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