marketing unit 3
Considerations for a company to do business in a country
Country's attitude toward international buying Government bureaucracy Political stability Monetary regulations
Event marketing (or event sponsorships)
Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others
Omni-channel retailing
Creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
Salespeople can be specialized by
Customer and territory Product and territory Product and customer Territory, product, and customer
time-and-duty analysis
In addition to time spent selling, the salesperson spends time traveling, waiting, taking breaks, and doing administrative chores.
Online journals
Online journals of narrowly defined topics where people and companies post their thoughts and other content Benefits: A fresh, original, personal, and inexpensive way to enter into consumer online conversations Limitations: Cluttered, difficult to control and largely a consumer-controlled medium
Mobile Marketing
Mobile marketing features marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices. Marketers use mobile marketing to engage customers anywhere, anytime during the buying and relationship-building processes.
International trade involves
Most international trade involves cash transactions. Yet many nations have too little hard currency to pay for their purchases from other countries. They may want to pay with other items instead of cash. Barter involves the direct exchange of goods or services.
Online Advertising and Email Marketing
Online advertising: Appears while consumers are browsing online Email marketing: Sending highly targeted, highly personalized, relationship-building marketing messages via email Spam: Unsolicited, unwanted commercial email messages
Six steps in sales force management
1)designing strategy and structure 2)recruiting and selecting 3)training 4)compensating 5)supervising 6)evaluating
Deciding Which Markets to Enter
A company should Define its international marketing objectives and policies Decide what volume of foreign sales it wants Choose in how many countries it wants to market Determine the types of countries to enter Evaluate each market
Goals of training are to teach salespeople
About different types of customers How to sell effectively About the company's objectives, organization, products, and the strategies of competitors
Marketing's Impact on Other Businesses
Acquisitions of competitors Marketing practices that create barriers to entry Unfair competitive marketing practices
Adapted global marketing
Adjusting the marketing strategy and mix elements to each international target market Creates more costs Produces a larger market share and return
Social Media Marketing Advantages and Challenges
Advantages- Targeted and personal Interactive Immediate and timely Cost effective Engagement and social sharing capabilities Challenges- Effective usage uncertain Difficult to measure results Largely user controlled
Competitive relations decisions
Anticompetitive acquisition Barriers to entry Predatory competition
Selling decisions
Bribing Stealing trade secrets Disparaging customers Misrepresenting Disclosure of customer rights Unfair discrimination
Tools of supervision
Call plan Time-and-duty analysis Sales force automation system
Digital age
Changing customers' notions of convenience, speed, price, product information, service, and brand interactions
Impact of Culture on Marketing Strategy
Companies that understand cultural nuances can Avoid expensive and embarrassing mistakes Take advantage of cross-cultural opportunities
inside sales force
Conducts business from their offices via telephone, the Internet, or visits from prospective buyers Technical sales support people Sales assistants Telemarketers and online sellers
Sustainable Marketing Principles
Consumer-oriented marketing means that the company should view and organize its marketing activities from the consumer's point of view. It should work hard to sense, serve, and satisfy the needs of a defined group of customers, both now and in the future. customer value marketing, the company should put most of its resources into customer value-building marketing investments. By creating value for consumers, the company can capture value from consumers in return. innovative marketing requires that the company continuously seek real product and marketing improvements. Sense-of-mission marketing means that the company should define its mission in broad social terms rather than narrow product terms. Brands linked with broader missions can serve the best long-run interests of both the brand and consumers. societal marketing- a company makes marketing decisions by considering consumers' wants, the company's requirements, consumers' long-run interests, and society's long-run interests.
Marketing Ethics
Corporate marketing ethics policies should be developed by firms as guidelines for handling various issues and dilemmas. Distributor relations Advertising standards Customer service Pricing Product development General ethical standards Principles are needed to guide companies and marketing managers on issues of ethics and social responsibility. The free market and the legal system should decide such issues. Responsibility is in the hands of individual companies and managers. Addressing ethics helps build strong customer relationships based on honesty and trust.
