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Role Of Personal Selling Within The Overall Marketing Marketing Essay

2917 words (12 pages) Essay in Marketing

5/12/16 Marketing Reference this

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All the elements of any mix work in integration. Mix is always series of activities which depend on each other. Advertisement is basic element to introduce the product on the bases of advertisement the direct marketing and personal selling is possible. By giving good product and services can build good public relation and people will feel the product of their own which will automatically promote sales which the basic theme sales promotion head. So as I , mentioned in the start that all elements are inter depended on each other. No element of marketing communication mix can work separately they are integrated and have to maintain good relationship.

P-2: Illustrate how an understanding of buyer behavior can be used in personal selling. Give appropriate examples.

Buyer behavior

Buyer or Consumer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people’s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. It also include study of buyer Demographic Factors. Sex, Race, Age etc. Study of “Who in the family is responsible for the decision making”. Young people purchase things for different reasons than older people.

Personal selling

Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to “close the sale”

It is very important to understand the buyer behavior before going to personal selling with out knowing the needs and wants of a person you can sell out the product. If personal sales person is fully aware of target market buyer behavior then it is easy to sale out the product and services. Because seller will present and offer the product or service according to need and wants of buyer if he/she have knowledge. Which will make positive impact.

For example

A person seller go to a shop and give presentation with out knowing that who is decision maker in the shop and at the end of presentation shop keeper says “My father give orders for purchases ” so there will be no chance sale. So the personal seller should know the decision maker.

If a person seller go to stall of university with out knowing the choice youngsters. And bring dress paints to stall where as youngsters want to wear jeans then sale will be not possible.

So understanding of buyer behavior before personal selling is very important. Which help a lot.

P-3: Identify the environmental and managerial forces affecting personal selling.

Environmental Forces:

Politics, Legislation Force

It include government and political issues like tax , employment policy , regulations etc.

Economic forces

It include Industry growth , inflation , deflation , supply , demand , exchange rate and the issues regarding economics.

Socio-culture Forces

Demographics changes included in it . like fashion , behavior , attitude , trends , life style etc.

Technology Forces

Innovation rates, development times, technology investments, adoption speed and product life cycles, cost reductions (deflation), return on investments, technology incentives, government investment, cross technological networking and developments.

Managerial forces

Direct marketing

direct mail

telemarketing

Blending of sales and marketing

intranet

Qualifications for sales people

Qualification sales managers.

Managerial forces can also be defined as Managers can respond to the changes in the environment by developing new strategies and tactics to enhance sales effectiveness.

Employing direct marketing techniques.

Improving co-operation between sales and marketing.

Encouraging salespeople to attend training programs and acquire professional

Qualifications.

The manager or any person required three basic qualities for best sales which is also called 3 I’s which are mentioned below.

Intelligence.

Interfaces.

Integration.

Reference: Text book

P-4: describe the main types of personal selling.

Types of Personal Selling:

Inside order-taker

Is the retail sales assistant. The customer has full freedom to choose products without the presence of a sale person. The sales assistant’s task is purely transactional receiving payment and passing over the goods as another type of order taker is the telemarketing sales team, which supports field sales by taking customers’ orders over the telephone.

Delivery sales people

Their task is primarily concerned with delivering the product. In the UK, milk, newspapers and magazines are delivered to the door. However there is little attempt to persuade the household to increase the milk order or number of newspapers taken- changes in order size are customer driven.

Outside order-takers

They are unlike inside order -takers, these salespeople visit the customer but also primarily respond to customer requests rather than actively seek to persuade. Unlike delivery salespeople, outside order-takers do not deliver. Outside order-takers are a dying breed, and are being replaced by the more cost-effective telemarketing teams.

(Jobber, 2007)

M-1: Describe how the elements of communication mix are currently being used by the chosen organization with that of its competitors. Give at least two examples.

Communication mix include Advertising, sales promotion, public relations, direct marketing & personal selling.

Communication Mix of Ufone:

Advertising

The advertising strategy of Ufone is:

To built a corporate identity for Ufone

Implement corporate advertising

Establish goodwill for the firm and its products

To be perceived not only as a telecommunication operator of voice services, but also as a universal provider of comprehensive communications services for both residential and business customers.

