resourceful,imaginative,initiative,alert,memory,observe..
Social-courtesy,manners,sociable,enthusiastic,tactic,patient,confident,humour,team spirit..
Character- honest,loyal,mature,courage.. Other-self knowledge,product
know..,firm,customer,technic of selling..
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Sales promotion
Concerned with the creation ,application&dissemination of materials& techniques to stimulate…sell more..induce customers…to buy
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Sales promotion is different from advertising..
Ad is recurring…promo non recurring
Ad moves buyers to product…SP..product to buyers
SP stimulates..
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SP objectives
To increase sales of product/service ..stimulate more use by actual
customer ..attract new customers ..help sales force to sell more to
dealers &cons. ..face competition effectively ..check seasonal decline..
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Methods..
Consumer promotion Trader /dealer promo Sales force promo..
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Consumer promo
Sale &after sale service
Guarantee Credit Premium/bonus
offers Consumer coupons Trading stamps Free samples
Price-off offer Combo offers Free deals Demo Sales contests Satisfaction by
product
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Dealer promo
Price deals/special discounts
Merchandise deals Premium offers
/gifts Dealer coupons Ad allowance Contests Aids
Free ddelivery Demo Sales
meetings,conferences…
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Sales force promotion
Meetings ,conferences.. Discuss Educate Train Motivate entertain
Sales force contests Promote spirit of
competition Attractive prizes On the spot
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Buying motives.
Every human activity has a motive behind it.So also buying …. Product buying motives and patronage
buying motives Emotional-pride/prestige,imitation,affection
ambition,comfort… Rational-safety,economy,suitability,utility,conv.. PATRONAGE-appearance of
shop,display,recommendation,habit Credit,services,efficiency,wide
choice,treatment,REPUTATION..
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MARKETING&SALES…