Sales promotion program design decisions
Determine the size of the incentive Set conditions for participation Determine how to promote and distribute the promotion program Set the length of the promotion Evaluate the promotion
Point-of-purchase (POP) promotions
Displays and demonstrations that take place at the point of sale
Ethical Norms Suggested by the American Marketing Association
Do no harm Foster trust in the marketing system Embrace ethical values
Government actions
Do-not-call, do-not-mail, do-not-track lists Can Spam legislation Congressional legislation - Give more control to consumers over how online information is used Federal Trade Commission (FTC) - Policing online privacy
Compensating Salespeople
Elements of compensation Fixed amount - salary Variable amount - commissions or bonuses Compensation should direct salespeople toward activities that are consistent with the overall sales force and marketing objectives. Salespeople's compensation also includes reimbursement of expenses and fringe benefits.
Motivating Salespeople
Encourage salespeople to work hard and energetically toward sales force goals
Direct and Digital Marketing
Engage directly with targeted individual consumers and customer communities to obtain an immediate response Build lasting customer relationships, engagement, brand community, and sales
World Trade Organization (WTO)
Established by the General Agreement on Tariffs and Trade (GATT) in 1995 Promotes world trade by reducing tariffs and other international trade barriers Negotiates to reassess trade barriers and establish new rules for international trade Imposes international trade sanctions and mediates global trade disputes
Economic community:
European Union (EU) North American Free Trade Agreement (NAFTA) Central American Free Trade Agreement (CAFTA-DR) Union of South American Nations (UNASUR)
Channel decisions
Exclusive dealing Exclusive territorial distributorship Tying agreements Dealer's rights
Deciding Whether to Go Global
Factors influencing the decision: Attacks on a company's home market by global competitors Expanding customer base in international markets Better opportunities for growth
Packaging decisions
Fair packaging and labeling Excessive cost Scarce resources Pollution
Marketing's Impact on Society as a Whole
False Wants and Too Much Materialism Too Few Social Goods Cultural Pollution
Advertising decisions
False advertising Deceptive advertising Bait-and-switch advertising Promotional allowances and services
Direct and Digital Marketing
Fastest-growing form of marketing Direct marketing becoming more Internet-based Direct marketing claims a surging share of marketing spending and sales Includes online display and search advertising, video, social media, mobile, email
Consumer Privacy
Fear of invasion of privacy Ready availability of information leaves consumers open to abuse
Sales promotion targets
Final buyers - Consumer promotions Retailers and wholesalers - Trade promotions Business customers - Business promotions Members of the sales force - Sales force promotions
Benefits of Direct and Digital Marketing to Buyers
For buyers, direct and digital marketing are convenient, easy, and private. They give buyers anywhere, anytime access to an almost unlimited assortment of goods and a wealth of products and buying information. Through direct marketing, buyers can interact with sellers by phone or on the seller's Web site or app to create exactly the configuration of information, products, or services they want and then order them on the spot. Finally, for consumers who want it, digital marketing through online, mobile, and social media provides a sense of brand engagement and community. For sellers, direct marketing often provides a low-cost, efficient, speedy alternative for reaching their markets. Because of the one-to-one nature of direct marketing, companies can interact with customers by phone or online, learn more about their needs, and personalize products and services to specific customer tastes. Direct and digital marketing also offer sellers greater flexibility. They let marketers make ongoing adjustments to prices and programs, or make immediate, timely, and personal announcements and offers
Management gets information about its salespeople
From sales, call, and expense reports By monitoring the sales and profit performance data in the salesperson's territory Through personal observation, customer surveys, and talks with other salespeople
Contests, sweepstakes, and games
Give consumers the chance to win something
Marketing's Impact on Individual Consumers
High prices Deceptive practices High-pressure selling Shoddy, harmful, or unsafe products Planned and perceived obsolescence Poor service to disadvantaged consumers
Social media
Independent and commercial online communities where people congregate, to socialize and share messages, opinions, pictures, videos, and other content Marketers engage social media in two ways: Using the existing ones Setting up their own
exporting
Indirect exporting involves less investment because the firm does not require an overseas marketing organization or network. Sellers may eventually move into direct exporting, whereby they handle their own exports. Investment and risk are greater in this strategy, but so is the potential return.
