The Aim of Marketing Is to Make Selling Unnecessary Essay

2125 Words Apr 24th, 2016 9 Pages


According to American Marketing Association (2013), marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. Regarding communication, promotion is a powerful instrument to deliver the valuable offerings to customers, either one or two ways communicating and then increase shareholder value in return (Luo and Donth, 2006). There are five major promotion tools which company mostly use: advertising, sales promotion, personal selling, public relations, and direct and digital marketing (Kotler and Amstrong, 2012, p. 447). Among these promotion tools, personal
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It consists of analytical tools and software from technology company such as Microsoft, Oracle, and SAS that integrate customer and marketplace information from all sources, analyze it in depth and apply the results to build stronger customer relationship (Kotler and Amstrong, 2015, p 148).
Netflix is one of the companies that already use Customer Relationship Management (Kotler and Amstrong, 2015, p 150). It has mind-boggling access to real-time data on member viewing behavior and sentiments. They know each and every individual subscriber-what shows, when, where and how to watch, even when they hit the pause, rewind or fast forward buttons during the program. Through this knowledge, Netflix builds up programs to recommend to its members (Kotler and Amstrong, 2015, p 150). Up to this level, Netflix, with the help of their marketing information, understand their individual customers’ needs very well and able to create the service that fit customers. However, the fact that Netflix has sales force on his company, i.e. online customer service for online selling and customer satisfaction purpose, prove that this company still need selling to sell its service particularly to new customers and maintain a healthy relationship and loyalty with existing customers.

Selling has interactive nature that

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