Marketing and Sales Techniques Analysis MSM Module Feb 2019

This essay provides an analysis of marketing and sales techniques, focusing on customer satisfaction and various strategies used to influence purchasing behavior. It explores cause-related marketing, highlighting examples like Dove's "Campaign for Real Beauty" and Coca-Cola's environmental sustainability initiatives. The rise of digital marketing and its use by companies like McDonald's are discussed, along with the impact of event marketing, exemplified by Macy's annual event. The essay also examines different sales techniques, such as SPIN selling, SNAP selling, Challenger Sale, Sandler sales method, and consultative selling, emphasizing the importance of building strong customer relationships. Furthermore, it underscores the value of customer-centric business approaches in driving profitability and enhancing customer experience. The analysis concludes that customer satisfaction is crucial for maximizing profitability and strengthening brand image, and that companies should adopt appropriate sales techniques to target potential customers effectively.

Marketing and Sales Management
‘ANALYSIS OF Marketing and Sales Techniques’
Name: Bilal Saddik
Module: MSM Feb 2019
Tutor: Nick Hall
Submission Date: 18/03/2019
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Marketing and Sales Management
Table of Contents
Introduction...............................................................................................................2
Discussion..................................................................................................................3
Cause-related marketing...........................................................................................3
Digital Marketing.......................................................................................................3
Event Marketing.........................................................................................................4
Sales Techniques........................................................................................................4
Customer Centric business approaches.....................................................................5
Conclusion..................................................................................................................5
References:................................................................................................................5
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Marketing and Sales Management
‘ANALYSIS OF Marketing and Sales Techniques’
Introduction
Adjusting the purchasing behaviour of the customers is important for managing the business-
related activities (Armstrong et al. 2015). Knowing the customers plays a significant role in terms
of understanding the behavioural perspectives of individuals. As per my understanding, based on
the respond of individuals on a particular product or service, the purchasing behaviour of the
customers can be analysed. By sharing the satisfactory experience with the individuals, the needs
and demands of the individuals are being fulfilled. The purpose of this study is to shed light on the
different customer satisfaction approaches and sales techniques, which are important for
attracting the customers towards the product and services. By demonstrating different marketing
strategies, the buying behaviour of the customers has been discussed.
Discussion
Analysing different customer satisfaction trends, it can be said in the current competitive business
environment, it has become essential for the organizations to generating the needs and demands
of the customers (Ingram et al. 2015). By determining the needs of customers, it becomes easier
for the organizations to establish strong brand image. Analysing the theoretical approaches of the
customer purchasing behaviour, it can be said that based on the marketing content of the
product or service, information regarding the service or products are being clarified to the
customers. Based on the continuous product growth not only the business performance gets
improved, but also it plays an important role for gaining the loyal customers. In order to drive the
market demand, different purchasing perspective of the individuals can play an important
influential role.
Marketers give their full effort for implementing the marketing program so that the business
goals can be achieved. In order to maximizing the rate of profitability it is very important for the
marketers to develop the marketing program by understanding the needs of the customers. In
order to understand the potentiality of organizational profitability, different types of marketing
strategies are being adopted (Möller and Parvinen 2015).
Cause-related marketing
Cause-related marketing is being considered as one of the popular marketing strategies in which
the customer integrated social responsibilities are being highlighted (Fahy and Jobber 2015). In
such cases brand prove themselves socially responsible, which plays an important role for driving
the attention of the customers. In a recent survey based on CSR marketing initiatives of the
organizations, it has been identified that by demonstrating the strong sense of responsibility,
demands of the customers can be driven by the organizations. By using this strategy of marketing,
it becomes easier for the organizations to ensure loyal customers. Analysing the current
customers’ satisfaction trend, it can be said that cause-related marketing initiatives have become
highly popular among the customers (Cummins, Loe and Peltier 2016). Different popular
organizations such as Coca-Cola, Dove and any more have introduced the CSR campaigns for
driving the purchasing trends of the customers. In the year 2004, Dove launched the called
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Marketing and Sales Management
“Campaign for real beauty”, which has driven the attention of almost 98% women across the
world (Taylor, Johnston and Whitehead 2016). On the other hand, Coca-Cola has also got
marketing popularity by contribution in different environmental sustainability initiatives (Jones
and Comfort 2018). The company has done various development initiatives by contributing in the
women empowerment.
Digital Marketing
With increasing technological opportunities in the market, the digital marketing initiatives have
become highly popular in the market. In order to describe the brand importance to the
customers, the digital marketing strategies are being introduced in the market. Using the
electronic media, marketing messages are being delivered to the customers (Lestari et al. 2018).
Based on the advanced digital technological services, advertising contents are being distributed to
the customers. In order to promote the products to the customers, brands make advertisements
through the digital platforms. Based on the search engine optimization process, the preferences
of the customers can be easily identified by the marketers. Understanding the preference of
individuals, the marketers develop the strategies for driving the marketing growth factors. In case
of informing the standard quality of foods, the organizations like McDonald’s has introduced its
campaign through Youtube. By making the collaboration with the popular game called Angry
Birds, McDonald’s China has arranged a PlayStation inside of its stores, which has helped to
increase the target customer base of the company (Gorham, Gibson and Irlbeck 2016).
