Description
There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept.
Sr No 1
Marketing Marketing starts with the buyer and focuses constantly on buyer’s needs. Seeks to convert “customer needs”into ‘products’ Views business as a customer satisfying process.
Selling Selling starts with the seller and is preoccupied all the time with the seller’s needs. Seeks to convert ‘products’ into “Cash”. Views business as a goods producing process.
2 3 4
5 6 7
8 9 10 11 12 13
14
Marketing effort leads to the products that The company makes the product first the customers actually want to buy in and then their own interest. figures out how to sell it and make a profit Marketing communication is looked upon Seller’s motives dominate marketing as a tool for communicating the benefits/ communication. ( promotion ) satisfactions provided by the product Consumers determine the price; price Cost determines the price. determines costs. Marketing views the customer as the very Selling views the customer as the last purpose of the business. It sees the link in the business from the point of view of the business. customer. Customer consciousness permeates the entire organization – all departments, all the people and all the time. ‘Customer satisfaction’ is the primary ‘Sales’ is the primary motive. motive. External market orientation. Internal company orientation Marketing concept takes an outside in Selling concept takes an inside-out perspective . perspective. It is a broad concept. It is a narrow concept related to product, seller and sales activity. Marketing is more ‘pull’ than ‘push’. Selling involves ‘push’ strategy. Marketing begins much before the Selling comes after production and ends production of goods and services, i.e. with with identification of customers’ needs. It The delivery of the product and continues even after the sale to ensure collection of payment. customer satisfaction through after sales services. Marketing has a wider connotation and Selling is a part of marketing. includes many activities like marketing research, product planning &
15
development, pricing, promotion, distribution, selling etc. It concerns itself primarily and truly with the ‘value satisfactions’ that should flow to the customer from the exchange. Marketing generally has a matrix type of organizational structure. The main job is to find the right products for your customers. Conceptual and analytical skills are required.
It over emphasizes “the exchange’ aspect, without caring for the ‘value satisfactions’ inherent in the exchange. It has a functional structure. The main job is to find the customers for your products. Selling and conversational skills are required
16 17 18
Sr No 1
Marketing Marketing starts with the buyer and focuses constantly on buyer’s needs. Seeks to convert “customer needs”into ‘products’ Views business as a customer satisfying process.
Selling Selling starts with the seller and is preoccupied all the time with the seller’s needs. Seeks to convert ‘products’ into “Cash”. Views business as a goods producing process.
2 3 4
5 6 7
8 9 10 11 12 13
14
Marketing effort leads to the products that The company makes the product first the customers actually want to buy in and then their own interest. figures out how to sell it and make a profit Marketing communication is looked upon Seller’s motives dominate marketing as a tool for communicating the benefits/ communication. ( promotion ) satisfactions provided by the product Consumers determine the price; price Cost determines the price. determines costs. Marketing views the customer as the very Selling views the customer as the last purpose of the business. It sees the link in the business from the point of view of the business. customer. Customer consciousness permeates the entire organization – all departments, all the people and all the time. ‘Customer satisfaction’ is the primary ‘Sales’ is the primary motive. motive. External market orientation. Internal company orientation Marketing concept takes an outside in Selling concept takes an inside-out perspective . perspective. It is a broad concept. It is a narrow concept related to product, seller and sales activity. Marketing is more ‘pull’ than ‘push’. Selling involves ‘push’ strategy. Marketing begins much before the Selling comes after production and ends production of goods and services, i.e. with with identification of customers’ needs. It The delivery of the product and continues even after the sale to ensure collection of payment. customer satisfaction through after sales services. Marketing has a wider connotation and Selling is a part of marketing. includes many activities like marketing research, product planning &
15
development, pricing, promotion, distribution, selling etc. It concerns itself primarily and truly with the ‘value satisfactions’ that should flow to the customer from the exchange. Marketing generally has a matrix type of organizational structure. The main job is to find the right products for your customers. Conceptual and analytical skills are required.
