Operations on the Marketing Mix

7/28/2019 Operations on the Marketing Mix

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OPERATIONS ON THE

MARKETING MIX

THE MARKETING MIXA set of controllables, tactical marketing tools that work

together to achieve companys objectives.

Controllables because they are tool the business uses

determine its offering to customers.Often called the four (4Ps)


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Place- it represents the location where a

product can be purchased. Often referred to as

channel of distribution. Eg store, virtual stores

like ebay on the internet

Promotion. This involve all tools that the mar-

keter uses to get its product known to the

custommer. Eg. Ads, personal selling, salespromotion, PR, and direct marketing


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FOUR Ps

A product is anything that can be offered to amarket for attention, acquisition, use orconsumption that might satisfy a want or need. It

includes physical objects, services, persons,organisations and the like Kotler et al (2002).

Price is the amount of money charged forproducts or the sum of the values that consumers

exchange for the benefits of having or using theproduct or service.


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EXTENDED MARKETING MIX

People- this includes all who directly or

indirectly who influence the perceived value

of the product or service.

People are important in the management of

services because of their role asperformers of

service and customers

Why are people as performers important to the

organisation?


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They are direct contact with customers and

customers see a company through its employees,

particularly front line staff.The marketing manager should improve the

quality and performance of front line staff

through:Proper selection and training

Providing rules and regulation to control their

relationship with customersEnsuring consistent appearance


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Customers should be well managed because of

the potency of word of mouth

WOM could be positive or negative WOM depends on comparison between the

customers expectation and service performance

Performance = expectation satisfaction

Performance < expectation dissatisfied

Performance > expectation delighted


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Process.

The system through which a service is delivered.

Process can fall into any of these:

Line operations- eg. Self service restaurants,

shops.

Job shop operations- hospitals, educational

institution

Intermittent operations- advertising agencies,

consultancy


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PART V: PRODUCT OPERATIONS


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Product

What is a product?

A product is anything that can be offered tomarketing for attention, acquisition, and use

that may satisfy a need.

Product are goods and services

Consumers do not just buy products, they are

interested in the benefits.

The product must meet customer expectationby providing the expected benefits.


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Basic feature and Aspect- Auxilliary

Dimensions Features- are physical characteristics of a product

sold and marketed by the company. It includes

qualities or variables such as shapes, size, colour,

weight, speed, durability, and maintainability. Auxilliary Dimensions- include product package,

warranty, repair service, brand name, inset,

reputation etc.


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Product Concept

The product concept holds that consumers

will favour those products that offer quality or

performance. Managers in these product-

oriented organisations focus their energy on

making good products and improving them

over time.


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Task of the Marketing Manager

The MG has to select and blend the productsprimary characteristics and auxilliary

dimensions into a basic idea or concept

emphasising a particular set of consumerbenefits.

It involves the brands benefits and attributes.


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Product Strategy

Planning and Developing a unified mix of

product attributes is calledproduct strategy.

For effective strategy marketers use three terms

to evaluate competitors.


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Product Class- use to identify groupd of items

that may differ from each other while perfor-

ming more or less the same function,egpepsodent, closeup parazone, mr. muscle etc.

Product category- subsets of product types

contained with product class. They however,take different form or subdivided, eg. Liquids,

powder, and spray.

Product Brand- brands identify and distinguishone product from another. eg. Coca cola, fanta

,amstel malt, malta guiness etc


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Types of products

Generally products are divided into:

Consumer products-for immediate

consumption

Industrial products-for further processing or

service rendering


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Classification of Consumer Goods

Consumer goods include the following:

Convenience goods purchased regular

without any though. Less expensive

Shopping goods- effort is made to make

comparison, make few findings,before buying

Consumer durables- last longer,eg

refrigerator, TV, etc

Non-durables


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Specialty products are goods for which

consumers are willing to spend more time and

purchase effort. E.g. Designer perfume

Unsought products are those of which the

consumer is unaware or knows but normally

does not think of buying.


