Marketing Communications And Personal Selling
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Marketing Communications and Personal Selling
Chapter 12
Prepared by Deborah Baker Texas Christian University Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
1
Learning Objectives 1. Discuss the role of promotion in the marketing mix. 2. Discuss the elements of the promotional mix.
3. Discuss the concept of integrated marketing communications. 4. Describe the communication process. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
2
Learning Objectives (continued) 4. Explain the goal and tasks of promotion. 5. Discuss the AIDA concept and its relationship to the promotional mix. 6. Describe the factors that affect the promotional mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
3
Learning Objectives (continued) 8. 9.
Describe personal selling. Discuss the key differences between relationship selling and traditional selling.
10.
List the steps in the selling process.
11. Describe the functions of sales management. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
4
1
Learning Objective
On OnLine Line http://www.maxim-magazine.co.uk http://www.maxim-magazine.co.uk
Discuss the role of promotion in the marketing mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
5
1
Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
6
1
Promotional Strategy A plan for the optimal use of the elements of promotion: Personal Selling Advertising Public Relations Sales Promotion
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
7
1
The Role of Promotion Overall Overall Marketing Marketing Objectives Objectives Marketing MarketingMix Mix •• Product Product •• Distribution Distribution •• Promotion Promotion •• Price Price Target TargetMarket Market Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Promotional Promotional Mix Mix ••Advertising Advertising ••Public Public Relations Relations ••Personal Personal Selling Selling ••Sales Sales Promotion Promotion
Promotion Promotion Plan Plan 8
1
Competitive Advantage High High Product Product Quality Quality
Features Features that that Provide Provide Competitive Competitive Advantage Advantage
Rapid Rapid Delivery Delivery Low Low Prices Prices Excellent Excellent Service Service Unique Unique Features Features
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
9
2
Learning Objective
Discuss the elements of the promotional mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
10
2
On OnLine Line http://www.nabiscoworld.com http://www.nabiscoworld.com
Promotional Mix Personal Personal Selling Selling
Elements Elements of of the the Promotional Promotional Mix Mix
Advertising Advertising
Public PublicRelations Relations
Sales Sales Promotion Promotion Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
11
2
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Traditional Traditional Selling Selling
Relationship Relationship Selling Selling
12
2
Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
13
2
Advertising Media
On OnLine Line http://www.olympics.org http://www.olympics.org http://www.olympics.com http://www.olympics.com
Traditional Traditional Advertising Advertising Media Media
Electronic Electronic Advertising Advertising Media Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Electronic mail Interactive video
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
14
2
Advertising Advantages
Reach large number of people
Low cost per contact
Can be microtargeted
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Disadvantages Total cost is high
15
2
Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
16
2
Public Relations Functions Functions of of Public Public Relations Relations Executes Executes programs programs to to “win” “win” public public
Evaluates Evaluates public public attitudes attitudes Identifies Identifies areas areas of of public public interest interest
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
17
2
Publicity
Public information about a company, good, or service appearing in the mass media as a news item.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
18
2
Sales Promotion Sales Sales Promotion Promotion Targets Targets End End Consumers Consumers
Trade Trade Customers Customers
Company Company Employees Employees
GOAL is to stimulate consumer buying and dealer effectiveness. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
19
2
Sales Promotion Free Free samples samples Contests Contests Premiums Premiums Trade Trade Shows Shows
Popular Popular Tools Tools for for Consumer Consumer Sales Sales Promotion Promotion
Vacation Vacation Giveaways Giveaways
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Coupons Coupons 20
3
Learning Objective
Discuss the concept of integrated marketing communications.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
21
Integrated Marketing Communications
3
A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
22
3
IMC Popularity Growth
Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
23
4
Learning Objective
Describe the communication process.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
24
4
Communication
The process by which we exchange or share meanings through a common set of symbols.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
25
4
Marketing Communication
Categories Categories of of Communication Communication
Interpersonal Interpersonal Communication Communication
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Mass Mass Communication Communication
26
4
The Communication Process Noise Noise
Sender Sender
Encoding Encoding Message Message
Message Message Channel Channel
Decoding Decoding Message Message
Receiver Receiver
Feedback Feedback Channel Channel Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
27
4
The Communication Process As Senders
As Receivers
Inform
Develop messages
Persuade
Adapt messages
Remind
Spot new communication opportunities
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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4
