public relations and press manual for event promotion

... materials:• information on ageing and health, includingpopulation trends;• keymessages and callstoaction;• ideas for planning and implementing events and campaigns;• ... Health Day - Ageing and health- 26 -World Health Day - Ageing and health- 27 - For more informationWorld Health Day - Ageing and health- 28 -World Health Day - Ageing and health- 29 -World ... the European Year for Active Ageing and Solidarity between Generations. A chance for all to reflect on how Europeans are living longer and staying healthier than ever before — and to realize the...

... Graphic Standards Manual for print and promotional itemsRevised August 20122UK Public Relations & Marketing: (859) 257-1754 August 2012University of Kentucky Graphic StandardsThe standards ... Style Guide for editorial content and the UK Internet Graphic and Style Guides for Web sites.UK Public Relations & Marketing is charged with developing the University’s graphic standards, ... in .jpg and .png (for transparent background) from http://www.uky.edu/Graphics/ utilizing your linkblue ID and password. Please contact UK Public Relations & Marketing for Unit and Department...

... being created that includedwomen and the lower-middle and working classes, the quality and thepopular press, daily and weekly, became the ‘ public sphere,’’ and public discourse of many kinds ... ofgovernment and even military policy.The Reform Acts of  and  had begun to create a newrelationship between the government and the ‘ public ’ in Britain.Historians of public opinion, ... as public discourse, public sphere, and public opinion as useful analytical tools for an examination of imperial ideol-ogy, we must first understand turn-of-the-century creation of ‘‘the public. ’’...

... Advertising and Public Relations 1) Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor is called ________. A) sales promotion B) ... Kathy Champe, a public relations specialist for a regional chain of pharmacies, regularly contacts members of the local and state-wide media with information about community events and charity ... building up a positive corporate image and handling unfavorable stories and events? A) sales promotion B) personal selling C) direct marketing D) public relations E) direct marketing Answer:...

... UnitUnitUnitUnit12:12:12:12: Public Public Public Public Relations, Relations, Relations, Relations, SalesSalesSalesSales Promotion, Promotion, Promotion, Promotion, and and and andPersonalPersonalPersonalPersonalSellingSellingSellingSelling Public Public Public Public Relations Relations Relations Relations and and and andPublicity:Publicity:Publicity:Publicity: Public Public Public Public relations relations relations relationsisanorganization’scommunicationsthatseektobuildgoodrelationshipswithanorganization’spublics,includingconsumers,stockholders, and legislators.Itincludesobtainingfavorablepublicity,buildingupagood“corporateimage,” and handlingorheadingoffunfavorablerumors,stories, and events.PublicityPublicityPublicityPublicityisunpaidcommunicationaboutanorganizationthatappearsinthemassmedia. Public relations mayconsistofwriting press releases,holdingspecialevents,conducting and publishingconsumersurveysaboutaproductorthecompany, and effortstoputapositivespinonnegativecompanynews.Unlikesalespromotions, public relations activitiesdonotusuallyseekashort-termincreaseinsales.Instead,theytrytocraftalong-termpositiveimage for theproductortheorganization.Comparedwithpersonalselling,advertising, and salespromotions,expenditures for public relations areusuallylowinmostorganizations.Sincecompaniesdonotpay for publicity,theyhavelesscontroloverthepublicationofgoodorbadcompanynews.Butthisoftenmeansthatconsumersfindthistypeofnewssourcemorebelievablethaniftheinformationweredisseminateddirectlybythecompany.MarketingMarketingMarketingMarketing and and and andNonmarketingNonmarketingNonmarketingNonmarketing Public Public Public Public Relations: Relations: Relations: Relations: Thebasicruleof public relations istodosomethinggood and thentalkaboutit. Public relations iscrucialtoanorganization’sabilitytoestablish and maintainafavorableimage.NonmarketingNonmarketingNonmarketingNonmarketing public public public public relations relations relations relationsreferstoacompany’smessagesaboutgeneralmanagementissues.Whenacompanymakesadecisionthataffectsanyofitspublics,inputfrom public relations specialistscanhelptosmoothitsdealingswiththosepublics.Acompany, for example,thatdecidestocloseaplantwouldneedadviceonhowtodealwiththelocalcommunity.Otherexamplesincludeacompany’sattemptstogainfavorable public opinionduringalongstrikeoranopenlettertoCongresspublishedinanewspaperduringcongressionaldebatesonabillthatwouldaffectaparticularindustry.MarketingMarketingMarketingMarketing public public public public relations relations relations relationsreferstonarrowlyfocused public relations activitiesthatdirectlysupportmarketinggoals.Marketing public relations involvesanorganization’srelationshipswithconsumersorAllowancesAnallowanceallowanceallowanceallowanceispromotionalmoneypaidbymanufacturerstoretailersinreturn for anagreementtofeaturethemanufacturer’sproductsinsomeway.Anadvertisingallowancecompensatesretailers for advertisingtheproduct.Adisplayallowancecompensatesthem for usingspecialdisplays.Conventions and TradeShowsManycompanies and tradeassociationsorganizeconventions and tradeshowstopromotetheirproducts.Firmssellingtotheindustryshowtheirproductsatthetradetradetradetradeshowshowshowshow.Atradetradetradetradeshowshowshowshowisan event atwhichmanycompaniessetupelaborateexhibitstoshowtheirproducts,giveawaysamples,distributeproductliterature, and troll for newbusinesscontacts.Tradeshowsaremajorvehicles for manufacturerstoshowofftheirproductlinestowholesalers and retailers.Morethan4,300tradeshowstakeplaceeveryyear,drawingasmanyas85millionpeople.Vendorsreceivemanybenefits,suchasopportunitiestofindnewsalesleads,contactcustomers,introducenewproducts,meetnewcustomers,sellmoretopresentcustomers, and educatecustomerswithpublications and audiovisualmaterials.Tradeshowsalsohelpcompaniesreachmanyprospectsnotreachedthroughtheirsalesforces.About90percentofatradeshow’svisitorsseeacompany’ssalespeople for thefirsttimeattheshow.Businessmarketersmayspendasmuchas35percentoftheirannual promotion budgetsontradeshows.OtherProgramsManufacturersmayofferfreefreefreefreegoodsgoodsgoodsgoods,whichareextracasesofmerchandise,toresellerswhobuyacertainquantityorwhofeatureacertainflavororsize.Theymayofferpushpushpushpushmoneymoneymoneymoney—cashorgiftstodealersortheirsalesforcesto“push”themanufacturer’sgoods.Mostretailersalsochargemanufacturersslottingslottingslottingslottingfeesfeesfeesfees—paymentsdemandedbyretailersbeforetheywillacceptnewproducts and find“slots” for themontheshelves.Manufacturersmayalsogiveretailersfreespecialtyspecialtyspecialtyspecialtyadvertisingadvertisingadvertisingadvertisingitemsitemsitemsitemsthatcarrythecompany’sname,suchaspens,pencils,calendars,paperweights,matchbooks,memopads, and yardsticks. For moreexpensive and highlycomplexproducts,manufacturersoftenprovidespecializedspecializedspecializedspecializedtrainingtrainingtrainingtraining for retailsalespeople.Thisbackgroundhelpssalespeopleexplainfeatures,competitiveadvantages, and otherinformationtoconsumers.Trainingcanbeprovidedinseveralways:Amanufacturer’ssalesrepresentativecanconducttrainingsessionsduringregularsalescalls,orthefirmcandistributesalesliterature and videocassettes.SalesSalesSalesSalesForceForceForceForce Promotion: Promotion: Promotion: Promotion: Salesforce promotion isdirectedatthecompany’sownsalesforce(oftentimesthemanufacturer’ssalesforce)—ratherthanabusinesscustomer’ssalesforcewhichisinthedistributionchannel,suchasaretailer’ssalesforce.Contests, for example,couldbeusedtourgethesalesforcetoincreasetheirefforts,withprizesgoingtothetopperformers.Asalessalessalessalescontestcontestcontestcontestisacontest for salespeopletomotivatethemtoincreasetheirsalesperformanceoveragivenperiod.Salescontestsmotivate and recognizegoodcompanyperformers,whomayreceivetrips,cashprizes,orothergifts.Salescontestsworkbestwhentheyaretiedtomeasurable and achievablesalesobjectives.Otherincentivescouldalsobeprovidedtoencouragethesalesforcetoincreasenewaccountsinadditiontoboostingsales.PersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:PersonalPersonalPersonalPersonalsellingsellingsellingsellingispromotionalpresentationbythefirm’ssalesforceconductedonaperson-to-personbasiswiththebuyer for thepurposeofmakingsales and buildingcustomerrelationships.Personalsellingistheoldestformof promotion. Thisdirectformof promotion maybeconductedface-to-face,overthetelephone,throughvideoconferencing,orthroughinteractivecomputerlinksbetweenthebuyer and theseller.Thisdirectcontactwiththecustomergivesthesalespersontheopportunitytobeflexible and modifythesalesmessagetocoincidewiththecustomer’sneeds.Thesalespersoncangetimmediatefeedbackfromthecustomer.Thisformof promotion hasahighcostpercontactwiththecustomer.Theaveragesalescallcostsabout$300.Itisdifficulttoensureconsistencyofmessagewhenitisdeliveredbymanydifferentcompanyrepresentatives.Thecredibilityofsalespeopleoftendependsonthequalityoftheircompany’simage,whichhasbeencreatedbyother promotion strategies.About14millionpeopleintheU.S.areemployedinpersonalselling.Today,mostsalespeoplearewell-educated,well-trainedprofessionalswhoworktobuild and maintainlong-termcustomerrelationshipsbylisteningtotheircustomers,assessingcustomerneeds, and organizingthecompany’seffortstosolvecustomerproblems.Thetermsalespersoncoversawiderangeofpositions.Atoneextreme,asalespersonmightbelargelyanordertaker,suchasadepartmentstoresalespersonstandingbehindacounter.Attheotherextremeareordergetters,whosepositionsdemandthecreativesellingofproductsrangingfromappliances,industrialequipment, and airplanestoinsurance,advertising, and informationtechnologyservices.TheTheTheTheRoleRoleRoleRoleofofofofPersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:Generally,apersonalsaleseffortismoreimportantwhenafirmengagesinapushstrategy,inwhichthegoalistopushtheproductthroughthedistributionchannelsothatitisavailabletoconsumers.PersonalsellingalsoislikelytobecrucialinB2Bcontextswhendirectinteractionwithupper-levelmanagementisrequiredtosecureanimportantsale— and oftenwhenintensepricenegotiationsoccurbeforethesaleismade.Inaddition,inexperiencedbuyersmayneedthehands-onassistancethataprofessionalsalespersoncanprovide.Firmssellingproductsthatconsumersbuyinfrequently,suchascomputers,lawnmowers, and collegeeducations,oftenrelyheavilyonpersonalselling,asdofirmssellingcomplexorveryexpensiveproductsthatneedasalespersontoexplain,justify, and sellthem.Personalselling,however,hassomedisadvantagesthatlimittheroleplayedbypersonalsellinginthe promotion mix.First,whenthedollaramountofindividualpurchasesislow,itisn’teconomicallyfeasibletousepersonalselling.Thecostpercontactwithacustomerishighcomparedtootherformsofcommunication,suchasadvertising.Salespeoplecanalsoonlymakealimitednumberofsalescallsaday.Relianceonpersonalsellingiseffectiveonlywhenthesuccessratioisatitshighest.Becausethecostofutilizingsalespeopleishigh,telemarketingisgrowinginpopularity.Thetypesofsalespeople and theirfunctionsvaryconsiderably.Thepersonwhoprocessesacomputerpurchaseoverthephoneisanorderorderorderordertakertakertakertaker,asalespersonwhoseprimaryfunctionistofacilitatetransactionsthatthecustomerinitiates.Ordertakersincludebothinside and outsidesalespeople.Mostretailsalespeopleareinsideordertakers,butoftenwholesalers,dealers, and distributorsemploysalespeopletowaitoncustomers.Incontrast,acomputertechnicianisatechnicaltechnicaltechnicaltechnicalspecialistspecialistspecialistspecialist,asalessupportpersonwithahighleveloftechnicalexpertisewhoassistsinproductdemonstrations,recommendations for complexequipment, and setupofmachinery.Thetechnicalspecialist’sjobistoprovidesalessupportratherthanactuallyclosingthesale.Thetechnicalspecialistpromotesthefirm and triestostimulatedemand for aproducttomakeiteasier for colleaguestoactuallymakethesale.Sometimesapersonwhosejobistolaythegroundworkisknownasamissionarymissionarymissionarymissionarysalespersonsalespersonsalespersonsalesperson.Thisisasalespersonwhopromotesthefirm and triestostimulatedemand for aproduct,butdoesnotactuallycompleteasale.Manyfirmsfindthatthesellingfunctionisbesthandledbyteamteamteamteamsellingsellingsellingselling,usingteamsofpeoplefromsales,marketing,engineering,finance,technicalsupport, and evenuppermanagementtoservicelarge,complexaccounts.Finally,thepersonwhoactuallyconvincesthecustomertobuyisanorderorderorderordergettergettergettergetter,asalespersonwhoworkscreativelytodeveloprelationshipswithcustomersortogeneratenewsales.ApproachesApproachesApproachesApproachestotototoPersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:Personalsellingisoneoftheoldestformsof promotion, butitsimagehasbeentarnishedbysmooth-talkingpitchmenwhohavesometimessaidanythingtomakeasale.Inmorerecentyears,personalsellinghasbeguntoredeemitselfasaprofession and hasmovedfromatransactional,hard-selltechniquetoarelationshipmarketingapproach.TransactionalMarketingThehardsellisahigh-pressureprocess.Hard-selltacticsareaformoftransactionaltransactionaltransactionaltransactionalsellingsellingsellingselling,aformofpersonalsellingthatfocusesonmakinganimmediatesalewithlittleornoattempttodeveloparelationshipwiththecustomer.Ascustomers,thehardsellmakesusfeelmanipulated and resentful.Thistechniquealsocontributestothenegativeimagemanyofushaveofobnoxioussalespeople.RelationshipMarketingToday’sprofessionalsalespersonismorelikelytopracticerelationshiprelationshiprelationshiprelationshipsellingsellingsellingselling,aformofpersonalsellinginwhichthesalespersonseekstodevelopamutuallysatisfyingrelationshipwiththeconsumer.Relationshipsellinginvolveswinning,keeping, and developingcustomers.Winningacustomermeansconvertinganinterestedprospectintosomeonewhoisconvincedthattheproductholdsvalue for himorher.Keepingacustomermeansensuringthatthecustomergetswhatheorshepaid for. Developingacustomermeanssatisfyingthecustomersothatheorshewillbecountedontoprovidefuturebusiness.Theprofessionalsalespersonwhogenuinelyadherestotheprinciplesofrelationshipmarketingisarelationshipbuilder