Marketing Exam 4 Ch 12 13 16 Ch 16 Personal Selling Personal presentations by the firms sales force for the An individual who represents a company to customers by purpose of making sales and building customer relationships Salesperson performing one or more of the following activities Prospecting Communicating Selling Servicing Information gathering and Relationship building Sales Force Management Analyzing planning implementing and controlling sales force activities 1 Designing sales force strategy 2 Recruiting Salespeople 3 Training Salespeople 4 Compensating Salespeople 5 Supervising 6 Evaluating each salesperson to an exclusive geographic territory in which that salesperson sells the companies full line A sales force organization that assigns Territorial Sales Force Structure o If company sells one product line to one industry in many locations Product Sales Force Structure salespeople specialize in selling only a portion of the company s products or lines A sales force organization in which o If company has numerous and complex lines or products Outside Sales Force Customer or market Sales Force Structure A sales force organization in Salespeople who travel to call on customers in the which salespeople specialize in selling only to certain customers or industries field Inside Sales Force telephone the internet or visits from prospective buyers Finance Technical support and even Upper Management to service large and complex accounts To attract the best salespeople you need a good compensation plan Fixed amount variable amount expenses and fringe benefits Using teams of people from Sales Marketing Engineering Salespeople who conduct business from their office via Compensating Salespeople Team Selling o Straight salary straight commission Salary with bonus Salary with commission The steps that salespeople follow when selling which A standard that states the amount a salesperson should sell and Sales Quota how sales should be divided among the company s products Selling Process include prospecting and qualifying preapproach approach presentation and demonstration handling objections closing and follow up qualified potential customers The sales step in which a salesperson or company identifies Prospecting Preapproach Approach Presentation The sales step in which the salesperson tells the value story Sales step in which the salesperson meets the customer for the The sales step in which the salesperson learns as much as possible about a perspective customer before making a sales call first time to the buyer showing how the company s offer solves the customers problem clarifies and overcomes any customer objection to buying customer buying and involvement or enhance long term customer relationships The sales step in which a salesperson seeks out Sales promotion tools used to boost short term Consumer Promotions Handling Objections o Samples coupons refunds etc Event Marketing Trade Promotions Creating a brand marketing event or serving as a sole or participating sponsor of events created by others a brand give it shelf space promote it in advertising and push it to consumers Sales promotion tool used to generate business leads stimulate purchases reward customers and motivate salespeople Sales promotion tool used to persuade resellers to carry Business Promotions o Conventions and trade shows and sales contests Ch 12 Channel Level Value Delivery Network Marketing Channel A set of interdependent organizations that help make a A network composed of the company suppliers distributors and ultimately customers who partner with each other to improve the performance of the entire system in delivering customer value product or service available for use or consumption by the consumer or business user bringing the product and its ownership closer to the final buyer levels Indirect Marketing Channel intermediary levels goals roles and rewards who should do what and for what rewards Disagreements among marketing channel members on A layer of intermediaries that performs some work in A marketing channel that has no intermediary A marketing channel containing one or more Direct Marketing Channel Channel Conflict Occurs among firms at the same level as the o Horizontal Conflict channel channel even more common o Vertical Conflict Conflict between different levels of the same Conventional Distribution Channel independent producers wholesalers and retailers each a separate business looking to maximize its profits perhaps even at the expense of the profits for the system as a whole A channel consisting of one or more Vertical Marketing System A channel consisting of producers wholesalers and retailers that act as a unified system One channel member owns the others has contracts with them or has so much power that they all cooperate stages of production and distribution under single ownership channel leadership is established through common ownership A vertical marketing system that combines successive Corporate VMS o Kroger owns and operates 40 manufacturing plants dairy grocery meat Contractual VMS A vertical marketing system in which independent firms at different levels of production and distribution join together through contracts channel member called a franchisor links several stages in the production distribution process A contractual vertical marketing system in which a Franchise Organization o Motels Fast food restaurants etc Administered VMS stages of production and distribution through the size and power of one of the parties A vertical marketing system that coordinates successive o GE P G Walmart Kraft Horizontal Marketing System more companies at one level join together to follow a new marketing opportunity A channel arrangement in which two or o Walmart wants to join Frito Lay to buy potatoes jointly and get them cheaper than either company could get from buying them alone Multichannel Distribution System A distribution system in which a single firm sets up two or more marketing channels to reach one or more customer segments o John Deer sells tractors to customers through local dealers but also giant retailers such as Lowes Disintermediation The cutting out of marketing channel intermediaries by product or service producers or the displacement of traditional resellers by radical new types of intermediaries o Southwest selling tickets direct to consumer and cutting out travel agents Marketing Channel Design Designing effective marketing channels by analyzing customer needs setting
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