Question

While personal selling can be an important way to communicate with customers, the problemwith the sales orientation toward marketing is that _____________________________.

A. It leads to too much spending on research and development

B. It focuses too many on tactics to get consumers to buy without considering what products consumers might need.

C. It typically requires a large sales force

D. What the company is really good at making isn't necessarily what the market wants

E. It focuses too much on fickle consumer needs

Answer 1

While personal selling can be an important way to communicate with customers, the problem with the sales orientation toward marketing is that
B. It focuses too many on tactics to get consumers to buy without considering what products consumers might need.

When a sales person is adopting a sales orientation, his main focus is on selling without paying attention to marketing the target audience. Here the motto of the company is to make a quality product at the right price and carrying that with aggressive sales tactics, one can convince people to buy the product. Here the most important thing is to consider the price, i.e., it must be based on the value of the product or service that the customers will assign. For example, you can't price basic items higher than their usual rate because these items do not have a higher perceived value but you can price luxury items higher than basic items because luxury items have a higher perceived value.

So the problem with sales orientation toward marketing is that it focuses more on tactics to get more customers without considering the need of the consumers.