Marketing Skills


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Marketing Skills

  1. 1. Overview Of The Selling & Marketing Skills
  2. 2. Ability To Go Beyond Normal Limits <ul><li>Connect all the nine dots with four straight lines,with out lifting your pen/pencil from the paper. </li></ul><ul><li>* * * </li></ul><ul><li>* * * </li></ul><ul><li>* * * </li></ul>
  3. 3. Ability To Go Beyond Normal Limits <ul><li>Lesson </li></ul><ul><li>When one goes Beyond The Limits </li></ul><ul><li>The Impossible becomes Possible </li></ul>
  4. 4. <ul><li>What is marketing ? </li></ul><ul><li> What is Selling ? </li></ul><ul><li> Is there any Difference? </li></ul>
  5. 5. Four Concepts <ul><li>Production Concept. </li></ul><ul><li>Product Concept. </li></ul><ul><li>Selling Concept. </li></ul><ul><li>Marketing Concept. </li></ul>
  6. 6. Production Concept <ul><li>The idea that customers will favor products that are available and highly affordable. </li></ul><ul><li>( When demand is greater than production.) </li></ul>
  7. 7. Product Concept <ul><li>The idea that customers will favor products that offer the most quality, performance, and features. </li></ul><ul><li>The organization should therefore devote its energy to making continuous product improvement. </li></ul><ul><li>( Supply is greater than the demand.) </li></ul>
  8. 8. Selling Concept <ul><li>The idea that customers will not buy enough of the organization’s products unless the organization undertakes a large-scale selling and promotion effort. </li></ul>
  9. 9. Marketing Concept <ul><li>The idea that achieving organizational goals depends on determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors do. </li></ul>
  10. 10. Selling and Marketing <ul><li>Starting Point – Factory. </li></ul><ul><li>Focus – existing products. </li></ul><ul><li>Means – Selling and promoting </li></ul><ul><li>Ends – Profit through Sale Volume. </li></ul><ul><li>Selling Concept ( Make and Sell) </li></ul><ul><li>Starting Point – Market. </li></ul><ul><li>Focus – Customer needs. </li></ul><ul><li>Means – Making of product, Factory. </li></ul><ul><li>Ends – Profit through Customer Satisfaction. </li></ul><ul><li>Marketing Concept ( Sense and Respond) </li></ul>
  11. 11. Needs, Wants, and Demands <ul><li>Needs </li></ul><ul><ul><li>A state of felt deprivation. </li></ul></ul><ul><li>Wants </li></ul><ul><ul><li>The form taken by human need as shaped by culture and individual personality. </li></ul></ul><ul><li>Demands </li></ul><ul><ul><li>Human demands that are backed by buying power. </li></ul></ul>
  12. 12. Buying Motives <ul><li>An inner force that directs a customer to buy a particular product in order to satisfy a need . When the benefit(s) of a product match with the customer’s motive(s), he buys the product. Motive may be rational or emotional. </li></ul><ul><li>No body does anything with out a motive. </li></ul><ul><li>Ask questions to find buying motives. </li></ul>
  13. 13. Buying Motives 6.Gaining social approval,prestige, status. 5.Boasting self satisfaction and pride. 4 . Mental -Worries/Anxiety Physical -Discomfort -Inconvenience 3.Mental -Pleasure/Enjoyment Physical -Comfort -Convenience 2. Fear of loss . -Financial loss -More expenditure 1.Make a gain . -Profit -Saving Money
  14. 14. Buying Motives <ul><li>Retail pharmacist asks to Rep: ”What about the expiry date of.” </li></ul><ul><li>Doctor mention to Rep: “Besides professors …. I am the only doctor in town, who can deal properly with the disease. </li></ul><ul><li>PIC manager discuss with the head of division: “With this project we will reduce the period cost structure by two percentage points. </li></ul>
  15. 15. Buying Motives – Product Features or Benefits <ul><li>A physical, chemical or technical characteristics which describes what a product is. </li></ul><ul><li>A fact about the product not an assumption/opinion. </li></ul><ul><ul><li>A customer is not interested in the product feature he is interested in the benefit . </li></ul></ul><ul><ul><li>Each feature gives some benefit to customer which motivate him to buy the product. </li></ul></ul>
  16. 16. Buying Motives – Product Features or Benefits <ul><li>The key to successful selling is converting features into benefits. </li></ul><ul><li>First state a “Product Feature” and then use the phrase “which means that it will give such and such benefit to you”. </li></ul><ul><li>Salesmen often fails because they present features only. </li></ul><ul><li>It is the benefit of product which satisfy the customer needs. </li></ul>
  17. 17. Questions – Types of Questions <ul><li>To gain information about customer’s need, problems and motives. </li></ul><ul><li>To give informations. </li></ul><ul><li>To get customer’s involvement. </li></ul><ul><li>Types of questions </li></ul><ul><ul><li>Open ended Questions( what, when, where) </li></ul></ul><ul><ul><li>Close ended Questions. </li></ul></ul><ul><ul><li>Either – or questions. </li></ul></ul><ul><ul><li>Benefit – tag questions. </li></ul></ul>
  18. 18. Questioning Construction Objective Form Benefit Tag Close ended Open ended Benefit in form of a statement followed directly by tag in form of CEQ Present one benefit matching a need. Yes/No Get precise, quick response/decision Who, Where, What Find or clarify needs Obtain information
  19. 19. Buying Process – Change in Attitude <ul><li>The aim of promotion is usually to change the attitude of the target audience. </li></ul><ul><li>Unawareness </li></ul><ul><li>Awareness </li></ul><ul><li>Interest </li></ul><ul><li>Evaluation </li></ul><ul><li>Trial </li></ul><ul><li>Usage </li></ul><ul><li>Frequent Usage </li></ul>
  20. 20. Change And Improvement <ul><li>The difference between Ordinary and Extra Ordinary is the little </li></ul><ul><li>“ EXTRA” Syllable. </li></ul><ul><li>We can’t become </li></ul><ul><li>What we want to be </li></ul><ul><li>By remaining what we are. </li></ul><ul><li>Thus </li></ul><ul><li>Change and improvement </li></ul><ul><li>Is necessary. </li></ul>
  21. 21. <ul><li>Thanks </li></ul>[email_address]