and acustomerproblemsolver.TheTheTheTheCreativeCreativeCreativeCreativeSellingSellingSellingSellingProcess:Process:Process:Process:Sellingisseldomboring.Everycustomer,everysalescall, and everysalespersonareunique.Somesalespeoplearesuccessfulprimarilybecausetheyknowsomuchaboutwhattheysell.Othersaresuccessfulbecausetheyhavebuiltstrongrelationshipswithcustomerswholookforwardtotheirvisits.Mostsalespeopleunderstand and engageinaseriesofactivitiesnecessarytobringaboutatransaction.Complexorexpensivesalesrequirecarefulplanning, and successfulsellinginthesecasesismorelikelyifthesalespersonundergoesasystematicseriesofstepsknownasthecreativecreativecreativecreativesellingsellingsellingsellingprocessprocessprocessprocess.Thesestepsrequirethesalespersontoseekoutcustomers,analyzetheirneeds,determinehowproductattributesprovidebenefits, and thendecidehowbesttocommunicatethistotheprospects.Thestepsintheprocessincludeprospecting,qualifying,preapproach,approach,salespresentation,demonstration,handlingobjections,closing, and follow-up.ProspectingProspectingProspectingProspectingProspectingisthestepofthesellingprocessthatincludesidentifying and developingalistofpotentialorprospectivecustomers.Prospectsorsalesleadscancomefromexistingcustomerlists,telephonedirectories,orcommerciallyavailabledatabases.Sometimescompaniesgeneratesalesleadsthroughtheiradvertisingorsalespromotionsbylettingcustomersrequestmoreinformation.Onewaytogenerateleadsisthroughcoldcalling,whenthesalespersoncontactsprospectswithoutpriorintroductionorarrangement.Salespeoplealsorelyonreferrals.Currentclientswhoaresatisfiedwiththeirpurchaseoftengivereferrals.QualifyingSalespeoplenextneedtoqualifyqualifyqualifyqualifytheirprospectsprospectsprospectsprospects,thestepofthesellingprocessthatdetermineshowlikelyprospectsaretobecomecustomers.Prospectscanbequalifiedbylookingattheirfinancialability,volumeofbusiness,specialneeds,location, and possibilities for growth.PreapproachThepreapproachpreapproachpreapproachpreapproachisthestepinthesellingprocessinwhichthesalespersonlearnsasmuchaspossibleaboutaprospectivecustomerbeforemakingasalescall.Salespeopletrytolearnasmuchaspossibleaboutqualifiedprospectsearlyon.Theymayprobepriorpurchasehistory,currentneeds,orinformationabouttheirinterests.Thesalespersoncanconsultindustry and onlinesources,acquaintances,etc.tolearnabouttheprospect.Anothertaskistodecideonthebestapproach,whichmightbeapersonalvisit,aphonecall,oraletter.Thebesttimingshouldbeconsideredcarefullybecausemanyprospectsarebusiestatcertaintimes.Finally,thesalespersonshouldgivethoughttoanoverallsalesstrategy for theaccount.ApproachTheapproachapproachapproachapproachisthestepinthesellingprocessinwhichthesalespersonusuallymeetsthecustomer for thefirsttime.Heorsheshouldstartbuildingtherelationshipduringtheapproach.Thesalespersonshouldknowhowtomeet and greettheprospect and gettherelationshipofftoagoodstart.Thisstepinvolvesthesalesperson’sappearance,openinglines, and thefollow-upremarks.Theopeninglinesshouldbepositivetobuildgoodwillfromthebeginningoftherelationship.Ifthesalespersonmadecontactwiththeprospectthroughareferral,thesalespersonshouldprobablysaysoup-front.Thisopeningmightbefollowedbysomekeyquestionstolearnmoreaboutthecustomer’sneedsorbyshowingadisplayorsampletoattracttheprospect’sattention and curiosity.Asinallstagesofthesellingprocess,listeningtothecustomeriscrucial.SalesPresentationThesalessalessalessalespresentationpresentationpresentationpresentationisthestepinthesellingprocessinwhichthesalespersonseekstopersuasivelycommunicatetheproduct’sfeatures and thebenefitsitwillprovideafterthesale.Proofstatements,suchasdataonpastsales,testimonials,guarantees,orresearchresults,helptomakethesalesperson’spresentationcredible.Somesalespresentationsarecanned,meaningascripthasbeenwritteninadvance, and thesamemessageisdeliveredtomanyprospects.Thistechniqueoftenprovidesaseriesofverbalpromptstowhichthereareexpectedcustomerresponses.Asimilarapproachcalledaformulatedapproachidentifiesaprospect’sneeds and thenprovidesascriptedsalespitchkeyedtothatkindofprospect.Thesestandardizedapproachesworkfineinsomecases,butthemosteffectivesalespresentationsarethosethataretailoredtothespecificcustomer.Increasingly,salespresentationsaregoinghigh-tech.Computer-basedmultimediapresentationsareconsideredthenextwaveinsales-forceautomation.Withamultimedia-readynotebookcomputerorLCDprojectioncomputer,salespeoplecanbringcolor,animation,video,audio, and interactivity—aswellasthelatestproduct and pricinginformation—totheirpresentations.DemonstrationOneimportantadvantageofpersonalsellingovermostadvertisingistheabilityofsalespeopletoprovideademonstrationdemonstrationdemonstrationdemonstrationoftheproducttothepotentialbuyer.Manyfirmsusenewtechnologiestomaketheirdemonstrationsmoreeffective.Multimediainteractivedemonstrationsarenowcommon.Thekeytoagooddemonstration—onethatgainsthecustomer’sattention,keepshisorherinterest,isconvincing, and staysinthecustomer’smemory—isplanning.Thesalespersonshouldcheck and recheckallaspectsofthedemonstrationpriortoitsdelivery.HandlingObjectionsHandlingHandlingHandlingHandlingobjectionsobjectionsobjectionsobjectionsisthestepinthesellingprocessinwhichthesalespersonseeksout,clarifies, and overcomescustomerobjectionstobuying.Customersalmostalwayshaveobjectionsduringthepresentationorwhenaskedtoplaceanorder.Theproblemcanbeeitherlogicalorpsychological, and objectionsareoftentimesunspoken.Thesalespersonshouldhandleobjectionsusingapositiveapproach,byseekingouthiddenobjections,askingtheprospecttoclarifyanyobjections, and takingobjectionsasopportunitiestoprovidemoreinformation—turningtheobjectionsintoreasons for buying.Everysalespersonneedstrainingintheskillsofhandlingobjections.ClosingClosingClosingClosingClosingisthestepinthesellingprocessinwhichthesalespersonasksthecustomer for anorder.Somesalespeopledonotgetaroundtoclosingordonothandleitwell.Theymaylackconfidence,feelguiltyaboutasking for theorder,orfailtorecognizetherightmomenttoclosethesale.Salespeopleshouldknowhowtorecognizeclosingsignalsfromthebuyer,includingbodylanguage,comments, and questions.Salespeoplecanuseseveralclosingtechniques.Theycanask for theorder,reviewpointsofagreement,offertohelpwriteuptheorder,askwhethertheybuyerwantsthismodelorthatone,ornotethatthebuyerwillloseoutiftheorderisnotplacednow.Thesalespersonmayalsoofferthebuyerspecialreasonstoclose,suchasalowerpriceoranextraquantityatnocharge.Follow-UpFollow-upFollow-upFollow-upFollow-upisthelaststepinthesellingprocess,inwhichthesalespersonfollowsupafterthesaletoensurecustomersatisfaction and repeatbusiness.Rightafterclosing,thesalespersonshouldcompleteanydetailsondeliverytime,purchaseterms, and othermatters.Thesalespersonthenshouldscheduleafollow-upcallwhentheinitialorderisreceived,tomakesurethereisproperinstallation,instruction, and/ orservicing.Thisvisitshouldrevealanyproblems,assurethebuyerofthesalesperson’sinterest, and reduceanybuyerconcernsthatmighthavearisensincethesale.Follow-upalsoallowsthesalespersontobridgetothenextpurchase.Oncearelationshipdevelops,thesellingprocessisonlythebeginning.Evenasonecycleofpurchasingdrawstoaclose,agoodsalespersonisalreadylayingthefoundation for thenextone.SalesSalesSalesSalesManagement:Management:Management:Management:SalesSalesSalesSalesmanagementmanagementmanagementmanagementistheprocessofplanning,implementing, and controllingthepersonalsellingfunctionofanorganization.Personalsellingisateameffortthatrequirescarefulplanning and salespeopleinthefieldwhen and wherecustomersneedthem.SalesForceObjectivesSalesforceobjectivesstatewhatthesalesforceisexpectedtoaccomplish and when.Thesegoalscouldincludeacquiringnewcustomers,generatingspecificamountsofsalesvolume,reducingsalesexpenses,improvingcustomersatisfaction,gatheringnew-productsuggestions,traininggoals, and communityinvolvementgoals.Salesmanagersalsoworkwiththeirsalespeopletodevelopindividualgoals.Performancegoalsaremeasurableoutcomes,suchastotalsales and totalprofitspersalesperson.Behavioralgoalsspecifyactionssalespeoplemustaccomplish,suchasthenumberofprospectstoidentify,thenumberofsalescalls, and thenumberofsalespresentations.SalesForceStrategyAsalesforcestrategyspecifiesthestructure and sizeofafirm’ssalesforce.Eachsalespersonhastheresponsibility for asetgroupofcustomers—thesalessalessalessalesterritoryterritoryterritoryterritory.Theterritorystructureallowssalespeopletohaveanin-depthunderstandingofcustomers and theirneedsthroughfrequentcontacts.Themostcommonwaytoallotterritoriesisgeographically,minimizingtravel and otherfieldexpenses.Ageographicsalesforcestructureusuallyissizedaccordingtohowmanycustomersarefoundinagivenarea.Iftheproductlineisdiverseortechnicallycomplex,abetterapproachmaybetostructuresalesterritoriesbasedondifferentclassesofproductstoenablethesalesforcetoprovidemoreexpertisetoasetofcustomerswithsimilarneeds.Stillanotherstructureisindustryspecialization,inwhichsalespeoplefocusonasingleindustryorasmallnumberofindustries.Puttingasalespersonintothefieldisexpensive,sothenumberofpeopleinthesalesforcehasanimpactonacompany’sprofitability.Determiningtheoptimalnumberofsalespeopleisanimportantdecision.Recruiting,Selecting,&TrainingtheSalesForceBecausethequalityofasalesforcecanmakeorbreakafirm,atoppriority for salesmanagersistorecruit and selecttherightsetofpeopletodothejob—peoplewhoarestrategicthinkers,whohavetechnicalknowledgepertainingtotheindustry, and whohaveexcellentinterpersonalskills.Companiesscreenpotentialsalespeopletorevealtheseskills,alongwithusefulinformationaboutinterests and capabilities.Pencil -and- papertestscandeterminequantitativeskills and competenceinareasnoteasilyevaluatedthroughinterviews.Salestrainingteachessalespeopleabouttheorganization and itsproducts and howtodeveloptherightskills,knowledge, and attitudes.Newsalespeoplemayspendanywherefromafewweeksormonthstoayearormoreintraining.Theaverageinitialtrainingperiodisfourmonths.Then,mostcompaniesprovidecontinuingsalestrainingviaseminars,salesmeetings, and theInternetthroughoutthesalesperson’scareer.Compensating,Motivating, and SupervisingtheSalesForceOnewaytomotivatesalespeopleistopaythemwell,oftentimesbytyingcompensationtoperformance.Astraightcommissionplanisbasedsolelyonapercentageofsalesthepersoncloses.Underacommission-with-drawplan,earningsarebasedoncommissionplusaregularpayment,or“draw,”thatmaybechargedagainstfuturecommissionsifcurrentsalesareinadequatetocoverthedraw.Withastraightsalarycompensationplan,thesalespersonispaidasetamountregardlessofsalesperformance.Sometimesstraightsalaryplansareaugmentedbyuseofaquota-bonusplan,inwhichsalespeoplearepaidsalaryplusabonus for salesaboveanassignedquota.Inadditiontobasiccompensation,manymanagersfindthatavarietyofotherincentivescanalsoenhancethesalesforceefforttremendously.Suchincentivescanrangefromfreevacationstoextracash.Althoughmanysalespeopleliketoworkindependently,supervisionisessentialtoaneffectivesalesforce.Salesmanagersoftenrequiresalespeopletodevelopmonthly,weekly,ordailycallreports,aplanofactiondetailingwhichcustomerswerecalledon and howthingswent.Thesereportsallowthesalesmanagertotrackwhatthesalespeoplearedoinginthefield, and theyprovidemarketingmanagerswithtimelyinformationaboutcustomers’responses,competitiveactivity, and anychangesinthefirm’scustomerbase.EvaluatingtheSalesForceThejobofsalesmanagersisnotcompleteuntilthetotaleffortofthesalesforceisevaluated.First,itisimportanttodetermineifthesalesfunctionismeetingitsquantitativeobjectives.Ifnot,thesalesmanagermustfigureoutthecauses.Individualsalespersonperformanceisnormallymeasuredagainstsalesquotas for individualsalesterritories,evenwhencompensationplansdonotincludebonusesorcommissionsbasedonquotas.Otherquantitativemeasures,suchasnumberofsalescalls and salesreports,mayalsobeusedintheevaluation.Manyfirmsalsoevaluatetheirsalesforceonqualitativeindicatorsofperformancesuchassalespersonattitude,productknowledge, and communicationskills.Increasingly,asfirmsfocusonrelationshipmanagement,thelevelofcustomersatisfactionisastrongqualitativemeasureofsuperiorsalespersonperformance.Finally,thesalesperson’sexpenseaccount for travel and entertainment(T&E)maybeconsideredsincethebestsalesrecordcanmeanlittletoacompany’sbottomlineifthesalespersonisgougingthecompanywithoutrageousexpenses.Note:TheabovelecturenoteswerecompiledbyDavidGerth.Thesematerialsareacompositeofquotations,paraphrases, and ideasfromMarketing:RealPeople,RealChoices,Solomon&Stuart,2003,PrenticeHall;ContemporaryMarketing,Boone&Kurtz,2004,Thomson;PrinciplesofMarketing,Kotler&Armstrong,2004,PrenticeHall; and DavidGerth.Theyareonlyintended for thenoncommercialuseofstudentsinDavidGerth’smarketingclasses for educationalpurposes.othergroupsaboutmarketingconcerns and canbeeitherproactiveorreactive.Withproactivemarketing public relations ,themarketertakestheinitiative and seeksoutopportunities for promotingthefirm’sproducts,oftenincludingdistributionof press releases and featurearticles.Itisapowerfulmarketingtoolsinceitaddsnewscoveragethatreinforcesdirect promotion activities.Althoughsomepublicityhappensnaturally,moretypicallya“buzz”needstobecreatedbyafirm’spublicists.Reactivemarketing public relations respondstoanexternalsituationthathaspotentialnegativeconsequences for theorganization.Thegoalinthiscaseistomanagetheflowofinformationtoaddressconcernssothatconsumersdon’tpanic and distributorsdon’tabandontheproduct.TheInternethasexpandedthecapabilitiesofthetraditional public relations function.Corporatewebsitesposttestimonialsfromcustomers,makenewproductannouncements, and respondquicklytoimportantevents.Newsreleasespostedonthecompanywebsitemaydoubleassalesvehicles.TheInternetcanalsobeveryeffectiveinhandlingcompanycrises.WithahostofInternetnewssites,companiescanrespondtoacrisisonlineinfarlesstimethanotherformsofcommunicationsuchas press releasesorconferences. Public Public Public Public Relations Relations Relations RelationsObjectives:Objectives:Objectives:Objectives: Public relations specialistsneedtooperateatmanylevelstoensurethatvariouspublicsofacompanyreceivecoordinated,positivemessagesaboutthefirm.Thesegroupsincludecustomers,suppliers,employees,themedia,stockholders, and governmentregulators.Companiesthatpracticeintegratedmarketingcommunicationstrategiesknowthat public relations strategiesarebestusedinconcertwithadvertising,sales promotion, and personalsellinginordertosendaconsistentmessagetocustomers and otherstakeholders.AspartofthetotalIMCplan, public relations departmentsmayperformanyorallofthefollowingfunctionstoachievecommunicationsobjectives:• Public Affairs–Building and maintainingnationalorlocalcommunity relations. •Lobbying–Building and maintaining relations withlegislators and governmentofficialstoinfluencelegislation and regulation.