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The product positioning and key points of difference must be taken into account when developing these strategies. True. Describe the use of technology in the selling function. When building a clientele, there are 3 main factors that must be considered. Consumer perceptions about the quality of the product or the service will also impact the effectiveness of prices. A promotional plan is a description of the promotional mix decisions for a business. Explain the use of technology in the pricnig function. 13.2 out of 16 Explain the importance of company 12.2 out of involvement in community activities. Brands connote various benefits, (e.g. The illustrations may also grab the consumer's attention to the advertisement. In addition, companies that manufacture consumer packaged goods use a task force approach to new product development. In addition, product demonstrations or product manufacturing can help a salesperson acquire product information. PERFORMANCE INDICATORS . Buying motives (emotional motives, rational motives, patronage motives). Online advertising are all forms of that use the Internet or e-mail including banner and pop-up ads. Explain the role of customer services as a component of selling relationships. Secondary data is collected using internal and external resources including the Internet, Government source, specialized research companies, and trade organizations. During the decline stage, management must decide how long it will continue to support the product, when to drop the product, or what product mix strategies to use (selling or licensing the product, recommitting to the product line, discounting the product, regionalizing the product, altering the product). PMK-14.2 Assess the key factors of building a clientele and the role of customer service in selling PMK-14.3 Differentiate company selling policies from selling regulations PMK-14.4 Apply and adapt the ethics of selling PMK-14.5 Review the use of technology in selling As a valued member of the company, each employee should be carrying out actions that are in line with the company mission statement and values. For example, they could post a photograph of their hair done by you on their social networking profile and credit you in the caption, or they could post an update on their page directing friends to check out your services in person. Price discrimination occurs when different customers in similar situations are charged different prices. _____ Explain key factors in building a clientele. How to build strong client relationships. A referral is the act of a person, usually a highly satisfied client, directing … Customer relations involve finding customers and keeping them satisfied. Describe factors used by marketers to position products/services. Another aspect of public relations is creating news releases, an announcement that a company sends to the news media. For example, a t-shirt may be made of brushed cotton (feature) which means it will be extra soft to the touch (benefit). Marketers need various types of information to make effective decisions. Final consumers: buy products or services for personal use. The use of creativity is an inherent part of this process. Describe factors used by businesses to 14.0 out of position corporate brands. Protecting customer confidentiality, upholding a positive company image, and completing all necessary tasks in a timely manner are all examples of ways employees can contribute to the company's success. Explain how organizations adapt to today’s markets. Length: total # of products in each line. for DECA’s Team Decision Making Events in the fields of Business Law and Ethics, Buying and ... • Determine factors affecting business risk. Knowledge of product information allows a salesperson to match the appropriate product to fill a customer's needs. In particular, improvements made to the marketing functions (pricing, marketing information management, promotion, etc.) DECA DISTRICTS 2009 PERFORMANCE INDICATORS: • Explain the nature and scope of the selling function • Explain key factors in building a clientele • Explain the role of customer service as a component of selling relationships • Explain business ethics in selling • Analyze product information to identify product features/benefits Retailers can also change prices for products using technology effectively. For example, an external audience is a market of consumers who live near a new sports stadium. Explain the nature of direct marketing channels. http://www.cosmetologistlife.com/build-clientele.html. A business may choose to create a public relations campaign to change attitudes or create awareness of policies for employees. DECA Restaurant & Food & Beverage Services. Types of public relations activities include sponsoring product, sports, cultural or charitable events, awarding scholarships, and donations. colour, size). Quantitative research usually involves a smaller number of people and may include using personal interviews as a method to obtain information. The Clayton Antitrust Act of 1914 prevents businesses from exclusionary tactics that could keep other companies from accessing a channel of distribution if this would create a monopoly or lessen competition. A main tool is a press release that is sent to appropriate media for the company and/or product. Being an example of your product will surely attract potential clients. Corporate branding refers to the practice of promoting the brand name of a corporate entity, as opposed to specific products or services. It allows the company to build brand loyalty, increase price due to the perceived higher value, and increase its market share due to the popularity of the products/services. Identify types of public-relations activities. Explain the key factors in building a clientele-treat clients like individuals-develop relationships-contact them frequently-get feedback from them. The Federal Trade Commission enforces the Magnuson-Moss Consumer Product Warranty Act that sets minimum standards for warranties. Likert scales usually have 5 choices from strongly agree to strongly disagree. By providing a reliable, helpful customer service for consumers, businesses can improve the overall shopping experience. In order for a sample to reflect the larger group, researchers often use random sampling for fairness. Personal selling is direct contact between a salesperson and customer. Marketers identify markets' common interests by classifying consumer's demographic, geographic and psychographic information. 