Principles of Marketing

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Principles of Marketing
Lecture-35
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Summaryof Lecture-34
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Media Scheduling
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Step 1. Decide on Reach, Frequency, and Impact

Step 2. Choosing Among Major Media Types
Step 3. Selecting Specific Media Vehicles
Step 4. Deciding on Media Timing
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Evaluating Advertising Effectiveness
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Advertising Program Evaluation
Communication Effects Is the Ad Communicating
Well?
Sales Effects Is the Ad Increasing Sales?
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Sales Promotion
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Major Consumer Sales Promotion Tools
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Major Trade Sales Promotion Tools
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Developing the Sales Promotion Program
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Decide on the Size of the Incentive
Set Conditions for Participation
Determine How to Promote and Distribute the
Promotion Program
Determine the Length of the Program
Evaluate the Program
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Todays Topics
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Personal Selling
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Personal selling

• The direct presentation of a product to a
  prospective customer by a representative of the
  selling organization.

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Personal selling is the personal communication of
information to persuade somebody to buy something.
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• 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.

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• In many companies, personal selling is the
  largest single operating expense.

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• Personal selling is likely to be emphasized in a
  promotional mix when

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• The market is concentrated.
• The product has a high unit value, is technical
  in nature, and requires a demonstration.

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• The product can be tailored to an individual
  customers need.
• The product is in the introductory stage of the
  product life cycle.

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How?
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• Person-to-person dialogue
• Between prospective buyer and the seller
• Direct human contact
• Matching products to needs

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• Involves developing relationships
• discovering and communicating customer needs
• communicating benefits

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The characteristics of personal selling
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Flexibility

• Identify specific sales prospects
• Adaptation to specific situations
• Answer questions
• Overcome objections

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Builds Relationships

• Managing the account relationship and assuring
  the buyers receive appropriate services
• Salesperson understands and solves buyers
  problems

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Basic Sales Tasks
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(No Transcript)
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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

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Order getting

• Seek out customers
• Analyze their problems
• Discover solutions
• Sell solutions to customers

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Order Taking

• Do very little creative selling
• Write up orders
• Check invoices for accuracy
• Assure timely order processing
• May use suggestive selling

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The advantages of personal selling over the other
promotion tools
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• 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.

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The disadvantages of personal selling
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• Expensive per contact
• Many sales calls may be needed to generate a
  single sale
• Labor intensive

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• It is costly to develop and operate a sales
  force.
• It may be difficult to attract high-caliber
  people.

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The two types of personal selling
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• 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.

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Customers come to The sales people
Inside selling across-the-counter phone-in
orders
Primarily retail store selling
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Sales force goes to The customers
Inside sales people contact by mail or
telemarketing
In-person sales calls
Primarily producers and wholesaling middlemen
selling to business users, but also
some Producers Household consumers Retailers
Household consumers
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Characteristics of Professional Selling
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• 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.

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Contributions of Personal Selling to Marketing
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Changing patterns in personal selling
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• 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

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Salesperson Attributes
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Salesperson

• An individual acting for a company by performing
  one or more of the following activities
• Prospecting,
• Communicating,
• Serving, and
• Information gathering.

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• Salespeople
• Sales representatives
• Account executives
• Sales consultants
• Sales engineers
• Agents
• District managers
• Marketing representatives
• Account development reps
• Etc.

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Enough for today. . .
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Summary
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Personal Selling
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Personal selling is the personal communication of
information to persuade somebody to buy something.
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Basic Sales Tasks
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(No Transcript)
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The two types of personal selling
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• 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.

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Next.
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• Sales Force Management

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Principles of Marketing
Lecture-35