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MRKT 495: Marketing Policies and Strategies Module 4: Managing and Delivering Marketing Programs Production directions and notes (from Andrew): (same as first three modules): Navigation for Modules should contain the following tabs, in the order shown: – Overview – Objectives – Commentary – Commentary section should start with a list of topics, hotlinked to a bookmark for this section of the commentary. – Glossary – put tab in each module, link to same, single glossary file. Green terms link to popup with that word only. Defs are at end of module file in glossary table. – Self-Assessment – need a Check Answer button at end of all the questions. Add icons for the following features: Make the icon and title text flush left, and centered with each other vertically, like this: Try This x.x name of activity But hide the grid lines. Make both the graphic and text hotlinks, o o http://coursedev.umuc.edu/common/images/trythis.gif Can reuse icon but want text, Try This too Make all of the above hot to popup with the following, include the titles again at the top of the popup, as shown below. Popup contents: 1 Try This repeat number and name from the link text Instructions: Type in a description of what you think you should do. Click the Check Answer button to see your answer compared to a model answer. This will not be graded. Check Answer button (Put this after each of the text boxes after the questions. Clicking this opens a popup that repeats what student typed, displays it next to the model answer.) Graphics to go to production for this module: Graphics title Strategic Marketing Process Figure 4.1 The Communication Process Details of what’s needed Insert, Get from http://coursedev.umuc.edu:9090/MRKT495/0606/import/strategic_marketing_p rocess.gif Redraw to our standards sent to Sherri 3/10 by AR Overview This module concludes our discussion of the Strategic Marketing Process model by focusing on the ultimate goal of marketing, which is satisfying consumers’ wants and needs by developing and delivering marketing programs. Insert Strategic Marketing Process Get from http://coursedev.umuc.edu:9090/MRKT495/0606/import/strategic_marketing_process.gif Up to this point, we have discussed the tools and processes that can assist in this final step; however, the acid test of any marketing program is the products and services ultimately “delivered” to the marketplace. In module 3, we focused on marketing decisions related to the marketing mix (4Ps/4Cs). We explored strategies involving: product development placement and differentiation promotion 2 pricing marketing channels In this module, we will discuss strategies and polices related to: managing retailing, wholesaling, and market logistics, i.e., place designing and managing integrated marketing communications, i.e., promotion managing the sales force for results This module focuses on design, implementation, and managing these key marketing activities. Objectives After completing this module, you should be able to: describe and classify the various types of retailers and wholesalers explain the fundamental retailing and wholesaling decisions discuss current retailing trends define marketing logistics support explain the importance of logistics to the marketing process identify communication and advertising objectives explain the process of advertising describe how to establish promotion mix strategies describe the process involved in establishing advertising objectives evaluate advertising and promotion tools for effectiveness develop and evaluate sales promotion programs describe the future of direct and online marketing identify the fundamental principles of personal selling explain the key factors in designing and controlling a sales force Commentary Topics (DTP: make hot links to subheads in text) 3 Managing Retailing, Wholesaling, and Market Logistics Designing and Managing Integrated Marketing Communications Managing the Sales Force Managing Retailing, Wholesaling, and Market Logistics (H3 subhead) Retailing (H4 subhead) Retailing and wholesaling organizations are part of the system designed to bring goods and services from the point of production to consumption. Retailing is selling goods or services directly to final consumers for personal use. Retailers include store retailers, non-store retailers, and retail organizations. Store retailers include specialty stores, department stores, supermarkets, convenience stores, superstores, combination stores, hypermarkets, discount stores, warehouse stores, and catalog showrooms. Stores have different longevities and are in different stages of the retail life cycle. Today, non-store retailing is growing more rapidly than store retailing. Examples of non-store retailing include direct selling, direct marketing, automatic vending, buying services, and the Internet. The dramatic growth in the availability and use of computers has led to burgeoning revenues based on Internet sales. The range of products, services, and non-profit transactions offered on the Internet appears limitless. Chains, seller cooperatives, consumer cooperatives, franchises, and merchandisers sponsor diverse retailing lines and forms. Retailers, like manufacturers, must prepare marketing plans that include: decisions on target markets product assortment and supporting services store atmosphere or ambiance pricing, promotion, and place Retailers take steps to improve their professional management and productivity. They face shorter retail life cycles, new retail forms such as the Internet and boutiques, increased competition, and new retail technologies. The key changes in the retailing field are both a result and a by-product of changes in our population, such as where and how people live, work, and purchase. During the next decades the trends will accelerate, but most changes will come as a result of technological advances surrounding the handling of information, communication, management, and in serving the needs of customers – “brick” stores and “e-clicks” combined! 