Marketing Research 200 - Disadvantages of Focus Group and Recent Trends

Marketing Research 200

Curtin University

Rebecca Licacristi Budianto 

15359111

Disadvantages of Focus Group and the Recent Trends

Introduction

Many of the businesses today are conducting a research, especially who operates in providing products and services. There are so many ways to conduct a research and one of them is focus group. It is a small number of people with similar background or interest who are brought together to discuss a particular product, idea or issue. The results from their responses will be studied to measure the reaction that represents larger market population. Focus groups sound effective for doing research, but, everything has its own advantages and disadvantages. This essay will discuss about the disadvantages of using focus groups and also the recent trends in focus group.

Focus Group                                              

Focus group refer to a group consists of 7 to 10 participants from the target market to discuss a particular topic. The participants are not just anyone but the potential audience. According to Belch and Belch (2009, 265), participants should be selected based on characteristics, it may include, homogeneity in occupation, social class, level of education or family characteristics and more. The participants have to be unfamiliar with each other because familiarity can restrict disclosure, hard to establish new relationship with each other and may be difficult to know what might influence the participants (Franz 2012, 1381).  The participants are expected to be free sharing their opinions and ideas.

There are one or two moderators who will be asking several questions or statement and offer to try products. The purpose of the moderator is to maintain the discussion going. The experienced moderator will create a huge impact in the atmosphere during the focus group (Throupe 2011, 307). After doing the focus groups, the researchers will analyze and summarize the results of the group outcome, give recommendations for the future based on the results, to increase the customer size, loyalty and revenue. It is important to stay in touch with the customers regularly.

Disadvantages

The major disadvantages of focus groups are, first, the final outcome might be biased because participants in focus group tend to get influence by dominant people in the discussion (Hines 2000, 11). In every focus group, there must be some people who will have a strong argument and it might influence the other people. Second, it is not easy for the participants to share their personal opinions towards sensitive topics publicly (Hautzinger 2012, 26). For example, like asking about age especially to women and more.

Third, in focus group, people are being gathered together and they might behave differently from how they behave when no one watches and it will indirectly affect the quality of research results (Threlfall 1999, 104). Forth, moderator might also lead the participant to reach certain assumptions or conclusions. Some participants might not dare to against the moderator’s opinion, which means, what the participant said might be not honest (Hartman 2004, 405).

Focus group is expensive and time consuming. Usually the participants will be given compensation. For example, Singapore Airlines (SIA) planning to have a focus group regarding the in-flight services. The participants who will be invited must have demographic like, medium-high income level, business people who travel frequently. This kind of people are very busy, they might have disagreement to just lend them their time. So, to ensure that these participants will come, SIA offered compensation such as, stay for a night in four stars hotel, dinner with free expensive wine and more. This is to let the participants feel the leisure and happy to lend their time for the focus group.

Recent Trends

The first recent trend for focus group is online focus group. Online focus group has become increasingly popular. It is offer various advantages like lower costs, larger reach, greater access to busy professionals and more. No need for any special software, internet connection and computer are enough. It is same like the normal focus group where all the participants can see and react to the other participants and also to the moderator (Bruggen and Willems 2009, 365). It is appropriate for the participants that are not able to do face-to-face focus group session and dispersed throughout region.

Through online focus group, the participants are able to respond at their comfort zone without any pressure from other participants in the normal focus group setting (Stancanelli 2010, 764). The ability of internet technology has reduce various barriers to conducting focus group, Online focus group can be conducted through several ways like online typing, the participants can use a keyboard to express their opinion. The other one is online video or videoconferencing. It is use a camera and microphone to transmit voice and facial expressions (Cheng, Krumwiede and Sheu 2009, 220).

There second recent trend for focus group is social media or social networking. It gives great impact to the society. Today’s internet users are using social media sites to communicate their personality to their friends and the world. Social media is the world’s biggest, fastest and most honest focus group (Rupprecht, 2011).

Within the social networks there are people who had lot of contacts and able to spread message quickly to a large number of people, the persuaders that able to spread the news uniquely and also trustworthy information that spread through social network (Cooke and Buckle 2008, 275). For example, a person publish a link about the advertisement of a products, if it is interesting then it might invite the others to take a look at it too, spread the news faster.  At the end, it will result in product popularity that may lead to increase sales for the company.

