Hiring Salespeople Decisions about the sales force structure help managers
determine how many and what kinds of salespeople to hire.
The hiring process includes defining job requirements, recruiting candidates, and
Job Requirements Sale
Physiological Needs Biological needs that require the satisfaction of hunger, thirst, and basic
Safety Needs The need to provide shelter and protection for the body and to maintain a
Love and Belonging
Leads are the most valuable and effective source of prospecting, but salespeople also use cold
calls as a prospecting method.
1. Initial Contact The salesperson must begin to address the objectives of
creating a profitable competitive advantage, according
Objectives of Public Relations:
1. Promoting Goodwill This image-building function highlights industry events
or community activities that reflect favorably on a firm.
2. Promoting a Product or Service Companies can spread news about its
brands to increas
Measuring Social Media Results Research services now are offering marketers performance
metrics akin to those for other media. It delivers statistics such as the volume of comments, reach
of messages, type of consumer sentiment, etc.
Leveraging the Sponsorship Typically, marketers tend to justify event sponsorship by
calculating the number of viewers who will be exposed to a brand either at the event or
through media coverage of the event.
Then assessing whether the sponsorship provid
Need Awareness The buyer can articulate specific needs in his or her organization.
o Need Fulfillment The buyer is fully aware of what
products and services are needed, and the salesperson
assumes a dominant communication role by demonstrating
how the fir
Require a Long-Term Commitment The professional needs to have a relationship with the
company in order to back a product, and they should trust that it should work as the company
says it does.
1. Communicate up-to-date data and important brand benefits
New Product Ideas Close contact with customers allows the sales force to detect unmet needs
in the market and contribute ideas for new products.
Buyer Behavior Analysis The salesperson is in the best position to analyze
buyer behavior. In negotiating sale
Needs Creation Critics argue that brand promotion creates needs and makes
people buy things they dont really need or even want.
The argument is that consumers are relatively easy to seduce into
wanting the next shiny bauble offered by marketers.
Sponsorship, Product Placements, and Branded Entertainment
Advertising, branding, and entertainment are converging at an accelerating rate, because of the
erosion in the effectiveness of traditional broadcast media. The resulting linkage now has its own
Creative Selling Assisting and persuading customers regarding purchase decisions (typically
for specialty goods or high-priced items).
Customers rely heavily on the salesperson for technical information,
advice, service, and ability to problem solve.
Customer Relationship Management (CRM) A continual effort to cultivate and maintain
long-term relationships with customers by emphasizing customer needs.
Total Customer Satisfaction Salespeople are instrumental for ensuring that
the customer is fully sati
Deception Making false or misleading statements in a promotional message.
Puffery The use of superlatives like Number One and Best in the World in
Targeting Children Children ages 2 11 years old typically see about 25,600
1. Federal Communications Commission (FCC): Prohibits obscenity, fraud, and
lotteries on radio and television.
2. Food and Drug Administration (FDA) Regulates the advertising of food,
drug, cosmetic, and medical products; can require special labeling for
Companies are especially dependent on personal selling if their products are higher priced,
complicated to use, require demonstration, are tailored to users needs, involve a trade-in, or are
judged at the point of purchase.
Effective Salespeople Are:
Advertising thus brings about economic stagnation and a lower standard of living, not a higher
standard of living.
Critics argue that brand differences are trivial, so the proliferation of brands does not
offer a greater variety of cho
FTCs Regulatory Programs and Remedies The evolution of the FTC has spawned several
regulatory programs and remedies to help enforce legislative mandates in specific situations such
Advertising Substantiation Program FTC program that ensures advertiser
Enabling or Controlling Mass Media? The last issue that advertisers and critics
debate over is the matter of advertisings influence on the mass media.
Support for Mass Media Advertising expenditures exceed in the U.S. by $300
Billion. With out that money
1. Food and Drug Administration (FDA) Before you can make a zero carb
claim you have to confirm with the FDA. By using certain serving sizes on
your package you can reach and achieve the claim of zero carbs.
2. US Postal Service (USPS) Direct Mail is gove
1. Cause-Related Marketing Marketing messages that identify corporate sponsorship
of philanthropic activities. The organization attaches themselves to different causes in
a positive way to gain consumers who are interested in those causes.
The goal of cau
By Stimulating Demand, promotion results in economies of scale. As a result, the products cost
less than if there was less promotion and hence less demand.
1. Promotion increases the probability that new products will succeed, so
consumers have a greater
Challenges of Product Placement and Branded Entertainment There are some
countervailing forces that could hinder the use of both of these.
Oversaturation When a promotional tactic becomes overused it could result in
cluttering the media environment, and d
Comparison Advertisements Ads that compare the advertisers brand with a competitors
brand. These ads if done inappropriately will create unfair competition, and this is why it is
Monopoly Power - A companys ability, either through advertising o
Branded entertainment is a natural extension and outgrowth of product placement. In branded
entertainment, marketers create their own shows, so they dont have to find a place for their
This of course, guarantees that the brand
Authenticity The quality of being perceived as genuine and natural. This is
another factor affecting the value of product placement.
When marketers and their agents look for more chances to write their brands into
the script of shows, it is to be expected
Budgets Establishing a budget for the personal selling effort requires painstaking effort. The
budget includes a variety of expenses such as:
Salaries and Benefits
Incentive Programs bonuses, awards
There are three elements that are essential for declaring an ad deceptive:
1. There must be a representation, omission, or practices that is likely to
mislead the consumer.
2. This representation, omission, or practice must be judged from the
Company Newsletters These are in-house publications, such as newsletters, that disseminate
positive information about a firm to its employees.
These letters can be given to important constituents in the community, such as government
officials, the chamber
Choosing an Event A major sweet spot in event sponsorship comes when an events
participants overlap significantly with the marketers target audience. It is even better
when the event also has big numbers of fans and/or participants.
Assessing Event Result