principles of marketing lecture-35. summary of lecture-34
TRANSCRIPT
Principles of Marketing
Lecture-35
Summaryof
Lecture-34
Media Scheduling
Step 1. Decide on Reach, Frequency, and Impact
Step 1. Decide on Reach, Frequency, and Impact
Step 2. Choosing Among Major Media TypesStep 2. Choosing Among Major Media Types
Step 3. Selecting Specific Media VehiclesStep 3. Selecting Specific Media Vehicles
Step 4. Deciding on Media TimingStep 4. Deciding on Media Timing
Evaluating Advertising Effectiveness
Communication Effects
Is the Ad Communicating Well?
Communication Effects
Is the Ad Communicating Well?
Advertising Program EvaluationAdvertising Program Evaluation
Sales Effects
Is the Ad Increasing Sales?
Sales Effects
Is the Ad Increasing Sales?
Sales Promotion
Major Consumer Sales Promotion Tools
Major Trade Sales Promotion Tools
Developing the Sales Promotion
Program
Decide on the Size of the IncentiveDecide on the Size of the Incentive
Set Conditions for ParticipationSet Conditions for Participation
Evaluate the ProgramEvaluate the Program
Determine How to Promote andDistribute the Promotion Program Determine How to Promote and
Distribute the Promotion Program
Determine the Length of the ProgramDetermine the Length of the Program
Today’s Topics
Personal Selling
Personal selling
The direct presentation of a product to a prospective
customer by a representative of the selling organization.
Personal selling is the personal communication
of information to persuade somebody to buy
something.
Personal Selling occurs when a company representative comes in direct contact with a customer in
order to inform a client about a good or service to get a sale.
Especially important for business-to-business marketers since
products and services are complex and expensive.
In many companies, personal selling is the largest single operating expense.
Personal selling is likely to be emphasized in a promotional mix when:
The market is concentrated.
The product has a high unit value, is technical in nature, and requires a demonstration.
The product can be tailored to an individual customer’s need.
The product is in the introductory stage of the product life cycle.
How?
Person-to-person dialogue
Between prospective buyer and the seller
Direct human contact
Matching products to needs
Involves… developing relationships
discovering and communicating customer needs
communicating benefits
The characteristics of personal selling
Flexibility Identify specific sales prospects
Adaptation to specific
situations
Answer questions
Overcome objections
Builds Relationships
Managing the account relationship and assuring the buyers receive appropriate services
Salesperson understands and solves buyer’s problems
Basic Sales Tasks
SupportingSupporting
Order-TakingOrder-Taking
Order-GettingOrder-Getting????????????????????????????????????????????????????????????
Order Getting Creative selling
More time consuming
Sell to new prospects (pioneers)
Sell to continuing customers (account managers)
Some use of telemarketing, particularly to small accounts
Seek out customers
Analyze their problems
Discover solutions
Sell solutions to customers
Order
getting
Order Taking
Do very little creative selling
Write up orders
Check invoices for accuracy
Assure timely order processing
May use suggestive selling
The advantages of personal selling over the other promotion
tools…
It can be adapted for individual customers.
It can be focused on prospective customers.
It results in the actual sale, while most other forms of promotion are used in moving the customer closer to the sale.
The The disadvantages disadvantages
of personal of personal sellingselling
Expensive per contact
Many sales calls may be needed to generate a single sale
Labor intensive
It is costly to develop and operate a sales force.
It may be difficult to attract high-caliber people.
The two types of personal selling
The customers come to the salespeople.–Mostly involves retail-store selling.–Most salespeople fall into this category.
The salespeople go to the customers.–Usually represent producers or
wholesaling middlemen and sell to business users.
–Some outside selling is relying more on telemarketing.
Customers come toThe sales people
Customers come toThe sales people
Inside selling:across-the-counter;
phone-in orders
Inside selling:across-the-counter;
phone-in orders
Primarilyretail store selling
Primarilyretail store selling
Sales force goes toThe customers
Sales force goes toThe customers
In-personsales calls
In-personsales calls
Inside sales peoplecontact by mailor telemarketing
Inside sales peoplecontact by mailor telemarketing
Primarily producers and wholesaling middlemen selling to business users, but also some:
Producers Household consumers
Retailers Household consumers
Primarily producers and wholesaling middlemen selling to business users, but also some:
Producers Household consumers
Retailers Household consumers
Sales SupportSales Support New BusinessNew Business
Business-to-BusinessBusiness-to-Business
Existing Business
Existing Business
Retail SalesRetail Sales Direct SellingRepresentatives
Direct SellingRepresentatives
Direct-to-ConsumersDirect-to-Consumers
ProfessionalServices
ProfessionalServices
Characteristics of Professional Selling
Sales reps engage in a total selling job.
Reps work closely with customers.
Sales reps organize much of their own time and effort.
They often experience role ambiguity and role conflict.
Contributions of Personal
Selling to Marketing
ProducingSales
Revenue
ProducingSales
Revenue
MeetingBuyer
Expectations
MeetingBuyer
Expectations
ProvidingMarketplaceInformation
ProvidingMarketplaceInformation
Changing patterns in
personal selling
Traditionally, personal selling has been a face-to-face, one-on-one situation.
Five new patterns are emerging:
–Selling Centers — Team Selling
–Systems Selling
–Global Sales Teams
–Relationship Selling
–Telemarketing
Salesperson Attributes
CompetentCompetent
LikableLikable
Customer-Oriented
Customer-Oriented
DependableDependable
HonestHonest
SalespersonAn individual acting for a company by
performing one or more of the following activities:
Prospecting, Communicating, Serving, and Information gathering.
Salespeople Sales representatives Account executives Sales consultants Sales engineers Agents District managers Marketing representatives Account development reps Etc.
Enough for today. . .
Summary
Personal Selling
Personal selling is the personal communication
of information to persuade somebody to buy
something.
Basic Sales Tasks
SupportingSupporting
Order-TakingOrder-Taking
Order-GettingOrder-Getting????????????????????????????????????????????????????????????
The two types of personal selling
The customers come to the salespeople.–Mostly involves retail-store selling.–Most salespeople fall into this category.
The salespeople go to the customers.–Usually represent producers or
wholesaling middlemen and sell to business users.
–Some outside selling is relying more on telemarketing.
Next….
Sales Force Management
Principles of Marketing
Lecture-35