The Growth of the Recent Trends in Focus Group

The reasons why these recent trends have evolved is because online focus group could help reduce costs and remove the barriers related with timing and location. Psychological distance of the internet could stimulate group participation and encourage self-disclosure especially for persons who hesitate to participate in face-to-face focus group. More self-disclosure due to high private self-awareness and less in public self-awareness cause by the medium provided resulting in greater tendency to reveal personal information (Reid and Reid 2005, 156). It contributes significantly more new ideas or answers.

Most of businesses recognize the importance of social media. Social media is another form of word-of-mouth and makes it so important to monitor and analyse what people say on social media. Market research might use social media to get a better understanding of the customers, their attitudes and opinions (Casteleyn, Mottart and Rutten 2009, 443). Social media is important to provide meaningful business insights.

 Conclusion

To conclude, the growth of the recent trends in focus group has overcome the disadvantages of face-to-face focus group. Through online focus group, the distance in between participants and moderator would make each individual might have more courage and confident to speak out their points. It is more effective for the moderator and efficient to the participants. Through social media, businesses can observe and analyse the current pattern of consumers by the way the consumers interact or react to the current situation in order to understand what they needs and want. 

  

References

Belch, George E and Michael A. Belch. 2009. Advertising and Promotion. New York: McGraw Hill/Irwin.

Bruggen, Elisabeth and Pieter Willems. 2009. “A critical comparison of offline focus groups, online focus groups and e-Delphi.” International Journal of Market Research 51 (3): 363-381.

Casteleyn, Jordi, Andre Mottart and Kris Rutten. 2009. “Forum: How to use Facebook in your market research.” International Journal if Market Research 51 (4): 439-447.

Cheng, Colin C., Dennis Krumwiede and Chwen Sheu. 2009. “Online audio group discussions.” International Journal of Market Research 51 (2): 219-241.

Cooke, Mike and Nick Buckley. 2008. “Web 2.0, social networks and the future of market research.” International Journal of Market Research 50 (2): 267-292.

Franz, Nancy K. 2011. “The Unfocused Focus Group: Benefit or Bane?” The Qualitative Report 15 (5): 1380-1388.

Hartman, Jackie. 2004. “Using Focus Groups to Conduct Business Communication Research.” Journal of Business Communications 41 (4): 402-410.

Hautzinger, Sarah. 2012. “Depending on Context: Counterintuitive Uses of Focus Groups in Mixed-Method Ethnographic Research.” Human Organization 71 (1): 22-31.

Hines, Tom. 2000. “An evaluation of two qualitative methods (focus group interviews and cognitive map) for conducting research into entrepreneurial decision making.”  Qualitative Market Research: An International Journal 3 (1): 7-16.

Reid, Donna J. and Fraser J.M. Reid. 2005. “Online focus group.” International Journal of Market Research 47 (2): 131-162.

Rupprecht, Kyle. 2011. The World’s Biggest Focus Group? Movie Maker. Accessed March 30, http://www.moviemaker.com/distribution/article/fizziology_alterian_social_networking_box_office_20110829/

Stancanelli, Jeanine. 2010. “Conduction and Online Focus Group.” The Qualitative Report 15 (3): 761-765.

Threlfall, K. Denise. 1999. “Using focus groups as a consumer research tool.” Journal of Marketing Practice: Applied Marketing Science 5 (4): 102-105.

Throupe, Ron, PhD. 2011. “The Use of Focus Groups for property Valuation Research.” The Appraisals Journal Fall: 301-313.

Marketing Research 200 - Meaning of Satisfaction and Measurement

Marketing Research 200

Curtin University

Rebecca Licacristi Budianto

15359111

Meaning of Satisfaction and Measurement

Introduction

Satisfaction is a word that has a broad meaning. The meaning of satisfaction can be for sense of achievements, expectations, fulfillments, opportunity to redress and more. Satisfaction concept can be measure, but it is not easy as it is relates to people’s perceptions that built based on customer experience. There are many types of satisfaction and satisfaction in marketing term is customer satisfaction. This report will be discussing about customer satisfaction in more specific way and also the ways to measure customer satisfaction concept.

Customer Satisfaction

Customer satisfaction is a way to measure whether the product or service that being offered success to meet or fails to meet or even goes beyond customer’s expectations (Abdallat and Emmam 2012, 1). There are many definitions for customer satisfaction but all have the same meaning. Customer satisfaction depends on the quality and effects of their experiences that is affected by customer expectations with the products or services they receive or even with the organization itself (Kim, Wang and Mattila 2010, 980). Customer satisfaction is one of the most important roles in marketing, it is the key for businesses to survive in the market and be profitable.