•Investor Relations –Maintainingrelationshipswithshareholders and othersinthefinancialcommunity.•Development– Public relations withdonorsormembersofnonprofitorganizationstogainfinancialorvolunteersupport.•LocationPR–Enhancingtheimageofacity,region,orcountry.• Press Relations –Creating and placingnewsworthyinformationinthenewsmediatoattractattentiontoapersonorproduct.•ProductPublicity–Publicizingspecificproductstoconsumersaswellasotherorganizations. Public Public Public Public Relations Relations Relations RelationsTools:Tools:Tools:Tools: Public relations professionalsuseseveraltools.Theyuse:•News,•Speeches,•SpecialEvents,•MobileMarketing,•WrittenMaterials,•AudiovisualMaterials,•CorporateIdentityMaterials, and • Public ServiceActivities.Oneofthemajortoolsisnews.PRprofessionalsfindorcreatefavorablenewsabouttheorganization and itsproductsorpeople.Speechescanalsocreateproduct and companypublicity.Increasingly,companyexecutivesmustfieldquestionsfromthemediaorgivetalksattradeassociationsorsalesmeetings.AnothercommonPRtoolisspecialevents,rangingfromnewsconferences, press tours,grandopenings, and fireworksdisplaystolasershows,hotairballoonreleases,multimediapresentations and star-studdedspectaculars, and educationalprogramsdesignedtoreach and interesttargetpublics.Recently,mobilemarketing—travelingpromotionaltoursthatbringthebrandtoconsumers—hasemergedasaneffectivewaytobuildone-to-onerelationshipswithtargetedconsumers. Public relations peoplealsopreparewrittenmaterialstoreach and influencetheirtargetmarkets.Thesematerialsincludeannualreports,brochures,articles, and companynewsletters and magazines.Audiovisualmaterials,suchasfilms,slide -and- soundprograms, and video- and audiocassettes,arebeingusedincreasinglyascommunicationtools.Corporateidentitymaterialscanalsohelpcreateacorporateidentitythatthe public immediatelyrecognizes.Logos,stationery,brochures,signs,businessforms,businesscards,buildings,uniforms, and companycars and trucks—allbecomemarketingtoolswhentheyareattractive,distinctive, and memorable.Finally,companiescanimprove public goodwillbycontributingmoney and timeto public serviceactivities.PlanningPlanningPlanningPlanningaaaa Public Public Public Public Relations Relations Relations RelationsCampaign:Campaign:Campaign:Campaign:A public relations campaignisacoordinatedefforttocommunicatewithoneormoreoftheorganization’spublics.Thisisathree-stepprocessof:1.DevelopingObjectives,2.Executing, and 3.Evaluating.Theorganizationmustfirstdevelopclearobjectives for thePRprogramthatdefinethemessageitwantspeopletohear.ThePRspecialistsmustdevelopacampaignstrategythatincludes:•astatementofobjectives;•asituationanalysis;•specificationoftargetpublics,messagestobecommunicated, and specificprogramelementstobeused;•atimetable and budget; and •adiscussionofhowtheprogramwillbeevaluated.Executionofthecampaignmeansdecidingpreciselyhowthemessageshouldbecommunicatedtothetargetedpublics and implementingthedecisions.Anorganizationcanuseavarietyof public relations tools:newsconferences,specialevents,writtenmaterials,etc.Oneofthebarrierstogreaterrelianceon public relations campaignsisthedifficultyencounteredwhentryingtogaugetheireffectiveness.ItispossibletotellifaPRcampaignisgettingmediaexposure,thoughit’smoredifficulttogaugebottom-lineimpact.In-houseassessments,awareness and preferenceresearchstudies, and themeasurementofprint and broadcastcoveragegeneratedbyPRactivitiesaswellasimpressioncountscanbeusedinthePRcampaignevaluation.SalesSalesSalesSales Promotion: Promotion: Promotion: Promotion: SalesSalesSalesSales Promotion Promotion Promotion Promotionistheuseofshort-termincentivestoencouragethepurchaseorsaleofaproduct.Salespromotionsareprogramssuchascontests,coupons,displays,tradeshows,samples,premiums,productdemonstrations,orotherincentivesthatmarketersdesigntobuildinterestinorencouragepurchaseofaproductduringaspecifiedtimeperiod.Salespromotionsareintendedtostimulateimmediateaction,oftenintheformofapurchase,ratherthantobuildlong-termloyalty.Whereasadvertising and personalsellingofferreasonstobuyaproduct,sales promotion offersreasonstobuynow.Sales promotion gearedtomarketingintermediariesiscalledtradetradetradetrade promotion promotion promotion promotion.Companiesactuallyspendaboutasmuchontrade promotion asonadvertising and consumer-orientedsales promotion combined.Trade promotion strategiesincludeofferingfreemerchandise,buybackallowances, and merchandiseallowancesalongwithsponsorshipofsalesconteststoencouragewholesalers and retailerstosellmoreofcertainproductsorproductlines.Sales promotion toolsareusedbymostorganizations,includingmanufacturers,distributors,retailers,tradeassociations, and not -for- profitinstitutions.Theyaretargetedtowardfinalbuyers,retailers and wholesalers,businesscustomers, and membersofthesalesforce.Severalfactorshavecontributedtotherapidgrowthofsales promotion, particularlyinconsumermarkets.First,insidethecompany,productmanagersfacegreaterpressurestoincreasetheircurrentsales; and sales promotion isviewedasaneffectiveshort-runsalestool.Second,externally,thecompanyfacesmorecompetition; and competingbrandsarelessdifferentiated.Increasingly,competitorsareusingsales promotion tohelpdifferentiatetheiroffers.Third,advertisingefficiencyhasdeclinedbecauseofrisingcosts,mediaclutter, and legalconstraints.Finally,consumershavebecomemoredealoriented, and ever-largerretailersaredemandingmoredealsfrommanufacturers.Thegrowinguseofsales promotion hasresultedin promotion clutter,similartoadvertisingclutter,however.Consumersareincreasinglytuningoutsalespromotions,weakeningtheirabilitytotriggerimmediatepurchase.Manufacturersarenowsearching for waystoriseabovetheclutter,suchasofferinglargercouponvaluesorcreatingmoredramaticpoint-ofpurchasedisplays.SalesSalesSalesSales Promotion Promotion Promotion PromotionObjectives:Objectives:Objectives:Objectives:Sales promotion objectivesdifferwidely:•IncreaseShort-TermSales(consumer promotion) •BuildLong-TermMarketShare(consumer promotion) •EncourageRetailerstoCarryNewItems and AdditionalInventory(trade promotion) •EncourageRetailerstoAdvertise and ProvideMoreShelfSpace(trade promotion) •EncourageRetailerstoBuyAhead(trade promotion) •IncreaseSalesForceSupport(salesforce promotion) •IncreaseNumberofNewAccounts(salesforce promotion) Sellersmayuseconsumerpromotionstoincreaseshort-termsalesortohelpbuildlong-termmarketshare.Objectives for tradepromotionsincludegettingretailerstocarrynewitems and moreinventory,gettingthemtoadvertisetheproduct and giveitmoreshelfspace, and gettingthemtobuyahead.Salesforce promotion objectivesincludegettingmoresalesforcesupport for currentornewproductsorgettingsalespeopletosignupnewaccounts.Salespromotionsareusuallyusedtogetherwithadvertising,personalselling,orother promotion mixtools.Consumerpromotionsmustusuallybeadvertised and canaddexcitement and pullingpowertoads.Trade and salesforcepromotionssupportthefirm’spersonalsellingprocess.Ingeneral,ratherthancreatingonlyshort-termsalesortemporarybrandswitching,salespromotionsshouldhelptoreinforcetheproduct’sposition and buildlong-termcustomerrelationships.Increasingly,marketersareavoiding“quickfix,”price-onlypromotionsinfavorofpromotionsdesignedtobuildbrandequity.Consumer-OrientedConsumer-OrientedConsumer-OrientedConsumer-OrientedSalesSalesSalesSales Promotion: Promotion: Promotion: Promotion: Themainconsumer promotion toolsincludesamples,coupons,cashrefunds,pricepacks,premiums,advertisingspecialties,patronagerewards,point-of-purchasedisplays and demonstrations, and contests,sweepstakes, and games.Consumer-orientedsalespromotionscanbeclassifiedaseitherprice-basedorattention-gettingconsumer promotion. Price-BasedConsumer Promotion Price-basedconsumerpromotionsemphasizeshort-termpricereductionsorrefunds,encouragingconsumerstochooseabrandwhilethedealison.Ifusedtoofrequently,however,consumersbecomeconditionedtopurchasetheproductonlyatthelowerpromotionalprice.CouponsAcouponcouponcouponcouponisacertificatethatgivesbuyersasavingwhentheypurchaseaspecifiedproduct.Couponscanstimulatesalesofamaturebrandorpromoteearlytrialofanewbrand.Redemptionrateshavebeendeclininginrecentyears,however,asaresultofcouponclutter.Mostmajorconsumergoodscompaniesareissuingfewercoupons and targetingthemmorecarefully.Theyarealsocultivatingnewoutlets for distributingcoupons,suchassupermarketshelfdispensers,electronicpoint-of-salecouponprinters,or“paperlesscouponsystems.”CashRebateOffersAcashcashcashcashrebaterebaterebaterebateisanoffertorefundpartofthepurchasepriceofaproducttoconsumerswhosenda“proofofpurchase”tothemanufacturer.PricePacksApricepricepricepricepackpackpackpackisareducedpricethatismarkedbytheproducerdirectlyonthelabelorpackage.Pricepackscanbesinglepackagessoldatareducedprice,ortworelatedproductsbandedtogether.Pricepacksareveryeffective—evenmoresothancoupons—instimulatingshort-termsales.PatronageRewardsApatronagepatronagepatronagepatronagerewardrewardrewardrewardiscashorotheraward for theregularuseofacertaincompany’sproducts.SpecialPacksAspecialspecialspecialspecialpackpackpackpackisapackagethatgivestheshoppermoreproductinsteadofloweringitsprice.Aspecialpackalsocanbeaseparateproductgivenawayalongwithanotherproduct.Attention-GettingConsumer Promotion Attention-gettingconsumerpromotionsstimulateinterestin and publicity for acompany’sproducts.SamplesAsamplesamplesamplesampleisasmallamountofaproductofferedtoconsumers for trial.Samplingisthemosteffective—butmostexpensive—waytointroduceanewproduct.About84percentofconsumerpackaged-goodsmarketersusesamplingasapartoftheir promotion strategy.Somesamplesarefree; for others,companieschargeasmallamounttooffsetitscost.Thesamplemightbedelivereddoor-to-door,sentbymail,handedoutinastore,attachedtoanotherproduct,orfeaturedinanad.Samplescanalsocomewiththemorningnewspaper,inasamplepack,orviatheInternet.PremiumsApremiumpremiumpremiumpremiumisagoodofferedeitherfreeoratlowcostasanincentivetobuyaproduct.Apremiumisnottheproductbeingpromoted.Itisusedasanincentivetoencouragepurchaseofthefeaturedproduct.Apremiummaycomeinsideoroutsidethepackage,orthroughthemail.AdvertisingSpecialtiesAnadvertisingadvertisingadvertisingadvertisingspecialtyspecialtyspecialtyspecialtyisausefularticleimprintedwithanadvertiser’sname,givenasagifttoconsumers.Typicalitemsincludepens,calendars,keyrings,matches,shoppingbags,T-shirts,caps,nailfiles, and coffeemugs.Inarecentstudy,63percentofallconsumerssurveyedwereeithercarryingorwearinganadspecialtyitem.Morethanthree-quartersofthosewhohadanitemcouldrecalltheadvertiser’snameormessagebeforeshowingtheitemtotheinterviewer.Point-of-Purchase(POP)Promotions ... UnitUnitUnitUnit12:12:12:12: Public Public Public Public Relations, Relations, Relations, Relations, SalesSalesSalesSales Promotion, Promotion, Promotion, Promotion, and and and andPersonalPersonalPersonalPersonalSellingSellingSellingSelling Public Public Public Public Relations Relations Relations Relations and and and andPublicity:Publicity:Publicity:Publicity: Public Public Public Public relations relations relations relationsisanorganization’scommunicationsthatseektobuildgoodrelationshipswithanorganization’spublics,includingconsumers,stockholders, and legislators.Itincludesobtainingfavorablepublicity,buildingupagood“corporateimage,” and handlingorheadingoffunfavorablerumors,stories, and events.PublicityPublicityPublicityPublicityisunpaidcommunicationaboutanorganizationthatappearsinthemassmedia. Public relations mayconsistofwriting press releases,holdingspecialevents,conducting and publishingconsumersurveysaboutaproductorthecompany, and effortstoputapositivespinonnegativecompanynews.Unlikesalespromotions, public relations activitiesdonotusuallyseekashort-termincreaseinsales.Instead,theytrytocraftalong-termpositiveimage for theproductortheorganization.Comparedwithpersonalselling,advertising, and salespromotions,expenditures for public relations areusuallylowinmostorganizations.Sincecompaniesdonotpay for publicity,theyhavelesscontroloverthepublicationofgoodorbadcompanynews.Butthisoftenmeansthatconsumersfindthistypeofnewssourcemorebelievablethaniftheinformationweredisseminateddirectlybythecompany.MarketingMarketingMarketingMarketing and and and andNonmarketingNonmarketingNonmarketingNonmarketing Public Public Public Public Relations: Relations: Relations: Relations: Thebasicruleof public relations istodosomethinggood and thentalkaboutit. Public relations iscrucialtoanorganization’sabilitytoestablish and maintainafavorableimage.NonmarketingNonmarketingNonmarketingNonmarketing public public public public relations relations relations relationsreferstoacompany’smessagesaboutgeneralmanagementissues.Whenacompanymakesadecisionthataffectsanyofitspublics,inputfrom public relations specialistscanhelptosmoothitsdealingswiththosepublics.Acompany, for example,thatdecidestocloseaplantwouldneedadviceonhowtodealwiththelocalcommunity.Otherexamplesincludeacompany’sattemptstogainfavorable public opinionduringalongstrikeoranopenlettertoCongresspublishedinanewspaperduringcongressionaldebatesonabillthatwouldaffectaparticularindustry.MarketingMarketingMarketingMarketing public public public public relations relations relations relationsreferstonarrowlyfocused public relations activitiesthatdirectlysupportmarketinggoals.Marketing public relations involvesanorganization’srelationshipswithconsumersorAllowancesAnallowanceallowanceallowanceallowanceispromotionalmoneypaidbymanufacturerstoretailersinreturn for anagreementtofeaturethemanufacturer’sproductsinsomeway.Anadvertisingallowancecompensatesretailers for advertisingtheproduct.Adisplayallowancecompensatesthem for usingspecialdisplays.Conventions and TradeShowsManycompanies and tradeassociationsorganizeconventions and tradeshowstopromotetheirproducts.Firmssellingtotheindustryshowtheirproductsatthetradetradetradetradeshowshowshowshow.Atradetradetradetradeshowshowshowshowisan