Sales Promotion

“Sales promotions are short term incentives to encourage the purchase or sale of a product or service”

Ufone uses following sales promotion tools

Contests:

Ufone organized talent hunt program of cricket in 2007. In the supervision of cricketer Shoaib Akhtar. It was a healthy activity to promote sales of Ufone and Cricket.

Premiums:

All the cellular services are now offering premiums for their customers. This premium is offered, when a customer don’t use his/her Sim for more than 3-6 months, in the form of extra credit balance delivered to their numbers for free

Promotional Products

“Phone bhi Ufone bhi”. It was a promotional offer By Ufone where it offered a mobile phone, free air time, Ufone connection and Rs.100 airtime all for Rs.999.And now Ufone also offers Blackberry mobile sets with Post Pay connection.

Another recent promotional offer by Ufone is that with your HBL Credit Card; get a free handset of your choice, a Ufone Post Pay connection and airtime. Existing as well as new HBL Credit Card customers may avail this offer.

Public Relations

Ufone want to build best public relation that’s why Ufone offers Hajj Services in Saudia Arabia to build best relation with customers.

Direct Marketing:

Ufone direct marketing include road side umbrella stalls to sell Sims and cards. And Ufone employees also visit different functions like funfairs etc for direct marketing.

Free tickets:

Ufone offers free air tickets to different of the world as promotional activities.

Personal Selling:

Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a Pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service).

Ufone sale representative make the selling by providing services to the customer at their doorstep, i.e. informing about the new packages, serving customers and of course sell their product and attract the new customers.

Communication Mix of Mobilink Pakistan

Advertisement

Highly creative people in the marketing dept.

Billboards, TV commercials, Print Media Adds, Brushers, posters , wall chalking.

Bringing in famous personalities from media to endorse their package.

Personal selling

In advertising Mobilink is communicating there positioning and promotional campaign about their brands. Different objectives are concerns with different promotional mix. In personal selling Mobilink is selling Mobilink indigo, Mobilink PCO, and Blackberry.

Although the personal selling is two way communications so the mobilink is communicating the features and the value added services of the mobilink. These products actually need information by the customers so the mobilink is using this personal selling campaign for its product.

Sales Promotion

In sales promotion mobilink launches different sales promotion through their sales team.

These promotions are basically designed for the;

Customers

Retailers

Sales force

Management

Event for Sales Promotion & Public Relation.

Public Relation

International Film Festival

November 20 2007.

Pakistan Honored through Mobilink at World Communications Award 2007 October 03 2007.

Mobilink’s Independence Day Gift of Song to the Nation February 01 2007.

Mobilink and Rafi Peer’s World Performing Arts Festival.

Mobilink & Box office launch “Pirates of Caribbean, Dead Man’s Chest” February 06 2006.

Mobilink supports construction of schools for The Citizens Foundation

August 17 2006.

Mobilink’s Independence Day tribute to legendary Mehdi Hassan

August 05 2006.

Sales Promotion

Mobilink’s Blackberry® Solutions to Empower Campus Life at Agha Khan University October 10 2007.

Mobilink distributes PCO handsets to flood affected people in Sindh August 06 2007.

Mobilink announces Wasim Akram as its official Cricket Brand Ambassador December 18 2006.

Mobilink recognizes ‘The Pakistani Woman’ in Jazz Ladies First

August 08 2006.

Mobilink launches incentive packed Jazz Octane for youth of Pakistan

November 11 2005.

(Mobilink)

Direct Marketing

Mobilink Use the method for direct sales as stalls in different occasions and funfairs etc. road side camps to sell out cards and Sims.

M-2: Analyze buyer behavior process that is involved in the purchase of the selected organization’s product Analyze at least two influences on buyer behavior related to the organization being considered.

Need Recognition:

Here Buyer feel need of the product. Here in our example we consider that Buyer feel that he/she need a cell phone connection to communicate.