It over emphasizes “the exchange’ aspect, without caring for the ‘value satisfactions’ inherent in the exchange. It has a functional structure. The main job is to find the customers for your products. Selling and conversational skills are required
16 17 18
It is also known as "Mystery Shopping industry serves to evaluate the customer service for any company that deals with customer satisfaction. By sending in anonymous ghost shoppers that form the base on their visits to client locations. Ghost shopping helps in evaluating the service provided by the co's channel members to its customers. From this information co. can understand whether it is meeting, or failing to meet, it's customer's Needs. Ghost shoppers are everyday people who are visiting stores as anonymous customers, and in the process helping these stores to better understand how they can meet customers' needs. A "traditional" Ghost Shop includes and in-person visit to one or more of a business's locations. These assessments are typically discrete questions along with the correlated point values, as well as some narratives for clarification. However, due to advances in technology as well as evolving customer service requirements, the ability to gather data and other materials relating to a customer's experience has been significantly increased. Ghost shopping is useful to know about the awareness of that brand, how many outlets are having this product? Through Ghost Shopping you can get the information about the competitors like their new product launches, market share, new promotions, campaigns, etc. Even you can check the placement of the product in the outlet, whether the product has got right place on shelf, visibility of product, how fast product is moving, impulse buying appeal of the product, etc. Some of the benefits of Ghost shopping are listed as below: 1. 2. 3. 4. 5. 6. 7. Product Placement Point of Selling Visibility Customer Demand Repurchases Brand Recall Awareness
By Ghost Shopping you can also create a false demand for the product E.g. if the product is new in the market & 10 people ask for product the Retailer himself feels to keep the product and not to loose the customer. Ghost Shopping can be done using the different tools:
1. In-Person Assessments Text based Report with questions, points and some narrative Digital Video or Photographs are included for clarification of assessment circumstances. Digital Audio can be captured to provide a more verbatim analysis of a customer's experience. 2. Phone Surveys Text based reporting to describe phone experience Digital Audio can be captured to provide data, and tracking and interpreting the moves the user makes while navigating your site. 3. Online Channel Assessment Special Behavioral Browser guides user to online assessment objectives, asking appropriate questions, collecting data, and tracking and interpreting the moves the user makes while navigating your site. Example Many organizations are using this technique to evaluate the satisfaction level of the customers of their services offerings or to keep an eye on their retail networks activities. Like in the most recent survey done by ICICI Bank to check the services offered by one of its branches in Pune. It conducted a telephonic survey asking the ghost shoppers to inquire about the different services provided by the bank to the different age groups etc. The companies thus evaluates the responses in terms of a pointer scale which give them the idea about the fields in which they have to improve in their services to achieve more customer satisfaction. Likewise McDonald's conducts a survey every month to keep a check on their services through ghost shopping each activity of its retail outlets. Some of the measures, which they check on is: cleanliness of the outlet, their politeness with the customers, serving process etc. But for this Ghost Shopping the shoppers need to be educated well to take on the reading and to scale them so that the company gets an unbiased report.
doc_430602719.doc
There are five competing concepts under which organizations can choose to operate their business; the production concept, the product concept, the selling concept, the marketing concept, and the holistic marketing concept.
Sr No 1
Marketing Marketing starts with the buyer and focuses constantly on buyer’s needs. Seeks to convert “customer needs”into ‘products’ Views business as a customer satisfying process.
Selling Selling starts with the seller and is preoccupied all the time with the seller’s needs. Seeks to convert ‘products’ into “Cash”. Views business as a goods producing process.
2 3 4
5 6 7
8 9 10 11 12 13
14
Marketing effort leads to the products that The company makes the product first the customers actually want to buy in and then their own interest. figures out how to sell it and make a profit Marketing communication is looked upon Seller’s motives dominate marketing as a tool for communicating the benefits/ communication. ( promotion ) satisfactions provided by the product Consumers determine the price; price Cost determines the price. determines costs. Marketing views the customer as the very Selling views the customer as the last purpose of the business. It sees the link in the business from the point of view of the business. customer. Customer consciousness permeates the entire organization – all departments, all the people and all the time. ‘Customer satisfaction’ is the primary ‘Sales’ is the primary motive. motive. External market orientation. Internal company orientation Marketing concept takes an outside in Selling concept takes an inside-out perspective . perspective. It is a broad concept. It is a narrow concept related to product, seller and sales activity. Marketing is more ‘pull’ than ‘push’. Selling involves ‘push’ strategy. Marketing begins much before the Selling comes after production and ends production of goods and services, i.e. with with identification of customers’ needs. It The delivery of the product and continues even after the sale to ensure collection of payment. customer satisfaction through after sales services. Marketing has a wider connotation and Selling is a part of marketing. includes many activities like marketing research, product planning &
15
development, pricing, promotion, distribution, selling etc. It concerns itself primarily and truly with the ‘value satisfactions’ that should flow to the customer from the exchange. Marketing generally has a matrix type of organizational structure. The main job is to find the right products for your customers. Conceptual and analytical skills are required.
It over emphasizes “the exchange’ aspect, without caring for the ‘value satisfactions’ inherent in the exchange. It has a functional structure. The main job is to find the customers for your products. Selling and conversational skills are required
16 17 18
Sr No 1
Marketing Marketing starts with the buyer and focuses constantly on buyer’s needs. Seeks to convert “customer needs”into ‘products’ Views business as a customer satisfying process.