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The Product Line and the Product Mix

Product item- refers to a specific product or a

brand.

Product Line- a group of products which are

closely related as satisfying a class of need.

Product Depth- the number of different productitems offered in a productline.

Product Width- is used to identify the extent of

product line associated with one organisation, nomatter how diverse or narrow they may be

Product Mix- consist of all offerings made

available by the organisation - related/unrelated

B di


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Branding

a brand is a "name, term, sign, symbol or

design, or a combination of them intended toidentify the goods and services of one seller or

group of sellers and to differentiate them from

those of other sellers.

Brand Mark- a unique symbol on a brand.

Trade Mark- a legally protected brand or

brand mark Manufactured Brand- brand name owned by a

manufacturer


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Distributor/private brand- owned by

intermediate organisations.

Brand image- the symbolic value associated

with a brand.

Brand extension- an existing brand name

extended to new areas.

Family branding- using a single brand name

over an entire line of products


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Principles for Selecting a Brand Name

A brand should reflect directly or indirectly

some aspects of the product, viz. benefit,

function, etc eg Desprin connotes that the

product has to do with headache

A brand should be distinctive, especially if theproduct requires such distinction, e.g., Printex

A brand name should be easy to pronounce

and remembered. Example Lux, Tigo etc

It should be such that it can be legally

protected, if necessary.


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Branding: Advantages & Disadvantages

Buyer.

1. A brand name denotes uniform quality.

2. It makes shopping easier.

3. Competition among brands can, over a period of

time, lead to quality improvements.

4. Purchasing socially visible brand can give psycho-

logical satisfaction to the buyer.


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Sellers - Advantages

1. It helps in product identification.

2. In a highly competitive market, it can carve out a

niche for itself through product differentiation.

3. If brand loyalty can be developed through succe-

ssful promotion, the firm will be able to exert

quazi-monopoly power.

PACKAGING


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PACKAGING

Kotler defines packaging as all activities of

designing and producing the container for aproduct.

It involves making decisions about labels,

inserts, instructions for product use, graphicdesign, and shipping cartons, as well as

decisions about the sizes and types of physical

containers for individual product items within

the outer package.


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Basic functions of Packaging

Protect/Containment product from the

environment and physical hazards the product

can be exposed to. Eg., breakages, climatic

conditions etc

Appeal/Promotion

Perform or Usage

Offer convenience to end-users and

Be cost effective


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Labelling

this has to do with the paper or plastic sticker

incorporated into the protective aspects of thepackage


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Warranty

A written guarantee of a products integrity

and the manufacturers responsibility for

repairing or replacing defective parts within

certain time frame.


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The Product Life Cycle

Introduction:The basic premise of the PLC is that products go

through several stages of life with each stage

presenting the marketer with differentchallenges that must be met with different

marketing approaches.


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Stages of the PLC

Development

Introduction

Growth

Maturity Decline

D l t


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Development

This occurs before the product is released to

the market and is principally a time for honingthe product offering and preparing the market

for product introduction.

I t d ti


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Introduction

Product is released to the market and sale

begin though often gradually as the marketbecomes aware of the product.

Characteristics

1. Slow sales

2. Non existence of profit

Marketing Objective

1. Is to create awareness and trial among

consumers.


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Market Strategy

1. Offer basic product2. Charge cost-plus

3. Build selective distribution and

4. Use heavy sales promotion

Maturity


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Maturity

The product has reach its highest peak and may

stay there longer.Characteristics

1. Slowdown in sales growth because of

acceptance by majority of customers2. Profits stabilizes or starts to decline because of

increased promotion

Marketing objective:Maximize profit whiles defend market share.


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Strategies to adopt:

diversify brands and items models

Price to beat or match best competitors

Build more intensive distribution

Pursue advert that stress on brand unique

attributes and benefitsIncrease sales promotion to encourage brand

switching

D li


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Decline

At this stage all products eventually see demand

decline as customers no longer see value inpurchasing the product.

