Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Marketing Skills


Published on

  • Be the first to comment

  • Be the first to like this

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]