[Institution Title]
Today’s business have evolved significantly from the way people do business to the way things are promoted to get the consumers interested. Marketing is an important aspect of business process. It enables people to know the product at a more comprehensive level. This involves identifying the product’s strengths and how it stands out from the competition. The marketing aspect of business process allows businesses to motivate and persuade consumers into buying a product, recommending it and maintaining loyalty from its present customers.
In 1960, marketer Jerome McCarthy developed what is so-called the 4P’s of marketing (Kerin, Hartley, & Rudelius, 2012). Eventually, these four was further developed into seven in the quest to further expound the scope of marketing. This is an important tool to generate positive feedback from the market to show favor for a particular product. However, this tool can also be applied with a person trying to get employers or managers to recognize his/her potentials and contributions to the organization.
APPLICATION OF THE 4P’s OF MARKETING IN PROMOTION
For example, I am a sales representative for a computer retail store seeking for promotion, to which the 4P’s of marketing shall be used to convince my managers to award me of the position that I am targeting. The following arguments can be used under each of the four factors.
Product. McCarthy defines product as something that satisfies the customers and performs quality service that reflects the organization (Kotler & Kotler, 2006).
Application: In this case, as a sales representative the best way to satisfy this qualification is to say that I provide customers with the best service even extending beyond the scope of my work. I have encouraged many customers to purchase other supplementary items apart from what they are buying. This contributes to additional sales for the company. Customers are satisfied with the service I provide them because I have been very accommodating and patient in offering my service and assistance in providing clarifications, supplementary information and even recommendations on how they could use and maintain their units. My knowledge and expertise on the details of my job enables me to answer the customer’s questions and inquiries without the need to check with my supervisor or refer them to a technician. Customers appreciate this because it cuts their worries by not having to deal with too many people with their concerns. A satisfied customer will always come back because they will recall the service that they receive. I am, therefore, contributing to the efforts of the company to retain customers. In addition, a satisfied customer would almost always make a referral, and that would increase the organization’s market delivering additional profit for the company.
Price: Price would refer to the amount that customers are willing to pay for the service or product provided to them. In this case, it can be referring to salary and compensation (Kotler & Kotler, 2006).
Application: The Company is saving money by hiring me as a sales representative. I am fully knowledgeable of the details and technicalities that are involved in my job. While I only handle sales, I have provided numerous customers with details about the product we are selling that would usually require technical support representative or a computer specialist. The company saves money by paying me to do a sales representative’s job and the job that would usually require another person like a technical support representative or a computer specialist. A specialist would usually require a higher salary because they provide their own expertise into the business. The same applies for technical support representative because similar expertise is being rendered. Hiring me at a rate that I am receiving is not only economical but it also strategic for the company to have both functionalities delivered at a lesser rate.
Promotion: This factor could pertain to the mode of communication used to encourage consumers. This also includes public relations (Kotler & Kotler, 2006).
Application: As mentioned earlier, the company can comply with its objectives to maintain customers for loyalty. By ensuring that customers are satisfied with the services that they receive from us, I specifically, we are able to retain our customers without the need for any marketing and promotional campaigns. In the marketing arena, return customers are counted as a pleased or satisfied customer. In this case, we are able to secure loyalty from our customers. The company can do that because I ensure that every customer I serve and attend to are satisfied customers. In addition, I have several customers who have come to the store with a friend or family who makes a purchase because they were encouraged by the endorsement and recommendations of my previous customers. Not only have I helped the company maintain our old customers, but I also help contribute in increasing our market because of the recommendations of the satisfied customers I served.
Place: Place does not only refer to the physical location but on the convenience of accessibility to have everything the customer needs all in one place (Kotler & Kotler, 2006).
Application: Since, I am a sales representative my primary duty is to assist customers who are trying to make a purchase. However, making a purchase does not stop at selecting an item and paying for it. Usually, customers would like to seek for explanations and recommendations about the item that they wish to buy. If a sales representative is not fully knowledgeable about the specifications of the items he/she is selling, that would still require the customers to seek the help of another person or would require them to see a specialist. However, not all customers have the time to go through all that trouble. By having the knowledge about the technical details of my job, I can save that client from walking out the door and going to a place where he could get all that he needs in one place. In addition, I could use this to my advantage by offering other products that the customer might find useful, but does not necessarily know when he walks into the store.
CONCLUSION
Overall, I can say that by hiring me the company does not only save money but they are also able to satisfy one of its objectives on ensuring customer satisfaction which would guarantee retaining customers, making them a repeat customer and increasing market share through recommendations. In addition, I also contribute to increasing sales and profitability for the company for the additional sales and an increase in market share.
References
Kerin, R., Hartley, S., & Rudelius, W. (2012). Marketing, 11/e. New York, New York: McGraw-Hill/Irwin Publishing.
Kotler, P., & Kotler, K. (2006). Marketing and Management. Upper Saddle River, New Jersey: Pearson Prentice Hall.