Characteristics

Sales slow downward drift and profit erode

Cost is low per customer

Profit declines

Some competitors withdraw


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Marketing Objective:

To reduce expenditure and milk the brand

Strategy:

- Phase out weak brands

- Cut down price- Do selective distribution and phase out

unprofitable outlets

- Advertise only to retain hard-core loyalcustomers

- Reduce sales promotion to cut down

expenditure.

h


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Growth Stage

Acceptance: if the product is accepted it mayreach a stage of rapid growth in sales and in

profits.

Characteristics:

1. Rapid market acceptance

2. Rising sales and profit

3. Growing number of competitors.Marketing Objective:

To maximize more market share


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Strategy: marketing strategy at this stage include:

1. Offer product extensions

2. Add value services such as warranty

3. Price to penetrate the market

4. Build intensive distribution

5. Embark on aggressive advertisement

6. Reduce sales promotion to take advantage of

heavy consumer demand.


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Market Evolution

Definition:

Four stages a market goes through during a

product's life cycle :

emergence,

growth,

maturity, and decline).


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Stage 1

Emergence the market exist as latent market.

Only one or few products or brands exist in

the market.

Sellers enjoy positive economic profit.

Market may take the form of monopoly


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Decline

Demand for goods generally begins to fall

Smaller firms leave the market (industry)

Only firms with substantial loyal customers may

stay and probably make negative economic

profit


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Diffusion and Innovation The PLC is tied to closely to the concept of

diffusion of innovation. The concept explains how information and

acceptance of a new products spread through a

market. Customers differ in their readiness and

willingness to adopt a new product.

Innovative products, ideas normally spread(diffuse) among the people or market.

The concept is as well associated with adopter

categories into which customers are likely to fall.

C t i f Ad t


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Categories of Adopters

Innovators:

Represent a small percentage of the market

They are enthusiast who will like to try new things

without regard to price.

These however, do not remain loyal as they continue

to seek new products.

Early Adopters:

Contain more members than the innovator category.

They share innovators enthusiasm they are more

practical in their decisions


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They communicate their experience with early

majority.

They act as opinion leaders.

Early Majority: this represent the beginning of entry

into mass market

They constitute for up to one-third of the overall

market.

Their entry is key if a new product is to be profitable


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Late Majority:

They exhibit wait- and-see attitude beforetrying something new.

Marketers are likely to see their highest profies

once this group start to purchase.

Laggards: the last group to adopt something

new.They do so when thy have no other choice.


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Product Portfolio Planning (Strategy)

The business portfolio is a collection of businesses

that make up the company.

the best business portfolio is one that fits the

companys strenghts and helps exploit the most

attractive opportunities.

M h d f P f li Pl i


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Methods of Portfolio Planning

The two best known portfolio methods are

from Boston Consulting Group and by GeneralElectric.

Our concern will on the BCG

The first step in the planning is to identifythevarious Strategic Business Units SBUs in a

company portfolio.

SBU


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SBU

An SBU is a unit of the company that has a

separate mission and objectives and that can beplanned independently from the other businesses.

An SBU can be a company division, a product line,

or even individual brands.

Th B t C lti G


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The Boston Consulting Group The BCG provides a firm an opportunity to assess

how well its business units work together. Eachbusiness unit is evaluated in terms of two factors;

market share market growth.

On the horizontal axis: relative market share- thisserves as a measure of SBU strenght in the

market.

On the vertical axis: market growth rate- thisprovides a measure of market attracriveness.

By dividing the matrix into four areas, four SBU can

be distinguished:

Stars- stars are high growth business or products


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g g pcompeting in markets where they are relativelystrong compared with the competition.

They need heavy investment to sustain growth.As growth slow and relative market share is

maintained, they turn to cash cows

Cash Cows- Cash cows are low-growth business orproducts with relatively high market share.

