STEP 1: APPROACH
a. Review the Consultative Selling Model
The consultative selling model is an investigative approach of strategic steps that combines strategic planning, consultative selling practices and partnership principles. These steps include (1) develop a personal selling philosophy, (2) develop a relationship strategy, (3) develop a product strategy, (4) develop a customer strategy and (5) develop a presentation strategy. UberLive will implement these marketing concepts of the consultative selling model to definitively understand the needs of our target market, is customer focused and provide a product that has value.
Development of a Personal Selling Philosophy: UberLive personal selling philosophy is meeting the needs of UBER driver’s/passengers
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The strategic questions that are relevant to the success of UBERLIVE are as follows:
• How does UBERLIVE partner with the police in the countries of operation?
• What is the growth and profit potential of UBERLIVE in a global economy?
• Will UBERLIVE be available in all UBER established countries and cities? If yes, what are the requirements and standards of each country?
• Does the recording of sound violate eavesdropping laws, which vary by state?
• Will UBERLIVE increase the safety of the company’s drivers and passengers?
b. Determine Customers’ Needs
UBERLIVE customers need a response security package that will immediately connect them to authorities in the event of an emergency. Driving an UBER or being a passenger is not without risk, however our marketing concept is a product designed to significantly reduce this risk for drivers and passengers. UBERLIVE key fobs are that security measures in place that with the push of a button could save a life. The added security and advantages of the device includes:
• Location
Aaker, D. A., Kumar, V., & Day, G. (2007). The Marketing Research Process. Retrieved from https://ecampus.phoenix.edu/content/eBookLibrary2/content/eReader.aspx.
,” in another statement she said. “We believe the settlement we have been able to negotiate...provides significant benefits—both monetary and non-monetary—that will improve the work lives of the drivers and justifies this compromise result (Webber, 2016).” Many believe that this was a smart move by Uber to give up a small concession of $100 million and avoid going to trial set for June 2016. Losing this case at trial would force Uber to recognize its drivers as employees, provide health insurance and auto expenses which would amount to billions of dollars and reduce their profit margin (Webber,
Uber was formed in 2009 and after its historical success; it planned to expand into other countries like China, India Pakistan etc. The current challenge for Uber is the competitors in China and different regulations in these countries. Uber is facing challenges from two of its main competitors in the China. It hardly got rides of 1 million on a daily basis in China. Uber sales are slow in these countries. Now, the company is planning to think about the expansion strategy and its effect on the operations of the country. The important question here is to recommend that whether it should expand into other countries or only focus on the United States.
It has to be stated that Uber has operated in a unique set up in a structured cab industry and has taken note of the disadvantages of the cab industry of the past. The use of technological interface of the company has allowed the users to book the cab and pay with the help of online mechanism. As Uber was a new entrant in the industry and played a prominent part in the revolution of it, the marketing strategies of the company can be analyzed in the context of
The term “direct marketing” excludes the "middle man" from promotion, as a company's message is provided directly to a potential customer. (Investopedia, 2010) Direct marketing is an advertising campaign that aims to gain an action (such as an order, a visit to a store or Web site, or a request for further information) from a group of consumers in response specific communication from a marketer. The communication may take many forms such as mail, telemarketing, direct e-mail marketing, and point-of-sale (POS) interactions. (searchcrm.techtarget.com, 2014).
As the wider mass market fragments and customers become more sophisticated (Kotler et al. 2013), companies must define specific approaches to reach them and deliver their message.
A business strategy that stresses on the promotion and selling of products with or no focus over consumer’s value and satisfaction is termed as transactional marketing or Traditional marketing (kotler, 2014).the importance is on maximizing the productivity and volume of a single sales rather than developing a relationship with the consumer(Mohan,2007).
Customer relationship management has become the marketing buzzword of the past two decades with business-to-business firms jumping in, many without really being certain of what they hope to achieve from it, and oftentimes being disappointed with the results.
Organizations needs to get it all together, they need to take some time out to do a little “soul-searching” and pay a lot of attention to all forms of communications that they intend to put out there. The marketing communications issues nowadays are not grievous as it used to be but rather now subtle offenses that an average consumer might not take not of or mild offense that tend not to get attention of the media. So many organizations are still caught in the act of unethical marketing communications that are worse enough to cause damage to consumers. According to American Marketing Association statement of Ethics, “marketing system must contain no harm, must foster trust and embrace ethical value”. Marketing communications must must have
It is seen that the salesmen share the same values with their customers. They know and foresee the customers’ needs. Thus, as partners, the salesmen now play an equally supporting and symbiotic role with their customers than simply hard-core selling.
Too often, a marketing function is misunderstood, because many people do not understand what is meant by ‘Marketing’.
What is the ideal strategy for marketing your business, serving many, and earning large profits? That 's a great question! In the 60s, 70s, 80s, and even into the 90s the answer was to simply advertise creatively and heavily. Today, advertising is no longer the simple answer. You can 't advertise in the newspapers because people no longer read them. Radio and TV advertising is also less effective because so many people listen to subscription-radio which is commercial free. Many people DVR their TV shows. This creates an advertising dilemma because now your potential customers can quickly fast forward through the ads or commercials you paid so dearly for. Social media is also very challenging
Communicating with Customers Whether a business organisation is communicating internally (employees) or externally (customers and suppliers), there are number of ways in which, communication can take place. They are: verbal communication, non-verbal communication, written communication, and technological communication. Verbal communication Verbal communication can either be done face-to-face or even over the telephone. An example of internal communication is having a one-to-one conversation with a manager. An example of an external communication is dealing a customer complaint over the telephone.
The goal of most companies is to get customers to buy their products. Products are designed with the buyer in mind. Unfortunately, the same cannot always be said for the marketing and sales processes. In particular, businesses often force their customers through the company’s selling processes instead of sup...
Personal selling involves the human interaction rather than other forms of communication in selling process. It incorporates the direct, face to face contact and communication in between persons or perspectives buyers and sellers. The basic underlying ability of developing personal selling skill is to identify, understand and respond the need and0 emotional communication of the customer in the selling situation. For e.g. if the customer is confused with what to buy, then the particular sales person can assist them to choose the right product explaining them about the features of the products and services that generates the value to the amount of money they spend.