Characteristics of Advertising Advertising Advertising Communication CommunicationMode Mode Communication CommunicationControl Control
Indirect Indirect and andnon-personal non-personal Low Low
Feedback FeedbackAmount Amount Feedback FeedbackSpeed Speed
Little Little Delayed Delayed
Message MessageFlow Flow Direction Direction Message MessageContent Content Control Control
One-way One-way Yes Yes
Sponsor Sponsor Identification Identification Reaching ReachingLarge LargeAudience Audience
Yes Yes Fast Fast
Message MessageFlexibility Flexibility
Same Samemessage messageto to all allaudiences audiences
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
29
4
Characteristics of Public Relations Public Public Relations Relations Communication Communication Mode Mode Communication Communication Control Control
Usually Usuallyindirect, indirect,non-personal non-personal Moderate Moderateto to low low
Feedback FeedbackAmount Amount Feedback FeedbackSpeed Speed
Little Little Delayed Delayed
Message MessageFlow FlowDirection Direction Message MessageContent Content Control Control
One-way One-way No No
Sponsor SponsorIdentification Identification Reaching ReachingLarge LargeAudience Audience
No No Usually Usuallyfast fast
Message MessageFlexibility Flexibility
Usually Usuallyno nodirect direct control control
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
30
Characteristics of Sales Promotion
4
Sales Sales Promotion Promotion Communication Usually Communication Mode Mode Usuallyindirect indirect and and non-personal non-personal Communication Moderate Communication Control Control Moderateto tolow low Feedback Little FeedbackAmount Amount Littleto tomoderate moderate Feedback FeedbackSpeed Speed Message MessageFlow FlowDirection Direction
Varies Varies Mostly Mostlyone-way one-way
Message MessageContent Content Control Control Sponsor SponsorIdentification Identification
Yes Yes Yes Yes
Reaching ReachingLarge LargeAudience Audience Message MessageFlexibility Flexibility
Fast Fast Same Samemessage messageto to varied varied target target
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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4
Characteristics of Personal Selling Personal Personal Selling Selling Communication CommunicationMode Mode Communication CommunicationControl Control
Direct Directand and face-to-face face-to-face High High
Feedback FeedbackAmount Amount Feedback FeedbackSpeed Speed
Much Much Immediate Immediate
Message MessageFlow Flow Direction Direction Message MessageContent Content Control Control
Two-way Two-way Yes Yes
Sponsor Sponsor Identification Identification Reaching ReachingLarge LargeAudience Audience
Yes Yes Slow Slow
Message MessageFlexibility Flexibility Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Tailored Tailoredto toprospect prospect 32
5
Learning Objective
Explain the goal and tasks of promotion.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
33
5
Goals and Tasks of Promotion Informing Informing PLC Stages: Stages Introduction Early Growth
PLC Stages: Growth Maturity
Reminding Reminding
Target Target Audience Audience
PLC Stages: Maturity
Persuading Persuading
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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5
Goals and Tasks of Promotion Informative Objective Increase awareness Explain how product works Suggest new uses Build company image
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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5
Goals and Tasks of Promotion Persuasion Objective Encourage brand switching Change customers’ perception of product attributes Influence buying decision Persuade customers to call
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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5
Goals and Tasks of Promotion Reminder Objective Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness On OnLine Line http://www.tide.com http://www.tide.com Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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6
Learning Objective
Discuss the AIDA concept and its relationship to the promotional mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
38
6
The AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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6
AIDA and the Promotional Mix
Awareness Interest
Desire
Action
Advertising
Very effective
Very effective
Somewhat effective
Not effective
Public Relations
Very effective
Very effective
Very effective
Not effective
Sales Promotion
Somewhat effective
Somewhat effective
Very effective
Somewhat effective
Personal Selling
Somewhat effective
Very effective
Very effective
Very effective
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
40
7
Learning Objective
On OnLine Line http://www.nascar.com http://www.nascar.com http://www.kelloggs.com http://www.kelloggs.com
Describe the factors that affect the promotional mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
41
7
Factors Affecting the Choice of Promotional Mix Nature Nature of of the the Product Product Stage Stage in in PLC PLC Target Target Market Market Factors Factors Type Type of of Buying Buying Decision Decision Promotion Promotion Funds Funds Push Push or or Pull Pull Strategy Strategy Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
42
Product Life Cycle and the Promotional Mix Sales ($)
7
Maturity Introduction
Growth
Decline
Time Light Heavy use of Advertising; Advertising; prePR for introduction awareness; publicity sales promotion for trial
Advertising’ PR, brand loyalty; personal selling for distribution
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Ads decrease; sales promotion; personal selling; reminder & persuasive
AD/PR decrease; limited sales promotion; personal selling for distribution 43
7
Target Market Characteristics
On OnLine Line http://www.radioguide.com http://www.radioguide.com http://www.nytimes.com http://www.nytimes.com http://www.usatoday.com http://www.usatoday.com
FOR:
Widely scattered market
Informed buyers
Repeat buyers
