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Sales, selling and new product initiatives - Essay Example


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Sales, selling and new product initiatives

To achieve the set objectives of marketing, cost has to be incurred. Therefore, revenue and other financial factors such as capital structure, financial position, and financial policies are essential in the implementation of a marketing plan of Avene Company. Avene Company has to design its product by attractive packaging of the cream in an air-tight bottle to ensure safety. This enables Avene gain a competitive advantage over other cosmetic Companies. The quality and quantity of the improved face cream formula is handled by manufacturing department of Avene(Agnihotri & Rapp, 2010, p. 63). Thus, factors which influence the competitiveness of firms are production capacity, efficiency, and technology of the productive gadgets together with the channels of distribution. Avene should ensure that their image and brand equity are standard compared to those of their competitors since they have a direct bearing on marketing efficiency. Given a good Company image and successful formed ventures and alliances then, launching the improved formula cream will not be a challenge whatsoever. External factors that could be a barrier while launching improved face cream formula are classified into either macro or micro environment. The management has no control over these factors hence its success depends to a large extent to malleability to the environment. Micro-environment factors are at the company’s contiguity. They include suppliers, customers, and marketing intermediaries. When launching a product

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the intermediaries should be effective and efficient to improve selling, distributing, and promoting improved face cream formula. For successful marketing, customers have to be there to complete the buying and selling chain. Intermediaries should be well versed with improved face cream formula, its benefits, who should use it and when and how it should be applied (Cohnick, 2006, p. 98). This ensures that the customer is equipped with enough knowledge about the product hence able to make a viable decision when buying the products. Therefore, international customers, ultimate customers, non-profit customers and government, competitors and the public are required to effect Avene’s marketing plan. Factors that are uncontrollable and act external to Avene are classified as macro environment. The factors may not affect the marketing ability directly but they indirectly influence marketing decisions of Avene. These include technological factors, demographic factors, physical factors, economic factors, social-cultural factors, and political-legal factors. The role of the sales force is to foster effective and open relationships with the customers and provide customers with feedback (Czinkota & Ronkainen, 2007, p. 54). To launch improved face cream formula, the sales force of Avene has to undergo training to acquire new skills, sharpen their existing skill, and increase their understanding of the organization. The training enables the employee to become more marketable hence they are in a position to search for another job since more and better skills will lead to a better and higher paying jobs. Avene and its employees enjoy a variety of benefits such as increased job satisfaction, motivation, and
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The marketing decisions of Avene Company are greatly influenced by the support offered by employees, stakeholders, and board of directors to the top management since this has the influence on the implementation of the marketing decisions…
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