Organizations Marketing Activity - Essay Example

ORGANIZATIONS MARKETING ACTIVITY By + Introduction Marketing mix entails combination of the four marketing tools to realize increment in the total revenues from the sales of a commodity. These four marketing Ps include Price, Product, Promotion and Place. New Balance Sports Manufacturer has utilized marketing mix in the effort to realize an increment in the final sales figure. Marketing is not all about increasing sales; it takes much of customer satisfaction and fulfillment of their needs. When customers are satisfied in reaching their wants by your products it automatically results to increment in the total sales figure of your business (Richard, 2006). Price is a major factor in Marketing, when allocating prices to various commodities in the market, it is very important to consider the price. Different consumers have different taste towards prices of commodities. Goods of cheap prices are viewed to be of low quality while the expensive commodities are taken as luxurious. Pricing is a marketing tool that marketers need to critically determine. As marketer, you should give your product a price that does not lower the perception of its quality and at the same time doesn’t imply luxury on it. Actually, the high selling commodities are the ones that have a relative price to both the normal and rational consumer. New Balance Sports Manufacturer has critically considered the pricing of its commodities. The prices of footwear are estimated to cost an amount that is relatively lower than the same products from their competitors. In the sportswear industry, New Balance Sports Manufacturer interacts with other competitors such as Reebok and Adidas. Having a slightly lower price, the products from New Balance Sports Manufacturer have attracted many customers as compared to their competitors. New Balance Sports Manufacturer use tactical pricing based on the idea that every rational consumer aim at saving a coin in his/her buying habit. By giving a commodity a price of $99.9, buyers tends to imagine it is a lower price than giving it $100. This is a common strategy of pricing by New Balance Manufacturer. In determining the prices of the commodities, New Balance has tried to establish a price that promises it a return and still it’s more favorable to customers. Place as factor to the marketing mix comprises of the distribution factor. Distribution involves availing the products to the customer to ensure its consistency in supply. People create trust by dealing with suppliers who are reliable on their delivery. This is a form of market that push the consumers to buy the available product incase her/his preference commodity is not on offer at that moment. Good distribution of a product is also a form of marketing where the seller tries to coerce the buyer to buy what is available for sale (Egan, 2007). New Balance Manufacturer has its own outlets within the major cities where it sells its products to its customers. By doing this it cuts down increase in prices due to intermediaries between the producers and the final consumers. Most of sportswear such as footwear conveniently can purchase New Balance Manufacturers Products from their outlets and give their feedbacks following past experiences on the commodities. Long chains of distribution increases the prices of New Balance Manufacturers and it is due to this that the company her own outlets for its products. Place as a factor in marketing mix acquits the Marketer with different techniques of distribution and their respective merits and demerits to the organization. The supply of commodities at New Balance Manufacturer is consistent to ensure that all sportswear are readily available to interested and potential buyers. Promotion entails all factors that aim at increasing the awareness of the commodity and at the same time trying to increase the sales volume (Blythe, 2006). Promotion includes personal selling, advertisement, public relations and publicity. In sports promotion it can be revealed through offering the best when it comes to games attires, trademarks on jerseys and uniqueness in terms of teams’ colors. New Balance Manufacturers has immensely invested in advertisement of its sportswear products. This is reveal through persistent advertisement over different channels on televisions. Publication of brochures along the streets in various cities is another form of product promotion that New Balance Manufacturer has adopted. Advertisement targets to create awareness on the existence of a product and gather ideas from the consumers the particular product on offer. Personal selling the promotional tools that is most efficient and effective. Through personal selling, the manufacturer gets instant feedback on various feelings of a product from different consumers. Personal selling offers a convincing environment to both the consumers and producers of a product. At this level, it is when one can acquire the exact feeling of buyers towards a certain commodity. New Balance Manufacturer has employed various sales persons that are concerned with personal selling to the company. These sales personnel deliver very critical information to the company that helps it to improve on its production. Promotion is the main tool in marketing mix that is practiced by New Balance Manufacturer. Publication and publicity entails being part of events in order to sustain a good name to a company. New Balance Manufacturer practices this by taking part in events through paints of its products. Product is the other aspect of Marketing mix that New Balance Manufacturer has employed. Offering quality products to