Best marketing mix for selling refrigerators

Best merchandise mix for selling refrigeratorsWholesaler and retailer earn m whatever resembles, just similarly they possess many differences. Wholesaler and retailer atomic number 18 working to consumeher for making a profit. Wholesaler sells to the retailer, retailer sell the products to the end consumer. Wholesaler sell plainly on large quantities and their prices are for whole quantities, on the new(prenominal) hand retailer sells on clearer quantities and is marked up from the wholesalers prices. Wholesaler and retailer stick ripe(p)s from wide range of several(predicate) sources and then redistribute them to convenient locations along with a marketing package that is measured by their customer of the final consumer gibe to Brassington and Pettitt (2003). Thither is a big distinction between wholesaler and retailer, because wholesaler is centre on business B2B (business to business), on the other hand retailer is focused on B2C (business to consumer).Retailer is the most important part in business, because they connect brands to final consumer. As Philip Kotler and Gary Armstrong (2010) retailing includes all the activities involved in selling products or services directly to the final consumer for their personal, nonbusiness use. Also, retailer has much more cost than wholesaler. For example rent, employees, taxes, loss/breakage, advertize workforcet. On the other hand wholesalers be in possession of to pay for slight stuff. For example the phone bill or clerks payroll for taking an order. Wholesaler is also an important par in business. Wholesalers swear out the manufacturers to r individually many small customers at a number 1 cost, wholesaler also select items and build assortments to sell to their customers and many other aspects. According to Philip Kotler and Gary Armstrong (2010) there are four vitrines of wholesalers merchandiser wholesalers are the largest single group of wholesalers, accounting for roughly 50% of all whole saling. They run across out two broad types full service wholesalers and limited-service wholesaler.A broke brings leverager and sellers together and mystify negotiations.Agents represent buyers and sellers on a more permanent basis.1Personal Selling is the impersonal arm of the promotion mix. A companys sales rep create and communicate customers value through personal personal interactions with customers (Kotler and Armstrong , 2010). Personal selling is available for many years and maybe this is the oldest profession in the world. quite a little who do selling have many different names such as sales representative, sales representative, district managers, account executives, sales consultants, sales engineers, agents and account instruction reps. Personal selling according to Keegen Green (2011) is person-to-person selling communications between a company representative and a prospective buyer. On the whole, the salesperson is persuading the potential customer to make a purchase and his job is to present the product well by using its advantages and disadvantages. Also the main step in persuading a person to make a sale is to understand customers needs and organize the companys efforts to solve customers problems. Most of the salespersons are well-educated, well-trained professionals who add value for customers and make customer relationships. Keegen Green (2011) share that personal selling is also a popular marketing communication tool in countries with confused restrictions on announce. The term salesperson cover a wide range of positions for example they advise be an order taker such as the department store salesperson, who is standing(a) behind the counter. According to Armstrong and Kotler (2011) personal selling involves interpersonal interactions between salesperson and individual customers whether face-to-face, by telephone, via e-mail, through video or Web conferences, or by other means. Actually, many people consider that personal selling butt be much more useful and go than advertising the products. Salesperson unendingly can explore, probe the customer, to learn about their problems and to implement an marketing offer to them, which will fit the potential customers needs. announce in WEBSITES v. Advertising in DAILY NEWSPAPERS2Advertising is a tool to persuade people to purchase a goods or services. It is mostly used by business firms, organizations, agencies to promote their products to various target publics. According to Kotler and Armstrong (2008) you have to make four important decisions, when developing and starting an advertising program Setting advertising objectives this is the first step and it should be defined very well, also it should be based on past decisions. Advertising should be accomplished with a peculiar(prenominal) target audience for a period of time. Setting the advertising budget according to Kotler and Armstrong (2011) there are four common methods used to set the possible bu dget.Affordable method dowry of sales methodCompetitive parity methodObjective and task method Developing advertising strategy it consist of two important elements to be your advertising goodAdvertising messagesSelecting advertising media Evaluating advertising campaigns to choose the best places for you campaign according to you target mission.Advertising is defined by Kotler Armstrong (2005) as any paid form of non-personal presentation and promotion of ideas, goods or services through mass media such as news constitutions, magazines, television or radio by an set sponsor.3Advertising in websites is one of the most known types of advertising. It has its advantages, but on the other hand it has many nearly limitations, disadvantages. On