Essay on Electro-Cars Ltd the Promotion Mix: Advertisement, Sales Promotion, and Personal Selling

Advertisement, sales promotion, and personal selling are elements of the promotion mix (Ferrell and Hartline, 2014). Advertisement has been considered as the prominent component of the overall communication mix due to its high visibility and pervasiveness. Sales promotion is the coordination of the sales team efforts in setting up channels of information and persuasion to enhance the scale of good or service provided to the consumer. Sales promotion aspect is often intended to support the other components of the marketing mix and in this case must be coordinated with other variables in the marketing mix more precisely the product or brand in order to support the entire organization's marketing strategy (Reid, 2009). In the case of Electro-Cars Ltd, personal selling will significantly enhance advertisement and sales promotion. For example, there will be an increased interaction between the car buyers and the company hence more feedback and adjustments towards making the clients are satisfied. Furthermore, the strategy is more relationship oriented and will help create a sustainable relationship between the sales team and the prospective car buyers thereby facilitating sales promotion and advertisement at the company (Hiebing and Cooper, 2004).

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The primary objective of advertisement, sales promotion or personal selling in an organization is to sell products or services either to other business ventures or individual consumers (Jenster, Smith and Hayes, 2005). Buyer behavior and the decision making are linked to both emotional and rational factors which are brought in during the processes. Within the two contexts, Electro-Cars Ltd needs to formulate a process that will ensure the consumer decisions and behaviors are covered. The buying "journey" for both a consumer and business as prospective buyers is almost similar, but there exist some crucial variation at every stage (Anderson, 2014).

For both B2B and B2C, the buying procedure begins when the needs are identified. Businesses will determine the need to buy the car as part of their strategies for improving the inventory operations and the overall success of their business (Leek and Christodoulides, 2011). Consumers also identify the need in a similar way but often tend to be influenced by the marketing and advertisement strategies used by an organization. In relation to product specification, businesses have procedures and specification in purchasing that must be fulfilled in order to make a purchase. Consumers on the other hand often have a clear picture of what they want but seldom have the specifications and the procedures as in the B2B aspect. They are often dynamic and can ignore their initial specification if they find a better product in the market (Cant and Van Heerden, 2004). This means that for a business to make a purchasing decision, the rigorous process need to be followed that will involve discussion with Electro-Cars Ltd sales team and their team. According to Gottlieb, Brown, and Ferrier (2014), there is a need for competent sales team with excellent negotiation and marketing skills that will win business deals for Electro-Cars Ltd. Consumers' buying decision and behavior, on the contrary, are personal and are more liable in making impulse purchases.

Sales team plays a fundamental role in implementing the overall marketing strategy at Electro-Cars Ltd. The team researches and analyzes the market and with the information gathered helps in developing budget and identification of the main performance indicators. Action plans are formulated to help achieve the marketing strategy (Rogers, 2013). Employees in the organization marketing section train other staff to understand the various campaigns in the organization aimed at improving the overall sales volume and customer satisfaction. This is often aimed at managing the four Ps of marketing and lead generation (Lee and Stirrup, 2013). Furthermore, the sales team analyses the database of the consumers to understand the needs of their consumer and thereby making possible adjustments in the products hence the realization of the overall marketing objective.

Scenario: Case Study Acrylic Fabricators Ltd

A corporate objective involves a statement of intent within the organization that gives direction for activities in pursuit of the set mission. There can be confusion between the organization terms, objectives and goals which can only be sorted once the corporate objectives are set. The sales strategy involves the approaches set to account management, policy formation, sales presentation in the organization and order generation aimed at realizing the corporate objectives (Kerin and Cron, 2015). Acrylic Fabricators can align sales strategies with corporate objectives by understanding the product objectives that support the overall corporate objectives, and formulate marketing objectives in line with the corporate objectives. Additionally, it is essential to make sales and talent objectives at Acrylic Fabricators that seek to support the corporate objective hence increased sales volumes for the products and customer satisfaction.