Advertising Advertising Sales SalesPromotion Promotion Less LessPersonal PersonalSelling Selling Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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7
Type of Buying Decision
Routine Routine
Type Type of of Buying Buying Decision Decision Affects Affects Promotional Promotional Mix Mix Choice Choice
Advertising Sales Promotion Advertising
Not NotRoutine Routine or orComplex Complex
Public Relations
Complex Complex
Personal Selling
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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7
Available Funds
Trade-offs with funds available Number of people in target market Quality of communication needed Relative costs of promotional elements Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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7
Push and Pull Strategies PUSH STRATEGY
Manufacturer Manufacturer promotes promotesto to wholesaler wholesaler
Wholesaler Wholesaler promotes promotesto to retailer retailer
Retailer Retailer promotes promotesto to consumer consumer
Consumer Consumer buys buysfrom from retailer retailer
Orders to manufacturer
PULL STRATEGY Manufacturer Manufacturer promotes promotesto to consumer consumer
Consumer Consumer demands demands product product from fromretailer retailer
Retailer Retailer demands demands product product from fromwholesaler wholesaler
Wholesaler Wholesaler demands demands product productfrom from manufacturer manufacturer
Orders to manufacturer Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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8
Learning Objective
Describe personal selling.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
48
8
Advantages of Personal Selling Provides a detailed explanation or demonstration of product Message can be varied to fit the needs of each prospective customer Can be directed to specific qualified prospects Costs can be controlled by adjusting sales force size Most effective method to obtain sales and gain satisfied customers Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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8
Personal Selling Personal Selling is more important if...
Advertising & Sales Promotion are more important if...
Product Product has has aa high high value value
Product Product has has aa low low value value
Product Product is is custom custom made made
Product Product is is standardized standardized
Product Product is is technically technically complex complex
Product Product is is simple simple to to understand understand
There There are are few few customers customers
There There are are many many customers customers
Customers Customers are are concentrated concentrated
Customers Customers are are geographically geographically dispersed dispersed
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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9
Learning Objective
Discuss the key differences between relationship selling and traditional selling.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
51
9
Relationship Selling A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
52
Relationship Selling vs. Traditional Selling
9 Traditional Personal Selling
Relationship Selling
Sell products
Sell Sell advice, advice, assistance, assistance, counsel counsel
Focus Focus on on closing closing sales sales
Focus Focus on on customer’s customer’s bottom bottom line line
Limited Limited sales sales planning planning
Sales Sales planning planning is is top top priority priority
Discuss Discuss product product Assess Assess “Product-specific” “Product-specific” needs needs “Lone “Lone wolf” wolf” approach approach
Build Build problem-solving problem-solving environment environment Conduct Conduct discovery discovery in in scope scope of of operations operations Team Team approach approach Profit Profit impact impact and and strategic strategic Pricing/product focus Pricing/product focus benefit benefit focus focus Short-term sales Long-term sales Short-term salesoffollow-up follow-up sales follow-up follow-up 53 Chapter 12 Essentials Marketing 4e Lamb HairLong-term McDaniel ©2005 South-Western/Thomson Learning
10
Learning Objective
List the steps in the selling process.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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10
Steps in the Selling Process Generate Generate Leads Leads Qualify Qualify Leads Leads Probe Probe Customer Customer Needs Needs Develop Develop Solutions Solutions Handle Handle Objections Objections Close Close the the Sale Sale Follow Follow Up Up Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
55
Time Spent in Key Steps of Selling Process
10 Key Selling Steps
Traditional Selling
Relationship Selling
Generate Leads
High
Low
Qualify Leads
Low
High
Probe Needs
Low
High
Develop Solutions
Low
High
Handle Objections
High
Low
Close the sale
High
Low
Follow-up
Low
High
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
56
OnLine Line 10 On http://www.goleads.com http://www.goleads.com
Generating Leads
Advertising Advertising
Publicity Publicity
Direct DirectMail/ Mail/ Telemarketing Telemarketing
Cold Cold Calling Calling
Internet Internet Web Web Site Site
Referrals Referrals
Networking Networking
Trade TradeShows/ Shows/ Conventions Conventions
Company Company Records Records
Sources Sources of of Sales Sales Leads Leads Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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10
Qualifying Leads
On OnLine Line http://www.hoovers.com http://www.hoovers.com http://www.dnb.com http://www.dnb.com
Characteristics Characteristicsof of Qualified QualifiedLeads Leads
Receptivity Receptivity & & Accessibility Accessibility
Recognized Recognized Need Need Buying Buying Power Power Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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10
Needs Assessment
A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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10
Probing Needs Product Product or or service service
Salesperson Salesperson must must know know everything everything about... about...