Factors reflecting a country's market attractiveness:
Industrial structure -Subsistence economies -Raw material exporting economies -Emerging economies -Industrial economies Income distribution -Low-, medium-, and high-income households depending on the industrial structure of the nation In subsistence economies, the vast majority of people engage in simple agriculture. They consume most of their output and barter the rest for simple goods and services. These economies offer few market opportunities. Second, raw material exporting economies are rich in one or more natural resources but poor in other ways. Much of their revenue comes from exporting these resources. Third, in emerging economies, fast growth in manufacturing results in rapid overall economic growth. As manufacturing increases, the country needs more imports of raw materials and fewer imports of finished products. Industrial economies are major exporters of manufactured goods, services, and investment funds. They trade goods among themselves and export them to other types of economies for raw materials and semifinished goods. The second economic factor is the country's income distribution. Industrialized nations may have low-, medium-, and high-income households. Countries with subsistence economies consist mostly of households with very low family incomes. Still other countries may have households with either very low or very high incomes.
Deception and fraud
Investment scams or phony collections for charity Internet fraud Phishing Online and digital security Access by vulnerable or unauthorized groups
Public Policy Issues in Direct and Digital Marketing
Irritation, Unfairness, Deception, and Fraud Consumer Privacy A Need for Action
Value selling requires
Listening to customers Understanding customers' needs Coordinating the company's efforts to create lasting relationships based on customer value
Irritation
Loud, long, and insistent TV commercials Junk mail and spam
Online Marketing
Marketing via the Internet using company Web sites, online ads and promotions, email, online video, and blogs Marketing Web sites: Engage consumers to move them closer to a direct purchase or other marketing outcome Branded community Web sites: Present brand content that engages consumers and creates customer-brand community
can boost sales force morale and performance through
Organizational climate Sales quotas Positive incentives
Methods of managing international marketing activities: 3 major forms of international marketing organization
Organizing an export department Creating international divisions -Geographical organizations -World product groups -International subsidiaries Becoming a global organization A firm gets into international marketing by simply shipping out its goods. If its international sales expand, the company will establish an export department with a sales manager and a few assistants. It will create international divisions or subsidiaries to handle all its international activity. International divisions are organized in a variety of ways. They can be geographical organizations, with country managers who are responsible for salespeople, sales branches, distributors, and licensees in their respective countries. The operating units can be world product groups, each responsible for worldwide sales of different product groups. And the operating units can be international subsidiaries, each responsible for their own sales and profits. Many firms have passed beyond the international division stage and are truly global organizations. As foreign companies successfully invade their domestic
outside sales force (or field sales force)
Outside salespeople travel to call on customers in the field.
Companies' actions
Own security measures Industry-wide measures
the indicators of market potential
Possible global markets should be ranked on several factors, including market size, market growth, the cost of doing business, competitive advantage, and risk level. The goal is to determine the potential of each market, using indicators such as those shown in this table. Then the marketer must decide which markets offer the greatest long-run return on investment.
Price decisions
Price fixing Predatory pricing Price discrimination Minimum pricing Price increases Deceptive pricing
Catalog Marketing
Print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online Eliminates printing and mailing costs No space constraints Broader assortment of presentation formats Real-time merchandising capabilities Prices can be adjusted instantly
Product decisions
Product additions and deletions Patent protection Product quality and safety Product warranty
rapid growth of sales promotion
Product managers view promotion as an effective short-run sales tool. Competitors use sales promotion to differentiate their offers. Advertising efficiency has declined. Sales promotions help attract today's more thrift-oriented consumers.
