Hi friends! Having tiny tots at home who always pester you to get them different types of costumes every now and then? With the influence of media in the midst of kids, they tend to fall for the dramatic and designer wears of their favorite heroes or cartoon characters. Not only that, some children go a bid ahead and wish to own Patriotic Costumes. This may include army, navy and air-force costumes, masks of various leaders of the country, masks and dress materials made out of the flag of the country, costumes pertaining to the statue of liberty and so on.

For purchasing such creative dress materials, one should select the most popular and best merchant in the country. There should be different collections for men, women, children and pets, based on various criteria like, couples costumes, masks and wigs, adult costumes, kid’s costumes and so on. They should have a safe online purchase facility with good offers for signing up with them and for clearance sales too. The price should be competitive and the designs should be numerous. Occasional discounts should be given on all products and there should be shipping facility with good return policy. Above all they should be contactable at any point of time.

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A salesperson should know the courtesies that he is expected to demonstrate in the cultural milieu of the customer. It is important to realize that the customer has his own priorities and the customer may not be able to accommodate the salesperson on a particular day. The salesperson should not take the customer’s refusal to meet as a personal affront and let it affect his behavior when he finally manages an audience with the customer.

The salesperson should thank the customer for spending time and stress that he believes that it will be worthwhile. It is important to take leave of the customer on a pleasant note even when nothing beneficial for the salesperson has come out of the meeting. The salespersons should always remember that there is always that next meeting that may take place with the customer, so there should be nothing unpleasant between them.

Hi folks! A salesperson will be successful when he combines reason and passion, combining the attitude to know customer needs and an internal motivation to make a sale. Success is associated with the following good practices. A good salesperson lets the customer talk. He asks questions to arrive at the real needs of the customers.

A good salesperson listens intently. As he listens, he does not prepare his defense for his own product. He listens actively to unearth the motivations of the customer in making the purchase. Most salespersons make the mistake of combining the two tasks of listening to the customer explaining his requirement and advocating their own product. The two tasks should be done separately at two stages. The salesperson should first listen to the customer and then advocate his product.

These salespeople have to be sensitive to customers’ time and they should not be insistent even when customers have declined to buy. Sensing that a customer does not the want the product is as important as sensing that he may want the company’s product. A consumer salesperson should be always wary of putting off the customers by being too persistent. Exemplary behavior is imperative for consumer salespersons.

Technical support salespeople: Where a product is highly technical and the negotiations are complex, a salesperson may be supported by product and financial specialists who can provide the detailed technical and financial information required by customer. This may be on-going as part of a key account team or as temporary basis with the specialist being called into the selling situation whenever required.

Commodity products are hard to differentiate. Reducing risks in such products can help suppliers in differentiating their products and charging a premium from the customer. Marketers have tough time selling products which do not lend themselves to being easily differentiated. Companies resort to price-cutting to be able to sell such commodity products. Smart buyers play one seller against the other to extract the largest concessions. Conventional marketing approaches like bundling products or appending value-enhancing services such as training and consulting can distinguish commodities. These strategies may be able to avoid price wars but they can be so expensive that companies may not be able to recover their costs.

There is another way to sell a commodity more profitable. Customers frequently will pay a premium to the supplier that understands and reduces their risk. Companies can segment their customers by their exposure to and tolerance for risk and offer customized risk-reduction packages for a price. Companies should understand that customers do not want more choices. They are more bothered about obtaining exactly what they want, which they often do not get even when they have many choices. Therefore, businesses can gain more if they deliver products that meet the exact specifications of the customer. Database technology permits companies to accumulate data about individual tastes and preferences of customers. This information can be used by companies to customize their offerings for customers at a low cost through flexible manufacturing systems.

In mass marketing or segmented marketing, the company designs an average product that a large number of customers would like to some extent. This is a product in which choice of large multitude of customers have been compromised. This product is not perfectly suited for even a single customer but is adequately suitable for a large number of customers. Customers have to find the most suitable product for themselves from the given array of options. A company will need to have a learning relationship with the customer. It means that the company should be aware of changing customer needs, and accordingly keep on tailoring its offering. In such a relationship, both the company and the customer will have to invest time.

The positioning idea must be clear in terms of both target market and differential advantage. The target market should be clearly demarcated and identifiable in terms of demographic or geographic parameters, or a combination of both. Each target market of the company should be different from the other. The target market should be clearly defined in terms of being served by a distinct value proposition. The value proposition should be clearly communicated. The value proposition is communicated mostly through advertising. Advertising agencies are responsible for communicating the value proposition.