14.0 out of 16 The Consumer Goods Pricing Act controls the pricing relationship between manufacturers and retailers. If they have a hectic schedule and are unable to book in advance, let them know you are still open to take walk-in appointments if that is what’s best for the client. The decision to use market research is guided by the threat the market research problem imposes on the business's operations and profitability and how much time and money must be spent to understand the issue. I know it may sound like a lot, but if each client hands out 3 cards, your clientele could triple very quickly! Plan follow-up strategies for use in retail selling. Organizing involves overseeing all employee tasks and offering help when needed, to ensure completion of everything. Product information provides detailed information that allows a sales representative to understand how a product will benefit a customer through a feature. Explain motivational theories that impact buying behavior. 99 terms. Trade associations and consumers also play a role in regulating promotion strategies. This may also occur if a research participant has to guess, make assumptions or interpret a market research tool which creates inconsistent data. Effective data-collection tools provide accurate data, are measurable and reliable, may be easily used, use market research budgets effectively, and have a high response rate. This can be through face-to-face interaction, social media, or any type of technology that allows the sales representative to take part in interpersonal interactions. Each element of an advertisement needs to work together as a cohesive message for a product, service or business. Explain characteristics of effective data-collection instruments. Other channels of communication include press kits and press conferences. Technology has created a new channel of distribution know as e-tailing where customers and industrial buyers can make purchases using the Internet, allowing more accessibility to products/services. Ideas can be generated during the market research process through both customers and competitive analysis. It is a promise or an assurance, especially one given in writing, that attests to the quality or durability of a product or service. Word-of-mouth, standard media, and online websites are all popular choices for sales promotions, as well as more subtle places such as product placement and point-of-purchase displays. When consumers have questions, complaints, or comments about the product or their shopping experience, they will contact customer service and inform them. 5. This includes creating a product mix and continuously updating it throughout the product life cycle. • Discuss motivational theories that impact buying behavior. For our company, I'd like to propose the following promotional plan. Marketers have a responsibility to be ethical when gathering and storing information. Attempts at explaining key factors in building a clientele were inadequate or unclear. Companies are encouraged to set standards for their employees to follow when conducting marketing research. The price of a good or service can affect brand image, market share and profits. Explain key factors in building a clientele. Direct marketing is advertising that is targeted at groups of potential consumers, using market segmentation. The market research problem will guide decisions regarding what data needs to be collected and how it will be used to identify a solution. Any action that a company takes will have consequences. Describe the regulation of marketing-information management. Types of advertising media include print, broadcast, online, specialty and social. Treat each walk-in as if she/he is a future regular client, and chances are she will become one. Explain the concept of marketing strategies. This helps the company to develop healthy relationships between it and its customers. Identify communications channels used in sales promotion. 6 Key Factors to Build Excellent Client Relationships The infamous conflict between designers and clients is much older than you might think and goes way beyond the era of Photoshop and Illustrator. For direct marketing, we will promote a 30% discount for seniors during the Monday-Friday 9am-4pm period. quality and reliability or fun and excitement.) Explain factors affecting pricing decisions. THIS SET IS OFTEN IN FOLDERS WITH... DECA Marketing Performance Indicators. The American Marketing Association lists the following as responsibilities in channel management: not manipulating the availability of a product for purpose of exploitation, not using coercion, and exerting undue influence over the reseller's decision to handle the product. Rating scales may be created based on the market research problem. Enlist the help of friends and family to advertise your services through social networking. Mentioned that building a clientele is important; did not explain or elaborate. A diary may be open-question or forced choice, depending on the time allowed for the market research study. If you choose to offer discounts, make sure you don’t offer so much of a discount that you’re not earning income from the service. Standards are statements that specify a product's size, contents and/or quality. Public relations is the development of a favorable image for a company, its products or its policies. Promotion as a marketing function includes all the activities to inform, persuade, and/or remind consumers about products and services. Identify ways to segment hospitality and tourism markets. Grades and standards are used to compare and judge different products. Explain the nature of channels of distribution. The selling process includes the