Kiosk Marketing
Product or service information and ordering machines placed by companies Smart kiosks Wireless-enabled Facial recognition
Environmentalism
Protects and improves people's current and future living environment Concerned with Damage to the ecosystem Loss of recreational areas Increase in health problems Environmental sustainability: Generating profits while helping protect the environment
Social selling
Provide salespeople with powerful tools for Identifying and learning about prospects Engaging customers Creating customer value Closing sales Nurturing customer relationships Help sales forces to be more efficient, cost-effective, and productive
Sources for the recruitment of salespeople:
Referrals from current salespeople Employment agencies Internet and online social media Posting ads and notices College placement services Salespeople at other companies
positive incentives
Sales meetings provide social occasions, breaks from the routine, chances to meet and talk with company brass, and opportunities to air feelings and identify with a larger group. Companies also sponsor sales contests to spur the sales force to make a selling effort above and beyond what is normally expected. Other incentives include honors, merchandise, cash awards, trips, and profit-sharing plans.
International Trade System
Trade barriers -Tariffs or duties -Quotas and exchange controls Nontariff trade barriers --Biases against the bids --Restrictive product standards --Excessive host-country regulations or enforcement
Marketers' actions
Self-regulatory principles Advertising option icon Privacy rights of children Self-regulatory principles call for online marketers to provide transparency and choice to consumers if Web viewing data is collected or used for targeting interest-based advertising. The ad industry has agreed on an advertising option icon, a little "i" inside a triangle, that is added to most behaviorally targeted online ads to tell consumers why they are seeing a particular ad and allowing them to opt out. Of special concern are the privacy rights of children. In 2000, Congress passed the Children's Online Privacy Protection Act (COPPA), which requires online operators targeting children to post privacy policies on their sites. They must also notify and obtain parental consent before collecting personal information from children under age 13.
Telemarketing
Selling directly to customers using the telephone Outbound and inbound telephone marketing Rise of do-not-call legislation resulted in opt-in calling systems
Global Price Considerations
Set a uniform price globally Set according to the customers Use a standard markup of the company's costs everywhere Companies must add the cost of transportation, tariffs, importer margin, wholesaler margin, and retailer margin to their factory price. Depending on these added costs, the products may have to sell for two to five times as much in another country to make the same profit. To overcome this problem when selling to less affluent consumers in developing countries, many companies make simpler or smaller versions of their products that can be sold at lower prices. Others introduce new, more affordable brands in global markets.
Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or a service
Social Criticisms of Marketing
Social critics claim that certain marketing practices hurt individual consumers, society as a whole, and other business firms.
five strategies that are used for adapting product and marketing communication strategies to a global market
Straight product extension involves marketing a product in a foreign market without making any changes to the product. Product adaptation involves adapting a product to meet local conditions or wants in foreign markets. Communication adaptation is a global communication strategy of fully adapting advertising messages to local markets. Media also need to be adapted internationally because media availability and regulations vary from country to country. Product invention consists of creating something new to meet the needs of consumers in a given country.
Unfairness
Taking unfair advantage of impulsive buyers
Team selling
Teams of people from different departments used to service large, complex accounts. Team selling does have some pitfalls, however. For example, salespeople who are used to having customers all to themselves may have trouble learning to work with and trust others on the team. In addition, selling teams can confuse or overwhelm customers who are used to working with only one salesperson. Finally, difficulties in evaluating individual contributions to the team-selling effort, can create some sticky compensation issues.
Types of sales force structures
Territorial Product Customer (or market)
Salutary products
low immediate appeal but may benefit consumers in the long run. Bicycle helmets or some insurance products are examples.
Company policies and guidelines for ethics utilize two principles:
The first principle states the free market and the legal system should decide such issues. A more enlightened principle puts responsibility in the hands of individual companies and managers.