event atwhichmanycompaniessetupelaborateexhibitstoshowtheirproducts,giveawaysamples,distributeproductliterature, and troll for newbusinesscontacts.Tradeshowsaremajorvehicles for manufacturerstoshowofftheirproductlinestowholesalers and retailers.Morethan4,300tradeshowstakeplaceeveryyear,drawingasmanyas85millionpeople.Vendorsreceivemanybenefits,suchasopportunitiestofindnewsalesleads,contactcustomers,introducenewproducts,meetnewcustomers,sellmoretopresentcustomers, and educatecustomerswithpublications and audiovisualmaterials.Tradeshowsalsohelpcompaniesreachmanyprospectsnotreachedthroughtheirsalesforces.About90percentofatradeshow’svisitorsseeacompany’ssalespeople for thefirsttimeattheshow.Businessmarketersmayspendasmuchas35percentoftheirannual promotion budgetsontradeshows.OtherProgramsManufacturersmayofferfreefreefreefreegoodsgoodsgoodsgoods,whichareextracasesofmerchandise,toresellerswhobuyacertainquantityorwhofeatureacertainflavororsize.Theymayofferpushpushpushpushmoneymoneymoneymoney—cashorgiftstodealersortheirsalesforcesto“push”themanufacturer’sgoods.Mostretailersalsochargemanufacturersslottingslottingslottingslottingfeesfeesfeesfees—paymentsdemandedbyretailersbeforetheywillacceptnewproducts and find“slots” for themontheshelves.Manufacturersmayalsogiveretailersfreespecialtyspecialtyspecialtyspecialtyadvertisingadvertisingadvertisingadvertisingitemsitemsitemsitemsthatcarrythecompany’sname,suchaspens,pencils,calendars,paperweights,matchbooks,memopads, and yardsticks. For moreexpensive and highlycomplexproducts,manufacturersoftenprovidespecializedspecializedspecializedspecializedtrainingtrainingtrainingtraining for retailsalespeople.Thisbackgroundhelpssalespeopleexplainfeatures,competitiveadvantages, and otherinformationtoconsumers.Trainingcanbeprovidedinseveralways:Amanufacturer’ssalesrepresentativecanconducttrainingsessionsduringregularsalescalls,orthefirmcandistributesalesliterature and videocassettes.SalesSalesSalesSalesForceForceForceForce Promotion: Promotion: Promotion: Promotion: Salesforce promotion isdirectedatthecompany’sownsalesforce(oftentimesthemanufacturer’ssalesforce)—ratherthanabusinesscustomer’ssalesforcewhichisinthedistributionchannel,suchasaretailer’ssalesforce.Contests, for example,couldbeusedtourgethesalesforcetoincreasetheirefforts,withprizesgoingtothetopperformers.Asalessalessalessalescontestcontestcontestcontestisacontest for salespeopletomotivatethemtoincreasetheirsalesperformanceoveragivenperiod.Salescontestsmotivate and recognizegoodcompanyperformers,whomayreceivetrips,cashprizes,orothergifts.Salescontestsworkbestwhentheyaretiedtomeasurable and achievablesalesobjectives.Otherincentivescouldalsobeprovidedtoencouragethesalesforcetoincreasenewaccountsinadditiontoboostingsales.PersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:PersonalPersonalPersonalPersonalsellingsellingsellingsellingispromotionalpresentationbythefirm’ssalesforceconductedonaperson-to-personbasiswiththebuyer for thepurposeofmakingsales and buildingcustomerrelationships.Personalsellingistheoldestformof promotion. Thisdirectformof promotion maybeconductedface-to-face,overthetelephone,throughvideoconferencing,orthroughinteractivecomputerlinksbetweenthebuyer and theseller.Thisdirectcontactwiththecustomergivesthesalespersontheopportunitytobeflexible and modifythesalesmessagetocoincidewiththecustomer’sneeds.Thesalespersoncangetimmediatefeedbackfromthecustomer.Thisformof promotion hasahighcostpercontactwiththecustomer.Theaveragesalescallcostsabout$300.Itisdifficulttoensureconsistencyofmessagewhenitisdeliveredbymanydifferentcompanyrepresentatives.Thecredibilityofsalespeopleoftendependsonthequalityoftheircompany’simage,whichhasbeencreatedbyother promotion strategies.About14millionpeopleintheU.S.areemployedinpersonalselling.Today,mostsalespeoplearewell-educated,well-trainedprofessionalswhoworktobuild and maintainlong-termcustomerrelationshipsbylisteningtotheircustomers,assessingcustomerneeds, and organizingthecompany’seffortstosolvecustomerproblems.Thetermsalespersoncoversawiderangeofpositions.Atoneextreme,asalespersonmightbelargelyanordertaker,suchasadepartmentstoresalespersonstandingbehindacounter.Attheotherextremeareordergetters,whosepositionsdemandthecreativesellingofproductsrangingfromappliances,industrialequipment, and airplanestoinsurance,advertising, and informationtechnologyservices.TheTheTheTheRoleRoleRoleRoleofofofofPersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:Generally,apersonalsaleseffortismoreimportantwhenafirmengagesinapushstrategy,inwhichthegoalistopushtheproductthroughthedistributionchannelsothatitisavailabletoconsumers.PersonalsellingalsoislikelytobecrucialinB2Bcontextswhendirectinteractionwithupper-levelmanagementisrequiredtosecureanimportantsale— and oftenwhenintensepricenegotiationsoccurbeforethesaleismade.Inaddition,inexperiencedbuyersmayneedthehands-onassistancethataprofessionalsalespersoncanprovide.Firmssellingproductsthatconsumersbuyinfrequently,suchascomputers,lawnmowers, and collegeeducations,oftenrelyheavilyonpersonalselling,asdofirmssellingcomplexorveryexpensiveproductsthatneedasalespersontoexplain,justify, and sellthem.Personalselling,however,hassomedisadvantagesthatlimittheroleplayedbypersonalsellinginthe promotion mix.First,whenthedollaramountofindividualpurchasesislow,itisn’teconomicallyfeasibletousepersonalselling.Thecostpercontactwithacustomerishighcomparedtootherformsofcommunication,suchasadvertising.Salespeoplecanalsoonlymakealimitednumberofsalescallsaday.Relianceonpersonalsellingiseffectiveonlywhenthesuccessratioisatitshighest.Becausethecostofutilizingsalespeopleishigh,telemarketingisgrowinginpopularity.Thetypesofsalespeople and theirfunctionsvaryconsiderably.Thepersonwhoprocessesacomputerpurchaseoverthephoneisanorderorderorderordertakertakertakertaker,asalespersonwhoseprimaryfunctionistofacilitatetransactionsthatthecustomerinitiates.Ordertakersincludebothinside and outsidesalespeople.Mostretailsalespeopleareinsideordertakers,butoftenwholesalers,dealers, and distributorsemploysalespeopletowaitoncustomers.Incontrast,acomputertechnicianisatechnicaltechnicaltechnicaltechnicalspecialistspecialistspecialistspecialist,asalessupportpersonwithahighleveloftechnicalexpertisewhoassistsinproductdemonstrations,recommendations for complexequipment, and setupofmachinery.Thetechnicalspecialist’sjobistoprovidesalessupportratherthanactuallyclosingthesale.Thetechnicalspecialistpromotesthefirm and triestostimulatedemand for aproducttomakeiteasier for colleaguestoactuallymakethesale.Sometimesapersonwhosejobistolaythegroundworkisknownasamissionarymissionarymissionarymissionarysalespersonsalespersonsalespersonsalesperson.Thisisasalespersonwhopromotesthefirm and triestostimulatedemand for aproduct,butdoesnotactuallycompleteasale.Manyfirmsfindthatthesellingfunctionisbesthandledbyteamteamteamteamsellingsellingsellingselling,usingteamsofpeoplefromsales,marketing,engineering,finance,technicalsupport, and evenuppermanagementtoservicelarge,complexaccounts.Finally,thepersonwhoactuallyconvincesthecustomertobuyisanorderorderorderordergettergettergettergetter,asalespersonwhoworkscreativelytodeveloprelationshipswithcustomersortogeneratenewsales.ApproachesApproachesApproachesApproachestotototoPersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:Personalsellingisoneoftheoldestformsof promotion, butitsimagehasbeentarnishedbysmooth-talkingpitchmenwhohavesometimessaidanythingtomakeasale.Inmorerecentyears,personalsellinghasbeguntoredeemitselfasaprofession and hasmovedfromatransactional,hard-selltechniquetoarelationshipmarketingapproach.TransactionalMarketingThehardsellisahigh-pressureprocess.Hard-selltacticsareaformoftransactionaltransactionaltransactionaltransactionalsellingsellingsellingselling,aformofpersonalsellingthatfocusesonmakinganimmediatesalewithlittleornoattempttodeveloparelationshipwiththecustomer.Ascustomers,thehardsellmakesusfeelmanipulated and resentful.Thistechniquealsocontributestothenegativeimagemanyofushaveofobnoxioussalespeople.RelationshipMarketingToday’sprofessionalsalespersonismorelikelytopracticerelationshiprelationshiprelationshiprelationshipsellingsellingsellingselling,aformofpersonalsellinginwhichthesalespersonseekstodevelopamutuallysatisfyingrelationshipwiththeconsumer.Relationshipsellinginvolveswinning,keeping, and developingcustomers.Winningacustomermeansconvertinganinterestedprospectintosomeonewhoisconvincedthattheproductholdsvalue for himorher.Keepingacustomermeansensuringthatthecustomergetswhatheorshepaid for. Developingacustomermeanssatisfyingthecustomersothatheorshewillbecountedontoprovidefuturebusiness.Theprofessionalsalespersonwhogenuinelyadherestotheprinciplesofrelationshipmarketingisarelationshipbuilder and acustomerproblemsolver.TheTheTheTheCreativeCreativeCreativeCreativeSellingSellingSellingSellingProcess:Process:Process:Process:Sellingisseldomboring.Everycustomer,everysalescall, and everysalespersonareunique.Somesalespeoplearesuccessfulprimarilybecausetheyknowsomuchaboutwhattheysell.Othersaresuccessfulbecausetheyhavebuiltstrongrelationshipswithcustomerswholookforwardtotheirvisits.Mostsalespeopleunderstand and engageinaseriesofactivitiesnecessarytobringaboutatransaction.Complexorexpensivesalesrequirecarefulplanning, and successfulsellinginthesecasesismorelikelyifthesalespersonundergoesasystematicseriesofstepsknownasthecreativecreativecreativecreativesellingsellingsellingsellingprocessprocessprocessprocess.Thesestepsrequirethesalespersontoseekoutcustomers,analyzetheirneeds,determinehowproductattributesprovidebenefits, and thendecidehowbesttocommunicatethistotheprospects.Thestepsintheprocessincludeprospecting,qualifying,preapproach,approach,salespresentation,demonstration,handlingobjections,closing, and follow-up.ProspectingProspectingProspectingProspectingProspectingisthestepofthesellingprocessthatincludesidentifying and developingalistofpotentialorprospectivecustomers.Prospectsorsalesleadscancomefromexistingcustomerlists,telephonedirectories,orcommerciallyavailabledatabases.Sometimescompaniesgeneratesalesleadsthroughtheiradvertisingorsalespromotionsbylettingcustomersrequestmoreinformation.Onewaytogenerateleadsisthroughcoldcalling,whenthesalespersoncontactsprospectswithoutpriorintroductionorarrangement.Salespeoplealsorelyonreferrals.Currentclientswhoaresatisfiedwiththeirpurchaseoftengivereferrals.QualifyingSalespeoplenextneedtoqualifyqualifyqualifyqualifytheirprospectsprospectsprospectsprospects,thestepofthesellingprocessthatdetermineshowlikelyprospectsaretobecomecustomers.Prospectscanbequalifiedbylookingattheirfinancialability,volumeofbusiness,specialneeds,location, and possibilities for growth.PreapproachThepreapproachpreapproachpreapproachpreapproachisthestepinthesellingprocessinwhichthesalespersonlearnsasmuchaspossibleaboutaprospectivecustomerbeforemakingasalescall.Salespeopletrytolearnasmuchaspossibleaboutqualifiedprospectsearlyon.Theymayprobepriorpurchasehistory,currentneeds,orinformationabouttheirinterests.Thesalespersoncanconsultindustry and onlinesources,acquaintances,etc.tolearnabouttheprospect.Anothertaskistodecideonthebestapproach,whichmightbeapersonalvisit,aphonecall,oraletter.Thebesttimingshouldbeconsideredcarefullybecausemanyprospectsarebusiestatcertaintimes.Finally,thesalespersonshouldgivethoughttoanoverallsalesstrategy for theaccount.ApproachTheapproachapproachapproachapproachisthestepinthesellingprocessinwhichthesalespersonusuallymeetsthecustomer for thefirsttime.Heorsheshouldstartbuildingtherelationshipduringtheapproach.Thesalespersonshouldknowhowtomeet and greettheprospect and gettherelationshipofftoagoodstart.Thisstepinvolvesthesalesperson’sappearance,openinglines, and thefollow-upremarks.Theopeninglinesshouldbepositivetobuildgoodwillfromthebeginningoftherelationship.Ifthesalespersonmadecontactwiththeprospectthroughareferral,thesalespersonshouldprobablysaysoup-front.Thisopeningmightbefollowedbysomekeyquestionstolearnmoreaboutthecustomer’sneedsorbyshowingadisplayorsampletoattracttheprospect’sattention and curiosity.Asinallstagesofthesellingprocess,listeningtothecustomeriscrucial.SalesPresentationThesalessalessalessalespresentationpresentationpresentationpresentationisthestepinthesellingprocessinwhichthesalespersonseekstopersuasivelycommunicatetheproduct’sfeatures and thebenefitsitwillprovideafterthesale.Proofstatements,suchasdataonpastsales,testimonials,guarantees,orresearchresults,helptomakethesalesperson’spresentationcredible.Somesalespresentationsarecanned,meaningascripthasbeenwritteninadvance, and thesamemessageisdeliveredtomanyprospects.Thistechniqueoftenprovidesaseriesofverbalpromptstowhichthereareexpectedcustomerresponses.Asimilarapproachcalledaformulatedapproachidentifiesaprospect’sneeds and thenprovidesascriptedsalespitchkeyedtothatkindofprospect.Thesestandardizedapproachesworkfineinsomecases,butthemosteffectivesalespresentationsarethosethataretailoredtothespecificcustomer.Increasingly,salespresentationsaregoinghigh-tech.Computer-basedmultimediapresentationsareconsideredthenextwaveinsales-forceautomation.Withamultimedia-readynotebookcomputerorLCDprojectioncomputer,salespeoplecanbringcolor,animation,video,audio, and interactivity—aswellasthelatestproduct and pricinginformation—totheirpresentations.DemonstrationOneimportantadvantageofpersonalsellingovermostadvertisingistheabilityofsalespeopletoprovideademonstrationdemonstrationdemonstrationdemonstrationoftheproducttothepotentialbuyer.Manyfirmsusenewtechnologiestomaketheirdemonstrationsmoreeffective.Multimediainteractivedemonstrationsarenowcommon.Thekeytoagooddemonstration—onethatgainsthecustomer’sattention,keepshisorherinterest,isconvincing, and staysinthecustomer’smemory—isplanning.Thesalespersonshouldcheck and recheckallaspectsofthedemonstrationpriortoitsdelivery.HandlingObjectionsHandlingHandlingHandlingHandlingobjectionsobjectionsobjectionsobjectionsisthestepinthesellingprocessinwhichthesalespersonseeksout,clarifies, and overcomescustomerobjectionstobuying.Customersalmostalwayshaveobjectionsduringthepresentationorwhenaskedtoplaceanorder.Theproblemcanbeeitherlogicalorpsychological, and objectionsareoftentimesunspoken.Thesalespersonshouldhandleobjectionsusingapositiveapproach,byseekingouthiddenobjections,askingtheprospecttoclarifyanyobjections, and