Chapter 7: Communication 2 Flashcards
Sales action characteristics
- The sales activity is a two way interpersonal communication between buyer and seller
- Based on the construction of long term customer relations
- Must induce the customer to buy
- Important to know the reason for purchase and interests of consumers
- Customer is motivated by their needs and wishes, which then generate a buying attitude
Sales action objectives
Objectives:
- Report
- Persuade
- Develop favourable attitudes towards product and organization
- Offer a service
The sales process
- Cycle
- Planning
- Sales objectives
The sales process: Cycle
- Initial contact
- Identify needs
- Present offer
- Manage objections
- Close a sale
- Prospecting
The sales process: Planning
- Specification of sales targets
- Choice of sales team and system
- Structure and organization
- Sales team size
- Sales budget
The sales process: Sales objectives
- Volume
- Sales margins
- Number of orders
- Number of visits
- Cutomer acquisition
- Average sales per customer
- Market share
Sales promotion concept
Set of techniques integrated into the marketing strategy to achieve objectives, through stimuli and actions limited by space and time
Positive effects of promotion
- Short and long term effectiveness
- Counteract price differences
- Easy control of results
- Dispose of excess production
- Temporary recruitment of customers
- Enhance the testing of new products
- Effective in products with high seasonality
Negative effects of promotion
- Effect on image
- Make consumer feel ripped off
- Greater attention to incentive than the product
- Promotional fight with competition
- Consumers get used to it
- Variation in the sales period
Public relations concept
Set of actions carried out with the objective to maintaining or correcting the stimuli that makes up the image of the organization
Concerned parties in public relations
Internal concerned parties: - Employees - Managers - Owners External concerned parties - Vendors - Society - Government - Creditors - Customers
Types of public relations
Internal public relations: - Conventions - News distribution External public relations - Notes or press releases - Contests - Sponsorships - Factory visits
Merchandising concept
Set of techniques that allow profitability, ensuring
an assortment permanently adapted to the needs of the demand,
maximizing the rotation of products and facilitating the purchase to the
potential customers of the establishment
Influential factors in merchandising
- Emergence of free service
- Large sale areas
- Increased product competition
- Advertising saturation and poor effectiveness
Types of merchandising
- Presentation merch
- Seduction merch
- Management merch
- Level of location of products on the shelf
- Seduction merch
Types of merchandising: Presentation merch
- Appropriate shelf location
- Optimize circulation of customers
- Management of different areas
Types of merchandising: Seduction merch
- Covert shopping into activity
- Psychological
- Stimuli
Types of merchandising: Management merch
- Make point of sale profitable
- DPP
Types of merchandising: Location of products on shelf
- Level above the head
- Eye level
- Hands level
- Ground level
Types of merchandising: Seduction merch
- Product tasting
- Small setting at the establishment
- Accompanied by animation elements
Forms of direct marketing
- Direct mail marketing
- Telemarketing
- Telesales
- Automatic sales
- E-commerce
Other types of communication instruments
- Neuromarketing
- Geomarketing
- Experiential marketing
- Engagement marketing
- History influencer marketing
- Influencer marketing
Other types of communication instruments: Neuromarketing
Studying the brain activity in order to know what part of it is involved in consumer behaviour
Other types of communication instruments: Geomarketing
Combies information from traditional marketing and geographical location of consumers
Other types of communication instruments: Experimental marketing: Experiential marketing
Offers pleasant experiences associated with communication and consumption
Other types of communication instruments: Engagement marketing
It aims to make the brand an entertainment for the target audience
Other types of communication instruments: History influencer marketing
- Based on the premise of influencing consumer behaviour
- Use of real or fictional characters as prescribers to influence consumers
Other types of communication instruments: Influencer marketing
A form to get credibility and confidence in a brand What should be measured? In the past: - Number of followers - Number of likes Present and future - Engagement - The purchase action
Classification of influencers
- Celebrities
- Social media celebrities
- Premium influencers
- Micro influencers
- Consumer - employee advocates
