Concept And Process Of Marketing Marketing Essay

July 15, 2017 Marketing

The function of selling is indispensable in any organisation, the full procedure helps to better assorted facets of the concern and is utilized to increase or keep profitableness. The word Selling is really cosmopolitan and has legion definitions available. “ Selling is the procedure of planning and put to deathing the construct, pricing, publicity, and distribution of thoughts, goods, and services to make exchanges that satisfy single and organizational aims. ” Kotler et Al ( 1999 ) This definition outlines the assorted phases involved in the selling procedure and makes a peculiar mention to the desired result which is the ‘exchange ‘ that will let chances that will be good to both the client and the organisation. This exchange is the nucleus construct of selling and involves a provider giving over goods or services in exchange for payment. The exchange is merely likely to take topographic point if both parties agree that there is value for both of them afforded by the exchange. [ ref rdi notes ] ” Selling is besides defined as the construct of fulfilling client demands by agencies of the merchandise ( or service ) , everything associated with making, presenting and devouring that merchandise, and, by accomplishing a high grade of client satisfaction, retaining that client indefinitely thereby accomplishing profitable growing. ” ( CIM ) This definition focuses on the relationship selling attack which identifies client ‘s demands, provides satisfaction in the short term and expecting them in the hereafter ( long term keeping ) Like the definition highlighted by Kotler this definition which has been approved by the hired institute of selling besides outlines the full procedure with a common end being to make client satisfaction nevertheless ; the writer makes specific focal point on client keeping which helps any organisation to be a measure in front of the competition. Selling is defined by the American Marketing Association as “ the activity, set of establishments, and processes for making, pass oning, presenting, and interchanging offerings that have value for clients, clients, spouses, and society at big. ” This is a similar definition to the two old 1s which places accent on the value of the merchandise. All three definitions made reference about the selling procedure which basically includes research, cleavage, the selling mix, execution and control. This is illustrated in figure 1.1 below.

Based on the definitions gathered from three different beginnings selling at all times will affect a merchandise, a client, a point of exchange and the purpose of supplying satisfaction. Organizations utilize selling to explicate merchandises which are of value to clients ; this quality ( value ) enables the company to supply these clients with a degree of satisfaction with consequences in an exchange taking topographic point and at most times the development of an enduring relationship. There are many other features to this procedure including different schemes that will help in the selling procedure being successful nevertheless these keywords highlight the chief focal points and gives a general thought of why selling is an of import portion of the concern map.

Harmonizing to Brassington and Pettitt, Essentials of Marketing ( 2005 ) p.10 “ The organisation that develops and performs its production and selling activities with the demands of the purchaser driving it all, and with the satisfaction of that purchaser as the chief purpose, is marketing oriented. ” Therefore any organisation that patterns the selling construct which pays close attending to fulfilling clients demands to bring forth net income, can besides be classified as holding a market orientation. The chief features of an organisation which is selling oriented are

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The merchandising construct topographic points accent on acquiring merchandises sold instead than constructing long term client relationships. Organizations who pattern this construct will take to sell whatever is produced and there is normally no consideration about what the market wants. On the other manus the selling construct is defined as the antonym of this and clients play a important function in the determination devising procedure. Harmonizing to Barwell cited ( hypertext transfer protocol: // This construct is a doctrine, non a system of selling or an organisational construction. It is founded on the belief that profitable gross revenues and satisfactory returns or investing can merely be achieved by placing, expecting and fulfilling client demands and desires. ) Presently Nike is using this doctrine as they take into consideration clients need and their value when explicating concern determinations. They have increased their client base by marketing to resorts and ski Lodges with the development of the new snowboarding jacket. They besides have implemented an electric commercialism site which consequences in the enlargement of their client base. Customer wants are met because the company has put in topographic point an automatic refilling system. Nike has besides gained and recovered the younger client market portion by sponsorship of aces. By patronizing international aces they have become a planetary company and increased grosss.Customer ‘s wants and desires are recognized. A great illustration of acknowledging client wants ; demands and desires is the relaunching of the classis Air Jordan 9 at $ 120 in stead of the original monetary value of $ 200.00.

Cost of:

  • regular selling research
  • puting selling focal point construction
  • initial merchandise development
  • edifice excellent services
  • pulling attendings of clients
  • constructing long-time relationships with:
    • clients
    • providers
    • distributers
  • client keeping


  • net income
  • client trueness and trust
  • long term end
  • repute


  • hypertext transfer protocol: // [ Accessed on 15/10/2009 ]

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