4 Make the icon and title text flush left, and centered with each other vertically, like this: Try This 4.1 Retailing challenges But hide the grid lines. Make both the graphic and text hotlinks, o o http://coursedev.umuc.edu/common/images/trythis.gif Can reuse icon but want text, Try This too Make all of the above hot to popup with the following, include the titles again at the top of the popup, as shown below. Popup contents: Try This repeat number and name from the link text Instructions: Type in a description of what you think you should do. Click the Check Answer button to see your answer compared to a model answer. This will not be graded. Check Answer button (Put this after each of the text boxes after the questions. Clicking this opens a popup that repeats what student typed, displays it next to the model answer.) Try This 4.1 Retailing challenges One of the challenges of a retailer is to get the customer to spend more time in the store. Studies have shown a direct relationship between time spent in the store and total expenditures. Given this fact, what would you do as a retailer to encourage consumers to spend more time instore shopping? Hint: Focus on the convenience and comfort of the store and the shopper. Answer: There are numerous examples of how retailers have attempted to keep shoppers in their stores longer, such as: making food and drink available; providing baby-sitting services; creating an ambiance that is comfortable and relaxed, e.g., the piano player at Neiman Marcus, and providing chairs or sofas on which customers can rest and relax. 5 End of pop-up text Wholesaling (H4 subhead) Wholesaling includes all the activities involved in selling goods or services to those who are buying for the purpose of resale or for business use. Wholesalers help manufacturers deliver their products efficiently to the many retailers and industrial users across the nation. Wholesalers perform many functions, including selling and promoting, buying and assortment-building, break-bulk of shipments, warehousing, transporting, financing, and inventory risk. Wholesalers fall into four groups: 1. Merchant wholesalers take possession of the goods and include full-service wholesalers and limited-service wholesalers, such as cash-and-carry wholesalers, truck wholesalers, drop shippers, rack jobbers, producers’ cooperatives, and mailorder wholesalers. 2. Agents and brokers do not take possession of the goods but are paid a commission for facilitating buying and selling. 3. Miscellaneous wholesalers include agricultural assemblers, petroleum bulk plants and terminals, and auction companies. 4. Wholesalers also must make decisions on their target market, product assortment and services, pricing, promotion, and place. Wholesalers who do not carry adequate assortments and inventory or provide unsatisfactory service are likely to be bypassed by manufacturers. Progressive wholesalers, on the other hand, adapt marketing concepts and streamline their costs of doing business. 6 Market Logistics (H4 subhead) The marketing concept calls for paying increased attention to marketing logistics, an area of potentially high cost savings and improved customer satisfaction. When order processors, warehouse planners, inventory managers, and transportation managers make decisions, they affect each other’s costs and demand. The physicaldistribution concept calls for treating all these decisions within a unified or integrated framework. These are referred to as Vertical Marketing Systems (VMS). Vertical integration within the channel can occur as a result of ownership (corporate), contract (franchise), or administered (Wal-Mart) systems. The task becomes that of designing physical-distribution arrangements that minimize the total cost of providing a desired level of customer service. Food for thought 4.1: Eliminate the middleman? As in previous modules, make text hot to pop-up with content below, repeat the question, and show the answer. No quiz, no other feedback. Include a close button or way to close the popup. Food for thought 4.1: Eliminate the middleman? We hear a lot today about “eliminating the middleman.” Is this possible? If so, will it result in lower prices to the consumer? Answer: Contemporary wisdom suggests that although you cannot eliminate the functions performed by the middleman, you may be able to eliminate the middleman. However, the reason we use middlemen is because they tend to be more effective and/or more efficient. If we decide to not out-source middleman functions and rather do them ourselves, we should be aware of the need to maintain an acceptable level of performance. End of pop-up text. Designing and Managing Integrated Marketing Communications (H3 subhead) Marketing communications is one of the four major elements of the company’s marketing mix. Marketers must know how to use advertising, sales promotion, direct marketing, public relations, and personal selling to communicate the product’s existence and value to the target customers. 7 The communication process itself consists of: sender, receiver, encoding, decoding, message, media, response, feedback, and noise. Marketers must know how to get through to the target audience in the face of the audience’s tendencies toward selective attention, distortion, and recall. Figure 4.1 The Communication Process DTP: Insert graphic located at URL below. http://coursedev.umuc.edu:9090/MRKT495/0606/Modules/M4Module_4/images/communication_process.gif Developing the promotion program involves several discrete steps. The communicator must first identify the target audience and its characteristics, including the image it carries of the product. Next, the communicator has to define the communication objective, whether it is to create awareness, knowledge, liking, preference, conviction, or purchase. A message must be designed containing effective content, structure, format, and source. Then communication channels, both personal and non-personal, are selected. Next, the total promotion budget can be established. Four common methods are the affordable method, the percentage-of-sales method, the competitive-parity method, and the objective-and-task method. Food for thought 4.2: Target audience Make text hot to popup with content below, repeat the question and show the answer. No quiz, no other feedback. Include a close button or way to close the popup