Ch.12 Promotion & Personal selling

Question 0

Disintegrated/traditional marketing

Answer 0

Each campaign (print, radio, web) has different agency= inconsistency
Inconsistency can also be logo doesn't match desired image
So 4 Ps coordination (office hours= convenient?)

Question 1

How to communicate value?

Answer 1

Mass selling (advertising, sales promos, PR)
Targeted selling (personal selling, direct marketing)

Question 2

Integrated marketing communications

Answer 2

Clear, consistent & compelling message on org. & products through [ads, sales promotion, PR, personal selling & direct marketing= promotional mix]

Question 3

Touch points

Answer 3

anywhere consumers come in contact with brand or product

Question 4

Purpose of IMC

Answer 4

Synergy memorable message (James Bond franchise)

Question 5

IMC as growing trend

Answer 5

Media fragmentation (Facebook, Twitter, website, tv…) > better informed consumers > IT changes = from broadcasting to narrowcasting > more communication tools, more need4coordination (mas posibilidad de divergencia)

Question 6

Factors influencing promotion &IMC decisions

Answer 6

Target audience
Life cycle of product
Product characteristics
Stages I'm buying decision
Channel strategies

Question 7

Push vs pull strategies

Answer 7

Push: efforts through channel (convince retailers to carry)
Pull: efforts directly to consumers so that their demand forces retailers to carry

One company can do both for different segments [consumers & bus buy] (Intel)

Question 8

Promotional campaigns

Answer 8

Series of promotional activities aimed to achieve an objective (product differentiation, image building (I am Canadian)

Question 9

Advertising

Answer 9

Non personal presentation & promotion of ideas, goods, services by an sponsor

Question 10

Pros & cons of advertising

Answer 10

Pros: large reach, repeated exposure (awareness>familiarity>positioning), builds image (wide possibilities)

Cons: expensive, impersonal, one way/no feedback, media fragmentation = -audience

Question 11

5Ms of a campaign (steps)-6

Answer 11

Mission ( objectives)- audience, time OR informative=communicate & build demand 4 axe choco, persuasive= superiority & differentiation (selective demand), reminder= repurchase (vary across life cycle- introduction, growth & maturity)
Money (budget)- affordable, %of sales, competitive parity, objective & tasks
Message- get attention, interest & action BUT cluttered SO creative, have execution like master card, or tone, unexpected, dynamic (key benefits)
Media mix: -reach, frequency = exposure, impact=value (Molson Canadian ad was very valuable 4 goodwill (qualitative)) - type (show), vehicle (Ellen), criteria (cost restrictions, target lifestyle & habits, attributes to remark), timing (seasonal?, continuous?, spacing?)
Measurement of effectiveness- ROAdI (beforehand), attitude & beliefs changes (communication effect) vs sales effects (harder to measure but better indicator)

Question 12

Types of message execution

Answer 12

Execution: slice of life (MasterCard), lifestyle (ram/alberta farmer), fantasy (coke), mood, scientific evidence (papel de rollo), personality symbol (Koodo), technical expertise, testimonial evidence (weight watchers)

Tone: emotion & humor= positive: relevant (comparative adv) OR irrelevant (Taco Bell con lo de la moto y los explosivos)

Question 13

Public Relations

Answer 13

Build good relations with publics through positive publicity, corporate image, handling rumours & mistakes (Johnson’s)

Question 14

Publics

Answer 14

Stakeholders internal (employees, customers) & external (community, media)

Question 15

PR tools

Answer 15

Press releases (apple), conferences, websites, special events (portes ouvertes)
More believable & cost efficient than ads
Used with IMC tools
Media related so difficult to control

Question 16

PR donts

Answer 16

Avoid responsibility
Minimize issue (lie o hide)
Wait

Question 17

Personal selling

Answer 17

PS: paid, personal form of promotion (preferable for complex, expensive products) 2way- da pie a negociacion, relationship, & feedback. Used by businesses (B2B/ B2C) & non profits (angels)

Question 18

Sales person

Answer 18

Company representative who does: prospecting, selling, relationship building, feedback gathering
Positions:order taker (clerk (yo)) & getter (creative & skilled [gerardo])

Question 19

Sales force

Answer 19

Is large and critical link to customers (2 way representant) needs to be hired, trained, motivated, managed

Question 20

With what other dpmt should sales work closely?

Answer 20

Marketing, pricing, distribution

Question 21

Steps in sales force management (6)

Answer 21

Design structure & strategy
Recruiting
Training
Compensating
Supervising
Evaluating

Question 22

Sales force structure types

Answer 22

Territorial: 1SP sells full line in 1 region
Product: specialization on 1 product or PL
Customer: specialize in 1 customer type or industry
Complex: combination

Outside vs inside

Question 23

SF recruitment

Answer 23

Discipline
Able to build relationship & close
Have drive

Question 24

SF compensating

Answer 24

Fixed (salary) vs variable (commission) amount + benefits

Achieve company objectives (ethical & image as well as profit)

Question 25

SF Supervision

Answer 25

Sales quotas =Form of motivation: Amount SP or SF should aim to sell (incentive)

Question 26

SF evaluation

Answer 26

ROSalesI

Sales/call/expense reports

Question 27

SF automation

Answer 27

Digitalization of SF operations > + efficiency
Work any time /place-save time, travel (money)
Sales process into social media (Avon)

Question 28

PS steps (7)

Answer 28

Prospecting (getting potential customers )
Qualifying (ID good from bad leads)
Preapproach (investigate ex: modern family)
Approach (meet & greet-start relationship)
Presentation & demonstration (value story- hook)
Handle objection & question ( provide solutions)
Closing (get order actually receive money or something to put in accts receivable)
Follow up (ensure satisfaction & repurchase- thank you note & cognitive dissonance)

Question 29

PS process types

Answer 29

Traditional: + sales
Consultative: + relationship

Question 30

Weapons of influence

Answer 30

Reciprocation ( free samples= obligation to buy)
Consistency (cartel Chiquito, ahora uno grande)
Social proof (everyone is buying it, por algo sera)
Authority (according to expert, sci evidence)
Liking salesperson (charisma)
Scarcity (solo nos queda este ultimo y no durara)

Question 31

Foot in the door vs door in the face strategies

Answer 31

FITD: start with goldfish/bigger signs (consistency)
DITF: start with giraffe (compromising, reciprocity)