Customers Customersand and their theirneeds needs
Competition Competition
Industry Industry Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
60
Developing and Proposing Solutions
10
Sales Sales Proposal Proposal
Sales Sales Presentation Presentation
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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10
Handling Objections View View objections objections as as requests requests for for information information
Handling Handling Objections Objections
Anticipate Anticipate specific specific objections objections Use Use the the objection objection to to close close the the sale sale
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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10
Closing the Sale
Look Look for for customer customer signals signals
Closing Closing the the Sale Sale
Keep Keep an an open open mind mind Negotiate Negotiate
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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10
Following Up
Responsibilities Responsibilities in in Following Following Up Up
Ensure Ensure delivery delivery schedules schedules are are met met Goods Goods or or service service perform perform as as promised promised Employees Employees are are trained trained
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
64
11
Learning Objective
Describe the functions of sales management.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
65
11
Sales Management Responsibilities Define Define sales sales goals goals and and sales sales process process Determine Determine sales sales force force structure structure
Tasks Tasks of of Sales Sales Management Management
Recruit Recruit and and train train sales sales force force Compensate Compensate and and motivate motivate sales sales force force
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Evaluate Evaluate sales sales force force
66
11
Defining Sales Goals Clear Clear
Sales Sales Goals Goals Should Should Be... Be...
Precise Precise
Measurable Measurable
Time TimeSpecific Specific Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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11
Sales Force Structure Geographic Geographic Region Region
Common Common Sales Sales Organization Organization Structures Structures
Product Product Line Line Marketing Marketing Function Function Market Market or or Industry Industry Individual Individual client client or or account account
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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11
Training the Sales Force Company Company policies policies and and practice practice Selling Selling techniques techniques
Training Training includes... includes...
Product Product knowledge knowledge Industry Industry and and customer customer characteristics characteristics Nonselling Nonselling duties duties
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
69
Compensation Plans: Basic Methods
11
Commission Commission
The The salesperson salesperson is is paid paid some some percentage percentage when when aa sale sale is is made. made.
Combination Combination Plans Plans
Salary Salary
The The salesperson salesperson receives receives aa salary salary regardless regardless of of sales sales productivity. productivity.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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11
Effective Sales Leaders Effective Effective Sales Sales Leaders Leaders... ... Are Are assertive assertive Possess Possess ego ego drive drive Possess Possess ego ego strength strength Take Take risks risks Are Are innovative innovative Have Have aa sense sense of of urgency urgency Are Are empathetic empathetic Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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11
Evaluating the Sales Force: Performance Measures Sales Sales Volume Volume Contribution Contribution to to Profit Profit Calls Calls per per Order Order Sales Sales or or Profits Profits per per Call Call Call Call Percentage Percentage Achieving Achieving Goals Goals Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
72
The Impact of Technology on Personal Selling
11
Laptop Laptop computer computer link link Cell Cell phones phones Pagers Pagers Personal Personal data data assistants assistants
Sales Sales Force Force Automation Automation
E-Mail E-Mail Internet Internet
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Chapter 12
Prepared by Deborah Baker Texas Christian University Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
1
Learning Objectives 1. Discuss the role of promotion in the marketing mix. 2. Discuss the elements of the promotional mix.