takingobjectionsasopportunitiestoprovidemoreinformation—turningtheobjectionsintoreasons for buying.Everysalespersonneedstrainingintheskillsofhandlingobjections.ClosingClosingClosingClosingClosingisthestepinthesellingprocessinwhichthesalespersonasksthecustomer for anorder.Somesalespeopledonotgetaroundtoclosingordonothandleitwell.Theymaylackconfidence,feelguiltyaboutasking for theorder,orfailtorecognizetherightmomenttoclosethesale.Salespeopleshouldknowhowtorecognizeclosingsignalsfromthebuyer,includingbodylanguage,comments, and questions.Salespeoplecanuseseveralclosingtechniques.Theycanask for theorder,reviewpointsofagreement,offertohelpwriteuptheorder,askwhethertheybuyerwantsthismodelorthatone,ornotethatthebuyerwillloseoutiftheorderisnotplacednow.Thesalespersonmayalsoofferthebuyerspecialreasonstoclose,suchasalowerpriceoranextraquantityatnocharge.Follow-UpFollow-upFollow-upFollow-upFollow-upisthelaststepinthesellingprocess,inwhichthesalespersonfollowsupafterthesaletoensurecustomersatisfaction and repeatbusiness.Rightafterclosing,thesalespersonshouldcompleteanydetailsondeliverytime,purchaseterms, and othermatters.Thesalespersonthenshouldscheduleafollow-upcallwhentheinitialorderisreceived,tomakesurethereisproperinstallation,instruction, and/ orservicing.Thisvisitshouldrevealanyproblems,assurethebuyerofthesalesperson’sinterest, and reduceanybuyerconcernsthatmighthavearisensincethesale.Follow-upalsoallowsthesalespersontobridgetothenextpurchase.Oncearelationshipdevelops,thesellingprocessisonlythebeginning.Evenasonecycleofpurchasingdrawstoaclose,agoodsalespersonisalreadylayingthefoundation for thenextone.SalesSalesSalesSalesManagement:Management:Management:Management:SalesSalesSalesSalesmanagementmanagementmanagementmanagementistheprocessofplanning,implementing, and controllingthepersonalsellingfunctionofanorganization.Personalsellingisateameffortthatrequirescarefulplanning and salespeopleinthefieldwhen and wherecustomersneedthem.SalesForceObjectivesSalesforceobjectivesstatewhatthesalesforceisexpectedtoaccomplish and when.Thesegoalscouldincludeacquiringnewcustomers,generatingspecificamountsofsalesvolume,reducingsalesexpenses,improvingcustomersatisfaction,gatheringnew-productsuggestions,traininggoals, and communityinvolvementgoals.Salesmanagersalsoworkwiththeirsalespeopletodevelopindividualgoals.Performancegoalsaremeasurableoutcomes,suchastotalsales and totalprofitspersalesperson.Behavioralgoalsspecifyactionssalespeoplemustaccomplish,suchasthenumberofprospectstoidentify,thenumberofsalescalls, and thenumberofsalespresentations.SalesForceStrategyAsalesforcestrategyspecifiesthestructure and sizeofafirm’ssalesforce.Eachsalespersonhastheresponsibility for asetgroupofcustomers—thesalessalessalessalesterritoryterritoryterritoryterritory.Theterritorystructureallowssalespeopletohaveanin-depthunderstandingofcustomers and theirneedsthroughfrequentcontacts.Themostcommonwaytoallotterritoriesisgeographically,minimizingtravel and otherfieldexpenses.Ageographicsalesforcestructureusuallyissizedaccordingtohowmanycustomersarefoundinagivenarea.Iftheproductlineisdiverseortechnicallycomplex,abetterapproachmaybetostructuresalesterritoriesbasedondifferentclassesofproductstoenablethesalesforcetoprovidemoreexpertisetoasetofcustomerswithsimilarneeds.Stillanotherstructureisindustryspecialization,inwhichsalespeoplefocusonasingleindustryorasmallnumberofindustries.Puttingasalespersonintothefieldisexpensive,sothenumberofpeopleinthesalesforcehasanimpactonacompany’sprofitability.Determiningtheoptimalnumberofsalespeopleisanimportantdecision.Recruiting,Selecting,&TrainingtheSalesForceBecausethequalityofasalesforcecanmakeorbreakafirm,atoppriority for salesmanagersistorecruit and selecttherightsetofpeopletodothejob—peoplewhoarestrategicthinkers,whohavetechnicalknowledgepertainingtotheindustry, and whohaveexcellentinterpersonalskills.Companiesscreenpotentialsalespeopletorevealtheseskills,alongwithusefulinformationaboutinterests and capabilities.Pencil -and- papertestscandeterminequantitativeskills and competenceinareasnoteasilyevaluatedthroughinterviews.Salestrainingteachessalespeopleabouttheorganization and itsproducts and howtodeveloptherightskills,knowledge, and attitudes.Newsalespeoplemayspendanywherefromafewweeksormonthstoayearormoreintraining.Theaverageinitialtrainingperiodisfourmonths.Then,mostcompaniesprovidecontinuingsalestrainingviaseminars,salesmeetings, and theInternetthroughoutthesalesperson’scareer.Compensating,Motivating, and SupervisingtheSalesForceOnewaytomotivatesalespeopleistopaythemwell,oftentimesbytyingcompensationtoperformance.Astraightcommissionplanisbasedsolelyonapercentageofsalesthepersoncloses.Underacommission-with-drawplan,earningsarebasedoncommissionplusaregularpayment,or“draw,”thatmaybechargedagainstfuturecommissionsifcurrentsalesareinadequatetocoverthedraw.Withastraightsalarycompensationplan,thesalespersonispaidasetamountregardlessofsalesperformance.Sometimesstraightsalaryplansareaugmentedbyuseofaquota-bonusplan,inwhichsalespeoplearepaidsalaryplusabonus for salesaboveanassignedquota.Inadditiontobasiccompensation,manymanagersfindthatavarietyofotherincentivescanalsoenhancethesalesforceefforttremendously.Suchincentivescanrangefromfreevacationstoextracash.Althoughmanysalespeopleliketoworkindependently,supervisionisessentialtoaneffectivesalesforce.Salesmanagersoftenrequiresalespeopletodevelopmonthly,weekly,ordailycallreports,aplanofactiondetailingwhichcustomerswerecalledon and howthingswent.Thesereportsallowthesalesmanagertotrackwhatthesalespeoplearedoinginthefield, and theyprovidemarketingmanagerswithtimelyinformationaboutcustomers’responses,competitiveactivity, and anychangesinthefirm’scustomerbase.EvaluatingtheSalesForceThejobofsalesmanagersisnotcompleteuntilthetotaleffortofthesalesforceisevaluated.First,itisimportanttodetermineifthesalesfunctionismeetingitsquantitativeobjectives.Ifnot,thesalesmanagermustfigureoutthecauses.Individualsalespersonperformanceisnormallymeasuredagainstsalesquotas for individualsalesterritories,evenwhencompensationplansdonotincludebonusesorcommissionsbasedonquotas.Otherquantitativemeasures,suchasnumberofsalescalls and salesreports,mayalsobeusedintheevaluation.Manyfirmsalsoevaluatetheirsalesforceonqualitativeindicatorsofperformancesuchassalespersonattitude,productknowledge, and communicationskills.Increasingly,asfirmsfocusonrelationshipmanagement,thelevelofcustomersatisfactionisastrongqualitativemeasureofsuperiorsalespersonperformance.Finally,thesalesperson’sexpenseaccount for travel and entertainment(T&E)maybeconsideredsincethebestsalesrecordcanmeanlittletoacompany’sbottomlineifthesalespersonisgougingthecompanywithoutrageousexpenses.Note:TheabovelecturenoteswerecompiledbyDavidGerth.Thesematerialsareacompositeofquotations,paraphrases, and ideasfromMarketing:RealPeople,RealChoices,Solomon&Stuart,2003,PrenticeHall;ContemporaryMarketing,Boone&Kurtz,2004,Thomson;PrinciplesofMarketing,Kotler&Armstrong,2004,PrenticeHall; and DavidGerth.Theyareonlyintended for thenoncommercialuseofstudentsinDavidGerth’smarketingclasses for educationalpurposes.othergroupsaboutmarketingconcerns and canbeeitherproactiveorreactive.Withproactivemarketing public relations ,themarketertakestheinitiative and seeksoutopportunities for promotingthefirm’sproducts,oftenincludingdistributionof press releases and featurearticles.Itisapowerfulmarketingtoolsinceitaddsnewscoveragethatreinforcesdirect promotion activities.Althoughsomepublicityhappensnaturally,moretypicallya“buzz”needstobecreatedbyafirm’spublicists.Reactivemarketing public relations respondstoanexternalsituationthathaspotentialnegativeconsequences for theorganization.Thegoalinthiscaseistomanagetheflowofinformationtoaddressconcernssothatconsumersdon’tpanic and distributorsdon’tabandontheproduct.TheInternethasexpandedthecapabilitiesofthetraditional public relations function.Corporatewebsitesposttestimonialsfromcustomers,makenewproductannouncements, and respondquicklytoimportantevents.Newsreleasespostedonthecompanywebsitemaydoubleassalesvehicles.TheInternetcanalsobeveryeffectiveinhandlingcompanycrises.WithahostofInternetnewssites,companiescanrespondtoacrisisonlineinfarlesstimethanotherformsofcommunicationsuchas press releasesorconferences. Public Public Public Public Relations Relations Relations RelationsObjectives:Objectives:Objectives:Objectives: Public relations specialistsneedtooperateatmanylevelstoensurethatvariouspublicsofacompanyreceivecoordinated,positivemessagesaboutthefirm.Thesegroupsincludecustomers,suppliers,employees,themedia,stockholders, and governmentregulators.Companiesthatpracticeintegratedmarketingcommunicationstrategiesknowthat public relations strategiesarebestusedinconcertwithadvertising,sales promotion, and personalsellinginordertosendaconsistentmessagetocustomers and otherstakeholders.AspartofthetotalIMCplan, public relations departmentsmayperformanyorallofthefollowingfunctionstoachievecommunicationsobjectives:• Public Affairs–Building and maintainingnationalorlocalcommunity relations. •Lobbying–Building and maintaining relations withlegislators and governmentofficialstoinfluencelegislation and regulation.•Investor Relations –Maintainingrelationshipswithshareholders and othersinthefinancialcommunity.•Development– Public relations withdonorsormembersofnonprofitorganizationstogainfinancialorvolunteersupport.•LocationPR–Enhancingtheimageofacity,region,orcountry.• Press Relations –Creating and placingnewsworthyinformationinthenewsmediatoattractattentiontoapersonorproduct.•ProductPublicity–Publicizingspecificproductstoconsumersaswellasotherorganizations. Public Public Public Public Relations Relations Relations RelationsTools:Tools:Tools:Tools: Public relations professionalsuseseveraltools.Theyuse:•News,•Speeches,•SpecialEvents,•MobileMarketing,•WrittenMaterials,•AudiovisualMaterials,•CorporateIdentityMaterials, and • Public ServiceActivities.Oneofthemajortoolsisnews.PRprofessionalsfindorcreatefavorablenewsabouttheorganization and itsproductsorpeople.Speechescanalsocreateproduct and companypublicity.Increasingly,companyexecutivesmustfieldquestionsfromthemediaorgivetalksattradeassociationsorsalesmeetings.AnothercommonPRtoolisspecialevents,rangingfromnewsconferences, press tours,grandopenings, and fireworksdisplaystolasershows,hotairballoonreleases,multimediapresentations and star-studdedspectaculars, and educationalprogramsdesignedtoreach and interesttargetpublics.Recently,mobilemarketing—travelingpromotionaltoursthatbringthebrandtoconsumers—hasemergedasaneffectivewaytobuildone-to-onerelationshipswithtargetedconsumers. Public relations peoplealsopreparewrittenmaterialstoreach and influencetheirtargetmarkets.Thesematerialsincludeannualreports,brochures,articles, and companynewsletters and magazines.Audiovisualmaterials,suchasfilms,slide -and- soundprograms, and video- and audiocassettes,arebeingusedincreasinglyascommunicationtools.Corporateidentitymaterialscanalsohelpcreateacorporateidentitythatthe public immediatelyrecognizes.Logos,stationery,brochures,signs,businessforms,businesscards,buildings,uniforms, and companycars and trucks—allbecomemarketingtoolswhentheyareattractive,distinctive, and memorable.Finally,companiescanimprove public goodwillbycontributingmoney and timeto public serviceactivities.PlanningPlanningPlanningPlanningaaaa Public Public Public Public Relations Relations Relations RelationsCampaign:Campaign:Campaign:Campaign:A public relations campaignisacoordinatedefforttocommunicatewithoneormoreoftheorganization’spublics.Thisisathree-stepprocessof:1.DevelopingObjectives,2.Executing, and 3.Evaluating.Theorganizationmustfirstdevelopclearobjectives for thePRprogramthatdefinethemessageitwantspeopletohear.ThePRspecialistsmustdevelopacampaignstrategythatincludes:•astatementofobjectives;•asituationanalysis;•specificationoftargetpublics,messagestobecommunicated, and specificprogramelementstobeused;•atimetable and budget; and •adiscussionofhowtheprogramwillbeevaluated.Executionofthecampaignmeansdecidingpreciselyhowthemessageshouldbecommunicatedtothetargetedpublics and implementingthedecisions.Anorganizationcanuseavarietyof public relations tools:newsconferences,specialevents,writtenmaterials,etc.Oneofthebarrierstogreaterrelianceon public relations campaignsisthedifficultyencounteredwhentryingtogaugetheireffectiveness.ItispossibletotellifaPRcampaignisgettingmediaexposure,thoughit’smoredifficulttogaugebottom-lineimpact.In-houseassessments,awareness and preferenceresearchstudies, and themeasurementofprint and broadcastcoveragegeneratedbyPRactivitiesaswellasimpressioncountscanbeusedinthePRcampaignevaluation.SalesSalesSalesSales Promotion: Promotion: Promotion: Promotion: SalesSalesSalesSales Promotion Promotion Promotion Promotionistheuseofshort-termincentivestoencouragethepurchaseorsaleofaproduct.Salespromotionsareprogramssuchascontests,coupons,displays,tradeshows,samples,premiums,productdemonstrations,orotherincentivesthatmarketersdesigntobuildinterestinorencouragepurchaseofaproductduringaspecifiedtimeperiod.Salespromotionsareintendedtostimulateimmediateaction,oftenintheformofapurchase,ratherthantobuildlong-termloyalty.Whereasadvertising and personalsellingofferreasonstobuyaproduct,sales promotion offersreasonstobuynow.Sales promotion gearedtomarketingintermediariesiscalledtradetradetradetrade promotion promotion promotion promotion.Companiesactuallyspendaboutasmuchontrade promotion asonadvertising and consumer-orientedsales promotion combined.Trade promotion strategiesincludeofferingfreemerchandise,buybackallowances, and merchandiseallowancesalongwithsponsorshipofsalesconteststoencouragewholesalers and retailerstosellmoreofcertainproductsorproductlines.Sales promotion toolsareusedbymostorganizations,includingmanufacturers,distributors,retailers,tradeassociations, and not -for- profitinstitutions.Theyaretargetedtowardfinalbuyers,retailers and wholesalers,businesscustomers, and membersofthesalesforce.Severalfactorshavecontributedtotherapidgrowthofsales promotion, particularlyinconsumermarkets.First,insidethecompany,productmanagersfacegreaterpressurestoincreasetheircurrentsales; and sales promotion isviewedasaneffectiveshort-runsalestool.Second,externally,thecompanyfacesmorecompetition; and