Professional Documents
Culture Documents
Learning Objectives
Understand the dynamics of selling being practiced since its traditional days Gain insights into the forces of orientation being responsible for the transformation of selling from its traditional to modern practices Understand the role and application of ecommerce in modern selling Know the concepts and applications of webbased sellinga modern approach in selling Oxford University Press 2011 Understand the role of social networking as 2
Forces of Orientation
Marketing Orientation. Customer Orientation. Marketing Mix Orientation. Global Orientation. Environmental Orientation. Managerial Orientation. Customer Relationship Orientation Entrepreneurship Orientation
E-Commerce
Kotler and Armstrong (2006) defined e-commerce as the buying and selling processes supported by electronic means, primarily the internet.
E-Commerce
Benefits of E-Commerce
Geographical distance no longer a constraint. No physical movement required at customers end. Opened the doors for globalized retailing. Helps to reduce sales and distribution costs. Quick customer feedback available.
Limitations of E-Commerce
Product demonstration not possible. Not appropriate for illiterate people or people not comfortable working on computers. Requires substantial initial investment. Fears of privacy issues. Problem of internet connectivity.
Web-Based Selling
B2B (Business to Business) B2C (Business to Customer) C2C (Customer to Customer) C2B (Customer to Business)
Social Media
Use of Facebook, LinkedIn, Twitter by companies. Used to share marketing intelligence with community members. Spreading of real-time information. Intensity of Word-of-Mouth (Viral) marketing
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