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Chapter 13

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COMM 131
Jacob Brower

Marketing Chapter 13: Personal Selling and Sales Promotion March 5, 2013 Personal Selling Nature of Personal Selling - Personal Selling: personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships - Salespeople, sales representatives, sales consultants, agents, etc. - Salespeople listen to their customers, assess their needs, and organize the company’s efforts to solve customer problems - Salesperson: an individual representing a company to customers by prospective, communicating, selling, servicing, information gathering, and relationship building Role of the Sales Force - Personal selling involves interpersonal interactions between salespeople and individual customers (face to face, phone, email, etc.) - Personal selling can be more effective as salespeople can persuade customers - Sales force typically plays a major role in the company Linking the Company With its Customers - Sales force links company to customers - Sales force represents company to the customers (develop new customers, communicate information, sell products, answer questions, negotiate, and provide customer service) - Sales force represents customers to the company (manage the buyer-seller relationship, act as experts on customer needs, relay customer concerns) Coordinating Marketing and Sales - Marketing and sales should work together to jointly create value for customers - Actions to help bring marketing and sales functions closer:  Increase Communications – arrange joint meetings  Create Joint Assignments – opportunities for each to work together  Create Joint Objectives and Reward Systems  Appoint Marketing-Sales Liaisons – people from marketing who work with the sales force  Appoint Chief Revenue Officer – high-level marketing executive who oversees both marketing and sales Sales Promotion - Sales Promotion: short-term incentives to encourage the purchase or sale of a product - Offer reasons to buy now - Time sensitive, must be planned well in advance - Often used with other marketing communications Rapid Growth of Sales Promotion - Consumer Promotions: targeted toward consumers - Trade Promotions: targeted toward retailers and wholesalers - Business Promotions: targeted toward business consumers - Sales Force Promotions: targeted toward members of the sales force - Factors contributing to growth:  Product managers face pressure to increase current sales, promotion is an effective short-term tool  Company faces more competition and competing brands are less differentiated  Advertising efficiency has declined because of rising costs, media clutter, and legal restraints  Consumers have become more detail oriented, demanding lower prices and better deals - Growing use of sales promotion has resulted in promotion clutter - Promotion runs the risk of being lost in a sea of other promotions - Larger coupon values, point-of-purchase displays, etc. Sales Promotion Objectives - Consumer Promotions: urge short-term customer buying or enhance customer brand involvement - Trade Promotions: getting retailers to carry new items and n
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