Sales Development: Promotional Mix, Segmentation, Buyer Behaviour

This assignment provides detailed knowledge about external sales development techniques and internal sales tools. It covers topics such as the promotional mix, segmentation, and buyer behaviour. The case study focuses on Marriott West India Quay Hotel.

Assignment: SALES DEVELOPMENT
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Table of Contents
Introduction......................................................................................................................................3
Task A..............................................................................................................................................3
a) Definition of promotional mix................................................................................................3
b) Definition segmentation...........................................................................................................5
Task B..............................................................................................................................................6
a) Definition – what is buyer behaviour?.....................................................................................6
b) Buyer behaviour – Maslow’s Hierarchy of Needs..................................................................7
c) 4 categories of buyer behaviour...............................................................................................9
Task C............................................................................................................................................10
a) Staff/personal technique and Recommendations...................................................................10
b) Operational design and influence on sales.............................................................................11
Conclusion.....................................................................................................................................12
References......................................................................................................................................13
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Introduction
The understated assignment tries to provide an in detailed knowledge in relation to the external
sales development techniques and the tools that are required for the internal sales. The
assignment helps in understanding the elements of the services or product that are delivered by
an organization and the impact they create on the profit and sales of the firm. Buyer behaviour
has also been explained elaborately to acknowledge its impact on sales. Along with this an
evaluation of the roles of the staff in enhancing the sales of a firm has also been depicted in
details. For the concerned organization an UK based Hotel organization has been selected.
Marriott West India Quay Hotel is the selected hotel for the study. The hotel organization is a
Luxurious 5 star hotel located in London. The hotel has been owned by John Christodoulou.
With the conduction of the study a precise knowledge of the factors identified are coherently
linked to the diverse aspects of sales development and merchandising. Maximization of sakes is
one of the major objectives of a form. The study would try to provide vivid information in
relation to this aspect effectively and illustratively.
Task A
a) Definition of promotional mix
The marketing mix is one of the vital tools used by marketers and business person to determine
their product or brand in the market. The segment represents the 4P’s marketing mix of Marriott
West India Quay Hotel in order to depict the range of sales and profit contributions are made by
the services of the concerned hotel. The 4P’s marketing mix is as follows:
Product
The Marriott West India Quay Hotel is regarded to be operating under the hospitality sector and
is determined to manage a range of diversified services that it provides to its customers. The 5
star luxury hotel in London is believed to be making a constant effort in its up gradation and has
well improved itself within the years with impeccable services and comfortable settings. There
are an approximately 300 rooms in the concerned hotel that have furnished air conditioned and
provide homely surroundings to its customers. The hotel also offers personalized and premium
services to its high esteemed guests. The hotel services also include conference rooms adapted to
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latest technology, banquets, bar baby care facilities, money exchange secretary on demand,
medical facilities and satellite TV (Huang and Sarigöllü, 2014).
Place
The Hotel is located at a prime location that is near the Canary Wharf which is considered to be
United Kingdom’s tallest building and is the most important financial centers of the nation. This
location of the Marriott West India Quay Hotel maintains its distinctive quality. It even has tried
to offer the options of online reservations in the hotel.
Figure 1: Marketing Mix
(Source: Huang and Sarigöllü, 2014)
Price
The Hotel Company with the motive of attracting customer on a regular basis has tried to serve
its customers good food, good services at a reasonably fair price. Therefore with this intention
the hotel has opted for a premium pricing policy. Under this the firm tends to set a price of
products higher in compassion to similar product to maximize the profit in certain areas in which
customers are happy to pay more. It’s this choice of pricing strategy the offers valued based
prices and services. For its distinguished guests it charges for its services accordingly. As most
of the customers that the hotel has segmented are high end customers therefore the hotel
organization believes that the pricing strategy would favour the firm largely.