3. Discuss the concept of integrated marketing communications. 4. Describe the communication process. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
2
Learning Objectives (continued) 4. Explain the goal and tasks of promotion. 5. Discuss the AIDA concept and its relationship to the promotional mix. 6. Describe the factors that affect the promotional mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
3
Learning Objectives (continued) 8. 9.
Describe personal selling. Discuss the key differences between relationship selling and traditional selling.
10.
List the steps in the selling process.
11. Describe the functions of sales management. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
4
1
Learning Objective
On OnLine Line http://www.maxim-magazine.co.uk http://www.maxim-magazine.co.uk
Discuss the role of promotion in the marketing mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
5
1
Promotion Communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
6
1
Promotional Strategy A plan for the optimal use of the elements of promotion: Personal Selling Advertising Public Relations Sales Promotion
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
7
1
The Role of Promotion Overall Overall Marketing Marketing Objectives Objectives Marketing MarketingMix Mix •• Product Product •• Distribution Distribution •• Promotion Promotion •• Price Price Target TargetMarket Market Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Promotional Promotional Mix Mix ••Advertising Advertising ••Public Public Relations Relations ••Personal Personal Selling Selling ••Sales Sales Promotion Promotion
Promotion Promotion Plan Plan 8
1
Competitive Advantage High High Product Product Quality Quality
Features Features that that Provide Provide Competitive Competitive Advantage Advantage
Rapid Rapid Delivery Delivery Low Low Prices Prices Excellent Excellent Service Service Unique Unique Features Features
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
9
2
Learning Objective
Discuss the elements of the promotional mix.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
10
2
On OnLine Line http://www.nabiscoworld.com http://www.nabiscoworld.com
Promotional Mix Personal Personal Selling Selling
Elements Elements of of the the Promotional Promotional Mix Mix
Advertising Advertising
Public PublicRelations Relations
Sales Sales Promotion Promotion Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
11
2
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Traditional Traditional Selling Selling
Relationship Relationship Selling Selling
12
2
Advertising
Impersonal, one-way mass communication about a product or organization that is paid for by a marketer.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
13
2
Advertising Media
On OnLine Line http://www.olympics.org http://www.olympics.org http://www.olympics.com http://www.olympics.com
Traditional Traditional Advertising Advertising Media Media
Electronic Electronic Advertising Advertising Media Media
Television Radio Newspapers Magazines Books Direct mail Billboards Transit cards
Internet Electronic mail Interactive video
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
14
2
Advertising Advantages
Reach large number of people
Low cost per contact
Can be microtargeted
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Disadvantages Total cost is high
15
2
Public Relations The marketing function that evaluates public attitudes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
16
2
Public Relations Functions Functions of of Public Public Relations Relations Executes Executes programs programs to to “win” “win” public public
Evaluates Evaluates public public attitudes attitudes Identifies Identifies areas areas of of public public interest interest
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
17
2
Publicity
Public information about a company, good, or service appearing in the mass media as a news item.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
18
2
Sales Promotion Sales Sales Promotion Promotion Targets Targets End End Consumers Consumers
Trade Trade Customers Customers
Company Company Employees Employees
GOAL is to stimulate consumer buying and dealer effectiveness. Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
19
2
Sales Promotion Free Free samples samples Contests Contests Premiums Premiums Trade Trade Shows Shows
Popular Popular Tools Tools for for Consumer Consumer Sales Sales Promotion Promotion
Vacation Vacation Giveaways Giveaways
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Coupons Coupons 20
3
Learning Objective
Discuss the concept of integrated marketing communications.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
21
Integrated Marketing Communications
3
A method of carefully coordinating all promotional activities to produce a consistent, unified message that is customer focused.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
22
3
IMC Popularity Growth
Proliferation of thousands of media choices Fragmentation of the mass market Slash of advertising spending in favor of promotional techniques
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
23
4
Learning Objective
Describe the communication process.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
24
4
Communication
The process by which we exchange or share meanings through a common set of symbols.
