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.