Food for thought 4.2: Target audience Why is it essential for marketers to identify the target audience for a message? What happens if they incorrectly identify the target audience? How does identifying the audience help with the communication decisions that follow? Answer: It is critical to identify the proper target audience because this will make firms more efficient and more effective. Our products/services are intended for specific consumers based on their wants and needs. Therefore, focusing attention on those segments alone ensures that we are not wasting resources on “customers” who will not respond to our offering. Also, properly identifying the target market will give us clues on how to reach them with our message and how to communicate with them. 8 End of pop-up text. The promotion budget should be divided among the main promotional tools, as affected by such factors as push versus pull strategy, buyer readiness stage, product life-cycle stage, and company market rank. The marketer should then monitor to see how much of the market becomes aware of the product, tries it, and is satisfied in the process. Finally, all of the communications efforts must be managed and coordinated for consistency, good timing, and cost effectiveness. Advertising—the use of paid media by a seller to communicate persuasive information about its products, services, or organization—is a potent promotional tool. Advertising takes on many forms (national, regional, local, consumer, industrial, retail, product, brand, institutional, etc.) designed to achieve a variety of objectives (awareness, interest, preference, brand recognition, brand insistence). Advertising decision-making consists of objectives setting, budget decision, message decision, media decision, and ad effectiveness evaluation. Advertisers should establish clear goals as to whether the advertising is supposed to inform, persuade, or remind buyers. The factors to consider when setting the advertising budget are: stage in the product life cycle market share competition and clutter needed frequency product substitutability The advertising budget can be established based on: what is affordable, as a percentage budget of sales competitors’ expenditures objectives and tasks more advanced decision models that are available The message decision calls for generating messages, evaluating and selecting between them, and executing them effectively and responsibly. The media decision calls for: defining the reach, frequency, and impact goals; choosing among major media types; selecting specific media vehicles; deciding on media timing; and geographical allocation of media. Finally, campaign evaluation calls for evaluating the communication and sales effects of advertising, before, during, and after the advertising. 9 Sales promotion and public relations are two tools of growing importance in marketing planning. Sales promotion covers a wide variety of short-term incentive tools designed to stimulate consumer markets, the trade, and the organization’s own sales force. Sales promotion expenditures now exceed advertising expenditures and are growing at a faster rate. Consumer promotion tools include: samples contests coupons cash refund offers price packs premiums patronage rewards free trials product warranties tie-in promotions point-of-purchase displays and demonstrations Trade promotion tools include: price-off advertising and display allowances free goods push money specialty-advertising items Food for thought 4.3 What type of consumer promotions are you most responsive to? Make text hot to popup with content below, repeat the question and show the answer. No quiz, no other feedback. Include a close button or way to close the popup Food for thought 4.3 What type of consumer promotions are you most responsive to? Do coupons, samples, refunds, contests, or other types of sales promotions work for you? Answer: The answer to this question will depend on the individual consumer. However, all consumers clearly respond to one or more of these promotional efforts. In fact, the response from a particular consumer will likely vary over time and circumstance. End of pop-up text. 10 Business promotion tools include conventions, trade shows, contests, sweepstakes, and games. Sales promotion planning calls for establishing the sales promotion objectives; selecting the tools; developing, pretesting, and implementing the sales promotion program; and evaluating the results. Marketing public relations (MPR) is another important communication/promotion tool. Traditionally, it has been the least used tool but is now recognized for its ability in building awareness and preference in the marketplace, repositioning products, and defending them. Broadly, MPR is those activities that support the ultimate sale of a product or service. Some of the major marketing public relations tools are news, speeches, events, public service activities, written material, audio-visual material, corporate identity, and telephone information services. MPR planning involves establishing the MPR objectives, choosing the appropriate messages and vehicles, and evaluating the MPR result. Integrated Marketing Communications (H4 subhead) Not all product concepts are right for all individuals, thus bringing about the notion of market segmentation and targeting. The same holds true for marketing communications. One message does not fit all. Integrated marketing communications (IMC) focuses on discrete customer segments. With IMC, the firm learns to understand that while massmarket promotion appears cost-effective on the front end, brand/product messages are also offered to millions of people who are uninterested. The mass media no longer serve the mass audiences sought by marketers. Today, advertisers must ensure that whenever and wherever prospects are exposed to the message, they receive a consistent one. Customers typically do not differentiate among message sources; they remember only the message. Considering how many messages that consumers are exposed to on a regular basis, mixed messages from the same source are bound to cause confusion and, worse yet, will be quickly forgotten. While understanding the importance of marketing communications