the whole, it is good to advertise in websites, because you have high selectivity, low cost, immediacy and many interactive capabilities. But also we should have in mind the disadvantages such as demographically skewed audience, relatively low impact, audience controls exposure. Online advertising appear as banners, pop-ups, flash movies, email advertising, backgrounds, wallpapers and so on. Here you can see an example of bannersSources www.abv.bg, www.vbox7.com , www.sportni.bgA great advantage of advertising online is that you can administrate and run your media anytime. And there are different types of purchasing your advertisement, but of them are most usedCPC (Cost per click) advertisers pay only when visitors click on banners and are redirected to their websites.CPA (Cost per action) when a member complete a transaction, such as a purchase or sign-up. Advertiser , in most cases,prefer this type of advertising, because it ignores any inefficiency in the sellers.CPM (Cost per Mile) also it is as cost per impressions Advertiser pay per thousand impressions or loads of his advertisement, which has shown in the website.Paul Baines, Chris Fill and Kelly Page (2008) fill that these forms of advertising are best way to drive traffic to your website and also encourage people to make a purchase. Also they assert that online advertising the winged growing advertising medium in history.As Frances Brassington Stephen Pettitt print media, such as local and national newspapers, special interest magazines and trade publications, have gum olibanum become the primary focus for most organizations. Advertising in newspapers tip over us the opportunity to communicate with our potential customers quickly and flexible. Newspapers are regularly schedule publications, which contains news, articles, information and advertisements. This type of advertising offers us a wide range of advertising opportunities and audiences. There are two types of newspapers4Daily newspapers are promulgated every day with some exceptions. For example on Sundays and some holidays. They are issued in the morning and they consist of advertising inserts, stories, news from the previous day and are posted at the last page some jokes an d crosswords.Weekly newspapers this are newspapers which are smaller than daily newspapers and are also published two-three times a week.Newspapers are of the most used types of advertising and their advantage is that they can be afforded not only by national chains of retailers, car manufacturers but also to small companies, which start a business. The main problem of newspaper advertising according to Brassington Pettitt (2006) is targeting. It is linked to its cost-efficiency and advertisers want to have more selection in targeting, because in newspapers wastage rates is high. Newspapers have shorter lifespan, because they are used and people throw them and do not use more.BENEFITS SOUGHT or DEMOGRAPHIC divisionMarket componentation is the process of dividing large heterogeneous markets into smaller, homogeneous subsets of people or business with similar needs and/or responsiveness to marketing mix offerings (Kinnear and Bernhardt, 1990). Segmentation have wide definition. The re are many examples of market segmentation when you go to a shop in soft-drinks section you will find soft-drinks to different brads, with sugar, no sugar, with and without caffeine, in different flavors, in returnable bottles, in cans, in individually containers or in six packed- this is the concept of market segmentation. Segmentation has many types, but in this paper will be reviewed only two benefits sought-after(a) and demographic segmentation.Benefits sought is a type of segmentation and it groups people in different benefits that they seek from the product. According to Gary Armstrong Philip Kotler (2011) benefit segmentation requires fining the major benefits people look for in the product class, the kinds of people who seek for each benefit, and the major brands that deliver each benefit. And also they give some examples5Fit and Polish consumer want something, which is balanced between function and style, they exercise for results but want to look good doing it.Serous Spo rts Competitors they desire a combination between performance and function.Value Seeking Moms they are shopping for the family and they are looking for durability and value.Thus, each segment seek a different mix of benefits. Gary Armstrong Philip Kotler (2011).Demographic segmentation is concerned about segments, which are based onAge consumer needs and want transplant with ageGender this segmentation is used in clothing, cosmetics, toiletries and magazines.Family sizefamily life cycleIncomeOccupationEducation levels of populationReligionRaceFamilyNationalityGeneration6According to Gary Armstrong Philip Kotler (2011) demographic segmentation is the most popular bases for segmenting groups. As Thomas Kinnear Kenneth Bernhardt (1990) segmentation is the most popular way marketers identify important market segments and target markets. Demographic changes can create opportunities for marketing innovation according to Wareen Keegen Mark Green (2011). Moreover they give us an e xample of two entrepreneurs in France, who have significantly meliorate their business. They started with a small specialized stores of about 5000 square meters floor space and as a demographic segmentation they made a big passel and now they are one of the biggest companies in the world.Analysis sectionAs we saw in this paper, selling is not an easy task. You should have many skills, you have to find customers needs to persuade them to buy and the most important thing is the customer to be