Jc.K.P.RAJEEVAN

MARKETING.

PROCESS BY WHICH PRODUCTS ARE MATCHED WITH THE MARKET AND THROUGH WHICH OWNERSHIP TRANSFERS ARE EFFECTED.

Marketing Concepts

TRADITIONAL Sales oriented

MODERN Consumer-

Oriented

Change in concept..

Due to Elment of innovation in modern.. Change in objective/purpose Change in attitude of customers

Selling VS marketing

Selling is mere exchange of goods or service…marketing is MORE

Not mere posession.. Selling focus on product…

Marketing mix.Affected by… Controllable

factorsProductPricePromotionPlace

Un controllableconsumers behaviour

Traders …Competitors..Governments’…

Marketing functions.

Buying & assembling/processing

Selling service/goods

Transportation Storage &

warehousing

Standardisation & grading

Financing Risk bearing Market information

SALESMANSHIP

IS THE ART OF CONVERTING A SUSPECT INTO A PROSPECT AND PROSPECT IN TO A

CUSTOMER

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

Types

Order- taking,demand filling or counter sales man

Creative .. Competitive..

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.

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..

Sales promotion

Concerned with the creation ,application&dissemination of materials& techniques to stimulate…sell more..induce customers…to buy

Sales promotion is different from advertising..

Ad is recurring…promo non recurring

Ad moves buyers to product…SP..product to buyers

SP stimulates..

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..

Methods..

Consumer promotion Trader /dealer promo Sales force promo..

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

Dealer promo

Price deals/special discounts

Merchandise deals Premium offers

/gifts Dealer coupons Ad allowance Contests Aids

Free ddelivery Demo Sales

meetings,conferences…

Sales force promotion

Meetings ,conferences.. Discuss Educate Train Motivate entertain

Sales force contests Promote spirit of

competition Attractive prizes On the spot

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..

MARKETING&SALES…

kprajivan@yahoo.co.in9446433094thanQ..!