Marketing 16 & 17: Personal Selling / Direct & Digital Marketing

Which component of the promotion mix do marketers have the most control over?

advertising

native advertising

an online marketing concept in which the advertiser attempts to gain attention by providing content in the context of the user's experience in terms of its content, format, style, or placement

Personal selling - critical for...

occurs when a company representative contacts a prospect directly regarding a product Critical for many push strategies, B2B products, products that are complex and expensive, and products requiring a "personal touch"

Steps in the personal selling process

1. Prospecting 2. Preapproach 3. Approach 4. Making the presentation 5. Overcoming objections 6. Closing the sale 7. Following up main goal: getting new customers

Benefits of direct marketing to buyers & sellers

Buyers - - Convenience - Ready access to many products - Access to comparative information about companies, products, and competitors - Interactive and immediate - Gives consumers control to pull in info when they need/want it Sellers - - Tool to build customer relationships - Low-cost, efficient, fast alternative to reach markets - Flexible - Access to buyers not reachable through other channels

What is the first decision made in sales force​ management?

Designing sales force strategy and structure

What are the two main forms of online​ advertising?

Display ads & search-related ads

Direct and digital marketing

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. - no intermediaries

4E Framework for Social Media

Excite, Educate, Experience, Engage

What is the objective of business promotions?

Generate business leads

What are key considerations when hiring, training, and supervising salespeople? Hiring - Training - Supervising -

Hiring - Hire motivated people, analyze the sales job itself Training - Training programs are necessary, teach about objectives, organization, products, and strategies Supervising - Have a system in place

Digital marketing - 3 types of media Paid - Earned - Owned -

Paid - Includes promotional channels paid for by the sponsor, including traditional media ex: Print advertising, TV, web banners, paid search, media deals (STRANGERS) Earned - Includes PR media channels such a tv, newspapers, blogs, and other media not directly paid for or controlled by the marketer ex: social media channel content-- blogs, videos, comments, tweets, ratings (FANS) Owned - Includes promotional channels owned and controlled by the company ex: corporate website, portals (CUSTOMERS)

Sales promotions vs. Trade promotions

Sales - aimed at customers Trade - aimed at retailers/wholesalers

Many company websites are now designed to do more than just sell product. These​ websites, known as​ __________ websites, attempt to build closer customer relationships and generate engagement with and between the brand and its customers.

brand community

Buyers have increased their use of direct and digital marketing because they are​ __________.

easy, convenient, private

According to the​ text, what is the toughest public policy issue now confronting the direct marketing​ industry?

invasion of privacy

Sales management

planning, implementing and controlling the personal selling effort of the firm

One consumer promotion tool is​ __________, which are goods offered free or at a low cost as an incentive to buy a product.

premiums

Many customers are unable to distinguish...

the salesperson from the company

When the only goal of personal selling is to close a​ sale, a company is using​ a(n) __________ approach.

transaction-oriented

New forms of digital, social and mobile marketing

websites, online video, email, blogs, social media, mobile ads and apps, and other digital platforms to directly engage consumers anywhere, anytime via their computers, smartphones, tablets, internet-ready TVs, and other digital devices.

Forms of Direct Marketing

- Personal selling direct marketing - Direct-mail direct marketing - Catalog direct marketing - Telephone marketing - Direct-response television marketing - Kiosk marketing - Digital direct marketing - Online marketing

Sales promotions - who can it be aimed at?

- Programs that marketers design to build interest in or encourage purchase of a product or service during a specified time period -Marketing communication activities, other than advertising, personal selling, and public relations, in which a short-term incentive motivates a purchase. -note: sales promotions can be aimed at final consumers, middlemen, or at the company's own salesforce

Public Policy Issues in Direct and Digital Marketing

- irritation, unfairness, deception, and fraud - invasion of privacy -. a need for action (do-not-call lists, legislation, agencies)

Push vs. Pull Strategy --what role do the different elements of the promotion mix play with both?

-Push -- A promotion strategy that calls for using the sales force and trade promotion to push the product through channels (pushy salesman, personal selling, B2B) - Pull -- goal to get consumers to pull product through marketing channel by demanding it & forcing vendors to take notice

What are the four elements of a compensation plan for​ salespeople?

A fixed​ amount, a variable​ amount, expenses, and fringe benefits

Advertising and consumer sales promotion (from manufacturer) are "______" strategies

pull

Many manufacturers have to pay retailers to get shelf space. This is an example of which type of​ promotion?

push money

How can sales forces be organized? - sales force structures: territorial, product, customer (or market)

territorial sales force structure - A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line. product sales force structure - A sales force organization in which salespeople specialize in selling only a portion of the company's products or lines customer (or market) sales force structure - A sales force organization in which salespeople specialize in selling only to certain customers or industries.