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Tele Marketing Issues

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The dominance of male employees in the rail industry in Australia has been welldocumented (Van Barneveld & Jowlett, 2005; Wallace, Lings, & Cameron, 2012; Wallaceet al., 2010). According to the Rail Track Association of Australia (2015), as of 2014,women only make up approximately 17% of the Australian rail workforce, up from 15%in 2006 (Brennan et al., 2009), and although there are gains over the past decade, theindustry still lags behind the national average of 46.2% female representation (WGEA,2016). The contribution that female employees make to the performance of firms hasbeen rel...

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Question Preview:

The dominance of male employees in the rail industry in Australia has been welldocumented (Van Barneveld & Jowlett, 2005; Wallace, Lings, & Cameron, 2012; Wallaceet al., 2010). According to the Rail Track Association of Australia (2015), as of 2014,women only make up approximately 17% of the Australian rail workforce, up from 15%in 2006 (Brennan et al., 2009), and although there are gains over the past decade, theindustry still lags behind the national average of 46.2% female representation (WGEA,2016). The contribution that female employees make to the performance of firms hasbeen related to increased work team performance and improved engagement andfinancial gains (Yan & Liwen 2012; Perryman, Fernando, & Tripathy 2016), howeverevidence suggests that the degree of this efficacy is industry specific (Ali, Kulik, & Metz,2011) and is only facilitated when additional moderating variables are present (Dwyer,Richard, & Chadwick, 2003).Metro Trains Melbourne (MTM) is the private metropolitan rail service providercharted by the Victorian government to manage and deliver safe and reliable suburbanrail services to the people of Victoria, Australia. MTM’s diversity and inclusion policyencourages the career development of women in their organisation, however despitethis, current female applicants only represent approximately 1 in 3 of all externalapplications at MTM, with the lowest rates being in operations and engineering roles (R.Christianson, interview, March 20, 2017). MTM recognises that the lack of femaleinterest in rail industry careers is impacting on their long-term workforce planningstrategy. They are seeking innovative ways to increase the quantity and quality offemale candidates to career paths offered at MTM, especially in engineering and railoperations (services) roles.

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Problem statement    

Telemarketing or telesales as it might be called is a direct method marketing where the sales person reach the prospective customers to persuade them to buy products and services. This is done either through advertisements or over the phone and web conferencing. It has been seen that this has always been considered to be a very effective way of reaching the potential customers especially for selling the premium products (Maulana & Nurulfirdausi, 2015). However, in recent times, it has been seen that the telemarketing is facing various issues and challenges because of which marketers are finding risks in using telemarketing for the market promotions of their products and services (Babu & Reddy, 2015). It has been seen that telemarketing is being resented especially in the case of business-to-consumer marketing (Clark & Clark, 2014). This is creating widespread frustration among the telemarketing executives that has emerged to be a major concern for many marketers. It has further been seen that telemarketing is also creating negative impression in the minds of the business name since many customers that are approached are finding telemarketing approach to be inappropriate (Camulli & Virtual Hold Tech, 2016). Apart from that it has also been seen that the process of the training of the staff is very time consuming and that is creating issues for the telemarketing business marketing. Aims and objectives    The proposal would aim to understand the issues that are being faced in telemarketing especially in business-to-consumer relationships. The aim of the study would thus be to understand the cause of such issues that the telemarketing executives are facing that is affecting their performance as well as the effectiveness of telemarketing. The objectives of telemarketing can be listed as:

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