Importance to Business

The reason why businesses focus on customer satisfaction is to determine the ways to increase the customer base, customer loyalty, profits and revenue, market share and opportunity to survive in the market (Customer Satisfaction 2007). For example, the competition in banking industries is increasing. Banks become highly concern to improve the quality of services and satisfaction of their own customers. The way banks operate also change in order to fulfill the customer requirements to meet customer satisfaction (Muntean and Stremtan 2011, 656).

Customer base and customer loyalty will develop through several processes. First, the customers have to build their trust, while, trust can be build through customer satisfaction. With customer satisfaction, it means businesses have developed a relationship indirectly with the customers. Relationship is important to grab the customers, to be loyal and so that businesses have the customer base.

Factors That Affect Customer Satisfaction

There are so many unpredictable situations where customer might meet or not meet their satisfaction level. Uncertainty avoidance reflects the feelings and behaviors of the individual when faced with unknown situation (Duque and Lado 2010, 677). There are factors that affect customer satisfaction like quality, money and time. For example, quality could be means for satisfaction of consumer through the products offered, while, money could be means for satisfaction where customers had spent their money and it is worth after experience the results, and time, like satisfied by the performance of the products or services after putting high effort to find.

Service is the main thing that might drives customer satisfaction. The performance of customer service, positively or negatively, will affect customer’s experience. If the customer service behaves positively like more agreeable behavior and less quarrelsome behavior, it will create a good experience and positively will reach customer satisfaction (Ma and Dube 2011, 87). So, both parties have to cooperate with each other on their behavior to create a good atmosphere or feeling, especially at the first impression.

Importance of Market Research

Many businesses spend a lot of time and money for doing a market research. Market research is about understanding the customers. Businesses might do online surveys, focus groups and interviews to track customer satisfaction because customer satisfaction is a major factor for determine marketing strategy (Munteanu, Ceobany, Bobalca and Anton 2010, 125). Businesses should develop customer’s attitude because customer satisfaction and customer loyalty has a strong relationship. Satisfaction will be more towards opinion and attitude, but loyalty is about customer’s behavior and that is why some customers did satisfied but still not come back to the retail shop (Cacioppo 2000). 

Loyal customers can do more than just keep coming back, for example, they can do powerful advertising through word-of-mouth. The customers who are only feel satisfied probably not doing this kind of things. As mentioned by Dimitriadis (2010, 298), customer satisfaction is important as a way to build a long lasting bond or relationship with the customers, which will lead to customer loyalty. By measuring customer satisfaction, businesses will have opportunity to understand better how to attract new customers.

Customer satisfaction depends on expectation and perception, while expectation and perception are not permanent, it keeps changing. To keep up with the current situations, businesses need to do customer satisfaction survey frequently to maintain high customer satisfaction level.

The Measurement

Customer satisfaction can be measure through customer satisfaction rating and the results will be based on the customer response itself. When the customers answer a customer satisfaction survey, the customer mind-set will be from their past experiences. Cognitive and affective factors also play the role in customer satisfaction. When a customer experience an emotional situation, it might leave an impact in their memory and it will influence when the customer deciding their satisfaction level (Verela-Neira, Vazquez-Casielles and Iglesias 2010, 92).

The measurement is using a survey made up of list of statements or questionnaires. The questionnaires structures will be based on two aspects that are perceptions and expectations. The customers will response based on the rating score from 1 which means very low to 5 which means very high (Shanin and Janatyan 2011, 102). The results will determine customer’s level of satisfaction.

Advantages of the Measurement

The advantage of measuring customer satisfaction is able to know how successful the businesses are in providing products or services to the market, make the customer happy in the best way so that they tend to be loyal and businesses can be cost efficient and effective in doing their services (Conklin 2012). The word satisfaction itself also has different meaning behind to customer, for example, it could be satisfaction with the products or services performance, satisfaction because the products or services meet their expectations and more.

Therefore, determine the score for satisfaction alone is not enough. Understanding what might have to change in order to improve satisfaction is the aims of the overall measurement, for example, rearrange the customer service. It has been argued that satisfied customer has a link with satisfied employees. Businesses can examine the service outcome by looking at customer satisfaction. The outcome of service quality is the customer attitude which can be negative or positive (Yang and Coates 2010, 756).