Promotion
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The Marriott West India Quay Hotel is recognized to be leading hotel in the market. Therefore in
order to maintain this consistency in the market the hotel uses diverse ad campaigns. With the
help of theses campaigns it targets its specified customers this ultimately increases the brand
awareness of the company (Pavlou and Stewart, 2015).
b) Definition segmentation
Market segmentation is procedures by which firms specify their major targets based on the
services and products they offer. Illustrative market segmentation in concern to Marriott West
India Quay Hotel would be depicted in this segment. The segmentation is as follows:
Demographic
The Marriott West India Quay Hotel has divided its target population based on the income status
of the customer. Therefore data such as income and occupation are considered by the luxury
hotel. The demographic segmentation is known to be the most simple form of market
segmentation under which the organization for attaining the right population for its right product
or services. There are number of variables that are considered for the segmentation of the market
under this type. Age, gender, family size, income status etc are some of the factors. Among
which the Marriott West India Quay Hotel has opted for the income status. The Hotel being a
luxurious 5 star hotel provides hospitality services that would fit the budget of high income
status customers. Therefore in this respect the hotel has targeted high end customers or rather the
customer that belong to the upper strata of the society. While in terms of occupation the hotel
tends to target business associates since the hotel has faculties such as large conference rooms
and meeting rooms, in addition to this the hotel is located adjacent to the United Kingdom’s
largest financial centers. Therefore the hotel has target the business people as its major customer
segment (Heinemann, 2016).
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Figure 2: Market Segmentation
(Source: Heinemann, 2016)
Psycho graphic segmentation
Marriott West India Quay Hotel even has segmented its market on psycho graphical variables of
the customers. Therefore in relation to this the hotel has tried to use its data in accordance to the
lifestyle of the customers, personality characteristics etc to develop its services. Under the
Psychographic segmentation the organization uses the lifestyles of the people, activities, interests
as well as opinions to define its major market segment. The consumer buying behavior is
inevitable undertaken by the organization that opts for psycho graphical segmentation. Therefore
in this respect the Marriott West India Quay Hotel based on the luxurious life style of its
distinguished high end customers has improved its services in a lavish format that meet up the
demands of its high end customers (Cross et al. 2015).
Task B
a) Definition – what is buyer behaviour?
Buyer behaviour refers to a systematic approach that is acknowledged by the customers during
the purchase process. In addition to it, the systematic approach of buyer behaviour is also liable
to ensure the most convenient decision-making process for the customers. Thus, it is usually
found playing pivotal roles for the managements of the organisations in terms of acknowledging
the most effective marketing strategies. In the words of Solomon et al. (2013), buyer behaviours
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are mostly perceived on the basis of a gradual decision-0making process considering the
common decision-making modes. These steps are as follows,
Requirement identification
This is usually identified as the first step of perceiving buyer behaviour, where the customers are
supposed to gain knowledge on the emotional or functional requirements. The management of
Marriott West India Quay Hotel is required to emphasise on this step categorically for the
purpose of enabling the most convenient marketing strategy on the prior foundation of stimulated
requirement awareness in order to segment and sort out the potential buyers of their products or
services. In this context, the management of the establishment is liable to gain and gather
information about the consumer needs regarding leisure, hospitality and adventure.
Information search
This is the next stage of buyer behaviour decision-making process, where the management of
Marriott West India Quay Hotel is liable to gather needful information regarding the industry
they belong to. According to Saleh et al. (2014), the management of a hospitality industry is
always found liable to gather information about the consumer needs considering their consumer
reach in different competitive markets. This process also includes the implication of positioning
method after the prior utilisation of segmenting and targeting.
Purchase and experience
This process is liable to encourage the managements of the organisations to achieve long0-term
sustainability through customer loyalty and customer retention goals. This, they are required to
provide extensive approach towards point-of-purchase experience, which is aligned with
warranties deliveries, installations and post selling follow-up processes.
Decision modes
This is considered to be the terminal stage of the buyer behaviour process, where the buyer
finalise their purchase through the prior combination of importance level and experience level.
As opined by Ramsay et al. (2013), the buyers use to enter a purchase decision after prioritising
one among four major perspectives, which include brand loyalty, habitual buying, limited
problem solving or extended problem solving. The management of Marriott West India Quay
Hotel is required to compare and combine the influences of purchase and experiences together
for the purpose of acknowledging benefits through buyer behaviour process.