Proposed Consumer Rights
To be well informed To be protected against questionable products and marketing practices To influence products and marketing practices to improve "quality of life" To consume in a way to preserve the world for future generations of consumers
Business promotions
To generate business leads, stimulate purchases, reward customers, and motivate salespeople
Trade promotions
To get retailers to carry new items and more inventory, buy ahead, or promote the company's products and give them more shelf space
Consumer promotions
To urge short-term customer buying or boost customer-brand engagement
Trade Promotions
Used to persuade resellers to carry a brand, give it shelf space, and promote it in ads Trade promotion tools: Contests, premiums, and displays Discounts and allowances Free goods Push money Specialty advertising items manufacturer may offer a straight discount off the list price on each case purchased during a stated period of time (also called a price-off, off-invoice, or off-list). They may offer an allowance (so much off per case) in return for the retailer's agreement to feature the manufacturer's products in some way. Manufacturers may offer free goods, which are extra cases of merchandise, to resellers who buy a certain quantity or who feature a certain flavor or size. They may also offer push money—cash or gifts to dealers or their sales forces to "push" the manufacturer's goods. Finally, retailers may be given free specialty advertising items that carry the company's name, such as pens, calendars, memo pads, flashlights, and tote bags.
Advertising specialties
Useful articles imprinted with an advertiser's name, logo, or message that are given as gifts to consumers
Digital and social media marketing
Using digital marketing tools to engage consumers anywhere, anytime via their digital devices
Standardized global marketing
Using the same marketing strategy and mix in all of the company's international markets
workload approach
a company first groups accounts into different classes according to size, account status, or other factors related to the amount of effort required to maintain the account. It then determines the number of salespeople needed to call on each class of accounts the desired number of times.
Sales force management
analyzing, planning, implementing, and controlling sales force activities. It includes designing sales force strategy and structure, as well as recruiting, selecting, training, compensating, supervising, and evaluating the firm's salespeople.
six major decisions in international marketing
are looking at the global marketing environment, deciding whether to go global, deciding which markets to enter, deciding how to enter the market, deciding on the global marketing program, and deciding on the global marketing organization
Price packs
cents-off deals, offer consumers savings off the regular price of a product. The producer marks the reduced prices directly on the label or package.
Coupons
certificates that save buyers money when they purchase specified products.
Recruiting & Selecting Salespeople
company should analyze the sales job and the characteristics of its most successful salespeople.
Relationship marketing
company's sales force should help to orchestrate a whole-company effort to develop profitable long-term relationships with key customers based on superior customer value and satisfaction.
sales force automation systems
computerized, digitized sales force operations that let salespeople work more effectively anytime, anywhere. Companies now routinely equip their salespeople with laptops or tablets, smartphones, wireless connections, videoconferencing technologies, and customer-contact and relationship management software. The result is better time management, improved customer service, lower sales costs, and higher sales performance.
Value selling
demonstrating and delivering superior customer value capturing a return on that value that is fair for both the customer and the company
product stewardship
involves minimizing not only pollution from production and product design but also all environmental impacts throughout the full product life cycle, while at the same time reducing costs. Many companies are adopting design for environment (DFE) and cradle-to-cradle practices. This involves thinking ahead to design products that are easier to recover, reuse, recycle, or safely return to nature after usage, thus becoming part of the ecological cycle. at next level: external but today greening
Direct-response television (DRTV) marketing
direct marketing via television, including direct-response television advertising (or infomercials) and interactive television (or iTV) advertising. DRTV ads are often associated with somewhat loud or questionable pitches for cleaners, stain removers, kitchen gadgets, and nifty ways to stay in shape without working very hard at it. A more recent form of direct-response television marketing is interactive TV (iTV), which lets viewers interact with television programming and advertising. As the lines continue to blur between TV screens and other video screens, interactive ads and infomercials are appearing not just on TV, but also on mobile, online, and social media platforms, adding even more TV-like interactive direct marketing venues.
Pollution prevention
eliminating or minimizing waste before it is created. Companies emphasizing prevention have responded with internal green marketing programs such as, designing and developing ecologically safer products, recyclable and biodegradable packaging, better pollution controls, and more energy-efficient operations. most basic level. interntal and can do today
direct investment
entering a foreign market by developing foreign-based assembly or manufacturing facilities. If a company has gained experience in exporting and if the foreign market is large enough, foreign production facilities offer many advantages. However, the firm faces many risks, such as restricted or devalued currencies, falling markets, or government changes.