Conclusion

Customer satisfaction is not easy to achieve, it needs time and good relationship to develop trust. Businesses need to focus on goal, to satisfy the customer and reinforce the customer service. Customer service quality must meet customer needs and deliver an excellent service by putting customers first. Better service quality will lead to higher customer satisfactions. High customer satisfaction will cause in increase in customer demand, which will result in customer loyalty and also stronger market performance for the businesses (Jasmand, Blazevic and Ruyter 2012, 25). The most unsatisfied customers are the best source for learning.

References

Abdallat, Muhannad M.A, Ph.D and Hesham El - Sayed El - Emmam, Ph.D. 2012. “Customer Satisfaction.” PhD diss., King Saud University. http://faculty.ksu.edu.sa/73944/DocLib/Customer%20satisfaction.PDF

Cacioppo, Kevin. 2000. Measuring and Managing Customer Satisfaction. Quality Digest. Accessed March 25, http://www.qualitydigest.com/sept00/html/satisfaction.html

Conklin, Michael. 2012. Measuring and Tracking Customer Satisfaction. Zoomerang. Accessed March 22, http://www.zoomerang.com/whitepapers/customersat.pdf

Customer Satisfaction. 2007. Center for the Study of Social Policy. http://www.cssp.org/publications/constituents-co-invested-in-change/customer-satisfaction/customer-satisfaction-what-research-tells-us.pdf

Dimitriadis, Sergio. 2010. “Testing perceived relational benefits as satisfaction and behavioral outcomes drivers.”  International Journal of Bank Marketing 28 (4): 297-313.

Duque, Lola C. and Nora Lado. 2010. “Cross-cultural comparisons of consumer satisfaction ratings.” International Marketing Review 27 (6): 676-693.

Jasmand, Claudia, Vera Blazevic and Ko de Ruyter. 2012. “Generating Sales While Providing Service: A Study of Customer Service Representatives’ Ambidextrous Behavior.” Journal of Marketing 76 (20-37).

Kim, Min Gyung, Chenya Wang and Anna S.Mattila. 2010. “The relationship between consumer complaining behavior and service recovery.” International Journal of Contemporary Hospitality Management 22 (7): 975-991.

Ma, Zhenfeng and Laurette Dube. 2011. “Process and Outcome Interdependency in Frontline Service Encounters.” Journal of Marketing 75: 83-98.

Muntean, Andreea and Filimon Stremtan. 2011. “Research Regarding The Satisfaction of Bank Services Consumers at CEC Banks S.A.” Annales Universitatis Apulensus Series Oeconomica 13 (2): 655-661.

Munteanu, Corneliu, Ciprian Ceobany, Claudia Bobalca and Oana Anton. 2010. “An analysis of customer satisfaction in a higher education context.”  International Journal of Public Sector Management 23 (2): 124-140.

Shanin, Arash and Nassibeh Janatyan. 2011. “Estimation of Customer Dissatisfaction Based on Service Quality Gaps by Correlation and Regression Analysis in a Travel Agency.” International Journal of Business and Management 6 (3): 99-108. 

Varela-Neira, Concepcion, Rodolfo Vazquez-Casielles and Victor Iglesias. 2010. “Explaining customer satisfaction with complaint handling.” International Journal of Bank Marketing 28 (2): 88-112.

Yang, Hua and Nigel Coates. 2010. “Internal marketing: service quality in leisure services.” Marketing Intelligence & Planning 28 (6): 754-769.

Adv Account Planning - Creative Brief

Advertising Account Planning

Curtin University Singapore

Wendy's Singapore Creative Brief

Background

Singapore can be considered as a small market that consists of so many brands choices which means high competition rate, especially in food section. Singapore is a small country with a quite number of populations, to win the market’s heart Wendy’s has to compete with the main competitors such as McDonalds and Burger King.  Wendy’s has known as a worldwide fast food chain but Wendy’s lacks brand awareness in Singapore as it only recently re-entered the market in 2010 since 1990s. Therefore, there is a need for Wendy’s to create a campaign that differentiates them from its competitors.

Positioning

Friendly fast food restaurant with reachable locations and affordable prices.

Objective

To gain awareness of the menus and build positive reputation as a convenient and affordable fast food restaurant.

Target Market

People aged 15 and above who eat fast food and who look for a place other than coffee shop to study.  These people prefer to study in outdoor environment rather than their homes or their school or campus.  Unfortunately, most fast food restaurants would ask them to leave as they expect overcrowding, especially at peak timings. Wendy’s can invite them to study in their place instead. Sometimes, these people may come in groups to do discussion or group projects, which mean they also associate Wendy’s as a comfortable environment to hang out with friends.

