Health care marketing - Essay Example

9 November Q Ans. The process of personal selling constitutes a range of activities that are consecutively conducted by the salesperson. This process consists of eight steps. The first step in this process is of prospecting, in which the salesperson looks for and checks the leads and identifies the companies or people that have the potential of becoming the customers. The second step is called as the pre-approach in which the salesperson collects maximum information before the presentation of the sales.

The information is collected from both the regular and the new customers. The approach is the third step in which, the salesperson’s focus is the customers’ benefits. This is achieved using the FAB technique in which the product’s features are used. Presentation of the sales is the fourth step in which the presentation of sales is delivered after the grasp of the prospects interest. The presentation involves a persuasive explanation of the proposition of the business both visually and verbally.

The trial close is the fifth step of the personal selling process. This step is also called the temperature question and is essentially a method of establishing the prospect’s behavior toward the product as well as its presentation. The sixth step is about the handling objections. They indicate the prospect’s interest and the salespeople should not see it with misgiving. In this step, the prospect requests additional information as a guide in the buying decision. This step helps the salesperson establish what the prospects have in their mind.

The seventh step in the personal selling process is closing the sale which is essentially an understanding’s confirmation. If the salesperson really believes that the product’s purchase would benefit the prospect, his/her fear of closing the sale diminishes. The follow-up is the eighth step. The follow-up activities are meant to establish business relationships between the prospects and the salesperson in the long-term. The personal sales process is a crucial component of marketing because it enables the companies to collect data from the consumers so that they can modify the design of their product according to their needs and develop long-term relationship with the consumers by satisfying them with their products. Q.2: Ans.

This is absolutely beyond doubt that marketers’ efforts should not cause any harm to the society and they must make all conscious efforts to avoid doing any harm. These days, unfortunately, marketers do cause a lot of harm to the society. This is evident from the ads in which women are portrayed as sexual objects and toys rather than human beings. Such ads send a very bad message to the society and are against women empowerment and paradoxically, this is done in the name of women empowerment.

Likewise, there are certain marketing strategies and ads that are racial or discriminative, and are thus condemnable. In addition to that, marketers can foster trust in the marketing system by giving only true information to the consumers through their ads and avoid making any claims that have no relation to reality. Trust in marketing can be fostered only by addressing the needs of the consumers through the products and services.