Selling Selling starts with the seller and is preoccupied all the time with the seller’s needs. Seeks to convert ‘products’ into “Cash”. Views business as a goods producing process.
2 3 4
5 6 7
8 9 10 11 12 13
14
Marketing effort leads to the products that The company makes the product first the customers actually want to buy in and then their own interest. figures out how to sell it and make a profit Marketing communication is looked upon Seller’s motives dominate marketing as a tool for communicating the benefits/ communication. ( promotion ) satisfactions provided by the product Consumers determine the price; price Cost determines the price. determines costs. Marketing views the customer as the very Selling views the customer as the last purpose of the business. It sees the link in the business from the point of view of the business. customer. Customer consciousness permeates the entire organization – all departments, all the people and all the time. ‘Customer satisfaction’ is the primary ‘Sales’ is the primary motive. motive. External market orientation. Internal company orientation Marketing concept takes an outside in Selling concept takes an inside-out perspective . perspective. It is a broad concept. It is a narrow concept related to product, seller and sales activity. Marketing is more ‘pull’ than ‘push’. Selling involves ‘push’ strategy. Marketing begins much before the Selling comes after production and ends production of goods and services, i.e. with with identification of customers’ needs. It The delivery of the product and continues even after the sale to ensure collection of payment. customer satisfaction through after sales services. Marketing has a wider connotation and Selling is a part of marketing. includes many activities like marketing research, product planning &
15
development, pricing, promotion, distribution, selling etc. It concerns itself primarily and truly with the ‘value satisfactions’ that should flow to the customer from the exchange. Marketing generally has a matrix type of organizational structure. The main job is to find the right products for your customers. Conceptual and analytical skills are required.
It over emphasizes “the exchange’ aspect, without caring for the ‘value satisfactions’ inherent in the exchange. It has a functional structure. The main job is to find the customers for your products. Selling and conversational skills are required
16 17 18
It is also known as "Mystery Shopping industry serves to evaluate the customer service for any company that deals with customer satisfaction. By sending in anonymous ghost shoppers that form the base on their visits to client locations. Ghost shopping helps in evaluating the service provided by the co's channel members to its customers. From this information co. can understand whether it is meeting, or failing to meet, it's customer's Needs. Ghost shoppers are everyday people who are visiting stores as anonymous customers, and in the process helping these stores to better understand how they can meet customers' needs. A "traditional" Ghost Shop includes and in-person visit to one or more of a business's locations. These assessments are typically discrete questions along with the correlated point values, as well as some narratives for clarification. However, due to advances in technology as well as evolving customer service requirements, the ability to gather data and other materials relating to a customer's experience has been significantly increased. Ghost shopping is useful to know about the awareness of that brand, how many outlets are having this product? Through Ghost Shopping you can get the information about the competitors like their new product launches, market share, new promotions, campaigns, etc. Even you can check the placement of the product in the outlet, whether the product has got right place on shelf, visibility of product, how fast product is moving, impulse buying appeal of the product, etc. Some of the benefits of Ghost shopping are listed as below: 1. 2. 3. 4. 5. 6. 7. Product Placement Point of Selling Visibility Customer Demand Repurchases Brand Recall Awareness
By Ghost Shopping you can also create a false demand for the product E.g. if the product is new in the market & 10 people ask for product the Retailer himself feels to keep the product and not to loose the customer. Ghost Shopping can be done using the different tools:
1. In-Person Assessments Text based Report with questions, points and some narrative Digital Video or Photographs are included for clarification of assessment circumstances. Digital Audio can be captured to provide a more verbatim analysis of a customer's experience. 2. Phone Surveys Text based reporting to describe phone experience Digital Audio can be captured to provide data, and tracking and interpreting the moves the user makes while navigating your site. 3. Online Channel Assessment Special Behavioral Browser guides user to online assessment objectives, asking appropriate questions, collecting data, and tracking and interpreting the moves the user makes while navigating your site. Example Many organizations are using this technique to evaluate the satisfaction level of the customers of their services offerings or to keep an eye on their retail networks activities. Like in the most recent survey done by ICICI Bank to check the services offered by one of its branches in Pune. It conducted a telephonic survey asking the ghost shoppers to inquire about the different services provided by the bank to the different age groups etc. The companies thus evaluates the responses in terms of a pointer scale which give them the idea about the fields in which they have to improve in their services to achieve more customer satisfaction. Likewise McDonald's conducts a survey every month to keep a check on their services through ghost shopping each activity of its retail outlets. Some of the measures, which they check on is: cleanliness of the outlet, their politeness with the customers, serving process etc. But for this Ghost Shopping the shoppers need to be educated well to take on the reading and to scale them so that the company gets an unbiased report.
doc_430602719.doc