3 ways to enter int markets
exporting, venturing, direct investment
Traditional direct marketing tools
face-to-face selling, direct-mail marketing, catalog marketing, telemarketing, direct-response television marketing, and kiosk marketing
Formal evaluations
force management to develop standards for judging performance. provides salespeople with constructive feedback and motivates them to perform well.
strategic planning concept
future company needs future business needs
societal marketing concept
future welfare of consumers. now of business
Premiums
goods offered either free or at low cost as an incentive to buy a product.
Supervising Salespeople
help salespeople work smart by doing the right things in the right ways. Many firms help salespeople identify target customers and set call objectives. Some may also specify how much time the sales force should spend prospecting for new accounts and set other time management priorities.
Desirable products
high immediate satisfaction and high long-run benefits, such as a tasty and nutritious breakfast food. should be the goal of all companies. The challenge posed by pleasing products is that they sell very well but may end up hurting the consumer. The product opportunity, therefore, is to add long-run benefits without reducing the product's pleasing qualities. The challenge posed by salutary products is to add some pleasing qualities so that they will become more desirable in consumers' minds.
Pleasing products
high immediate satisfaction but may hurt consumers in the long run. Examples include cigarettes and junk food. high immediate satisfication, low long run consumer benefit
joint venturing
involves entering foreign markets by joining with foreign companies to produce or market a product or service. There are four types of joint ventures. Licensing involves entering foreign markets by developing an agreement with a licensee in the foreign market. Contract manufacturing occurs when a company contracts with manufacturers in a foreign market to produce its product or provide its service. With management contracting, a domestic firm supplies know-how to a foreign company that supplies the capital. The final type of joint venture is known as joint ownership. This refers to a cooperative venture in which a company creates a local business with investors in a foreign market, who share ownership and control.
Rebates
like coupons except that the price reduction occurs after the purchase rather than at the retail outlet. The customer sends a proof of purchase to the manufacturer, which then refunds part of the purchase price by mail.
channels between nations
moves company products from points of production to the borders of countries within which they are sold.
channels within nations
moves products from their market entry points to the final user or buyer
Samples
offers of a trial amount of a product. Sampling is the most effective, but most expensive way to introduce a new product or create new excitement for an existing one.
Global Firm
one that, by operating in more than one country, gains marketing, production, research and development (R&D), and financial advantages that are not available to purely domestic competitors. It minimizes the importance of national boundaries and develops global brands. The global company raises capital, obtains materials and components, and manufactures and markets its goods wherever it can do the best job. Companies that go global may face highly unstable governments and currencies, restrictive government policies and regulations, and high trade barriers. The recently dampened global economic environment has also created big global challenges. In addition, corruption is an increasing problem.
direct digital marketing tools
online marketing (Web sites, online ads and promotions, email, online videos, and blogs), social media marketing, and mobile marketing.
how salespeople spend their time
only 37 percent of total working time. Companies are always looking for ways to save time—simplifying administrative duties, developing better sales-call and routing plans, supplying more and better customer information, and using phone, email, online, or mobile conferencing instead of traveling. Companies need salespeople to spend much more face-to-face time with customers and prospects. For example, GE wants its salespeople to "spend four days a week in front of the customer and one day a week for all the admin stuff."
Consumerism
organized movement of citizens and government agencies designed to improve the rights and power of buyers in relation to sellers.
Sustainable marketing concept standards
personal integrity, corporate conscience, and long-term consumer welfare
Personal selling
personal presentations by a sales force to engage customers, make sales, and build customer relationships
seven steps in the selling process
prospecting and qualifying—identifying qualified potential customers. They want to call on those who are most likely to appreciate and respond to the company's value proposition—those the company can serve well and profitably. Preapproach refers to a salesperson learning as much as possible about a prospective customer before making a sales call. During the approach step, the salesperson should know how to meet and greet the buyer and get the relationship off to a good start. During the presentation and demonstration step of the selling process, the salesperson tells the "value story" to the buyer, demonstrating how the company's offer solves the customer's problems. In handling objections, the salesperson should use a positive approach, seek out hidden objections, ask the buyer to clarify any objections, take objections as opportunities to provide more information, and turn the objections into reasons for buying. Closing refers to a salesperson asking the customer for an order. And finally, follow-up refers to a salesperson following up after the sale to ensure customer satisfaction and repeat business.
