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Customer value and marketing
Customer value and marketing
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Chapter 4 Question 4. What ethical issues are raised in the promotion of sales during a service transaction? There are three questions that I come from my mind when I think about this question. One is if the promotion is really in the interest of the customer and not just because it is being presented just for business. The reason why I think about this is that sometimes promotions are being offered to people, but the presenter have no care whatsoever unless its for the business. Part of being a service manager is to understand what customers want and treat them in a way that they are important instead of being seen as money. Another question is if the promotion explained clearly? If the promotion isnt being explained clearly then the customer is signing up for something they don’t need in the end. I see this happen a lot for practically anything type of service being offered and it bothers me half the time to be presented with half the information. Last but not least is if the promotion translucent? This is because sometimes the seller or presenter usually likes to hide things that...
Theresa Campana, CEO of the Buckeye Group, is a manufacturer’s agent for three companies that sells different types of software. As a sales agent for Accto Co., Saleco Inc., and Invo Inc., the Buckeye Group is responsible for calling business customers to sell accounting software, sales management software, as well as inventory management software out of Columbus, Ohio. With regards to logistics, according to the case, the Buckeye Group has sold $550,000 of total software, with Campana earning a 10 percent commission from Accto and Saleco, as well as a 7 percent commission from Invo per her dollar value of her final sales. Evidently, Campana’s initial ease of making sales come from her high knowledge of the products, background in business,
A deal with these sales representatives seems like a good idea, they’re experienced and have most likely been doing this for a while. But not only is it illegal, it is strongly against my better judgment. This case is greatly related “value judgment”. It clearly demonstrates an unethical value judgement for me to participate in this deal. It is highly illegal, and wrong for me to steal from my
Critical Response: Given the three possible responses from the book, I feel like #2 is the most ethical of the three. However, I feel like all three aren’t satisfactory ways to treat this situation. I will analyze them one by one, then give my opinion of what the salesperson should do.
Promotion is advertising to potential customers in and effort to create an awareness of your business. It is reasonable to believe that without the ability to advertise a company would have a difficult time generating new customers.
As in any other discipline that entails interaction with individuals, the aspect of ethics must include a conscious principle. To define ethics in its simplest form, it is known as the ability to distinguish right from wrong. In the movie, the sudden pressure from management drives the company’s salesmen to increase sales with no regards to ethics in order to maintain job security. All of the main characters had made their fair share of unethical decisions, out of desperation, to increase their sales and ultimately to keep their jobs. The degree of each decision can be left for viewers to determine the level of appropriateness based on their own values. Personally, although all characters have made unethical decisions, the most ethical salesman was Ricky Roma. Ri...
He gives “three” examples of this: 1) The “policeman” who used “his answering machine in an unusual way” to curb unwanted phone calls, 2) “Coach Joby Harris’” persuasive “sales presentation” on the importance of “knowing history,” and 3) the upstanding “moral qualities” necessary for effective salesmanship taught to “Coach Harris” by “Thomas Abernathy” who would later become Ziglar’s future “father-in-law” (Ziglar 1991, 15-31). Ziglar also discusses the importance of “ethical selling” for building long-term business relationships when examining the case study of the “new Terminix salesman” who “overcharged a customer” in an attempt to impress his supervisor, “Robert” (Ziglar 1991, 15-31). However, “Robert corrected this overcharge to the customer by being up front and honest,” which in turn promoted stronger trust between the two, as well as a more “profitable sale” (Ziglar 1991, 15-31). Hence, one must be conscious of the benefits and pitfalls to one’s
In BBB Bank, a major issue in regards to ethics are the sales tactics of the sales staff. As their objectives were set with rewards based on sales value and volumes, their main focus was selling as many products with the highest value possible. This means that they lost sight of the customer and what it best for them. As a result, other internal departments have been impacted and it had a negative impact on BBB Bank’s reputation.
Promotion strategy: Information on product benefits and features, price and easy accessibility is communicated effectively and efficiently to the target audience. It involves determination of key messages and delivering these messages through communication channels such as advertising, public relations, events and word of mouth.
"The most common promotion is a sale" (Levy & Weitz, 2007 p 433). Promotion is one of the key P's in the marketing mix (Dibb et al., 1994).
... The cost spent on advertising is usually quite high relative to the overall cost of goods but outweighs the cost to reach their target market. A promotion strategy not only includes the advertising but the selling, sales promotion and public relations all in the name of reaching the consumer. “An effective promotional strategy will hold current positions in the market while building new markets but the goal revenue generated from it’s reach” (Pierce College, 2013) .
Selling is a common promotional tactic used by organizations that market goods and services to consumers or firm buyers. It commonly involves face-to-face meetings between the sales representatives and prospective buyers. Selling is more common when organizations that market big-ticket items, such as furniture, cars and appliances (Armstrong, 2009). In such organizations large purchases usually mean more persuasive and communication efforts by the sales people with prospects. Such organizations often use promotions such as advertising to build awareness and attract potential customers which are then left to the sales people to convert them to sales. Thus the level of sales is dependent on
The article presents a framework that has been designed to assist managers in evaluating the effectiveness of their promotion strategies. There are four primary promotional methods that companies use to demonstrate the use of the framework.
Current ethical issues related to sales management include topics such as unethical behaviors of salespeople in both a domestic and foreign environment. These include those situations related to the pharmaceutical industry, as well as other related industries, including incurring expenses related to marketing/sales that are considered to be beyond that of modest expenditures. The concern is that these expenditures will be passed on to the end consumer in the form of higher priced products such as pharmaceuticals and medical products, for example. Other issues include using high pressure sales tactics to coerce customers into purchasing products in the short run that may not meet their needs and may result in the loss of sales in the long run. In addition, unethical behaviors also might include salespeople that are being coerced to provide free items to customers, and this is likely to be a particularly serious problem related to sales representatives that sell diagnostic tools.
Advertising lies in the Promotion part of Marketing Mix, but it applies to all the other P's as well. Promoting one’s business is the key ingredient to making one’s business successful. Promotion, along with a great product, key placement, and a reasonable price, will help a marketer work his way to the top. Promoting does not mean leaving his advertising up to the word of mouth of his current customer.