These are mature, successful business withrelatively little need for investment.

They need to be managed for continued profit- sothat they continue to generate the strong cashflows that the company needs for its stars.


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PRICING OPERATIONS


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PRICING OPERATIONS

Introduction:

Pricing is important for new business ownersbecause it impacts the success or failure of any

business. How much profit you generate from

your business, customer satisfaction, marketing,repeat business. (Daphne Mallory).

Why Pricing Decisions


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Why Pricing Decisions

Reasons include:

- Pricing is the only part of the marketing mix whichbrings in revenue.

- Once a price has been set, consumers will often

show a great deal of resistance to any attempts tochange it.

- Pricing frequently has important implications forthe positioning of a product.

- Price is the marketing mix variable for which acompetitive response can be most quicklyimplemented

Conceptualizing Price


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Conceptualizing Price A logical examination suggests that price should be

defined as

Price = resources

goods received

That is, we need to consider the quantity you receivedas well as the amount of money you have to fork out.To say that petrol cost GhC4. 29 is meaninglessoutside the context that this cost is per gallon.

Ways to change Price


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Ways to change Price

Increasing or decreasing the sticker price of a

product. Increasing or decreasing the quantity of received.

Changing the quality of a product. Firms may cut

back on services or dilute products more,possibly reducing or cutting out expensive

ingredients.

Change the terms of a sale. Firms may begincharging for previously free delivery.

PRICING STRATEGIES


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PRICING STRATEGIES Price Skimming- charging price relatively high four

a short time.- takes place when a product is launched,

- objective is to skim off customers who are willingto pay more to have the product.

- success depend on the inelasticity of demand

Advantages:

Allow returns on set up cost

Build a high-quality image for itself. Its able toreduce price to ward off competitors.

High price brings high returns

A strategy to segment price


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A strategy to segment price

A pricing strategy to sell prestigeous goods

Price penetration:A strategy of entering a market with low initial price

in order to capture a large market.

Works where there exist no elite market anddemand seems elastic over the entire demand

curve

Examples of penetration price:-restrained prices applied to maintain price in

times of inflation.


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Cost-plus pricing: setting price to cover operational


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cost including fixed cost plus a certain level of

profits

Target return pricing: set to achieve a target return-

on-investment(ROI).

Valued-based pricing: based solely on the value

derived from the product.

Psychological pricing: setting a price just below a

large number to make it seem smaller.

PROMOTION OPERATIONS


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PROMOTION OPERATIONS

Promotion or communication marketing represents

all of the communications that a marketer may usein the market place.

Elements of Promotion:

1. Advertising,

2. Personal selling,

3. Sales promotion,

4. Publicity,

5. Direct marketing,

6. Sponsorship.


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Effectiveness such as displays, shows, and exhibitions,


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demonstrations, coupons, contests, and other non-

routine selling efforts. These are usually short term

activities. Publicity (public relations): paid intimate stimula-

tion of supply for a product, service, or business

unit by planting significant news about it or afavourable presentation of it in the media. eg.

newspapers and magazines, articles/reports, TVs

and radio presentations, charitable contributions,speeches, issue advertising, and seminars.

Direct marketing: this often listed as the fifth part of

the marketing mix. Sponsorship.


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Promotional Mi Cont


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Promotional Mix Cont Introduction: marketers use one or more methods

to accomplish promotion and marketing objectives.The use of one or more tools to promote a product

constitute the promotional mix for the product.

Determinants of Promotional Mix- Type of product

- Nature of Market

- Stage of product in its life-cycle

- Available budget

- Company policy

Promotional or Communicational


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Mix cont

Advertising

Planning the advert message:

a. Analyse your marketing objective

b. Determine the target audiencewho are they?

where are they located?

what is their level of education?

what media are they exposed to?

c. Set advertising objectives - AIDA


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Using such people to endorse a product will

influence the target market and likely to trust

and patronise the product.