marketing concept
recognizes that organizations thrive from day to day by determining the current needs and wants of target customers and fulfilling those needs and wants more effectively and efficiently than competitors do. It focuses on meeting the company's short-term sales, growth, and profit needs by engaging customers and giving customers what they want now. needs of business and consumers now
whole-channel view
refers to designing international channels that take into account the entire global supply chain and marketing channel, forging an effective global value delivery network.
salesperson
represents a company to customers by performing the following activities: 1)prospecting and communicating 2)selling and servicing 3)gathering information and building relationships
customer (or market) sales force structure
sales force organization in which salespeople specialize in selling only to certain customers or industries.
territorial sales force structure
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,
salespeople specialize in selling only a portion of the company's products or lines
Major Marketing Decision Areas That May Be Called into Question under the Law
selling decisions, advertising decisions, channel decisions, competitive relations decisions, product decisions, packaging decisions, and price decisions
Direct-Mail Marketing
sending an offer, announcement, reminder, or other item directly to a person at a particular address. Direct mail is well suited to direct, one-to-one communication. It permits high-target market selectivity, can be personalized, is flexible, and allows the easy measurement of results. Although direct mail costs more per thousand people reached than mass media such as television or magazines, the people it reaches are much better prospects.something tangible for people to hold and keep, and it can be used to send samples. It creates an emotional connection with customers that digital cannot.
sales force
serves as a critical link between company and its customers. Links the company with its customers Coordinates marketing and sales They represent the company to customers. At the same time, salespeople represent customers to the company
call plan
shows which customers and prospects to call on and which activities to carry out
sustainable marketing concept
socially and environmentally responsible actions that meet both the immediate and future needs of customers and the company.
sales quotas
states the amount a salesperson should sell and how sales should be divided among the company's products. Compensation is often related to how well salespeople meet their quotas.
New Direct Marketing Model
still use direct marketing as a supplementary channel or medium. For many companies today, direct and digital marketing constitute a complete model for doing business.
Deficient products
such as bad-tasting and ineffective medicine, have neither immediate appeal nor long-run benefits. low on long run consumer benefit and low on immediate satsification
Organizational climate
the feeling that salespeople have about their opportunities, value, and rewards for good performance.
Traditional buyers' rights
the right not to buy a product that is offered for sale, the right to expect the product to be safe, and the right to expect the product to perform as claimed.
Traditional sellers' rights
the right to introduce any product in any size and style, provided it is not hazardous to personal health or safety, or, if it is, to include proper warnings and controls; the right to charge any price for the product, provided no discrimination exists among similar kinds of buyers; the right to spend any amount to promote the product, provided it is not defined as unfair competition; the right to use any product message, provided it is not misleading or dishonest in content or execution; and the right to use buying incentive programs, provided they are not unfair or misleading.
Sustainable companies
those that create value for customers through socially, environmentally, and ethically responsible actions. Sustainable marketing goes beyond caring for the needs and wants of today's customers. It means pursuing the mission of a triple bottom line which is people, planet, and profits. companies can build profitable customer relationships by creating value for customers in order to capture value from customers in return, now and in the future.
new clean technology
tommorow beyond greening, but internal. developing new sets of environmental skills and capabilities
sustainability vision
tommorow, external. creating a strategic framework for future sustainability
Business promotions
used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. Business promotions include many of the same tools used for consumer or trade promotions. Additional major business promotion tools include conventions and trade shows and sales contests.
Online training builds sales skills using videos, Internet-based exercises, or simulations.
virtual instructor-led training (VILT). Using this method, a small group of salespeople at remote locations logs on to a Web conferencing site, where a sales instructor leads training sessions using online video, audio, and interactive learning tools.