Proposition

Wendy’s is the “IT” place for YOU to hang out, to study and to eat.

Support

·        Wendy’s is 24/7, with full aircon and WI-FI.

·        Wendy’s  offers comfortable atmosphere with cozy seats

·        Wendy’s offers comfortable service with employees that do not kick you out.

·        Wendy’s has affordable meals especially for students.

Deliverables

ATL: Print Media (Magazines), Television

BTL: Internet, OOH (Billboard and posters in schools or campuses), Sales Promotion (direct mail)

Briefing Description

·        Bring the creatives to typical student hangout areas such as Starbucks, McDonalds, and KFC to show how many of their customers are students studying with books strewn about.

·        Bring the creatives to highlight the stores’ notice of “Please refrain from studying”.

·        Show the creatives how many physical stores each of the fast food restaurants have within one location.

·        Get them to get the point that Wendy’s will be the friendly place where everyone kicking you out.

Rebecca Licacristi Budianto - 15359111

Brand Management 260 - Pampers Brand Audit

Pampers Brand Audit

Brand Management 260

Rebecca Licacristi Budianto - 15359111 Curtin University

2011

1.0    Introduction

Pampers is a brand that come under family brand of P&G Corporation. It is the brand which introduced the concept of disposable diaper to the world and it become their main product. Pampers brand was born on 1950’s and exist in the market until now (Pampers 2011). They had established their product extension, conducted several brand activities and marketing programs. They had successfully engaged relationship between the brand and the consumers. Pampers was designed with the comfort of parents who want the best protection for their babies. This essay will discuss the in-depth brand background, evaluate marketing programs, critiques and recommendations for Pampers.

2.0    Brand Background

2.1       Marketing Mix

Product, Pampers has give parents especially mothers the benefits by purchasing their products. Pampers give mothers many choices according to the needs and wants in order to take part in caring the babies. Pampers products are diapers, pants, wipes, hand soap, body wash and shampoo, swim pants and bibsters (Pampers 2011). Pampers specialties product are diapers that come in four stages of the child, from new born till extra protect. Pricing, Pampers come in monopolistic competition that results in direct competition with the competitors. Some of competitors set high price because they creating an image of high quality product.

Pampers price are standard, accessible and vary according to the products. Pampers come under P&G Corporation, it is a big, popular and credible family brand, so no need for setting high price. Place and distribution,  Pampers was distributed selectively through wholesaler, distributors, retailers and places such as, supermarket like Carrefour, shops like Mother Care baby shop, pharmacies like Watsons, online shops like Amazon or their own website. Promotion, Pampers had advertised their brand though various integrated marketing programs. For example, media like television, print advertisement like magazine or newspaper and internet like the website.

3.0    Brand Evaluation

3.1       Customer Based Brand Equity

3.1.1   Brand Salience

Pampers brand based idea globally to caring for baby. Pampers brand name is easy to recall, it describes the love and willingness of a mother to pampering their baby. Pampers is recognizable by the consumers as baby’s gear brand, consumers know what will they purchase. Pampers name also have strong association with diapers and diapers is baby’s basic need. So, when the consumer wants to purchase diapers, they will recall Pampers brand first than the other.

3.1.2   Brand Performance

Pampers is reliability and durable as it is high quality products, breathable, stretchy and safe (Parents recommend 2011). It is effective as they provide almost everything the mother’s need for the baby. The design, love sign character in the logo, reflects mother’s love. Babies and mothers pictures convince the mother’s feelings and affection (Beers 1998, 39). The product performance meets the consumer’s expectations so the price is reasonable.

3.1.3   Brand Imagery

Pampers user profile is Generation Y (18-30), first-time mother, Full Nest 1, PMET’s (professionals, managers, executives and technicians) occupations and Bachelor education. Generation Y’s AIO dimension is Interest, today’s mothers like to try new products that offer credible information. VALS lifestyle is Achievers, the mothers are educated and have healthy life style, commit to family and unwillingness to take risk for the baby (Geraci 2005). Pampers is low-involvement product and lead to frequent usage as it the basic need for baby. Pamper brand values are sincerity, softness, secure and comfortable.

3.1.4   Consumer Judgments

Pampers brand performance create values and satisfaction to the consumer. Create positive evaluation through promotion like work together with some of the organizations that engaged interest of parents and children, such as, Cincinnati Children’s Hospital Medical Centre, The March of Dimes and more. It is trustworthy and expertise for baby’s gear. Pampers brand is relevant for baby’s product and have strong brand equity compared to other brand.