satisfied from the product, which he bought. Nowadays, it is difficult to decide which distribution channel, marketing mix or which segmentation to use because the world is becoming more and more different and people are influenced by different things. Selling refrigerators is rattling difficult, because every people have different preferences. What is best for selling refrigerators wholesalers-retailers connection or personal selling, which has been proved with the years as one of the best slipway to sell something. Wholesaler-retailer is a good method to sell refrigerators in this particular case, because it is possible not to have the products, which customer is need and immediately you may purchase them from the wholesaler, it will ask the manufacturer for the given type of refrigerator and delivery will be done. The customer will be glad that have consume a refrigerator, which he want most and the wholesaler-retailer will be satisfied that will earn money. On the other hand personal selling is other good way for selling refrigerators, because you are with the potential customer and you could easily to understand what are his desires and to suggest the best product, which will fit the customer.In this paper I will use the results of a marketing research, which was made in Sofias malls.7Figure1. Who influenced men and women, when shopping.In our marketing research men and women were asked about the person, who influenced their decision, when making a purchase or wh o they asked when they have questions concerned about the best product. In Figure1 we can see that men and women request assistance, when they are buying something. Lets assume that these men and women will buy refrigerator, they will be influenced by shop assistant, which means that personal selling is a good method to persuade the customer to make a purchase. I do not want to say that wholesaler-retailer is not a method which second running many business. On the whole, it will help and will be a way of selling, but according to customers opinions, personal selling is better.What about the advertising, nowadays there is so much that sometimes managers get confused. One of the most powerful advertising tools available are websites and newspapers. In our case, which will help us more to persuade people to buy a refrigerator. Once more we will make a consultation to our previous marketing research about which advertising influenced more men and women.Figure 2. Which advertising influ enced men and women as potential buyers.8Advertising in websites or newspapers is the given task in our case. Actually I have to mention here that network is becoming more and more in our live, so advertising in websites will be one of the most preferable places to advertise your product. In figure 1 we can see that men and women are influenced by advertisements in newspapers and magazines. Moreover, nowadays, most managers and companies decide to advertise their products by magazines, newspapers. For example we can find their offers freely everywhere. Most companies published every week a magazines/newspaper with their top and cheap products. Really, advertising in Internet is a good idea, we can have a strong advertisement, but is not preferred than newspapers. In newspapers customers may see a large photo of the product, their options and advantages, while in Internet they can only saw a banner and nothing more. People who want to buy technologies are more common to be influence d by advertisements in newspapers or magazines. So, as a conclusion we have to have in mind the customers preferences and their opinion about what influenced them to make a purchse and here newspapers advertising is better than advertising in internet. Definitely, advertising in Internet give us a grat opportunity to choose between different types to run our advertisements and to target specific group of people, but we observe that people are more influenced by advertisements in newspapers.Benefits sought and Demographic segmentations are appropriate for selling refrigerators, in our case. As to Palmer (2000) customer are becoming increasingly diverse in their needs. According to him some of the bases for identifying different types of customer are familiar such as age, gender, geographic location. Other such as attitudes and lifestyle. The main mission of segmentation is to identify groups of people, who will buy and respond to an offer. In our particular case, demographic segmenta tion and benefits sought will help us to sell more refrigerators. According to Jobber (1998) when examining criteria, the marketer is trying to identify good predictors of differences in buyer behavior. So, here you find analyses about better segmentation when purchasing a refrigerator.9Benefits sought determine the people with different preferences, on the other hand demographic segmentation help us to find the best place to advertise our product. For example if we advertise in newspapers, we can choose the best place, which meets our targets and to advertise there. Demographic segmentation give us theopportunity to segment people and to choose best part, where we will buy more. Benefits sought also segment people according to their preferences. For example some people will need a white, black, noir or purple refrigerator, others will want to buy small or big, others will prefer to have a refrigerator which have many options (such as to make ice, to purified water and so on). In ge neral, refrigerators are unique product among the white technologies and every family needs this technology. In an ideal world, each individual buyers would be considered to have10unique set of needs, which they seek to satisfy Palmer (2000).