Opinion formers- they are people of expertise inthe area of they have endorse.

Awareness


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Interest

Desire

Action :

eg. To create 5% awareness by the end of 2012 or to

increase 10% awareness by the end of 2013

NB. Marketing objectives is about creating or increasingmarketing shares, profitability and the amount of customers

you wish to gain, etc

d. Design advertise message:

Credibility- trustworthiness of the message credibility in

advertising usually achieve by using optimum leader and

opinion leaders. These are individuals who have influence

over other people.


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Using such people to endorse a product will

influence the target market and likely to trust

and patronise the product.

Opinion formers- they are people of expertise inthe area of they have endorse.

Advertising Strategies and Messages


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Advertising Strategies and Messages

Messages Based on Likeability

Using emotional and rational based message to createlikeability.

Emotional based message- they are used to capture the

attention of the target audience.a. humour- this involves creating a funny scene that

maks the target audiences always want to see or hearbetween it put them in a good mode.

b. Fear- the message seeks to put fear to the targetmarket audience so that they will feel if they dont usethe product or they apply it wrongly. Somethingnegative will happen to them.


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Rational Based messages

The actual message that the advertiser wants to give tothe target audience.

a. Factual- where you state the benefits to be derived,features and any other thing about the product that

you want the target audience to know.b. Demonstration- you demonstrate to the target

audience how the product is used, how it is preservedand how it works.

c. Comparison- indirectly comparing your product toyour competitors product to the target audiencetelling them the superiority of your product and thebenefits that the audience will get by purchasing and

using it.


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Advertising Media

Print media- News paper/Magazines

Electronic- T.V., Radio, Internet, Cinema

Outdoor- Billboard, Poster, Transit


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Factors Influencing The Choice of Ad Media

a. The target audience- the location of the targetaudience and the media to which they are exposed

is crucial to the success of an ad message. This is

one of the major things that will guide the advert-

iser in choosing appropriate media.

b. Cost- the amount of financial resources to be

committed into buying the media to place the

advertisement also determines the kind of media to

use.

c. The nature of the message- whether the message isvisual and or sound based will help determine what


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visual and or sound based will help determine what

media to use.

d. The amount of desired exposure- the frequency thatthe advertisement needs to achieve and the urgency

of the message is a major determinant of what medi

are to use.e. Resources available in-house- the amount of money

the organisation is ready to spend on the ad messag

Client-Agency Relationship in


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Client Agency Relationship in

Advertising

Advertising agencies are companies that specialize in

carrying out advertising programmes on behalf of

client organizations who wish to pursue such activi-

ties. Traditionally, advertising agencies have beenstructured around two main areas of activity,

creative development in copy writing and art

direction, and media planning and buying. Accountmanagers or directors have responsibility for client

liaison which includes research and strategic

development.

Types of Agencies


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Types of Agencies Introduction

Advertising agencies come in different forms based onwhat kind and level of activities they perform for

their clients. The typical types include the ff.

1. Full Service Agencies- an agency that provides a

complete range of services for their client. It is

usually referred to as a one-stop-shop for all

advertising activities; these services include

creative, strategic planning, production, mediaplanning and buying, and market research.

Examples of full service agencies in Ghana include

Origin 8, H.B. Lintas, etc

There are a number of advantages to a full service provisions:


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There are a number of advantages to a full service provisions:

- Working with full service agency will see a huge pool ofskills under one roof that can be drawn on as needed;

- new and different perspectives on the communication

problem may be gained, which ultimately will contributetowards the corporate and the marketing objectives of the

organisation being achieved. Therefore, in a full service

agency, it is critical to have a relationship built around

quality, trust and understanding. This is imperative for the

successful implementation of the marketing strategy

Limited Service Agencies- these agencies tend to

i li i ti l l t f th k ti


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specialize in particular elements of the marketing

communication process. Eg. An advertising agency

may specialize in art and creative skill and thereforefocus on the design and development of

advertisements. They will then rely on significant

information being provided by their client to enablethem to meet the brief. Another agency may

specialize in media buying and therefore be able to

achieve a high level of competitive advantage to

enable a more effective use of the advertising

budget.

