Transcript Solomon_ch14_basic

MARKETING
Real People, Real Choices
Fourth Edition
CHAPTER 14
Sales Promotion,
Personal Selling, and
Sales Management
Michael R. Solomon
Greg W. Marshall
Elnora W. Stuart
Chapter Objectives
• Explain what sales promotion is and
describe some of the different types of
trade and consumer sales promotion
activities
• Explain the important role of personal
selling in the marketing effort
• List the steps in the personal selling
process
• Explain the role of the sales manager
14-2
Sales Promotion
• Programs that marketers design to build
interest in or encourage purchase of a
product or service during a specified time
period
14-3
Sales Promotions by Target
• Consumers
– Coupons
– Samples
– Contests
– Bonus packs
– Premiums
– Rebates
– Frequency
programs
– Brand placement
• Trade
– Trade shows
– Incentive
programs
– POP displays
– Push money
– Promotional
products
– Cooperative
promotions
14-4
Brand Placements
• Practice of integrating specific products and
brands into filmed entertainment
– name brand product is used as a prop or
set in TV show or movie
– increase brand awareness and image
• 3 types of brand placements
– visual - brand can be observed on set
– verbal - actor mentions brand by name
– hands-on - actor uses or interacts with
product
14-5
Personal Selling
• Occurs when a company representative
contacts a prospect directly regarding a
product
• Critical for many push strategies, B2B
products, products that are complex and
expensive, and products requiring a
“personal touch”
14-6
Types of Salespeople
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Order takers
Technical specialists
Missionary salespeople
Team selling
Order getters
14-7
Approaches to Personal Selling
• Transactional Marketing: The Hard Sell
• Relationship Selling
– Winning customers
– Keeping customers
– Developing customers
14-8
The Creative Selling Process
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Prospecting and qualifying
Preapproach
Approach
Sales presentation
Handling objections
Close
Follow-up
14-9
Sales Management
• Process of planning, implementing, and
controlling the personal selling function
– Setting Sales Force Objectives
– Creating a Sales Force Strategy
– Recruiting, Training, Rewarding
Salespeople
– Evaluating the Sales Force
14-10
Sales Force Compensation
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Straight commission plan
Commission-with-draw plan
Straight salary compensation plan
Quota-bonus plan
14-11