following steps: Discuss motivational theories that impact buying behavior. Generally, this information falls in to three categories: customers, marketing mix and business environment. Public relations involve managing the company's perceived image through non-paid advertising and different media channels. All you need is that one or two loyal clients and you're set. The selling process is a personalized communication and influences the purchase of a product or service and future sales. PBM Event 2 Answer Key. You never know who will see the card and if they are in need of a new stylist!! Both provide a business with an opportunity understand how they can react effectively to changes in the market. Before placement, marketers check to ensure that the ad stands out on a page, the layout is clean, the text is easy to read and understand, the signature can be distinguished and that the message relates to the target market. 16 Explain the types of promotion. The activities and thinking that go into corporate branding are different from product and service branding because the scope of a corporate brand is typically much broader. Internal information (primary data) can include customer records, sales reports, production and operations reports, and performance information. You never know who could be your next potential client so it’s important to always carry yourself in a professional manner! Customer satisfaction is a goal of any profitable businesses. Sales promotions can be communicated to consumers in a variety of ways. Each participant in the distribution channel needs to work effectively to keep costs low and profits increasing for each member. 4 Most Effective Ways to Build Your Clientele. The signature is an identification symbol of the business. Supply and demand deals with how much businesses are willing to offer and how much customers are willing to buy at a given price point, which is very important when determining the price. Explain considerations used to evaluate whether to participate in trade shows/expositions. It is important that employees working in customer service are positive, compassionate, understanding, and able to solve any problems that may arise. Direct marketing channels include those methods targeting a specific group of consumers. Building your clientele as a hair stylist will require time and patience as well as creative marketing and promoting yourself at all times, even when you’re not behind the chair. • Explain key factors in building a clientele. Controlling involves analyzing past performances and making decisions that will improve future tasks. Explain measures used to analyze economic conditions. Describe the use of technology in the promotion function. 5. ... participant team DECA’s Certificate of Excellence at the international conference. Showing integrity and loyalty to the company is particularly important. PLAY. Market research studies may use qualitative and quantitative data to create solutions to a marketing problem. Technology can create opportunities for new products, make production of products more efficient, make products easier to use, and make products obsolete. Products and services may use direct or indirect distribution channels to arrive to a customer. Follow established security procedures/policies. Explain key factors in building a clientele. STUDY. Explain the nature and scope of the product/services management function. Another factor is the features and benefits of the product; a desirable trait that consumers would believe they would gain from using the product would be stressed. This includes the management of the "Do Not Call Registry" that allows consumers to manage who they receive solicitation phone calls from at their home. Remember: We choose our friends because we have similar interests so a good client will likely mean a great referral! It ensures that salespeople are trained to follow company policies and practice ethical selling. Identify communications channels used in sales promotion. Explain the role of customer service as a component of selling relationships, Explain key factors in building a clientele, Company selling policies guide the rules for training, compensation, legal and ethical issues and sales quotas. It contains the following protective factor scales: Initiative, Self -Regulation, and Attachment/Relationships. The elements of the promotion mix are personal selling, advertising, public relations, and sales promotion. Adequately explained the key factors in building a clientele. Explain the nature of product/service branding. This includes the width, length, depth and consistency of the product mix. The pricing function includes all activities that determine how much to charge for a good or service. Describe techniques for processing marketing information. Printed materials can include user guides, warranties, catalogs and labels. Very effectively explained the key factors in building and maintaining a clientele; offered good suggestions to do so. Explain key factors in building a clientele. This is your perfect opportunity to encourage them to schedule an appointment so they are guaranteed a spot with you next time. States have various forms of lemon laws and Better Business Bureaus to protect consumers. A feature is a physical attribute of the product. These relationships should be evaluated on an annual basis. Explain the role of promotion as a marketing function. Acquire product information for use in selling. Though it might take some hard work on the employee's part, the actions will be beneficial in the long run and can lead to new opportunities. There are 2 main types of promotion. Ask your clients for permission before snapping and posting photographs of them, but many will be more than happy to help you brag! To conduct a sales forecast, a marketer must determine the size of the market and analyze competitor information. Direct distribution is when the producer sells the product to the end user. Ethics in selling are related to sales representatives not engaging in high-pressure tactics in order to get a sale. 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