The advantage to using limited service agencies is

th t i ti h d t t th


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that an organization can shop around to get the

best skills to suit a range of marketing

communication needs. A la Carte Agency

Many organisations now want greater flexibility and

choice in the way in which communications aremanaged. To do this they need to have a broad

range of options, which do not necessarily come

from a full service approach, rather they want toselect a range of services from a range of specialist

agencies.

Issuing a Brief to an Agency


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Issuing a Brief to an Agency Current situation

Promotional objectives

Target markets

Product/Service

Budget

Competitors

Timescale

Agency Selection Process


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g y

Search

Short listing

Credentials presentation

Briefing

Pitching

Final Selection

Criteria for Selecting and Agency


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Issues to be considered.

Their track record of what the works they havedone.

The level of experience they have in communi-

cations campaigns The expertise (calibre of personnel) they have in-

house.

The king of resources and equipments they posses Their ability to translate the brief into a workable

proposal

The amount demanded for the campaign

A R ti


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Agency Remuneration

Fee payment

Commission

Payment by Results

combination

Sales Promotion


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Roles of sales promotion:

Move of stock

Reward customers

To gain enough shelf space at retail shops

Sales Promotion Techniques: Buy one get one free

Quantity discount- percentage off for bulk purchase

Price discount percentage of the normal and for

any quantity you buy

Loyalty bonus- customers are rewarded for

fre uen urchase.


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Direct Marketing


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Directing marketing involves communicating directly

with customers without necessarily coming into

face-to-face with the customer.

Roles of direct marketing:

- Primary differentiation usually to communicate with

business (BCB) and service based customers.

- Communication effectiveness- used to give more

where advertising and other tools cannot explain

the issue in detail.


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E l ti th ff ti f DM


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Evaluating the effectiveness of DM

Sales levels

Number of enquires

Number of response to mail

Customer based ( especial service

organisation)

Personal Selling


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When to use personal selling?

i. For technically complex productsii. Industrial (B2B) selling

iii. Service marketing

iv. Channel network supply Evaluating Personal selling

Sales levels

Customer base

Enquires

Amount of sales ma

Public Relations


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It is a planned and sustained effort made to creat a

good relationship between the organisation andpublic and maintained the organisation and the

good will of the organisation.

The role of public relation (PR)Press statement release

Press conference

Corporate social responsibilityMedia relation

Sponsorship- mgt contract between two parties

that brin benefits to both arties


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Lobbying

Companys open days

Companys durbars

Crisis management

Evaluating the Effectiveness of PR


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valuating the ffectiveness of PR Sales level

Awareness survey Customer base

Corporate image

Corporate personality

Place Operations


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Place Operations

The Importance of distributors (wholesalers/retailer

1. Breaking bulk ( solve dd/ss discrepancy)

2. Consolidating and distribution (reduce assortment

discrepancy)

3. Carrying inventory (temporal discrepancy)

4. Financing

NB various channels of distribution.


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Manufacturer Distribution Preferences

Distribution Interest: Retailers Vs. Mfgs

Parallel distribution structures

Diversion


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Service Mix and Experiential Service


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The extended mix is an integral part of service blue-

print design. The service marketing mix assumesthe service as a product itself. The characteristics of

service include the following:

Intangibility,

inseparability,

Perishability

Heterogeneity,

Ownership.

The Service Mix


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The Service Mix

This include:

People,

Process,

Physical Evidence

people


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p p

Very crucial to the success of the business.

The need to recruit the appropriate staff and giving

them the appropriate training to perform to

expectation.

They play frontline role in the delivery of service.

Customers perception of the service (organisation)

is based on the behaviour of employees.

Employees need to exhibit appropriate

interpersonal skills and aptitude and srvice

knowledge to provide the service that consumers

are paying for.