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b) Buyer behaviour – Maslow’s Hierarchy of Needs
Buyer behaviours are meant to be assessed by the managements of the organisations in order to
ensure benefits from consumer markets and extend vision towards empowering the needful
marketing strategies. As stated by Schoenherr, et al. (2012), the management of Marriott West
India Quay Hotel is required to acknowledge the Maslow’s Hierarchy of Needs for this purpose,
which is solely based on five elements. The five major elements of Maslow’s Hierarchy of Needs
include Psychological Needs, Safety Needs, Needs of Love Affection and Belongingness, Needs
for Esteem, and Needs for Self-actualisation.
Figure 3: Maslow’s Hierarchy of Needs
(Source: Self-developed)
Psychological Needs
Psychological needs comprise the fundamental biological needs including food, water, oxygen
and relatively conditioned temperature of body. All these components are meant to be present
with the purchasers, unless it may cause harm to the entire buying-decision process. In many
cases, the psychological needs are found dominating the buying decisions, in case the biological
requirements are not fulfilled. In such instances, the buying behaviours of a customer are found
radically influenced by his or her repressed needs.
Safety Needs
The issue of safety needs is prioritised once the psychological needs are mitigated. According to
Meehan and Wright (2012), the purchasers use to depend on their safety needs, when they find
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Nee
ds
forS
elf-
Act
uali
sati
onNeeds for Esteem
Needs of Love Affection and
Belongingness
Safety Needs
Psychological Needs

that they are no more under the dominance of the psychological needs. The needs of security are
subjected to be achieved by the practical implementations of the security measures. The safety
needs are more associated with the children than the adults.
Needs of Love Affection and Belongingness
This is considered as the next requirement within the buyer behaviour process and it is enabled
once the safety needs and psychological needs are resolved. In most of the cases, people intend
to overcome their sense of alienation or loneliness. Thus, it is extensively aligned with the
exchange of love, affection and belongings with the others.
Needs for Esteem
Needs for esteem are considerably the next priority for the people during their buying decision
process. However, it is meant to be addressed once the previous three needs are mitigated. It
indicates at the self-esteem primarily and followed by the amount esteem they receive from the
others. In the words of Chicksand et al. (2012), human buyer behaviour are solely aligned with
stability, firm basement, desired self-respect, and respect from the others.
Needs for Self-actualisation
Self-actualisation refers to the ideal stage that a person intends to belong to. Thus, it is kept on
the top of all the other needs during the buyer decision process. However, it is also addressed
once the other needs are resolved. These needs are considerably the most essential ones, as
without it the buyer decision cannot be processed (Lester, 2013). The absence of self-
actualisation often leads to massive confusion due to the restlessness and create difficulties in
concluding the actual needs of the buyers.
c) 4 categories of buyer behaviour
The buyer behaviour is often found depending on four major categories that include Cultural,
Social, Personal and Psychological. In most of the cases, the managements of the organisations
are required to emphasise on the components of these four categories, which are predominant for
the buyer decisions in terms of purchasing. However, they are usually required to be classified
according to the business needs or the deliverables allotted for the purchasers. In the words of
Cao et al. (2013), the management of Marriott West India Quay Hotel is required to emphasise
on the implication of all these four influences according to their business efforts and marketing
objectives. As per the business objectives of the management of Marriott West India Quay Hotel
are concerned, they are required to focus on the culture and social classes of the people, which
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are liable to be followed by the reference groups and families under the social category of
influence. Under the personal category, the management of Marriott West India Quay Hotel is
required to acknowledge the major influences like occupation and economic situation.
Eventually, they re required to shed light on the psychological influences that include perception
and motivation.
The management of Marriott West India Quay Hotel is required to assess the culture of the
customers for the purpose of developing needful deliverables for theme and acknowledge their
cultural identities for customer satisfaction goals. Inclusion of social-class is supposed to help
them in knowing their customers, which is liable to play pivotal role in segmenting and targeting
the customers. As per the social influences are concerned, the management of Marriott West
India Quay Hotel of is required to emphasise on the families of the customers for extended
customer satisfaction goals and reference groups to enable verbal promotional objectives
(Dolnicar et al. 2013). Under personal influences, the management of Marriott West India Quay
Hotel is supposed shed light on the occupation and lifestyle in order to acknowledge the
consumer trends and their buying capabilities to align them with their marketing strategies.
