- Problem recognition versus need identification
- Information search versus presentation of the solution
- Product evaluation versus trial close
- Purchasing decision versus overcoming sale objection
- Purchasing phase versus the closing of the sale
- The post-purchase evaluation
- Improving the selling process
- References
In marketing, both the consumer and the seller undergo a process while deciding on buying and selling. These two parties undergo different processes but there is a relationship between them in the following ways:
Problem recognition versus need identification
The first step in the consumer decision-making process is the problem recognition phase. In this phase, the consumer determines the product or service that will effectively satiate the problem that is facing him upon consumption and at the same time derive maximum utility. This is because consumption is derived from the need to satisfy a certain problem. This means that the consumer is required to identify the actual need before deciding to buy a particular product. In the same way, the marketer has to conduct a market analysis to determine the products to supply to the market and those that are demanded by the individual and industrial consumers as in the case of Cavalier Products. This will help in ensuring that the marketer establishes the availability of market for his products,(John Sergeant Associates, n.d)
Information search versus presentation of the solution
The consumer undertakes intensive information search regarding the product that he perceives will solve the problem from various sources such as relatives and friends. By conducting an information search the consumer is aimed at ensuring that the information obtained will lead him to securing a product or service of high quality and at the same time obtain value for his money.
In this phase, the marketer is aimed at increasing the size of his market share by winning potential customers. His main role in this phase is ensuring that he conducts informative and educative campaigns that will influence the potential customers in their buying process by settling at buying the product he is supplying, (John Sergeant Associates, n.d)
Product evaluation versus trial close
In this marketer conducts a pilot study to determine whether the product satisfies the customers whereas the consumer evaluates the various alternatives available to determine whether the product meets the need it is destined for.
Purchasing decision versus overcoming sale objection
At this stage, the consumer has already settled on a particular product depending on its characteristics such as packaging and branding. For the consumer, there can be challenges that may impede his buying decisions such as lack of finances. At this step, the marketer has to evaluate his pricing strategy. The objection may be due to the color of the product and hence the marketer has to evaluate his promotional strategies.
Purchasing phase versus the closing of the sale
At this stage, the consumer has already decided on the product that will satisfy his need. There may be a time-lapse between when the decision is made and when the actual purchase is made. This may be due to the inaccessibility of the product. In such instances, the seller has to ensure that he has well-established distribution channels that will make buying convenient for the consumer.
The post-purchase evaluation
This is the stage the consumer determines whether the product solved the problem. To ensure a repeat buying the seller at this stage is concerned with the feedback of the consumer so that he can make the necessary adjustments to the product or service,( Cocanougher &Bruce,1971)
Improving the selling process
For the case of Cavalier Products, the marketing department can undertake several measures to ensure that the selling process is improved. These include the following:
The department should ensure that the sales force has an intensive understanding of the customer needs and the process that they undergo during buying. The salesforce should also be in a position to perceive how to influence the consumers by persuading them to try their products.
The salesforce should also ensure that the customers obtain the desired value upon consumption of a product. The management should ensure that they have a well-developed model to will ensure that data collected during selling can be utilized to improve the value of the firm to consumers. The model should also be in a position to measure the customer value obtained.
In conducting promotional campaigns, Cavalier Products should ensure that the sales force understands the cost involved in undertaking the selling process. This will lead to a reduction in the cost of promotion because the sales force recommends the implementation of the most effective sales promotion strategy.
The management should ensure that the sales forces change their perception of their role as mere representatives of the organization to as being consultants. Through this change of perception by Cavalier Products, the organization will be able to address the market challenges it is facing such as stiff competition while at the same time it meets the needs of the consumers, (Michael, 2009)
References
Cocanougher, A.B. & Bruce, D.G., “Socially Distant Reference Groups and Consumer Aspirations.” Journal of Marketing Research, vol.8 (1971), pp.379-381. Web.
Michael, J.B. (2009). “Sales and Marketing: The Six Sigma Way.” Web.
John Sergeant Associates: The 5 Step Selling Process: Web.