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
25
4
Marketing Communication
Categories Categories of of Communication Communication
Interpersonal Interpersonal Communication Communication
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Mass Mass Communication Communication
26
4
The Communication Process Noise Noise
Sender Sender
Encoding Encoding Message Message
Message Message Channel Channel
Decoding Decoding Message Message
Receiver Receiver
Feedback Feedback Channel Channel Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
27
4
The Communication Process As Senders
As Receivers
Inform
Develop messages
Persuade
Adapt messages
Remind
Spot new communication opportunities
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Characteristics of Advertising Advertising Advertising Communication CommunicationMode Mode Communication CommunicationControl Control
Indirect Indirect and andnon-personal non-personal Low Low
Feedback FeedbackAmount Amount Feedback FeedbackSpeed Speed
Little Little Delayed Delayed
Message MessageFlow Flow Direction Direction Message MessageContent Content Control Control
One-way One-way Yes Yes
Sponsor Sponsor Identification Identification Reaching ReachingLarge LargeAudience Audience
Yes Yes Fast Fast
Message MessageFlexibility Flexibility
Same Samemessage messageto to all allaudiences audiences
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Characteristics of Public Relations Public Public Relations Relations Communication Communication Mode Mode Communication Communication Control Control
Usually Usuallyindirect, indirect,non-personal non-personal Moderate Moderateto to low low
Feedback FeedbackAmount Amount Feedback FeedbackSpeed Speed
Little Little Delayed Delayed
Message MessageFlow FlowDirection Direction Message MessageContent Content Control Control
One-way One-way No No
Sponsor SponsorIdentification Identification Reaching ReachingLarge LargeAudience Audience
No No Usually Usuallyfast fast
Message MessageFlexibility Flexibility
Usually Usuallyno nodirect direct control control
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Characteristics of Sales Promotion
4
Sales Sales Promotion Promotion Communication Usually Communication Mode Mode Usuallyindirect indirect and and non-personal non-personal Communication Moderate Communication Control Control Moderateto tolow low Feedback Little FeedbackAmount Amount Littleto tomoderate moderate Feedback FeedbackSpeed Speed Message MessageFlow FlowDirection Direction
Varies Varies Mostly Mostlyone-way one-way
Message MessageContent Content Control Control Sponsor SponsorIdentification Identification
Yes Yes Yes Yes
Reaching ReachingLarge LargeAudience Audience Message MessageFlexibility Flexibility
Fast Fast Same Samemessage messageto to varied varied target target
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Characteristics of Personal Selling Personal Personal Selling Selling Communication CommunicationMode Mode Communication CommunicationControl Control
Direct Directand and face-to-face face-to-face High High
Feedback FeedbackAmount Amount Feedback FeedbackSpeed Speed
Much Much Immediate Immediate
Message MessageFlow Flow Direction Direction Message MessageContent Content Control Control
Two-way Two-way Yes Yes
Sponsor Sponsor Identification Identification Reaching ReachingLarge LargeAudience Audience
Yes Yes Slow Slow
Message MessageFlexibility Flexibility Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Tailored Tailoredto toprospect prospect 32
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Learning Objective
Explain the goal and tasks of promotion.
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Goals and Tasks of Promotion Informing Informing PLC Stages: Stages Introduction Early Growth
PLC Stages: Growth Maturity
Reminding Reminding
Target Target Audience Audience
PLC Stages: Maturity
Persuading Persuading
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Goals and Tasks of Promotion Informative Objective Increase awareness Explain how product works Suggest new uses Build company image
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Goals and Tasks of Promotion Persuasion Objective Encourage brand switching Change customers’ perception of product attributes Influence buying decision Persuade customers to call
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Goals and Tasks of Promotion Reminder Objective Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness On OnLine Line http://www.tide.com http://www.tide.com Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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6
Learning Objective
Discuss the AIDA concept and its relationship to the promotional mix.
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The AIDA Concept Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message.
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6
AIDA and the Promotional Mix
Awareness Interest
Desire
Action
Advertising
Very effective
Very effective
Somewhat effective
Not effective
Public Relations
Very effective
Very effective
Very effective
Not effective
Sales Promotion
Somewhat effective
Somewhat effective
Very effective
Somewhat effective
Personal Selling
Somewhat effective
Very effective
Very effective
Very effective
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Learning Objective
On OnLine Line http://www.nascar.com http://www.nascar.com http://www.kelloggs.com http://www.kelloggs.com
Describe the factors that affect the promotional mix.