3.1.5   Consumer Feelings

Through the brand elements, Pampers brand name which means pampering, love sign character on the logo which shows love and devotion of caring a baby, and the slogan, “where we grow together”, which means putting effort together between mother and the brand, and easy URL “www.pampers.com” to follow, have create sense of social approval, intimacy, warmth and warranty to grow a healthy baby (Connery 2011, 34).

3.1.6   Consumer Brand Resonance

Consumers familiar with the brand, they begin to like the brand and have personal feelings to the brand which lead to frequent purchases and willingness to contribute more with the brand by seeking information through the website, joining Pampers community, following in social network pages, get involved in the community like sharing stories and more (Yasin and Zahari 2011). 

3.2       Critiques on Marketing Program

Pampers had working together with some of the organization that attracts target consumer’s feelings like The Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN) and create a song together with Graham Foundation that supports parents with premature babies, called Miracles Song. That is a clever marketing program as it uses feelings and emotional approach to engage with consumers.

Pampers mainly used interactive advertising through their website, consumer promotion by giving coupons and special offers for consumers who joined their community, media advertising though television commercial and print advertisement such as Motherhood magazine (Marc 2007, 257).  Pampers promotion campaigns also provides comfort and security for all households with children by tips, messages and warnings. 

For current promotions, they did less marketing programs. They seems like disappear on public attention because less advertisements they do, not enough presence and biased brand positioning. The issues for Pampers, many of the customers find the diapers products also leaks because not fit sizes for some babies (Neff 2010).

3.3       Recommendations for the Brand

For recommendations on marketing program, Pampers marketing communication has to focus on encouraging trial and emphasize functional benefits. Their marketing strategy has to convince the target market about the benefits, brand attributes and brand features of Pampers. Therefore, communication objectives have to focus on achieving brand attitude, personality and purchase intention (Li, Wang and Cai 2011, 1875). Put more television commercial and event marketing to remind consumers. Use print advertisement other than magazine like posters that can be post in women’s toilet, MRT, or hospital, to stimulate recognition by giving strong visual package association with the brand to strengthen brand recognition. Pampers can advertise through social media like Facebook or online advertisement to catch especially new parents (Lis and Berz 2011, 193).

Pampers has extend their brand to several new product category outside diapers. For recommendation, Pampers can do brand extension into new product category by adding baby bottle or baby lotion to their brand extension program. Baby bottle can be perfect combination, because the aim is to raise awareness of the benefits provided by Pampers because they are high quality products, safe, tested and trusted. Emphasize the benefits of Pampers brand, from diapers, pants, soap and shampoo, wet wipes, bibster and baby bottle. Pampers can be more transparent to the shareholders, be more present and might do more research and development regarding diapers size issues.

4.0    Conclusion

To conclude, Pampers has been doing well so far for their brand management. As the evidence, they are lacking in the promotions and advertisements but consumers still can recall and recognize Pampers brand for baby’s product. In order to strengthen their brand, Pampers has to do more promotions, be present. Increase awareness, improve brand equity and clear brand positioning in consumer’s mind to compete with the competitors and become market leader.

5.0    References

Beers, Charlotte. 1998. “Building Brands Worthy of Devotion.” Leader to Leader (7): 39-42. http://web.ebscohost.com.dbgw.lis.curtin.edu.au/ehost/detail?sid=9b67082a-3192-4f1f-a2bc-6b0f55d069dd%40sessionmgr111&vid=1&hid=113&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&AN=18482415

Connery, Ana. 2011. “I don’t think it’s that hard to be a good mom.” Baby Talk 76 (9): 34. http://proquest.umi.com.dbgw.lis.curtin.edu.au/pqdweb?did=2519978321&sid=2&Fmt=3&clientId=22212&RQT=309&VName=PQD

Geraci, John C. 2005. “Learning from Youth Marketers.” The School Administrator 8 (62). http://www.aasa.org/SchoolAdministratorArticle.aspx?id=7820&terms=marketing+target+market

Li, Xian Guo, Xia Wang, and Yu Juan Cai. 2011. “Corporate-, Product-, and User-Image Dimensions and Purchase Intentions —The Mediating Role of Cognitive and Affective Attitudes.” Journal of Computers 6 (9): 1875-1879. http://www.doaj.org/doaj?func=abstract&recNo=3&id=827907&q1=brand%20management&f1=all&b1=or&q2=brand%20audit&f2=all&uiLanguage=en