Process


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Refers to the systems used to assist the

organisation in delivering the service.Discuss:

Hospital

Bank,

Polytechnic etc.

Physical EvidenceThese are the physical tangible and controllable


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These are the physical, tangible and controllable

aspect of a service organisation

It is made up of :

Peripheral evidencepossessed as part of the

purchase of a service but by itself is of no value

Essential evidence-the essential evidence cannot be

possessed by the customer.

Physical evidence should be well managed to create

the ideal environment for your service

Make the service more tangible and make it easier

for the customer to understand the service offering.

Experiential Service Operations


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p p

Experiential services are defined as services where

the focus is on the experience of the customerwhen interacting with the organization, rather than

just the functional benefits following from the

products and services delivered (Voss & Zomerdijk,2007.

This means that the customer experience has

become the key feature in the delivery of saidservices.
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Every service has its beginning and where itends. The service delivery must be design in a

sequence that will allow all characters in the

service delivery to know what to do at a time. A flow chart which shows how every needed

to create and to deliver a service is called

blueprint.


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Service blueprint:

It is a picture or map that portrays the service

system so that the different people involved in

providing it can understand and deal with itobjectively regardless of their roles or individual

points of view.

It displays the service by simultaneously depicting theprocess of service delivery, the point of customer

contact, the roles of customers and employees and

the visible elements of the service

Components of the Service


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Experience

There are five major components namely:

Physical environment (stage),

Service employees (actors),

Service delivery process (script),

Fellow customers (audience),

Back office support (back stage).


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Roles of the environment:

-accommodating customers and employees,

Guiding behavioural actions eg. Where to queue

Managers of services consider the design of the

physical environment eg restaurants, church,

mosque, cruise ship, shopping centre aircraft

interior etc.

Service Employees


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Service Employees

Service employees actions influence customerexperiences.

Service Quality has link with employee

behaviour: responsiveness, assurance,inspiring confidence and trust, empathy etc.

Managers should pay attention to employees

especially, the front line employees.


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Fellow Customers


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Fellow Customers

Customers experience is not with service pro-viders only, but with fellow customer. These

are referred to as audience. Some of such

people can be unruly or can exhibit unantici-pated behaviour thereby destroying service

performance.

Back office


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Back office

The physical setting, service employees,service delivery process, and fellow customers

directly influence a customers experience and

this takes place at the front stage. Those at the back stage are employees who

do not interact directly with customer. Their

activities however, are connected to thefrontline employees thus, influencing their

performance.

Sales Management


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Sales Management

Task of sales force


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a. Order Takers: the people who take customer

orders at the point of sales. Shop attendanceticketing officers.

b. Order Getters: they are the people who usually go

to the field to meet customers and tries toconvincing them to liaise orders for the

organisation products or service.

c. Order collectors: they are basically office basedsales staff who communicate with customers and

prospective customers through the telephone in

trying to convince them to place orders.


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a. Order Supporters: those people whoprocess customer orders and see to it that the

orders are supplied at the right time.

Types of SellingI d t i l /B2B lli i d t i l lli


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a. Industrial /B2B selling: industrial selling means

selling the products to business entities who need

your finished product as their raw material or

office assistance eg. Plant and machinery, office

accessories.

b. Individual /B2C selling: selling product to final user

consumers, e.g. fast moving consumer goods such

as cars.

c. Professional selling: it involves negotiating withsome professionals who will need your product as

part of their work in order to wholly execute their

work eg Building contractors electricians etc

Designing Sales Territories


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It is the grouping of customers and prospects that

can be called upon conveniently and economicallyby the individual sales persons to serve their needs.

Evaluating the attractiveness of sales territories

a. Accessibility- the sales person should be able toreach the market and serve the market and their

needs without incurring cost more than the

benefits they gain.b. Substantial- the market should be large enough for

h i i k fi f i

Operations on the Marketing Mix

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