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Factors Affecting the Choice of Promotional Mix Nature Nature of of the the Product Product Stage Stage in in PLC PLC Target Target Market Market Factors Factors Type Type of of Buying Buying Decision Decision Promotion Promotion Funds Funds Push Push or or Pull Pull Strategy Strategy Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Product Life Cycle and the Promotional Mix Sales ($)
7
Maturity Introduction
Growth
Decline
Time Light Heavy use of Advertising; Advertising; prePR for introduction awareness; publicity sales promotion for trial
Advertising’ PR, brand loyalty; personal selling for distribution
Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
Ads decrease; sales promotion; personal selling; reminder & persuasive
AD/PR decrease; limited sales promotion; personal selling for distribution 43
7
Target Market Characteristics
On OnLine Line http://www.radioguide.com http://www.radioguide.com http://www.nytimes.com http://www.nytimes.com http://www.usatoday.com http://www.usatoday.com
FOR:
Widely scattered market
Informed buyers
Repeat buyers
Advertising Advertising Sales SalesPromotion Promotion Less LessPersonal PersonalSelling Selling Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Type of Buying Decision
Routine Routine
Type Type of of Buying Buying Decision Decision Affects Affects Promotional Promotional Mix Mix Choice Choice
Advertising Sales Promotion Advertising
Not NotRoutine Routine or orComplex Complex
Public Relations
Complex Complex
Personal Selling
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Available Funds
Trade-offs with funds available Number of people in target market Quality of communication needed Relative costs of promotional elements Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Push and Pull Strategies PUSH STRATEGY
Manufacturer Manufacturer promotes promotesto to wholesaler wholesaler
Wholesaler Wholesaler promotes promotesto to retailer retailer
Retailer Retailer promotes promotesto to consumer consumer
Consumer Consumer buys buysfrom from retailer retailer
Orders to manufacturer
PULL STRATEGY Manufacturer Manufacturer promotes promotesto to consumer consumer
Consumer Consumer demands demands product product from fromretailer retailer
Retailer Retailer demands demands product product from fromwholesaler wholesaler
Wholesaler Wholesaler demands demands product productfrom from manufacturer manufacturer
Orders to manufacturer Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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8
Learning Objective
Describe personal selling.
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Advantages of Personal Selling Provides a detailed explanation or demonstration of product Message can be varied to fit the needs of each prospective customer Can be directed to specific qualified prospects Costs can be controlled by adjusting sales force size Most effective method to obtain sales and gain satisfied customers Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Personal Selling Personal Selling is more important if...
Advertising & Sales Promotion are more important if...
Product Product has has aa high high value value
Product Product has has aa low low value value
Product Product is is custom custom made made
Product Product is is standardized standardized
Product Product is is technically technically complex complex
Product Product is is simple simple to to understand understand
There There are are few few customers customers
There There are are many many customers customers
Customers Customers are are concentrated concentrated
Customers Customers are are geographically geographically dispersed dispersed
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9
Learning Objective
Discuss the key differences between relationship selling and traditional selling.
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Relationship Selling A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships.
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Relationship Selling vs. Traditional Selling
9 Traditional Personal Selling
Relationship Selling
Sell products
Sell Sell advice, advice, assistance, assistance, counsel counsel
Focus Focus on on closing closing sales sales
Focus Focus on on customer’s customer’s bottom bottom line line
Limited Limited sales sales planning planning
Sales Sales planning planning is is top top priority priority
Discuss Discuss product product Assess Assess “Product-specific” “Product-specific” needs needs “Lone “Lone wolf” wolf” approach approach
Build Build problem-solving problem-solving environment environment Conduct Conduct discovery discovery in in scope scope of of operations operations Team Team approach approach Profit Profit impact impact and and strategic strategic Pricing/product focus Pricing/product focus benefit benefit focus focus Short-term sales Long-term sales Short-term salesoffollow-up follow-up sales follow-up follow-up 53 Chapter 12 Essentials Marketing 4e Lamb HairLong-term McDaniel ©2005 South-Western/Thomson Learning
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Learning Objective
List the steps in the selling process.