her customers is a means of expressing product factor in marketing mix. You can only sustain your clients by offering them quality products at reasonable prices. Warranties contribute in keeping close your customers. New Balance Manufacturer gives warranties of 12 months to all their clients after every sale. In this way, it acts to prove the quality behind what it sells. Increase in sales occurs when both marketing as well as selling skills work in collaboration with proven sales process in an organization. Yet, for various small enterprises and even several larger ones, the skills are related although they seem to work independently. In some situations, marketing and selling actually work against each other. To improve sales, it begins by adopting a realistic sales process that brings together selling and marketing skills. For both skill sets are essential to secure the desired result of a sale. Sports are unique when it comes to marketing; it is what the games entail or what people have experienced in the past that determine the extent to which sports have funs. Most reputable games such as football have many funs unlike other games such as table tennis (Blythe, 2001). With the adoption of an established sales process, each step will be speedily recognized as a selling or marketing skill together with the steps always will be sequential. For example, during the sales process used in New Balance Manufacturer, the implication is that attention must be taken into priority. It is not until individual has the attention of the prospect or suspect, any person can be in a position to make the sale. In footwear interest and passion are the major drivers to liking a product and the game. Interest can be created or instilled, interested in sports is created from self drive into liking an idea. While instilled interest, come as a result of motivation from friends (Lamb, Hair & McDaniel, 2003). Instilled interest may be as a result of motivation or challenge from people whom you frequently interact with. Gathering attention starts both from the product that you offering the physical buying and selling. The important questions to ask yourself are such like, are your products in the Market branded enough to attain more attention than the ones in the Market. Are your selling skills competent enough to convince a potential buyer to purchase your goods? Once you have improved on these major factors, it becomes easier now to progress to the next step in marketing. This technique has greatly assisted New Balance Manufacturer in coming up with an effective selling process. (Mooradian, Matzler & Ring, 2012). Next step within the competent sales procedure is creating the relationship. This is a marketing skill since until the relationship is strong; it is not possible to sell anything within any degree of success. In both of these initial two steps, the effective sales agent will have competent communication skills especially active listening. Creating time for your customers is what New Balance Manufacture employs to ensure good communication. After the relationship is create, the selling skills may move progress on much higher discovering wants and needs. For some sales persons, some of these needs may be been realize during the first two stages. further identify the required needs and to broaden the gap that exist between client’s position now and client wants in future (Richard, Miller & Associates. 2006). It has to be remembered that good selling skills entails active listening as well as successful open ended questioning. Making the presentation by overcoming objections and stalls is the next stage. At this level, the selling techniques turn stalls into objections and then overcome those objections. Preparation by understanding the customer is essential within this step of the sales process. If all has outwitted in the past, then next item of concern is commitment. At times, this may be as easy as saying "Where do we go from here?" Again, this is a selling skill (Rister & Jones, 1998). After commitment is made, the services or the products are delivered. Even though the sale has been officially prepared from the issuance stage of purchase order, the sale seems different because is not complete until the customer receives delivery and is contented. This is a selling skill because selling transaction is not complete. The final and last stage is following up and asking for a referral. With the sales process, complete, the next stage now marketing skills once again kick in. Many during sales fail to ask for referrals and lose an incredibly amount of business (Schlossberg, 1996). There is need to revisit all sales training. Referrals are the major source of real business to promote the expansion of a business. When marketing skills together with selling skills are combined in a well proven sales process, the process takes root almost faultlessly from each step to the next step. Then when the final step is attained, the sales process starts all over again. So if you genuinely wish to increase sales volume, evaluate your sales process and make effort that your sales personnel do not breach the process. Having been in the multilevel marketing business off and on for several years, the most obvious failure I have found is the principal of traditional duplication. Duplication is not merely copying what youre up-line tells you, whether it be on posters, phone calls, or customer contact, etc. Through many trials and errors, I find that it is only the process or technique of duplication that really works. Often in the multilevel marketing business, you are told, "Do it exactly this way, we know it