competingbrandsarelessdifferentiated.Increasingly,competitorsareusingsales promotion tohelpdifferentiatetheiroffers.Third,advertisingefficiencyhasdeclinedbecauseofrisingcosts,mediaclutter, and legalconstraints.Finally,consumershavebecomemoredealoriented, and ever-largerretailersaredemandingmoredealsfrommanufacturers.Thegrowinguseofsales promotion hasresultedin promotion clutter,similartoadvertisingclutter,however.Consumersareincreasinglytuningoutsalespromotions,weakeningtheirabilitytotriggerimmediatepurchase.Manufacturersarenowsearching for waystoriseabovetheclutter,suchasofferinglargercouponvaluesorcreatingmoredramaticpoint-ofpurchasedisplays.SalesSalesSalesSales Promotion Promotion Promotion PromotionObjectives:Objectives:Objectives:Objectives:Sales promotion objectivesdifferwidely:•IncreaseShort-TermSales(consumer promotion) •BuildLong-TermMarketShare(consumer promotion) •EncourageRetailerstoCarryNewItems and AdditionalInventory(trade promotion) •EncourageRetailerstoAdvertise and ProvideMoreShelfSpace(trade promotion) •EncourageRetailerstoBuyAhead(trade promotion) •IncreaseSalesForceSupport(salesforce promotion) •IncreaseNumberofNewAccounts(salesforce promotion) Sellersmayuseconsumerpromotionstoincreaseshort-termsalesortohelpbuildlong-termmarketshare.Objectives for tradepromotionsincludegettingretailerstocarrynewitems and moreinventory,gettingthemtoadvertisetheproduct and giveitmoreshelfspace, and gettingthemtobuyahead.Salesforce promotion objectivesincludegettingmoresalesforcesupport for currentornewproductsorgettingsalespeopletosignupnewaccounts.Salespromotionsareusuallyusedtogetherwithadvertising,personalselling,orother promotion mixtools.Consumerpromotionsmustusuallybeadvertised and canaddexcitement and pullingpowertoads.Trade and salesforcepromotionssupportthefirm’spersonalsellingprocess.Ingeneral,ratherthancreatingonlyshort-termsalesortemporarybrandswitching,salespromotionsshouldhelptoreinforcetheproduct’sposition and buildlong-termcustomerrelationships.Increasingly,marketersareavoiding“quickfix,”price-onlypromotionsinfavorofpromotionsdesignedtobuildbrandequity.Consumer-OrientedConsumer-OrientedConsumer-OrientedConsumer-OrientedSalesSalesSalesSales Promotion: Promotion: Promotion: Promotion: Themainconsumer promotion toolsincludesamples,coupons,cashrefunds,pricepacks,premiums,advertisingspecialties,patronagerewards,point-of-purchasedisplays and demonstrations, and contests,sweepstakes, and games.Consumer-orientedsalespromotionscanbeclassifiedaseitherprice-basedorattention-gettingconsumer promotion. Price-BasedConsumer Promotion Price-basedconsumerpromotionsemphasizeshort-termpricereductionsorrefunds,encouragingconsumerstochooseabrandwhilethedealison.Ifusedtoofrequently,however,consumersbecomeconditionedtopurchasetheproductonlyatthelowerpromotionalprice.CouponsAcouponcouponcouponcouponisacertificatethatgivesbuyersasavingwhentheypurchaseaspecifiedproduct.Couponscanstimulatesalesofamaturebrandorpromoteearlytrialofanewbrand.Redemptionrateshavebeendeclininginrecentyears,however,asaresultofcouponclutter.Mostmajorconsumergoodscompaniesareissuingfewercoupons and targetingthemmorecarefully.Theyarealsocultivatingnewoutlets for distributingcoupons,suchassupermarketshelfdispensers,electronicpoint-of-salecouponprinters,or“paperlesscouponsystems.”CashRebateOffersAcashcashcashcashrebaterebaterebaterebateisanoffertorefundpartofthepurchasepriceofaproducttoconsumerswhosenda“proofofpurchase”tothemanufacturer.PricePacksApricepricepricepricepackpackpackpackisareducedpricethatismarkedbytheproducerdirectlyonthelabelorpackage.Pricepackscanbesinglepackagessoldatareducedprice,ortworelatedproductsbandedtogether.Pricepacksareveryeffective—evenmoresothancoupons—instimulatingshort-termsales.PatronageRewardsApatronagepatronagepatronagepatronagerewardrewardrewardrewardiscashorotheraward for theregularuseofacertaincompany’sproducts.SpecialPacksAspecialspecialspecialspecialpackpackpackpackisapackagethatgivestheshoppermoreproductinsteadofloweringitsprice.Aspecialpackalsocanbeaseparateproductgivenawayalongwithanotherproduct.Attention-GettingConsumer Promotion Attention-gettingconsumerpromotionsstimulateinterestin and publicity for acompany’sproducts.SamplesAsamplesamplesamplesampleisasmallamountofaproductofferedtoconsumers for trial.Samplingisthemosteffective—butmostexpensive—waytointroduceanewproduct.About84percentofconsumerpackaged-goodsmarketersusesamplingasapartoftheir promotion strategy.Somesamplesarefree; for others,companieschargeasmallamounttooffsetitscost.Thesamplemightbedelivereddoor-to-door,sentbymail,handedoutinastore,attachedtoanotherproduct,orfeaturedinanad.Samplescanalsocomewiththemorningnewspaper,inasamplepack,orviatheInternet.PremiumsApremiumpremiumpremiumpremiumisagoodofferedeitherfreeoratlowcostasanincentivetobuyaproduct.Apremiumisnottheproductbeingpromoted.Itisusedasanincentivetoencouragepurchaseofthefeaturedproduct.Apremiummaycomeinsideoroutsidethepackage,orthroughthemail.AdvertisingSpecialtiesAnadvertisingadvertisingadvertisingadvertisingspecialtyspecialtyspecialtyspecialtyisausefularticleimprintedwithanadvertiser’sname,givenasagifttoconsumers.Typicalitemsincludepens,calendars,keyrings,matches,shoppingbags,T-shirts,caps,nailfiles, and coffeemugs.Inarecentstudy,63percentofallconsumerssurveyedwereeithercarryingorwearinganadspecialtyitem.Morethanthree-quartersofthosewhohadanitemcouldrecalltheadvertiser’snameormessagebeforeshowingtheitemtotheinterviewer.Point-of-Purchase(POP)Promotions ... UnitUnitUnitUnit12:12:12:12: Public Public Public Public Relations, Relations, Relations, Relations, SalesSalesSalesSales Promotion, Promotion, Promotion, Promotion, and and and andPersonalPersonalPersonalPersonalSellingSellingSellingSelling Public Public Public Public Relations Relations Relations Relations and and and andPublicity:Publicity:Publicity:Publicity: Public Public Public Public relations relations relations relationsisanorganization’scommunicationsthatseektobuildgoodrelationshipswithanorganization’spublics,includingconsumers,stockholders, and legislators.Itincludesobtainingfavorablepublicity,buildingupagood“corporateimage,” and handlingorheadingoffunfavorablerumors,stories, and events.PublicityPublicityPublicityPublicityisunpaidcommunicationaboutanorganizationthatappearsinthemassmedia. Public relations mayconsistofwriting press releases,holdingspecialevents,conducting and publishingconsumersurveysaboutaproductorthecompany, and effortstoputapositivespinonnegativecompanynews.Unlikesalespromotions, public relations activitiesdonotusuallyseekashort-termincreaseinsales.Instead,theytrytocraftalong-termpositiveimage for theproductortheorganization.Comparedwithpersonalselling,advertising, and salespromotions,expenditures for public relations areusuallylowinmostorganizations.Sincecompaniesdonotpay for publicity,theyhavelesscontroloverthepublicationofgoodorbadcompanynews.Butthisoftenmeansthatconsumersfindthistypeofnewssourcemorebelievablethaniftheinformationweredisseminateddirectlybythecompany.MarketingMarketingMarketingMarketing and and and andNonmarketingNonmarketingNonmarketingNonmarketing Public Public Public Public Relations: Relations: Relations: Relations: Thebasicruleof public relations istodosomethinggood and thentalkaboutit. Public relations iscrucialtoanorganization’sabilitytoestablish and maintainafavorableimage.NonmarketingNonmarketingNonmarketingNonmarketing public public public public relations relations relations relationsreferstoacompany’smessagesaboutgeneralmanagementissues.Whenacompanymakesadecisionthataffectsanyofitspublics,inputfrom public relations specialistscanhelptosmoothitsdealingswiththosepublics.Acompany, for example,thatdecidestocloseaplantwouldneedadviceonhowtodealwiththelocalcommunity.Otherexamplesincludeacompany’sattemptstogainfavorable public opinionduringalongstrikeoranopenlettertoCongresspublishedinanewspaperduringcongressionaldebatesonabillthatwouldaffectaparticularindustry.MarketingMarketingMarketingMarketing public public public public relations relations relations relationsreferstonarrowlyfocused public relations activitiesthatdirectlysupportmarketinggoals.Marketing public relations involvesanorganization’srelationshipswithconsumersorAllowancesAnallowanceallowanceallowanceallowanceispromotionalmoneypaidbymanufacturerstoretailersinreturn for anagreementtofeaturethemanufacturer’sproductsinsomeway.Anadvertisingallowancecompensatesretailers for advertisingtheproduct.Adisplayallowancecompensatesthem for usingspecialdisplays.Conventions and TradeShowsManycompanies and tradeassociationsorganizeconventions and tradeshowstopromotetheirproducts.Firmssellingtotheindustryshowtheirproductsatthetradetradetradetradeshowshowshowshow.Atradetradetradetradeshowshowshowshowisan event atwhichmanycompaniessetupelaborateexhibitstoshowtheirproducts,giveawaysamples,distributeproductliterature, and troll for newbusinesscontacts.Tradeshowsaremajorvehicles for manufacturerstoshowofftheirproductlinestowholesalers and retailers.Morethan4,300tradeshowstakeplaceeveryyear,drawingasmanyas85millionpeople.Vendorsreceivemanybenefits,suchasopportunitiestofindnewsalesleads,contactcustomers,introducenewproducts,meetnewcustomers,sellmoretopresentcustomers, and educatecustomerswithpublications and audiovisualmaterials.Tradeshowsalsohelpcompaniesreachmanyprospectsnotreachedthroughtheirsalesforces.About90percentofatradeshow’svisitorsseeacompany’ssalespeople for thefirsttimeattheshow.Businessmarketersmayspendasmuchas35percentoftheirannual promotion budgetsontradeshows.OtherProgramsManufacturersmayofferfreefreefreefreegoodsgoodsgoodsgoods,whichareextracasesofmerchandise,toresellerswhobuyacertainquantityorwhofeatureacertainflavororsize.Theymayofferpushpushpushpushmoneymoneymoneymoney—cashorgiftstodealersortheirsalesforcesto“push”themanufacturer’sgoods.Mostretailersalsochargemanufacturersslottingslottingslottingslottingfeesfeesfeesfees—paymentsdemandedbyretailersbeforetheywillacceptnewproducts and find“slots” for themontheshelves.Manufacturersmayalsogiveretailersfreespecialtyspecialtyspecialtyspecialtyadvertisingadvertisingadvertisingadvertisingitemsitemsitemsitemsthatcarrythecompany’sname,suchaspens,pencils,calendars,paperweights,matchbooks,memopads, and yardsticks. For moreexpensive and highlycomplexproducts,manufacturersoftenprovidespecializedspecializedspecializedspecializedtrainingtrainingtrainingtraining for retailsalespeople.Thisbackgroundhelpssalespeopleexplainfeatures,competitiveadvantages, and otherinformationtoconsumers.Trainingcanbeprovidedinseveralways:Amanufacturer’ssalesrepresentativecanconducttrainingsessionsduringregularsalescalls,orthefirmcandistributesalesliterature and videocassettes.SalesSalesSalesSalesForceForceForceForce Promotion: Promotion: Promotion: Promotion: Salesforce promotion isdirectedatthecompany’sownsalesforce(oftentimesthemanufacturer’ssalesforce)—ratherthanabusinesscustomer’ssalesforcewhichisinthedistributionchannel,suchasaretailer’ssalesforce.Contests, for example,couldbeusedtourgethesalesforcetoincreasetheirefforts,withprizesgoingtothetopperformers.Asalessalessalessalescontestcontestcontestcontestisacontest for salespeopletomotivatethemtoincreasetheirsalesperformanceoveragivenperiod.Salescontestsmotivate and recognizegoodcompanyperformers,whomayreceivetrips,cashprizes,orothergifts.Salescontestsworkbestwhentheyaretiedtomeasurable and achievablesalesobjectives.Otherincentivescouldalsobeprovidedtoencouragethesalesforcetoincreasenewaccountsinadditiontoboostingsales.PersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:PersonalPersonalPersonalPersonalsellingsellingsellingsellingispromotionalpresentationbythefirm’ssalesforceconductedonaperson-to-personbasiswiththebuyer for thepurposeofmakingsales and buildingcustomerrelationships.Personalsellingistheoldestformof promotion. Thisdirectformof promotion maybeconductedface-to-face,overthetelephone,throughvideoconferencing,orthroughinteractivecomputerlinksbetweenthebuyer and theseller.Thisdirectcontactwiththecustomergivesthesalespersontheopportunitytobeflexible and modifythesalesmessagetocoincidewiththecustomer’sneeds.Thesalespersoncangetimmediatefeedbackfromthecustomer.Thisformof promotion hasahighcostpercontactwiththecustomer.Theaveragesalescallcostsabout$300.Itisdifficulttoensureconsistencyofmessagewhenitisdeliveredbymanydifferentcompanyrepresentatives.Thecredibilityofsalespeopleoftendependsonthequalityoftheircompany’simage,whichhasbeencreatedbyother promotion strategies.About14millionpeopleintheU.S.areemployedinpersonalselling.Today,mostsalespeoplearewell-educated,well-trainedprofessionalswhoworktobuild and maintainlong-termcustomerrelationshipsbylisteningtotheircustomers,assessingcustomerneeds, and organizingthecompany’seffortstosolvecustomerproblems.Thetermsalespersoncoversawiderangeofpositions.Atoneextreme,asalespersonmightbelargelyanordertaker,suchasadepartmentstoresalespersonstandingbehindacounter.Attheotherextremeareordergetters,whosepositionsdemandthecreativesellingofproductsrangingfromappliances,industrialequipment, and airplanestoinsurance,advertising, and informationtechnologyservices.TheTheTheTheRoleRoleRoleRoleofofofofPersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:Generally,apersonalsaleseffortismoreimportantwhenafirmengagesinapushstrategy,inwhichthegoalistopushtheproductthroughthedistributionchannelsothatitisavailabletoconsumers.PersonalsellingalsoislikelytobecrucialinB2Bcontextswhendirectinteractionwithupper-levelmanagementisrequiredtosecureanimportantsale— and oftenwhenintensepricenegotiationsoccurbeforethesaleismade.Inaddition,inexperiencedbuyersmayneedthehands-onassistancethataprofessionalsalespersoncanprovide.Firmssellingproductsthatconsumersbuyinfrequently,suchascomputers,lawnmowers, and collegeeducations,oftenrelyheavilyonpersonalselling,asdofirmssellingcomplexorveryexpensiveproductsthatneedasalespersontoexplain,justify, and sellthem.Personalselling,however,hassomedisadvantagesthatlimittheroleplayedbypersonalsellinginthe promotion mix.First,whenthedollaramountofindividualpurchasesislow,itisn’teconomicallyfeasibletousepersonalselling.Thecostpercontactwithacustomerishighcomparedtootherformsofcommunication,suchasadvertising.Salespeoplecanalsoonlymakealimitednumberofsalescallsaday.Relianceonpersonalsellingiseffectiveonlywhenthesuccessratioisatitshighest.Becausethecostofutilizingsalespeopleishigh,telemarketingisgrowinginpopularity.Thetypesofsalespeople