The recruitment and selection process forms an essential aspect of ensuring quality goods and services are produced in a company. It is imperative to list the necessary skills needed to hire employees in the new outlet to achieve maximum success (Cooper and Robertson, 2001). When all the relevant skills are listed in the procedure, high-quality pools of candidates are identified for the positions. The entire procedure will provide an essential opportunity for the organization in focusing on what the prospective candidate can offer to the new outlet either by using personal judgment or using the help of other managers within the organization. Through the recruitment and selection procedure, Acrylic Fabricators Ltd will express their vision, goals, and needs, essential towards the overall success of the business entity. It is essential to select employees that can be assessed against their expectations for the position. Failure of using the procedure can lead to high turnovers, confusion and unhappy employees in the organization which will be transcended to the consumers.

Employees need motivation that triggers them to perform better in their workplaces. Even though the motivation factors for one employee may not work for the other, understanding the general motivation tool for all the employees will lead to job satisfaction and high morale for employees at Acrylic Fabricators Ltd. In relation to training, every employee contributes significantly to the overall growth and development of an organization (Johnston and Marshall, 2016). Training the sales personnel will help the sales and marketing team understand how their individual work contributes to the company structure, mission, goals, and achievements. For this reason, they become motivated and excited about their activities as they understand how their activities contribute to the organization success and growth. Remuneration, on the other hand, means recognition of better work hence and improves morale and the overall success of Acrylic Fabricators Ltd. When these tools are incorporated into the management process, there will be an increased productivity, enhanced commitment to work performance and an increased zeal and enthusiasm towards their work.

There exist two strategies that Acrylic Fabricators Ltd can use to organize sales activities and control the ultimate sales activities. These include the sales output control and language. Sales-output control involves the automatic or manual manipulation in sales document which requires the maintenance of the production condition record. In this case, print programs control the content displayed in the output. Output using the condition utilizes the sales documents such as sales order, delivery type (Weitz and Bradford, 2010). Language is the criteria whereby output conditions are maintained for automatic output determination. It offers flexibility of changing the control variables in sales documents. An example is when a customer needs an inventory to be dispatched immediately, and then the dispatch control can help change the inventory to meet the clients needs.

Sales management can be supported by the application of databases in various ways. Software application and online sales management help ensure smooth operations for the sales manager and the sales team hence the overall success of the business (Green, 2006). The database helps improve sales pipeline management which increases the visibility of sales leads for organization products and assist in the identification of essential sales opportunities at various stages of the sales cycle. A database will improve the overall accountability of sales team thereby tracking sales activities in the organization (Eades, 2004). Through the use of databases, sales teams are empowered and can access easily pipeline sales information. They can easily connect and communicate thereby improving the overall sales and success of the organization. Subsequently, databases in sales management help manage sales as desired. Quick Base helps an organization customize the sales management software and align it with the sales team. This further allows easy manipulation and flexibility to fit into various business operations.

Scenario Currys (Dixons Carphone)

There exist numerous opportunities for selling internationally to areas such as Russia than selling locally. Going international helps increase sales revenues and the overall profit for the organization (Belch and Belch, 2003). When a business sets foot on a global platform, there will be an increased customer base and a more diversified market. The business is also expected to realize higher influence on technology and innovation with full utilization of the available production capacity. This increase in production capacity will be based on increasing demand for goods due to the larger market. In other words, selling internationally will help realize a sustainable growth for the business.

Business exhibitions and trade fairs have become the most effective way of communicating and meeting directly with the clients across the globe. This is because, through the exhibitions and trade fairs, there will be space to introduce new developments in relation to products, habits, and theologies hence increasing the consumer base in the market (Pickton and Broderick, 2001). Furthermore, the use of trade fairs and exhibitions facilitates the company with various opportunities that are essential in making new contracts and keep the database up to date, improving business profile and assist in market research aimed at realizing the consumer needs.

Exhibitions and trade fairs also provide platform for promoting the company services and products and can help a business segment the market and position its brand better. Business easily attracts media, political section of the country and other filed members relevant in promoting the products and realizing the overall success of the business. Through these, products are promoted at low cost and in an effective manner in the emerging market.

Sale plan is a fundamental tool for business in ensuring that the sales team follows the right roadmap towards the realization of success. It provides the sales goals and the target for the business within a set timeline as well as the strategies for accomplishing them. It is developed as part of the business plan together with the marketing plan and covers a long-term period of up to 5 years or short duration of up to 3 months.

The Sales Plan

Prices and the Market: There exist different approaches that can be used in product pricing to realize market objectives (Vashisht, 2006)....