B120 Tma04
Introduction
A few years ago I got involved in marketing an expensive brand of vacuum cleaners called Kirby. The product was well designed, of high quality and had many features that were lacking in other leading brands. The marketing strategy used were a combination of selling orientation and product orientation, where the business owners assumed that a sales force would be able to sell the product as long as the right approached was used.
I was trained to effectively demonstrate the features of the product in hope of persuading customers to purchase at the end of the demonstration.
One aspect of the marketing process was to get customers emotionally involved in the demonstration by asking key questions about how he/she feels about certain features and how they could benefit them.
The appointments were setup from the office by way of solicited or unsolicited phone calls, asking if they might be interested in a free carpet clean.
Section B
This report makes use of marketing and transaction as well as relationship marketing concepts from study session 1, it also deals with marketing communication concepts from study session 4.
Marketing involves more than product development, research or advertising. According to Schaefer A. (2012), the concept of marketing is when a business strategically research and tries to understand customers in order to satisfy their needs and develop products to meet those needs.
Relationship marketing is where a business forms and maintains a good relationship with customers in order to fulfill the objectives of both parties. Schaefer A. (2012) stress that marketing communication is not a one-way process but involves both marketers and customers and serves to stimulate customers awareness of the products/service, a desire for the product and take action in getting the product/service.
According to Schaefer A. (2012), there are three philosophies that comprise marketing orientation: Product orientation, production
A few years ago I got involved in marketing an expensive brand of vacuum cleaners called Kirby. The product was well designed, of high quality and had many features that were lacking in other leading brands. The marketing strategy used were a combination of selling orientation and product orientation, where the business owners assumed that a sales force would be able to sell the product as long as the right approached was used.
I was trained to effectively demonstrate the features of the product in hope of persuading customers to purchase at the end of the demonstration.
One aspect of the marketing process was to get customers emotionally involved in the demonstration by asking key questions about how he/she feels about certain features and how they could benefit them.
The appointments were setup from the office by way of solicited or unsolicited phone calls, asking if they might be interested in a free carpet clean.
Section B
This report makes use of marketing and transaction as well as relationship marketing concepts from study session 1, it also deals with marketing communication concepts from study session 4.
Marketing involves more than product development, research or advertising. According to Schaefer A. (2012), the concept of marketing is when a business strategically research and tries to understand customers in order to satisfy their needs and develop products to meet those needs.
Relationship marketing is where a business forms and maintains a good relationship with customers in order to fulfill the objectives of both parties. Schaefer A. (2012) stress that marketing communication is not a one-way process but involves both marketers and customers and serves to stimulate customers awareness of the products/service, a desire for the product and take action in getting the product/service.
According to Schaefer A. (2012), there are three philosophies that comprise marketing orientation: Product orientation, production
References: Schaefer A. (2012) An introduction to marketing in business, Milton Keynes, The Open University. Marrington P., Preston D. (2012) Study companion, Milton Keynes, The Open University.