Eventually, the management of Marriott West India Quay Hotel is required to focus on the
psychological influences, under which they have considered motivation and perception.
Motivation is liable to develop long-term sustainability through prior customer satisfaction
approaches and perception, on the other hand, is liable to enhance the brand equity for them.
Task C
a) Staff/personal technique and Recommendations
Staff or personal techniques considered to be the major efforts from the end of the managements
of the organisations. In most of the cases, staff or personal techniques are aligned with the
employee retention goals, where the managements of the organisations intend to prioritise their
presence through certain activities. According to Whyte (2013), performance appraisal and team-
working motivations are considered to be the major efforts form the end of the managements of
the organisations that influence the employee retention goals of them effectively. The
management of Marriott West India Quay Hotel has acknowledged the strategy of internal
merchandising in this regard for the purpose of ensuring both customer satisfaction goals and
employee retention strategies.
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Internal merchandising refers to a strategy that helps the organisations in increasing their
occupancy rates and increasing the profitability up to the maximum reach. The management of
Marriott West India Quay Hotel has also enabled this strategy in order to enhance their
relationship goals with their staffs and the other people that are associated with their promoting
objectives. In the words of Rivera-Torres et al. (2015), internal merchandising strategy has been
found extremely effective for the managements of the hospitality industry, as they become
capable of increasing profitability with it through ensuring provisions of other associated
services that include, ticketing, packaging, car-booking and few other. Thus, enabling the
internal merchandising strategy is supposed help the management of Marriott West India Quay
Hotel as well by increasing their profitability and compensating their losses in other avenues.
b) Operational design and influence on sales
In most of the cases, the managements of the organisations use to shed light on the importance of
design and layout of the organisations in terms of influencing the buying behaviours of the
customers. However, the management in this context is liable to depend on the staffs for
ensuring the desired designs and layouts to be implemented within the organisations. In the
words of Pahl and Beitz (2013), customer ergonomics play pivotal role in this process, which is
meant to be addressed by the managements of the organisations. It is identified as one of the
most reliable element to ease of the product access along the point-of-sale. The management of
Marriott West India Quay Hotel is also required to emphasise on their ergonomics approach that
refers to the designing process of the workplaces. However, the process of ergonomics also
includes the designing of the products and systems as well in order to ensure the customer
buying behaviour through the prior inclusion of staff or personal technique. According to
Veldsman (2012), Ergonomics is essentially a scientific approach that helps in knowing the
human limitations and abilities. Thus, it is usually implicated for the purpose of improving the
interaction measures of the people with the systems, organisational environments and products or
services. The management of Marriott West India Quay Hotel is required to employ this
scientific approach in order to influence the customer buying behaviour for their services.
With the prior intervention of the process of ergonomics, the management of Marriott West India
Quay Hotel is also required to focus on certain other components associated with organisational
environment and ambience. In this regard, they are recommended to categorise certain
implication measures considering the deliverables of the hospitality industry they belong to. As
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observed by Osterle (2013), the primary implication measures of The management of Marriott
West India Quay Hotel include the seating arrangements, noise or ambience within the premises,
cleanliness, flooring, room or gym temperature, sophisticated equipments, technology, wall
structures and textures, colour scheme, room and garden fragrances, musical selection and most
importantly the service fixtures for the customers. However, these elements are meant to be
assessed through the ergonomics study of consumer trend. They are also meant to be ensured
through the prior participation of the staffs and other people associated with the business of the
management of Marriott West India Quay Hotel.
Conclusion
In conclusion, buyer behaviour plays the most significant role for the managements of the
organisations, as it is liable to ensure profitability for the organisations. For this purpose, this
study has considered the management of Marriott West India Quay Hotel and assessed
promotional mix for them. Assessment of promotional mix has been followed by the process of
segmentation that ensured the target customers of the management of Marriott West India Quay
Hotel. The discussion of this study had been led forward with the prior analysis of the buyer
behaviours in light of the Maslow’s Hierarchy of Needs model. This study also has discussed the
influences existed within the purchase decisions and shed light on the staff or personal technique
considered by the management of Marriott West India Quay Hotel in order to recommended
further actions related to operational activities and designing.
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