Consistency:

Confusion will arise if changes in positioning planks occur frequently. For instance, if a company positions on quality of service in one year, and then next year it changes its positioning to superior product performance, the consumer would not know what to expect from the offering of the company. A company which changes its positioning planks frequently will leave customers confused about its real identity. Customers will not know what the company stands for. A company has to stick to a positioning plank for a reasonable length of time so that the new image sinks in customers.

Credibility:

The differential advantage must be credible to customers. Credibility means believability and trustworthiness. Positioning is a promise made to the customer. The customer must believe that the company will deliver what is promises, and is capable of delivering the promise. Through advertisements and its public relation efforts the company should be able to demonstrate its capability to deliver the promised utility. Every time a customer buys the company’s product he should have got what the company promised on its positioning strategy. Through word of mouth the company develops a reputation for delivering its promised value.

Competitiveness:

The differential advantage should offer something of value to the customer which the competition is failing to supply. The company should be able to develop or acquire distinct set of resources and processes. This unique set of resources and processes are used to ser of resources and processes used to create it. Therefore the key to be able to provide differential value to customers is to possess a distinctive set of resources and processes which competition does not possess.

Descriptive research, describe something. Such research may be, for instance, meant to describe customers’ beliefs, attitudes, recall of advertisements and knowledge about its content. Experimental research establishes cause and effect. It involves setting up of control procedures to isolate the impact of a factor like money-off on a dependent variable like sales. The key is elimination of other explanations of changes in the dependent variable. Random sampling may be used. Money-off may be applied in a random selection of stores with the remaining stores selling the brand without money-off. Statistical significance testing can be used to test whether differences in sales are caused by money-off or are simple random variations.

Sample Size and Sample Section:

Next, it is important to determine the sample size. This involves arriving at the number of respondents who must be surveyed to yield a representative sample of all demographic subgroups of respondents who are being studied. After selecting the sample size, it must be determined as to how the sample would be selected for response. The sample can be selected by using either the probability methods or by using the non probability methods. The probability method is when every sampling unit has an equal probability of being selected.

Simple random sampling and Stratified random sampling:

In this method each individual in the sampling frame is given a number, and numbers are drawn at random until the sample is complete. Population is broken down into groups, such as those on the basis of age, gender or income, and the random sample is drawn from each group. Each group gets representation in the sample.

Cluster Sampling: The population is divided into mutually exclusive groups, such as residential blocks, and the researcher randomly selects residential blocks to be interviewed.

Convenience Sample: The researcher selects the most easily available sampling units or respondents from the population and interviews them.

Judgment Sample: The researcher uses judgment to select population members from whom appropriate information can be obtained.

Marketing information is formally gathered, stored, analyzed and distributed to managers in accordance with their informational needs at a regular interval on a planned basis. The system is built upon an understanding of the informational needs of marketing, and supplies that information when, where and how the managers require it. Data are derived from the marketing environment and transferred into information that marketing managers can use in their decision-making.

Internal Continuous Data and Internal ad-hoc Data:

MIS can convert financial data like profitability of a particular product, customer or a distribution channel into a form usable by marketing department. This is done by means of disaggregating the database of sales of products to customers. Information like allocation of discounts and transport costs to products and customers etc. are stored in the MIS. The detailed description of transaction with the customers and the associated costs allow marketers to carry out analysis of their marketing activities.

Sales force are monitored by means of recording sales achieved, number of new accounts opened, size of orders, number of calls made etc. This can be recorded in total or broken down by product or customer. This data can provide information on sales force effectiveness. The data of customer transactions and associated costs can also be used for specific purpose. Management may look at how sales have reacted to a price increase or change in advertising copy. Capturing data on MIS allows specific analysis to be conducted when needed.

Environmental Scanning and Marketing Research:

Environmental analysis whereby economic, social, legal, technological forces are monitored should be considered part of MIS. These are the forces that shape the context within which suppliers, company, distributors and the competition do business. Environmental scanning provides an early warning system for the forces which may impact a company’s products and markets in the future. Scanning enables an organization to act upon rather than react to opportunities and threats. The focus is on the longer term perspective allowing a company to be in the position to plan ahead. It is a major input into strategic decisions.