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Chapter - 18 Modern Selling Approaches

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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

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E-Commerce

Kotler and Armstrong (2006) defined e-commerce as the buying and selling processes supported by electronic means, primarily the internet.

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E-Commerce

E-Commerce enables customers to


Consult company websites. Choose right products or services that are promoted on those websites. Interact and exchange information using online platforms like video conferencing, web meeting etc. Select payment mode such as e-banking, credit cards. Settle terms regarding delivery of products Acknowledge receipt of goods. Send feedback after use of bought items.
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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.

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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.

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Web-Based Selling
B2B (Business to Business) B2C (Business to Customer) C2C (Customer to Customer) C2B (Customer to Business)

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Advantages of Web Based Selling


Offers high degree of personalized interaction. Saves time and cost in delivering of products. Helps companies reach customers with loads of information in quick time. Helps companies provide round the clock customer support.

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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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