works." Well, apparently it did work for some, as they are among the top producers, or other highly sought after position (Egan, 2007). However; have you ever been told when these people started out in their multilevel marketing business, how much amount of money they are in a position to spend or how many leads they had to buy, and lastly, how many failures they had to experience in marketing their multilevel marketing business? We all know that the time frame for traditional duplication has past. The tools used today are those taught in direct marketing. Duplication is used by process. Times have changed. Progress is the transition of things, all things. Today, the quality of the duplication you present is what makes the difference. Quality is a difficult characteristic to define. It has a property of individuality and excellence. It brings value to you and creates within your marketing a presence of authority. Quality is not a natural attribute. It is something to be worked toward and built up in you. Quality is actually an inherent and distinguishing trait. While you may be well versed in some skills of marketing, you must also be willing to build a base for quality and character. Everything you say or write, or stand behind, must be something you can own. Take responsibility for yourself. Once you know the principals of marketing; add quality to that skill as well as personality. When you have added those attributes to your marketing ability, your targeted traffic will tend to look toward you and the information that you have to give, as having value and worth. No cut and paste, just quality information that is a solution to the needs of your targeted market in your own words. You must study the market, follow the trends, know your customer base, and be willing to make any necessary adjustments as time passes. Educate yourself, read everything you can, read what everyone is doing and saying, watch and go to seminars, do whatever it takes to make you a very informed person about marketing. Own your skill. When you have created value and authority in your marketing and have useful information that provides solutions, then you are on your way to establishing quality in your marketing. No one underestimated it to be quick or rather easy, but taking the time to educate yourself will empower you with an essence of character and quality. Education will broaden your outlook. Duplication will be your own. If you teach it to others and they get it, you have given them more knowledge to accompany their marketing skills and opportunity for success. What they do with that knowledge, is their responsibility. Giving quality to your marketing skills is the dynamic of a high position of value. Whatever you undertake, take responsibility for your skills and possess them, brand them as your own. Education and hard work are positive markers for creating any marketing skill. Give the skills you acquire a positive nature (Blythe, 2006)). Marketing is not just about mere words. It is using the right words at the appropriate time and in the best milieu to capture your market. Learning al what is possible about quality, will built your marketing skills and give them the character that recognizes you. Conclusion Delivering consistent customer satisfaction through value adding sales and marketing is necessary to make sure that customers continued trustworthy to the product/service they enjoy. Customers mind about their own satisfaction more than they mind about the achievement or collapse of the company you stand for. Therefore, successful in selling depends on the product and service rendered to the customer satisfactorily. Good selling entails providing the right product and services to your customers thereby creating customer value and satisfaction. Your effort to fulfill your customers’ needs will determine your level of success in marketing and selling. Effective marketing and selling techniques are not acquired by accident, they are gained through practice and what you practice is acquired through knowledge. You must understand that the precise marketing skills are not developed through arbitrary selling. Having an effective selling approach helps you to reasonably craft on the ways of identifying and managing well the entire sales process and good understanding sales person. Marketing is very critical department that ought to be improved for the success of every organization. In all organizations, the sales department act to bring revenues in the organization. It is the major of income to the firm. Once you increase the total output from sales for a business, you increase the entire welfare of the organization. By considering what others are offering to their customers, you stand a better chance to come up with products that are of more quality than theirs. Pricing strategically also helps to increase the sales of an organization. New Balance Manufacturer has strategically employed the 4Ps of marketing mix to increase its customer’s satisfaction as well as increase their productivity. References BLYTHE, J. (2001). Essentials of Marketing. New York: Pearson Education. LAMB, C., HAIR, J., & MCDANIEL, C. (2003). Essentials of Marketing. Mason, Ohio: South-Western, Thomson Learning. MOORADIAN, T., MATZLER, K., & RING, L. (2012). Strategic Marketing. Boston, MA: Pearson Prentice Hall. RICHARD K. MILLER & ASSOCIATES. (2006). Sports Marketing. Loganville, Ga: Richard K. Miller Associates. RISTER, K., & JONES, S. (1998). The Marketing Mix. Carrollton, TX: HSTN. SCHLOSSBERG, H. (1996). Sports Marketing. Cambridge, Mass., USA: Blackwell Business. 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