Lis Bettina, and Jennifer Berz. 2011. “Using Social Media for Branding in Publishing.” Online Journal of Communication and Media Technologies 1 (4): 193-213. http://www.doaj.org/doaj?func=abstract&recNo=2&id=830153&q1=brand%20management&f1=all&b1=or&q2=brand%20audit&f2=all&uiLanguage=en

Logman, Marc. 2007. “Logical brand management in a dynamic context of growth and innovation.” Journal of Product and Brand Management 16 (4/5): 257-268. doi: 10.1108/10610420710763949

Neff, Jack. 2010. “How Pampers Battled Diaper Debacle.” Advertising Age, May 10. Accessed January 5, http://adage.com/article/news/pampers-battled-diaper-debacle/143777/

Pampers village. 2011. Pampers. Accessed January 5, http://www.pampers.com/en_US/home

Parents recommend: top 10 diapers. 2011. Baby Center. Accessed January 10, http://www.babycenter.com.sg/baby/buyingforbaby/nappies/singapore-top-10-diapers/

Yasin, Norjaya Mohd, and Abdul Rahman Zahari. 2011. “Does family and viral marketing have any effect on brand equity?”  Contemporary Marketing Review 1 (9): 19-31. http://www.businessjournalz.org/current_cmr.php?id=28

The use of telemarketing in sales

Telemarketing is mainly put into action for advertising products and services through telephone (Jobber and Lancaster, 2009). It is use the toll-free phone lines, so the activity is free for the salespersons and also free for the customers. The law of telemarketing is when the salespersons offer the goods or services, at the same time the salespersons provide the consumers with information about the offered goods or services necessary, to avoid misleading consumers (Why do so many companies use telemarketing, 2011).

The information given is the information that the consumer needs to help them make the purchase decision. Telemarketing is less costly, more effective, highly accessible and resulting in impressive results in selling. Because, it increase and improve overall the efficiency of the salespersons (Top 10 ways to use telemarketing, 2007). The use of telemarketing increases the salespersons activities. It can be use every hour, every day and allows the salespersons to communicate with the customers everywhere and every time whenever the customers are available.

Telemarketing helps the salespersons to reach their customers easily. It helps the salespersons to get and maintain the attention of their customers, especially in distance. By using telemarketing, it will help the customer to keep the products or services in their mind freshly. Telemarketing makes the salespersons capable to take the orders and can provide the solutions for the customers when unexpected problem arise faster (Why do so many companies use telemarketing, 2011). It also helps the salespersons to keep producing sales, capture customer’s issues and feedbacks, and conduct the market research. Telemarketing gives the salespersons opportunity to sell their product and services to both new and current customers without going out into the field (Top 10 ways to use telemarketing, 2007). Telemarketing can give the salespersons immediate answers or confirmation from the customers, able the salespersons to answer the questions directly from the customers. Telemarketing allows the salespersons to preview the results of their efforts, so they might able to change their strategy if necessary (Jobber and Lancaster, 2009).

With the current customers, the use of telemarketing is to offer extended service, upgrades and offer more features on something the customers have already bought, or even offer a completely new product and services (Why companies use telemarketing, 2011). The use of telemarketing could make the customers familiar with the new product and services faster. Customer might see the selling efforts of the company and sometimes it creates demands because so many alternatives that being offered. Telemarketing able the company to update the lists of potential customers, so that they can be more focused on customers that deserve priority.

Telemarketing is a great tool to improve relationship and maintain connection with the existing customers. It creates conversation rather than only look at customer’s profiles. Telemarketing allows the salesperson to expand the sales through local, national and even global sections. Telemarketing is adjustable and functional, it gives the salesperson endless possibilities and opportunities to upgrade and increase the business.

Sales Management Take Home Exam

Rebecca Licacristi Budianto

15359111

Curtin University

The importance of sales training for both new and experienced salespeople

Sales training are various from company to company, but there are similarities in the outcomes. To increase productivity, improve morale, lower turnover, improve customer relations and produce better management of time and territory (Johnston and Marshall, 2011). To increase productivity, sales training will provide necessary skills as the tools for the new salespersons to achieve their satisfaction level of productivity. To improve morale, prepare the salespersons to be ready to improve their productivity as fast as possible. By being prepared, lesser frustration happens in handling the customers.  Salesperson who did not understand the job requirements will tend to be dissatisfied.