and theirfunctionsvaryconsiderably.Thepersonwhoprocessesacomputerpurchaseoverthephoneisanorderorderorderordertakertakertakertaker,asalespersonwhoseprimaryfunctionistofacilitatetransactionsthatthecustomerinitiates.Ordertakersincludebothinside and outsidesalespeople.Mostretailsalespeopleareinsideordertakers,butoftenwholesalers,dealers, and distributorsemploysalespeopletowaitoncustomers.Incontrast,acomputertechnicianisatechnicaltechnicaltechnicaltechnicalspecialistspecialistspecialistspecialist,asalessupportpersonwithahighleveloftechnicalexpertisewhoassistsinproductdemonstrations,recommendations for complexequipment, and setupofmachinery.Thetechnicalspecialist’sjobistoprovidesalessupportratherthanactuallyclosingthesale.Thetechnicalspecialistpromotesthefirm and triestostimulatedemand for aproducttomakeiteasier for colleaguestoactuallymakethesale.Sometimesapersonwhosejobistolaythegroundworkisknownasamissionarymissionarymissionarymissionarysalespersonsalespersonsalespersonsalesperson.Thisisasalespersonwhopromotesthefirm and triestostimulatedemand for aproduct,butdoesnotactuallycompleteasale.Manyfirmsfindthatthesellingfunctionisbesthandledbyteamteamteamteamsellingsellingsellingselling,usingteamsofpeoplefromsales,marketing,engineering,finance,technicalsupport, and evenuppermanagementtoservicelarge,complexaccounts.Finally,thepersonwhoactuallyconvincesthecustomertobuyisanorderorderorderordergettergettergettergetter,asalespersonwhoworkscreativelytodeveloprelationshipswithcustomersortogeneratenewsales.ApproachesApproachesApproachesApproachestotototoPersonalPersonalPersonalPersonalSelling:Selling:Selling:Selling:Personalsellingisoneoftheoldestformsof promotion, butitsimagehasbeentarnishedbysmooth-talkingpitchmenwhohavesometimessaidanythingtomakeasale.Inmorerecentyears,personalsellinghasbeguntoredeemitselfasaprofession and hasmovedfromatransactional,hard-selltechniquetoarelationshipmarketingapproach.TransactionalMarketingThehardsellisahigh-pressureprocess.Hard-selltacticsareaformoftransactionaltransactionaltransactionaltransactionalsellingsellingsellingselling,aformofpersonalsellingthatfocusesonmakinganimmediatesalewithlittleornoattempttodeveloparelationshipwiththecustomer.Ascustomers,thehardsellmakesusfeelmanipulated and resentful.Thistechniquealsocontributestothenegativeimagemanyofushaveofobnoxioussalespeople.RelationshipMarketingToday’sprofessionalsalespersonismorelikelytopracticerelationshiprelationshiprelationshiprelationshipsellingsellingsellingselling,aformofpersonalsellinginwhichthesalespersonseekstodevelopamutuallysatisfyingrelationshipwiththeconsumer.Relationshipsellinginvolveswinning,keeping, and developingcustomers.Winningacustomermeansconvertinganinterestedprospectintosomeonewhoisconvincedthattheproductholdsvalue for himorher.Keepingacustomermeansensuringthatthecustomergetswhatheorshepaid for. Developingacustomermeanssatisfyingthecustomersothatheorshewillbecountedontoprovidefuturebusiness.Theprofessionalsalespersonwhogenuinelyadherestotheprinciplesofrelationshipmarketingisarelationshipbuilder and acustomerproblemsolver.TheTheTheTheCreativeCreativeCreativeCreativeSellingSellingSellingSellingProcess:Process:Process:Process:Sellingisseldomboring.Everycustomer,everysalescall, and everysalespersonareunique.Somesalespeoplearesuccessfulprimarilybecausetheyknowsomuchaboutwhattheysell.Othersaresuccessfulbecausetheyhavebuiltstrongrelationshipswithcustomerswholookforwardtotheirvisits.Mostsalespeopleunderstand and engageinaseriesofactivitiesnecessarytobringaboutatransaction.Complexorexpensivesalesrequirecarefulplanning, and successfulsellinginthesecasesismorelikelyifthesalespersonundergoesasystematicseriesofstepsknownasthecreativecreativecreativecreativesellingsellingsellingsellingprocessprocessprocessprocess.Thesestepsrequirethesalespersontoseekoutcustomers,analyzetheirneeds,determinehowproductattributesprovidebenefits, and thendecidehowbesttocommunicatethistotheprospects.Thestepsintheprocessincludeprospecting,qualifying,preapproach,approach,salespresentation,demonstration,handlingobjections,closing, and follow-up.ProspectingProspectingProspectingProspectingProspectingisthestepofthesellingprocessthatincludesidentifying and developingalistofpotentialorprospectivecustomers.Prospectsorsalesleadscancomefromexistingcustomerlists,telephonedirectories,orcommerciallyavailabledatabases.Sometimescompaniesgeneratesalesleadsthroughtheiradvertisingorsalespromotionsbylettingcustomersrequestmoreinformation.Onewaytogenerateleadsisthroughcoldcalling,whenthesalespersoncontactsprospectswithoutpriorintroductionorarrangement.Salespeoplealsorelyonreferrals.Currentclientswhoaresatisfiedwiththeirpurchaseoftengivereferrals.QualifyingSalespeoplenextneedtoqualifyqualifyqualifyqualifytheirprospectsprospectsprospectsprospects,thestepofthesellingprocessthatdetermineshowlikelyprospectsaretobecomecustomers.Prospectscanbequalifiedbylookingattheirfinancialability,volumeofbusiness,specialneeds,location, and possibilities for growth.PreapproachThepreapproachpreapproachpreapproachpreapproachisthestepinthesellingprocessinwhichthesalespersonlearnsasmuchaspossibleaboutaprospectivecustomerbeforemakingasalescall.Salespeopletrytolearnasmuchaspossibleaboutqualifiedprospectsearlyon.Theymayprobepriorpurchasehistory,currentneeds,orinformationabouttheirinterests.Thesalespersoncanconsultindustry and onlinesources,acquaintances,etc.tolearnabouttheprospect.Anothertaskistodecideonthebestapproach,whichmightbeapersonalvisit,aphonecall,oraletter.Thebesttimingshouldbeconsideredcarefullybecausemanyprospectsarebusiestatcertaintimes.Finally,thesalespersonshouldgivethoughttoanoverallsalesstrategy for theaccount.ApproachTheapproachapproachapproachapproachisthestepinthesellingprocessinwhichthesalespersonusuallymeetsthecustomer for thefirsttime.Heorsheshouldstartbuildingtherelationshipduringtheapproach.Thesalespersonshouldknowhowtomeet and greettheprospect and gettherelationshipofftoagoodstart.Thisstepinvolvesthesalesperson’sappearance,openinglines, and thefollow-upremarks.Theopeninglinesshouldbepositivetobuildgoodwillfromthebeginningoftherelationship.Ifthesalespersonmadecontactwiththeprospectthroughareferral,thesalespersonshouldprobablysaysoup-front.Thisopeningmightbefollowedbysomekeyquestionstolearnmoreaboutthecustomer’sneedsorbyshowingadisplayorsampletoattracttheprospect’sattention and curiosity.Asinallstagesofthesellingprocess,listeningtothecustomeriscrucial.SalesPresentationThesalessalessalessalespresentationpresentationpresentationpresentationisthestepinthesellingprocessinwhichthesalespersonseekstopersuasivelycommunicatetheproduct’sfeatures and thebenefitsitwillprovideafterthesale.Proofstatements,suchasdataonpastsales,testimonials,guarantees,orresearchresults,helptomakethesalesperson’spresentationcredible.Somesalespresentationsarecanned,meaningascripthasbeenwritteninadvance, and thesamemessageisdeliveredtomanyprospects.Thistechniqueoftenprovidesaseriesofverbalpromptstowhichthereareexpectedcustomerresponses.Asimilarapproachcalledaformulatedapproachidentifiesaprospect’sneeds and thenprovidesascriptedsalespitchkeyedtothatkindofprospect.Thesestandardizedapproachesworkfineinsomecases,butthemosteffectivesalespresentationsarethosethataretailoredtothespecificcustomer.Increasingly,salespresentationsaregoinghigh-tech.Computer-basedmultimediapresentationsareconsideredthenextwaveinsales-forceautomation.Withamultimedia-readynotebookcomputerorLCDprojectioncomputer,salespeoplecanbringcolor,animation,video,audio, and interactivity—aswellasthelatestproduct and pricinginformation—totheirpresentations.DemonstrationOneimportantadvantageofpersonalsellingovermostadvertisingistheabilityofsalespeopletoprovideademonstrationdemonstrationdemonstrationdemonstrationoftheproducttothepotentialbuyer.Manyfirmsusenewtechnologiestomaketheirdemonstrationsmoreeffective.Multimediainteractivedemonstrationsarenowcommon.Thekeytoagooddemonstration—onethatgainsthecustomer’sattention,keepshisorherinterest,isconvincing, and staysinthecustomer’smemory—isplanning.Thesalespersonshouldcheck and recheckallaspectsofthedemonstrationpriortoitsdelivery.HandlingObjectionsHandlingHandlingHandlingHandlingobjectionsobjectionsobjectionsobjectionsisthestepinthesellingprocessinwhichthesalespersonseeksout,clarifies, and overcomescustomerobjectionstobuying.Customersalmostalwayshaveobjectionsduringthepresentationorwhenaskedtoplaceanorder.Theproblemcanbeeitherlogicalorpsychological, and objectionsareoftentimesunspoken.Thesalespersonshouldhandleobjectionsusingapositiveapproach,byseekingouthiddenobjections,askingtheprospecttoclarifyanyobjections, and takingobjectionsasopportunitiestoprovidemoreinformation—turningtheobjectionsintoreasons for buying.Everysalespersonneedstrainingintheskillsofhandlingobjections.ClosingClosingClosingClosingClosingisthestepinthesellingprocessinwhichthesalespersonasksthecustomer for anorder.Somesalespeopledonotgetaroundtoclosingordonothandleitwell.Theymaylackconfidence,feelguiltyaboutasking for theorder,orfailtorecognizetherightmomenttoclosethesale.Salespeopleshouldknowhowtorecognizeclosingsignalsfromthebuyer,includingbodylanguage,comments, and questions.Salespeoplecanuseseveralclosingtechniques.Theycanask for theorder,reviewpointsofagreement,offertohelpwriteuptheorder,askwhethertheybuyerwantsthismodelorthatone,ornotethatthebuyerwillloseoutiftheorderisnotplacednow.Thesalespersonmayalsoofferthebuyerspecialreasonstoclose,suchasalowerpriceoranextraquantityatnocharge.Follow-UpFollow-upFollow-upFollow-upFollow-upisthelaststepinthesellingprocess,inwhichthesalespersonfollowsupafterthesaletoensurecustomersatisfaction and repeatbusiness.Rightafterclosing,thesalespersonshouldcompleteanydetailsondeliverytime,purchaseterms, and othermatters.Thesalespersonthenshouldscheduleafollow-upcallwhentheinitialorderisreceived,tomakesurethereisproperinstallation,instruction, and/ orservicing.Thisvisitshouldrevealanyproblems,assurethebuyerofthesalesperson’sinterest, and reduceanybuyerconcernsthatmighthavearisensincethesale.Follow-upalsoallowsthesalespersontobridgetothenextpurchase.Oncearelationshipdevelops,thesellingprocessisonlythebeginning.Evenasonecycleofpurchasingdrawstoaclose,agoodsalespersonisalreadylayingthefoundation for thenextone.SalesSalesSalesSalesManagement:Management:Management:Management:SalesSalesSalesSalesmanagementmanagementmanagementmanagementistheprocessofplanning,implementing, and controllingthepersonalsellingfunctionofanorganization.Personalsellingisateameffortthatrequirescarefulplanning and salespeopleinthefieldwhen and wherecustomersneedthem.SalesForceObjectivesSalesforceobjectivesstatewhatthesalesforceisexpectedtoaccomplish and when.Thesegoalscouldincludeacquiringnewcustomers,generatingspecificamountsofsalesvolume,reducingsalesexpenses,improvingcustomersatisfaction,gatheringnew-productsuggestions,traininggoals, and communityinvolvementgoals.Salesmanagersalsoworkwiththeirsalespeopletodevelopindividualgoals.Performancegoalsaremeasurableoutcomes,suchastotalsales and totalprofitspersalesperson.Behavioralgoalsspecifyactionssalespeoplemustaccomplish,suchasthenumberofprospectstoidentify,thenumberofsalescalls, and thenumberofsalespresentations.SalesForceStrategyAsalesforcestrategyspecifiesthestructure and sizeofafirm’ssalesforce.Eachsalespersonhastheresponsibility for asetgroupofcustomers—thesalessalessalessalesterritoryterritoryterritoryterritory.Theterritorystructureallowssalespeopletohaveanin-depthunderstandingofcustomers and theirneedsthroughfrequentcontacts.Themostcommonwaytoallotterritoriesisgeographically,minimizingtravel and otherfieldexpenses.Ageographicsalesforcestructureusuallyissizedaccordingtohowmanycustomersarefoundinagivenarea.Iftheproductlineisdiverseortechnicallycomplex,abetterapproachmaybetostructuresalesterritoriesbasedondifferentclassesofproductstoenablethesalesforcetoprovidemoreexpertisetoasetofcustomerswithsimilarneeds.Stillanotherstructureisindustryspecialization,inwhichsalespeoplefocusonasingleindustryorasmallnumberofindustries.Puttingasalespersonintothefieldisexpensive,sothenumberofpeopleinthesalesforcehasanimpactonacompany’sprofitability.Determiningtheoptimalnumberofsalespeopleisanimportantdecision.Recruiting,Selecting,&TrainingtheSalesForceBecausethequalityofasalesforcecanmakeorbreakafirm,atoppriority for salesmanagersistorecruit and selecttherightsetofpeopletodothejob—peoplewhoarestrategicthinkers,whohavetechnicalknowledgepertainingtotheindustry, and whohaveexcellentinterpersonalskills.Companiesscreenpotentialsalespeopletorevealtheseskills,alongwithusefulinformationaboutinterests and capabilities.Pencil -and- papertestscandeterminequantitativeskills and competenceinareasnoteasilyevaluatedthroughinterviews.Salestrainingteachessalespeopleabouttheorganization and itsproducts and howtodeveloptherightskills,knowledge, and attitudes.Newsalespeoplemayspendanywherefromafewweeksormonthstoayearormoreintraining.Theaverageinitialtrainingperiodisfourmonths.Then,mostcompaniesprovidecontinuingsalestrainingviaseminars,salesmeetings, and theInternetthroughoutthesalesperson’scareer.Compensating,Motivating, and SupervisingtheSalesForceOnewaytomotivatesalespeopleistopaythemwell,oftentimesbytyingcompensationtoperformance.Astraightcommissionplanisbasedsolelyonapercentageofsalesthepersoncloses.Underacommission-with-drawplan,earningsarebasedoncommissionplusaregularpayment,or“draw,”thatmaybechargedagainstfuturecommissionsifcurrentsalesareinadequatetocoverthedraw.Withastraightsalarycompensationplan,thesalespersonispaidasetamountregardlessofsalesperformance.Sometimesstraightsalaryplansareaugmentedbyuseofaquota-bonusplan,inwhichsalespeoplearepaidsalaryplusabonus for salesaboveanassignedquota.Inadditiontobasiccompensation,manymanagersfindthatavarietyofotherincentivescanalsoenhancethesalesforceefforttremendously.Suchincentivescanrangefromfreevacationstoextracash.Althoughmanysalespeopleliketoworkindependently,supervisionisessentialtoaneffectivesalesforce.Salesmanagersoftenrequiresalespeopletodevelopmonthly,weekly,ordailycallreports,aplanofactiondetailingwhichcustomerswerecalledon and