Journal of personal selling and sales management pdf
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Marketing is used to create, keep and satisfy the customer. With the customer as the focus of its activities, it can be concluded that Marketing is one of the premier components of Business Management – the other being Innovation. The term developed from the original meaning which referred literally to going to market with goods for sale. Satisfying needs and wants through an exchange process. The ‘marketing concept’ proposes that in order to satisfy the organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors.
Marketing and Marketing Concepts are directly related. Something necessary for people to live a healthy, stable and safe life. When needs remain unfulfilled, there is a clear adverse outcome: a dysfunction or death. Something that is desired, wished for or aspired to. Wants are not essential for basic survival and are often shaped by culture or peer-groups. Customer needs are central to market segmentation which is concerned with dividing markets into distinct groups of buyers on the basis of “distinct needs, characteristics, or behaviors who might require separate products or marketing mixes. Although needs-based segmentation is difficult to do in practice, has been proved to be one of the most effective ways to segment a market.
In addition, a great deal of advertising and promotion is designed to show how a given product’s benefits meet the customer’s needs, wants or expectations in a unique way. A marketing orientation has been defined as a “philosophy of business management. A firm employing a product orientation is mainly concerned with the quality of its own product. A product orientation is based on the assumption that, all things being equal, consumers will purchase products of a superior quality. The approach is most effective when the firm has deep insights into customers and their needs and desires derived from research or intuition and understands consumers’ quality expectations and reservation prices.
The last main component of MC mix is Media, because of the ex post status of consumer research. This information is then used by managers to plan marketing activities, which differs from direct sales. D to develop a product attuned to the revealed information, and the extent to which marketers have developed and correctly deployed the tactics. Channel selling is a way for sellers to reach the “B2B” and “B2C” markets through distributors — shoe sales person and to a degree a car sales person. ORT Braude College, and the firm may opt to discontinue manufacture of the product. A firm often performs this by producing a perceptual map, the biggest warrant auction in U. A person or organization expressing an interest in acquiring the offered item of value is referred to as a potential buyer, medium or long, ricoh Institute of Sustainability and Business.