The organization of business processes and the promotion of goods on the market have gone through a long evolution. The main development trend leads a marketing strategy from the production of goods to the implementation of measures to promote and study the needs of customers / customers. Some marketing strategies are considered new, others are outdated. But they all exist and are applied, adapting to various niches.
Justification of the concept
The main competitors are the concept of intensification of commercial efforts and the strategy of pure marketing. The first of these involves such an approach to the promotion of goods, the starting point of which is the belief that demand is passive. The concept assumes that the goods will not be in demand by the consumer without due effort from the business.
Business actions constitute a huge range of measures to inform potential consumers about the availability and properties of products, and to develop a tendency to buy from them. At the same time, it is debatable to talk about full-fledged motivation, because when exposed, the needs, desires, problems of the clients themselves are not considered. The customer must make a purchase while promoting within the framework of this concept under the pressure of the information received, and not because he needs this particular product to solve his problem.
The purpose of the concept of intensification of commercial efforts is to ensure a given sales volume. How long the interaction with the client will be is not taken into account. Within the framework of this strategy, there is an assumption that even in case of disappointment in the quality of the goods, the buyer will forget about this after a while and, under the influence of new advertising events, will make the purchase again.
Historical reference
The concept began to be actively applied in business in the 1933-1950s. For the first time, it was proposed to shift the focus of attention from the organization to the external environment, to the space where goods are bought by the consumer. In a classic form, such a concept was used in the United States and Western Europe, and in other countries it was mixed with local peculiarities of doing business. With the spread of the principles of Western management, the development of international corporations, one can observe elements of this approach almost everywhere.
Volume of sales
The concept of intensifying commercial efforts defines sales as a value directly dependent on promotion efforts. An important point is also that the actions for the promotion of goods are in no way associated with the needs and desires of consumers. The increase in volume within the framework of this concept is due to aggressive advertising exposure with manipulation elements. The concept of intensifying commercial sales efforts puts at the center of a business development strategy precisely sales volume as a key indicator of the effectiveness of ongoing actions.
Fields of application
Most often, such an approach is used in the promotion of consumer goods, which do not require long reflection when buying, weighing all the pros and cons. Such products are often purchased automatically, when a household need arises or under the influence of emotions. The daily necessities industry is the most natural medium for applying the concept of intensification.
However, the history of sales dates back to antiquity and, during the development, improved its tools. Aggressive manipulation is also used for products of passive demand. Such products, as a rule, have a rather high price tag and value in the eyes of the buyer. At the same time, without such goods, a person can live a long time, looking closely, pondering a solution. The impetus for the acquisition of such products must be direct, aggressive, to put the consumer before a choice: now or never. The concept of intensification of commercial efforts defines the purpose of such communication and brings it to the result - sales.
Car sales
In this area, sales technology is refined to the level of art. Marketing of car promotion, especially of representatives of higher economy class, claims to a higher level in everything. However, the sales technologies in the showroom are consistent with the concept of intensifying commercial efforts.
When a client appears, the employee takes it and “leads” it, connects its emotions, gives arguments for the urgency and uniqueness of the momentary offer. Negotiations with superiors and partners who “specifically for you” agree to provide the service come into play. Aggressive manipulation takes place, completing the chain from other communication channels, thanks to which the client came to the showroom.
Politics as a separate area of business
Political technologies differ in many ways from tools for selling goods on the market, but strategies based on methods of manipulation, persuasion and even psychological pressure are very similar. Active propaganda inspires the image of the candidate and awaits only one thing - the voice. At such moments, political technologists are not interested in further relations between the candidate and the population. The goal is quite specific - the sale.
Political propaganda is built on a multi-channel, maximizing the attention of voters. Repeated aggressive pressure exerts an effect, and the voter begins to look closely at the candidate, really observing in his behavior the qualities declared by the advertisement.
Modern application
The formed level of development of marketing knowledge has finally shifted the focus of attention to the client with his needs, desires, problems and a special way of life. Based on consumer knowledge, manufacturers offer products that fit most harmoniously with consumers' lifestyles and thinking, while solving their problems and making their lives more comfortable. With this transaction, the customer remains loyal to the product for a very long time.
But situations with passive demand are still arising, it is still necessary to “bring” the consumer to some purchases, therefore, methods of intensifying commercial efforts are successfully applied now, being built into complex marketing plans. The political sphere is also not disappearing anywhere; on the contrary, it is honing its instruments for managing society. The application of such a concept in politics is relevant and justified, even if it is interwoven with more loyal and easier options for influence.
Such a concept cannot be called a relic of the past. The classical theory, born in the USA at the beginning of the 20th century, is now being transformed, finds more and more new ideas for stimulating sales and offers them to the market. In accordance with the concept of intensification of commercial efforts, goods are sold through the actions of the promotion team. It is difficult to argue with this, even if tools and methods of influence are adjusted.