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Steps in the Selling Process Generate Generate Leads Leads Qualify Qualify Leads Leads Probe Probe Customer Customer Needs Needs Develop Develop Solutions Solutions Handle Handle Objections Objections Close Close the the Sale Sale Follow Follow Up Up Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Time Spent in Key Steps of Selling Process
10 Key Selling Steps
Traditional Selling
Relationship Selling
Generate Leads
High
Low
Qualify Leads
Low
High
Probe Needs
Low
High
Develop Solutions
Low
High
Handle Objections
High
Low
Close the sale
High
Low
Follow-up
Low
High
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OnLine Line 10 On http://www.goleads.com http://www.goleads.com
Generating Leads
Advertising Advertising
Publicity Publicity
Direct DirectMail/ Mail/ Telemarketing Telemarketing
Cold Cold Calling Calling
Internet Internet Web Web Site Site
Referrals Referrals
Networking Networking
Trade TradeShows/ Shows/ Conventions Conventions
Company Company Records Records
Sources Sources of of Sales Sales Leads Leads Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Qualifying Leads
On OnLine Line http://www.hoovers.com http://www.hoovers.com http://www.dnb.com http://www.dnb.com
Characteristics Characteristicsof of Qualified QualifiedLeads Leads
Receptivity Receptivity & & Accessibility Accessibility
Recognized Recognized Need Need Buying Buying Power Power Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Needs Assessment
A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them.
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Probing Needs Product Product or or service service
Salesperson Salesperson must must know know everything everything about... about...
Customers Customersand and their theirneeds needs
Competition Competition
Industry Industry Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Developing and Proposing Solutions
10
Sales Sales Proposal Proposal
Sales Sales Presentation Presentation
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Handling Objections View View objections objections as as requests requests for for information information
Handling Handling Objections Objections
Anticipate Anticipate specific specific objections objections Use Use the the objection objection to to close close the the sale sale
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Closing the Sale
Look Look for for customer customer signals signals
Closing Closing the the Sale Sale
Keep Keep an an open open mind mind Negotiate Negotiate
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Following Up
Responsibilities Responsibilities in in Following Following Up Up
Ensure Ensure delivery delivery schedules schedules are are met met Goods Goods or or service service perform perform as as promised promised Employees Employees are are trained trained
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Learning Objective
Describe the functions of sales management.
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Sales Management Responsibilities Define Define sales sales goals goals and and sales sales process process Determine Determine sales sales force force structure structure
Tasks Tasks of of Sales Sales Management Management
Recruit Recruit and and train train sales sales force force Compensate Compensate and and motivate motivate sales sales force force
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Evaluate Evaluate sales sales force force
66
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Defining Sales Goals Clear Clear
Sales Sales Goals Goals Should Should Be... Be...
Precise Precise
Measurable Measurable
Time TimeSpecific Specific Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Sales Force Structure Geographic Geographic Region Region
Common Common Sales Sales Organization Organization Structures Structures
Product Product Line Line Marketing Marketing Function Function Market Market or or Industry Industry Individual Individual client client or or account account
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Training the Sales Force Company Company policies policies and and practice practice Selling Selling techniques techniques
Training Training includes... includes...
Product Product knowledge knowledge Industry Industry and and customer customer characteristics characteristics Nonselling Nonselling duties duties
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Compensation Plans: Basic Methods
11
Commission Commission
The The salesperson salesperson is is paid paid some some percentage percentage when when aa sale sale is is made. made.
Combination Combination Plans Plans
Salary Salary
The The salesperson salesperson receives receives aa salary salary regardless regardless of of sales sales productivity. productivity.
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Effective Sales Leaders Effective Effective Sales Sales Leaders Leaders... ... Are Are assertive assertive Possess Possess ego ego drive drive Possess Possess ego ego strength strength Take Take risks risks Are Are innovative innovative Have Have aa sense sense of of urgency urgency Are Are empathetic empathetic Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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Evaluating the Sales Force: Performance Measures Sales Sales Volume Volume Contribution Contribution to to Profit Profit Calls Calls per per Order Order Sales Sales or or Profits Profits per per Call Call Call Call Percentage Percentage Achieving Achieving Goals Goals Chapter 12 Essentials of Marketing 4e Lamb Hair McDaniel ©2005 South-Western/Thomson Learning
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The Impact of Technology on Personal Selling
11
Laptop Laptop computer computer link link Cell Cell phones phones Pagers Pagers Personal Personal data data assistants assistants
Sales Sales Force Force Automation Automation
E-Mail E-Mail Internet Internet
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