Information search:

Once the consumer has recognized a problem, they search for information on products and services that can solve that problem. Sources of information include:

Personal sources

Commercial sources

Public sources

Personal experience

In over example the buyer will gather information regarding Cellular Companies. For example Ufone, Mobilink, Telenor, Warid and Zong. Here effective advertisement and promotion works for the company.

Information evaluation:

At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the consumer’s evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision.

Here as our example the buyer evaluate among cellular companies in Pakistan as Ufone, Mobilink, Warid, Telenor, and Zong. As Ufone have best feature, best services and good tariffs so during evaluation the Ufone will win the mind of Buyer.

Purchase decision:

Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organization can use variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Once the integration is achieved, the organization can influence the purchase decisions much more easily.

Here the Buyer will for Buying Ufone Connection Sim. As he had evaluate every thing in his mind. And found Ufone as best.

Post purchase evaluation:

It is common for customers to experience concerns after making a purchase decision. This arises from a concept that is known as “cognitive dissonance”. The customer, having bought a product, may feel that an alternative would have been preferable. In these circumstances that customer will not repurchase immediately, but is likely to switch brands next time.

To manage the post-purchase stage, it is the job of the marketing team to persuade the potential customer that the product will satisfy his or her needs. Then after having made a purchase, the customer should be encouraged that he or she has made the right decision.it is not effected by advertisement.

Here Ufone have duty to deliver cards & Easy load of Balance on time and give valuable services which will lead to healthy relationship. (WikiPedia)

M-3: measure the positive and negative influences of environmental and managerial forces affecting personal selling.

The positive influences:

Most of environmental & managerial Forces have positive influences like as rules regulation make discipline in the industry while technology add new tactics to industry as well as modify the manufacturing tactics. Managerial forces like proper training , Professionalism improve personal selling as well as presentation and communication skills. Technology adds new method & tools to personal selling which improves and makes fasten the personal selling. While managerial tactics like commission percentage etc improves the performance.

The Negative Influences:

Beside the positive influences the managerial & Environmental forces have some negative influences too on personal selling like extra taxes by the government which is confront by the personal seller and very difficult to defend. Some time socio-culture values make problem for personal sellers. Technology raise big problem while firm should update & trained the staff according to new technology which cost allot if they don’t do that they will lose the old reliable and experience as the cant use new technology. If the ignore new technology they will be left back in the industrial race of personal selling.

Negative managerial forces can be extra work pressure. Job insecurity or un realistic task given to employees’ .tight payrolls & strict rules & regulation can also be called negative managerial forces. It may also accrue in shape personal or group conflicts and leads to discrimination.

D-1: Recommend to the selected organization elements of communication mix that best suits them, keeping in view that of competitor’s strategies also emphasize the advantage of your proposed element to the organization.

Advertising:

Ufone has best advertisement on electronic media but they should also concentrate on print media advertisement. As the competitors do in their print media advertisement. The advantage of the proposed advertisement method is reaching the people who don’t have access to electronic media or private TV channels.

Personal selling:

Ufone should visit School, Collages, Universities and educational Institutes as the company is known for Youngsters. And personal selling should be made. Rather then having road side camps they should visit offices and work places and meet people which will make better impact and sales.

Sales promotion:

As for as I think Ufone is working neither on just an advertisement nor on sales promotion. They should arrange public gatherings, Funfairs and concerts to get promoted in the buyers mind. As telenor & other competitors do by arranging TV Shows and other programs.

Public relations

Ufone should work on the public relation & should fulfill social responsibilities by performing social activities. But as for as I think they had done satisfactory work in the field.

D-2: Considering the buyer behavior, the environmental and managerial forces, what would you recommend to improve the personal selling to the organization? Give appropriate references of the literature knowledge.

Recommendations :

Professionalism.

Proper Training.

Right person for the right place.

Proper advertisement.

Being socialized.

Best Communication & Presentation Skills.

Well Knowledge of Buyer Behavior with Seller.

Social & Cultural Awareness of Sale Personal.

Knowledge of target customers needs & wants.

Adaptation of new technologies.

Adaptation of new personal selling techniques.

All these measures will differentiate Ufone from their competitors which will lead to best personal selling.

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