Sales training will allow them to get specific skills and techniques to expand their ability. Improved morale and greater job satisfaction will results in low turnover. Unskilled, salespeople without training given will feel frightened and quit as result for unprepared for the job (Ingram et al., 2001). The customers might get affected too. Lower turnover will improve customer relations by building customer loyalty, because salespersons are able to get close and handle the customers. The end results, by sales training, the salesperson will improve the overall selling skills. That is why sales training is important to be given for both new and experienced salespersons.

For new salespersons, sales training is important to make them know and familiar what are they doing, create deep understanding of the company, products, competitors, customers and selling process. As soon as possible, they will be placed in the field for the practical training. Sales training will provide continual feedback so they can learn fast. Creating workshops every once a week will keep the salespersons on track. Sales training will prepared them to overcome rejection and failure of their productivity achievements or expectations, sales training will make the salespersons able to control their attitudes towards customers and also other salespersons regarding to competition. The salespersons will be trained to be able to handle their customers, for example, able to handle more educated customers (Jobber and Lancaster, 2009). It will avoid poor sales performance and prevent failure because of losing control in the sales process.

For the experienced salespersons, their knowledge and ability might be out dated. Their personal selling ways might be less effective as the customer demands keep changing through the time. The changes in company policies and procedures might not meet their current performance. Because of this, the experienced salesperson might need advanced training programs to keep up their performance. With this additional training, the experienced salesperson will get more benefits, such as, improve their motivation, increase their confidence and able to identify the strength and weaknesses from their current performance, which will result in greater performance (Jobber and Lancaster, 2009). Especially for the experienced salesperson that will be move to higher position or get promoted to be the sales manager. The sales training will be very important and also helpful to keep the salesperson able to adapt easily in changing responsibility. 

Sales Management Take Home Exam

Rebecca Licacristi Budianto

15359111

Curtin University

2011

Most common problems experienced by Sales-Managers

·         Failed to understand and focus on the needs of the salespersons.

Sometimes the salespersons are doing their work in good ways but not using their full potentials and abilities. The sales-managers need to provide enough time to support their salespersons by increase the communication and interaction to create better relationship through better understanding between him and salespersons (Reveal Group, 2008). The sales-managers might spend their time to review or evaluate and give feedback to the salespersons of their job achievements. Sales-managers might need to stimulate their salesperson’s mind with organization goal and objectives frequently. Focus on improving their performance, give attention individually as there might be variations of people that deserve the attention.

·         Inappropriate in recruiting the right person for the right job.

Sometimes sales-managers are not detailed in confirming the new salespersons are qualified into the organization practices. Sales-managers need to consider the salesperson’s personality that meets their kind of jobs. Salespersons that being hired in the organization, that do not match their needs and wants in their new job, might not be happy and dissatisfied which will lead to poor work performance and results in inefficiency (Zahorsky, 2011). The sales-managers also need to hire the salespersons that they like, so they will be happy to hire the salesperson and have a good atmosphere in the organization. Sales-managers will be comfortable to build up the relationship between the sales-managers and the salespersons to show their concerns and able to build strong motivational for the salespersons.

·         Lack of sales management plan.

Sometimes in an organization, the policies, organization’s procedures and unstated rules are there and shape the salesperson’s behavior. It will have the impact on their productivity and effectiveness of the salespersons. Salespersons might not discipline and not followed the procedures which lead to poor anticipations and unstable job performance (Kahle, 2004). The sales-managers need to provide a well organize organization plan and measured sales objectives properly. It can be happen by introducing the new version or the new procedures to create a new discipline in daily activities of the salespersons, for example, apply regular reporting. High focus will expand a well design sales management plan and it might be the company considerable asset as it shapes the behavior of the salespersons.

·         Lack of sales support and training provided.

Sometimes sales-managers are too confident in hiring the salesperson without giving them standard training requirements to survive in new organization (Zahorsky, 2011). Sales-managers sometimes forget that each of every organization might have different objectives. In result, the salespersons might struggle and find it hard to adapt and lead to poor job performance. Even the experts might still need guidance to make them familiar with the new environment. If possible, the sales-managers can provide sales support and sales training regularly, to make the salesperson more expert and adaptable to job expectations that keep changing and rising. Promote excellent sales practices into habits will guarantee success in job effectiveness. 

Sales Management Take Home Exam

Rebecca Licacristi Budianto

15359111

Curtin University

2011