howthingswent.Thesereportsallowthesalesmanagertotrackwhatthesalespeoplearedoinginthefield, and theyprovidemarketingmanagerswithtimelyinformationaboutcustomers’responses,competitiveactivity, and anychangesinthefirm’scustomerbase.EvaluatingtheSalesForceThejobofsalesmanagersisnotcompleteuntilthetotaleffortofthesalesforceisevaluated.First,itisimportanttodetermineifthesalesfunctionismeetingitsquantitativeobjectives.Ifnot,thesalesmanagermustfigureoutthecauses.Individualsalespersonperformanceisnormallymeasuredagainstsalesquotas for individualsalesterritories,evenwhencompensationplansdonotincludebonusesorcommissionsbasedonquotas.Otherquantitativemeasures,suchasnumberofsalescalls and salesreports,mayalsobeusedintheevaluation.Manyfirmsalsoevaluatetheirsalesforceonqualitativeindicatorsofperformancesuchassalespersonattitude,productknowledge, and communicationskills.Increasingly,asfirmsfocusonrelationshipmanagement,thelevelofcustomersatisfactionisastrongqualitativemeasureofsuperiorsalespersonperformance.Finally,thesalesperson’sexpenseaccount for travel and entertainment(T&E)maybeconsideredsincethebestsalesrecordcanmeanlittletoacompany’sbottomlineifthesalespersonisgougingthecompanywithoutrageousexpenses.Note:TheabovelecturenoteswerecompiledbyDavidGerth.Thesematerialsareacompositeofquotations,paraphrases, and ideasfromMarketing:RealPeople,RealChoices,Solomon&Stuart,2003,PrenticeHall;ContemporaryMarketing,Boone&Kurtz,2004,Thomson;PrinciplesofMarketing,Kotler&Armstrong,2004,PrenticeHall; and DavidGerth.Theyareonlyintended for thenoncommercialuseofstudentsinDavidGerth’smarketingclasses for educationalpurposes.othergroupsaboutmarketingconcerns and canbeeitherproactiveorreactive.Withproactivemarketing public relations ,themarketertakestheinitiative and seeksoutopportunities for promotingthefirm’sproducts,oftenincludingdistributionof press releases and featurearticles.Itisapowerfulmarketingtoolsinceitaddsnewscoveragethatreinforcesdirect promotion activities.Althoughsomepublicityhappensnaturally,moretypicallya“buzz”needstobecreatedbyafirm’spublicists.Reactivemarketing public relations respondstoanexternalsituationthathaspotentialnegativeconsequences for theorganization.Thegoalinthiscaseistomanagetheflowofinformationtoaddressconcernssothatconsumersdon’tpanic and distributorsdon’tabandontheproduct.TheInternethasexpandedthecapabilitiesofthetraditional public relations function.Corporatewebsitesposttestimonialsfromcustomers,makenewproductannouncements, and respondquicklytoimportantevents.Newsreleasespostedonthecompanywebsitemaydoubleassalesvehicles.TheInternetcanalsobeveryeffectiveinhandlingcompanycrises.WithahostofInternetnewssites,companiescanrespondtoacrisisonlineinfarlesstimethanotherformsofcommunicationsuchas press releasesorconferences. Public Public Public Public Relations Relations Relations RelationsObjectives:Objectives:Objectives:Objectives: Public relations specialistsneedtooperateatmanylevelstoensurethatvariouspublicsofacompanyreceivecoordinated,positivemessagesaboutthefirm.Thesegroupsincludecustomers,suppliers,employees,themedia,stockholders, and governmentregulators.Companiesthatpracticeintegratedmarketingcommunicationstrategiesknowthat public relations strategiesarebestusedinconcertwithadvertising,sales promotion, and personalsellinginordertosendaconsistentmessagetocustomers and otherstakeholders.AspartofthetotalIMCplan, public relations departmentsmayperformanyorallofthefollowingfunctionstoachievecommunicationsobjectives:• Public Affairs–Building and maintainingnationalorlocalcommunity relations. •Lobbying–Building and maintaining relations withlegislators and governmentofficialstoinfluencelegislation and regulation.•Investor Relations –Maintainingrelationshipswithshareholders and othersinthefinancialcommunity.•Development– Public relations withdonorsormembersofnonprofitorganizationstogainfinancialorvolunteersupport.•LocationPR–Enhancingtheimageofacity,region,orcountry.• Press Relations –Creating and placingnewsworthyinformationinthenewsmediatoattractattentiontoapersonorproduct.•ProductPublicity–Publicizingspecificproductstoconsumersaswellasotherorganizations. Public Public Public Public Relations Relations Relations RelationsTools:Tools:Tools:Tools: Public relations professionalsuseseveraltools.Theyuse:•News,•Speeches,•SpecialEvents,•MobileMarketing,•WrittenMaterials,•AudiovisualMaterials,•CorporateIdentityMaterials, and • Public ServiceActivities.Oneofthemajortoolsisnews.PRprofessionalsfindorcreatefavorablenewsabouttheorganization and itsproductsorpeople.Speechescanalsocreateproduct and companypublicity.Increasingly,companyexecutivesmustfieldquestionsfromthemediaorgivetalksattradeassociationsorsalesmeetings.AnothercommonPRtoolisspecialevents,rangingfromnewsconferences, press tours,grandopenings, and fireworksdisplaystolasershows,hotairballoonreleases,multimediapresentations and star-studdedspectaculars, and educationalprogramsdesignedtoreach and interesttargetpublics.Recently,mobilemarketing—travelingpromotionaltoursthatbringthebrandtoconsumers—hasemergedasaneffectivewaytobuildone-to-onerelationshipswithtargetedconsumers. Public relations peoplealsopreparewrittenmaterialstoreach and influencetheirtargetmarkets.Thesematerialsincludeannualreports,brochures,articles, and companynewsletters and magazines.Audiovisualmaterials,suchasfilms,slide -and- soundprograms, and video- and audiocassettes,arebeingusedincreasinglyascommunicationtools.Corporateidentitymaterialscanalsohelpcreateacorporateidentitythatthe public immediatelyrecognizes.Logos,stationery,brochures,signs,businessforms,businesscards,buildings,uniforms, and companycars and trucks—allbecomemarketingtoolswhentheyareattractive,distinctive, and memorable.Finally,companiescanimprove public goodwillbycontributingmoney and timeto public serviceactivities.PlanningPlanningPlanningPlanningaaaa Public Public Public Public Relations Relations Relations RelationsCampaign:Campaign:Campaign:Campaign:A public relations campaignisacoordinatedefforttocommunicatewithoneormoreoftheorganization’spublics.Thisisathree-stepprocessof:1.DevelopingObjectives,2.Executing, and 3.Evaluating.Theorganizationmustfirstdevelopclearobjectives for thePRprogramthatdefinethemessageitwantspeopletohear.ThePRspecialistsmustdevelopacampaignstrategythatincludes:•astatementofobjectives;•asituationanalysis;•specificationoftargetpublics,messagestobecommunicated, and specificprogramelementstobeused;•atimetable and budget; and •adiscussionofhowtheprogramwillbeevaluated.Executionofthecampaignmeansdecidingpreciselyhowthemessageshouldbecommunicatedtothetargetedpublics and implementingthedecisions.Anorganizationcanuseavarietyof public relations tools:newsconferences,specialevents,writtenmaterials,etc.Oneofthebarrierstogreaterrelianceon public relations campaignsisthedifficultyencounteredwhentryingtogaugetheireffectiveness.ItispossibletotellifaPRcampaignisgettingmediaexposure,thoughit’smoredifficulttogaugebottom-lineimpact.In-houseassessments,awareness and preferenceresearchstudies, and themeasurementofprint and broadcastcoveragegeneratedbyPRactivitiesaswellasimpressioncountscanbeusedinthePRcampaignevaluation.SalesSalesSalesSales Promotion: Promotion: Promotion: Promotion: SalesSalesSalesSales Promotion Promotion Promotion Promotionistheuseofshort-termincentivestoencouragethepurchaseorsaleofaproduct.Salespromotionsareprogramssuchascontests,coupons,displays,tradeshows,samples,premiums,productdemonstrations,orotherincentivesthatmarketersdesigntobuildinterestinorencouragepurchaseofaproductduringaspecifiedtimeperiod.Salespromotionsareintendedtostimulateimmediateaction,oftenintheformofapurchase,ratherthantobuildlong-termloyalty.Whereasadvertising and personalsellingofferreasonstobuyaproduct,sales promotion offersreasonstobuynow.Sales promotion gearedtomarketingintermediariesiscalledtradetradetradetrade promotion promotion promotion promotion.Companiesactuallyspendaboutasmuchontrade promotion asonadvertising and consumer-orientedsales promotion combined.Trade promotion strategiesincludeofferingfreemerchandise,buybackallowances, and merchandiseallowancesalongwithsponsorshipofsalesconteststoencouragewholesalers and retailerstosellmoreofcertainproductsorproductlines.Sales promotion toolsareusedbymostorganizations,includingmanufacturers,distributors,retailers,tradeassociations, and not -for- profitinstitutions.Theyaretargetedtowardfinalbuyers,retailers and wholesalers,businesscustomers, and membersofthesalesforce.Severalfactorshavecontributedtotherapidgrowthofsales promotion, particularlyinconsumermarkets.First,insidethecompany,productmanagersfacegreaterpressurestoincreasetheircurrentsales; and sales promotion isviewedasaneffectiveshort-runsalestool.Second,externally,thecompanyfacesmorecompetition; and competingbrandsarelessdifferentiated.Increasingly,competitorsareusingsales promotion tohelpdifferentiatetheiroffers.Third,advertisingefficiencyhasdeclinedbecauseofrisingcosts,mediaclutter, and legalconstraints.Finally,consumershavebecomemoredealoriented, and ever-largerretailersaredemandingmoredealsfrommanufacturers.Thegrowinguseofsales promotion hasresultedin promotion clutter,similartoadvertisingclutter,however.Consumersareincreasinglytuningoutsalespromotions,weakeningtheirabilitytotriggerimmediatepurchase.Manufacturersarenowsearching for waystoriseabovetheclutter,suchasofferinglargercouponvaluesorcreatingmoredramaticpoint-ofpurchasedisplays.SalesSalesSalesSales Promotion Promotion Promotion PromotionObjectives:Objectives:Objectives:Objectives:Sales promotion objectivesdifferwidely:•IncreaseShort-TermSales(consumer promotion) •BuildLong-TermMarketShare(consumer promotion) •EncourageRetailerstoCarryNewItems and AdditionalInventory(trade promotion) •EncourageRetailerstoAdvertise and ProvideMoreShelfSpace(trade promotion) •EncourageRetailerstoBuyAhead(trade promotion) •IncreaseSalesForceSupport(salesforce promotion) •IncreaseNumberofNewAccounts(salesforce promotion) Sellersmayuseconsumerpromotionstoincreaseshort-termsalesortohelpbuildlong-termmarketshare.Objectives for tradepromotionsincludegettingretailerstocarrynewitems and moreinventory,gettingthemtoadvertisetheproduct and giveitmoreshelfspace, and gettingthemtobuyahead.Salesforce promotion objectivesincludegettingmoresalesforcesupport for currentornewproductsorgettingsalespeopletosignupnewaccounts.Salespromotionsareusuallyusedtogetherwithadvertising,personalselling,orother promotion mixtools.Consumerpromotionsmustusuallybeadvertised and canaddexcitement and pullingpowertoads.Trade and salesforcepromotionssupportthefirm’spersonalsellingprocess.Ingeneral,ratherthancreatingonlyshort-termsalesortemporarybrandswitching,salespromotionsshouldhelptoreinforcetheproduct’sposition and buildlong-termcustomerrelationships.Increasingly,marketersareavoiding“quickfix,”price-onlypromotionsinfavorofpromotionsdesignedtobuildbrandequity.Consumer-OrientedConsumer-OrientedConsumer-OrientedConsumer-OrientedSalesSalesSalesSales Promotion: Promotion: Promotion: Promotion: Themainconsumer promotion toolsincludesamples,coupons,cashrefunds,pricepacks,premiums,advertisingspecialties,patronagerewards,point-of-purchasedisplays and demonstrations, and contests,sweepstakes, and games.Consumer-orientedsalespromotionscanbeclassifiedaseitherprice-basedorattention-gettingconsumer promotion. Price-BasedConsumer Promotion Price-basedconsumerpromotionsemphasizeshort-termpricereductionsorrefunds,encouragingconsumerstochooseabrandwhilethedealison.Ifusedtoofrequently,however,consumersbecomeconditionedtopurchasetheproductonlyatthelowerpromotionalprice.CouponsAcouponcouponcouponcouponisacertificatethatgivesbuyersasavingwhentheypurchaseaspecifiedproduct.Couponscanstimulatesalesofamaturebrandorpromoteearlytrialofanewbrand.Redemptionrateshavebeendeclininginrecentyears,however,asaresultofcouponclutter.Mostmajorconsumergoodscompaniesareissuingfewercoupons and targetingthemmorecarefully.Theyarealsocultivatingnewoutlets for distributingcoupons,suchassupermarketshelfdispensers,electronicpoint-of-salecouponprinters,or“paperlesscouponsystems.”CashRebateOffersAcashcashcashcashrebaterebaterebaterebateisanoffertorefundpartofthepurchasepriceofaproducttoconsumerswhosenda“proofofpurchase”tothemanufacturer.PricePacksApricepricepricepricepackpackpackpackisareducedpricethatismarkedbytheproducerdirectlyonthelabelorpackage.Pricepackscanbesinglepackagessoldatareducedprice,ortworelatedproductsbandedtogether.Pricepacksareveryeffective—evenmoresothancoupons—instimulatingshort-termsales.PatronageRewardsApatronagepatronagepatronagepatronagerewardrewardrewardrewardiscashorotheraward for theregularuseofacertaincompany’sproducts.SpecialPacksAspecialspecialspecialspecialpackpackpackpackisapackagethatgivestheshoppermoreproductinsteadofloweringitsprice.Aspecialpackalsocanbeaseparateproductgivenawayalongwithanotherproduct.Attention-GettingConsumer Promotion Attention-gettingconsumerpromotionsstimulateinterestin and publicity for acompany’sproducts.SamplesAsamplesamplesamplesampleisasmallamountofaproductofferedtoconsumers for trial.Samplingisthemosteffective—butmostexpensive—waytointroduceanewproduct.About84percentofconsumerpackaged-goodsmarketersusesamplingasapartoftheir promotion strategy.Somesamplesarefree; for others,companieschargeasmallamounttooffsetitscost.Thesamplemightbedelivereddoor-to-door,sentbymail,handedoutinastore,attachedtoanotherproduct,orfeaturedinanad.Samplescanalsocomewiththemorningnewspaper,inasamplepack,orviatheInternet.PremiumsApremiumpremiumpremiumpremiumisagoodofferedeitherfreeoratlowcostasanincentivetobuyaproduct.Apremiumisnottheproductbeingpromoted.Itisusedasanincentivetoencouragepurchaseofthefeaturedproduct.Apremiummaycomeinsideoroutsidethepackage,orthroughthemail.AdvertisingSpecialtiesAnadvertisingadvertisingadvertisingadvertisingspecialtyspecialtyspecialtyspecialtyisausefularticleimprintedwithanadvertiser’sname,givenasagifttoconsumers.Typicalitemsincludepens,calendars,keyrings,matches,shoppingbags,T-shirts,caps,nailfiles, and coffeemugs.Inarecentstudy,63percentofallconsumerssurveyedwereeithercarryingorwearinganadspecialtyitem.Morethanthree-quartersofthosewhohadanitemcouldrecalltheadvertiser’snameormessagebeforeshowingtheitemtotheinterviewer.Point-of-Purchase(POP)Promotions...

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