Please enable JavaScript.

Coggle requires JavaScript to display documents.

4.1.1 define different types of marketing RELS/ marketing rel approaches…

- - - - committed to providing service to the customer in the most ethical way possible
    - - ?????
  - - - ex. MCD, Zara
      - need a lvl of support to keep up to the standard of the mother company
      - need to deliver contracted quality of offerings bc otherwise brand will suffer
      - Agency Theory - (Tate et al., 2010)
        
        comms agency rels
        
        trust is essential in assessing initial/ ongoing competencies and the quality of future service provision
- - - - selling function - customer most frequently interacts w company - thru company salesforce / retailer
      - many criticisms from this
      - may be only contact pt of consumer and company - sales staff are face of company
      - diff approaches
        
        1. transaction-based sales - emphasis on completing transaction w/ considering implications for future sales opp - Sharma
        
        may lead to unethical behaviour
        
        2. rel-based sales - focus on generating customer satisfaction, trust, long-term rels, repeated/potential new business due to gd word-of-mouth
        
        trustworthy
        
        credible
        
        reliable
        
        good after sales service
      - causes of unethical sales force
        
        managerial pressures to meet financial targets
        
        low supervision lvls
        
        lack of staff training
        
        sales-force remuneration based on commission from sales
        
        Valentine and Bateman
      - consequences of unethical sales force
        
        impact -vely customer perception
        
        worst case scenario - demise entire org
  - - - aim: reinforce prescribing choices/ persuade docs to switch to company's brand
      - ethical issues:
        
        overstating adv of meds
        
        expense on meds bc prescribing branded drugs vs cheaper generic alternatives
- - - - helps attempt to bypass financial problems