Event Marketing
In order to bring the development and execute promotional campaigns, event marketing plays an
influential role based on the themes of events, interaction as well as person engagement can be
increased (Malik and Sachdeva 2015). Analyzing the current purchasing trends, it can be said that
in order to building the strong brand awareness on customers’ mind, event marketing is being
considered as the popular strategy by the organizations. In the events the potential target
customers are being identified by the organizations. The aim of event marketing strategy is to
allow the buyers to get convinced by participating in the activities and purchase the product. In
the New York departmental store of Macy, the annual event is being organized since 1924. In the
event different marching brands, clowns, cheer leaders and other performances are being done.
Near about 3 million people participate in the event in every year and almost 50 million people
watch the event through television (Fan 2016). Through this event management initiative, the
brands are being benefited by attracting large numbers of customer group.
Sales Techniques
are another important selling methods that help to create revenue efficiently by the sales person
(Taylor, Johnston and Whitehead 2016). Based on different sales techniques, not only the
demands of the customers get analysed, but also it helps to drive the business growth. There are
different types of sales techniques such as SPIN selling, SNAP selling, Challenger Sale, Sandler
sale method and consultative or solution selling. In case of SPIN selling process, based on the
questions which are being asked to the customers, the entire growth and declination process of
the sales program is being influenced. In case of asking questions to the customers, situation,
problem, implication and benefits of the customers are being judged, which helps the company to
satisfy their needs properly. In order to driving thee decision making proves of the modern
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Marketing and Sales Management
buyers, SNAP selling is being considered as one of the popular sales techniques. By influencing the
buying characteristics of the individuals, SNAP selling process drive the purchasing process. In
case of Challenger sales process, the good selling approaches are being developed by developing
strong relationship with the customers. In this case, the customers are being highly informed
about the products and services of the company. On the other hand, Sandler sales method
encourages the sales person for acting as trustworthy source so that they buyers can get
convinced. In this process, heart to heart discussion process is being prior rather than the
technological issue. By understating the exaction of the buyers, the sellers make trustworthy and
reliable commitment to the customers, which helps to drive the attention of the customers. In the
consultative selling process, prospect of needs is being determined. By developing long-term
bond with the customers, the customer satisfaction level is being increased.
Customer Centric business approaches
It helps to deliver the consistency of satisfaction. By analysing the lifetime value of the treasured
patrons, the customer centric approaches help to diving the rate of profitability of that
organization (Fan 2016). Based on the customer centric business approaches, it becomes easier
for the organizations to impress position experience to the customers that can satisfy the needs
of techno savvy generation. It is also beneficial for getting the clear idea of the emerging demand
trends. Based on the understanding, profit level of the organizations is being enhanced. Using the
data base of customer expectations efficiently, customer segmenting process easier for the
companies. By focusing on the purchasing attitude of the individuals, long term benefits can be
gained from a particular product or service. The sales techniques not only help to satisfy different
types of customers but also it helps to maintain the availability of loyal customers in the
organization. Based on the perception of customers’ demand, accessibility in the multiple
platforms can be done by the organizations. Purchasing behaviour of the customers get
influenced based on the structured and useful information about the organization, product and
services, based on which they decide that if the service is value for money or not. By continuing
this it can be said that in the current marketing trend, people highly prefer those organizations
and products, which have already got strong popularity in the social media.
Conclusion
In this study, it can be concluded that in order to maximize the level of profitability, customer
satisfaction is very important. Customer satisfaction can also play an influential role in case of
driving the brand image of an organization. By implementing different marketing strategies, the
changing demands of the customers are being satisfied. Based on the goals of the organization,
the sales techniques are being adopted by the companies so that the potential customers are
being targeted.
References:
Armstrong, G., Kotler, P., Buchwitz, L.A., Trifts, V. and Gaudet, D., 2015. Marketing: an
introduction.
Cummins, S., Loe, T. and Peltier, J.W., 2016. Using sales competition videos in a principles of
marketing class to improve interest in a sales career. Journal for Advancement of Marketing
Education, 24(1), pp.15-20.
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Marketing and Sales Management
Fahy, J. and Jobber, D., 2015. Foundations of marketing.
Fan, D.X., 2016. The 21st Annual Graduate Education and Graduate Student Research Conference
in Hospitality and Tourism: 7–9 January 2016, Philadelphia, Pennsylvania, USA.
Gorham, L.M., Gibson, C. and Irlbeck, E., 2016. Making a Case for McDonald’s: A Qualitative Case
Study Examining the McDonald’s “Our Food Your Questions” Campaign. Journal of Applied
Communications, 100(4), p.3.
Ingram, T.N., LaForge, R.W., Williams, M.R. and Schwepker Jr, C.H., 2015. Sales management:
Analysis and decision making. Routledge.
Jones, P. and Comfort, D., 2018. The Coca Cola Brand and Sustainability. Indonesian Journal of
Applied Business and Economic Research, 1(1), pp.34-46.
Lestari, V.N.S., Djanggih, H., Aswari, A., Hipan, N. and Siahaan, A.P.U., 2018. Technique for order
preference by similarity to ideal solution as decision support method for determining employee
performance of sales section. Int. J. Eng. Technol, 7(2.14).
Malik, G. and Sachdeva, H., 2015. Impact of sales promotion technique used by online dealers on
consumers. International Journal of Applied Sciences and Management, 1(1), pp.63-78.
Möller, K. and Parvinen, P., 2015. An impact-oriented implementation approach in business
marketing research: Introduction to the Special Issue on “Implementing Strategies and Theories
of B2B Marketing and Sales Management”. Industrial Marketing Management, 45, pp.3-11.
Taylor, J., Johnston, J. and Whitehead, K., 2016. A corporation in feminist clothing? Young women
discuss the dove ‘Real beauty’campaign. Critical Sociology, 42(1), pp.123-144.
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