is somewhat simple, finding the best means through which to implement a marketing communications program is more difficult. The buying public has been virtually buried alive in advertisements. Consumers are bombarded with hundreds of ads and thousands of billboards, packages, and other logo sightings every day. It is also important to note that a marketer can communicate with customers through means other than formal marketing communications. Every element of a product’s marketing mix helps to position that product in the minds of consumers. The result is that the elements of the promotional mix should all present a consistent theme. The same is true of the other “Ps” of marketing, namely product, price, and place, which should support the theme: 11 products communicate through size, shape, name, packaging, and various features/benefits price communicates to the consumer that the product is high quality, low quality, prestigious, etc. retail locations (place) in which customers purchase the product will reflect upon the product’s image as well (stores can be considered “high-class,” specialty, discount, etc.) Make the icon and title text flush left, and centered with each other vertically, like this: Try This 4.2 Integrated marketing communications (IMC) But hide the grid lines. Make both the graphic and text hotlinks, o o http://coursedev.umuc.edu/common/images/trythis.gif Can reuse icon but want text, Try This too Make all of the above hot to popup with the following, include the titles again at the top of the popup, as shown below. Popup contents: Try This repeat number and name from the link text Instructions: Type in a description of what you think you should do. Click the Check Answer button to see your answer compared to a model answer. This will not be graded. Check Answer button (Put this after each of the text boxes after the questions. Clicking this opens a popup that repeats what student typed, displays it next to the model answer.) Try This 4.2 Integrated marketing communications (IMC) The concept of the IMC suggests that the elements of the marketing mix other than promotion have the ability to communicate to the consumer. Can you think of a time when these factors, product, price, or place influenced your perception of a product or service and ultimately your decision to buy or not buy? 12 Hint: Promotional influences tend to be more direct while product, price, and place are more likely to be more subtle, affecting perception first and then action. Answer: Certainly, place has a major influence in terms of making products available at a variety of locations (this is especially true of convenience goods), price has been consistently shown to have a direct affect on consumers’ perception of quality, and finally, the product itself in terms of want- or need-satisfying attributes can and does influence perception and behavior. End of pop-up text Managing the Sales Force (H3 subhead) Most companies use sales representatives, and many companies assign them the pivotal role in the marketing mix. Salespeople are very effective in achieving certain marketing objectives. Yet, they are very costly. Management must give careful thought to designing and managing its personal-selling resources. Sales force design calls for decisions on objectives, strategy, structure, size, and compensation. Sales force objectives include prospecting, communicating, selling and servicing, information gathering, and allocating. Sales force strategy is a question of what types and mix and selling approaches are most effective (solo selling, team selling, and so on). Sales forces may be organized by territory, product, customer, or some combination, and developing the right territory size and shape. Sales force size involves estimating the total workload and how many sales hours—and hence salespeople—would be needed. Sales force compensation involves determining pay level and components such as salary, commission, bonus, expenses, and fringe benefits. Managing the sales force involves recruiting and selecting sales representatives and training, directing, motivating, and evaluating them. Sales representatives must be recruited and selected carefully to hold down the high costs of hiring the wrong people. Sales-training programs familiarize new salespeople with the company’s history, its products and policies, the characteristics of the market and competitors, and the art of selling. Salespeople need direction on such matters as developing customer and prospect targets and call norms and using their time efficiently through computer-aided information, planning and selling systems, and inside support salespeople. Salespeople also need encouragement through economic and personal rewards and recognition because they must make tough decisions and are subject to many frustrations. The key idea is that appropriate sales force motivation will lead to more effort, better performance, higher rewards, higher satisfaction, and therefore still more motivation. The 13 last management step calls for periodically evaluating each salesperson’s performance to help him or her do a better job. The purpose of the sales force is to produce sales, which involves the art of personal selling. One aspect is salesmanship, which involves a seven-step process: 1. 2. 3. 4. 5. 6. 7. prospecting and qualifying pre-approach approach presentation and demonstration overcoming objections closing follow-up and maintenance Another aspect of selling is negotiation, the art of arriving at transaction terms that satisfy both parties. The third aspect is relationship management, the art of creating a closer working relationship and interdependence between the people in two organizations. The primary variables for the sales force/management effort include the following: Setting Objectives: Objectives can be general rules for guiding salespeople or more specific expectations of behavior. Regardless, the sales objectives should address the relationships among sales, customer satisfaction, and company profit. Designing Strategy: Strategy requires decisions on sales force structure, size, and compensation. Variations are appropriate for differing industries, markets, and sales objectives. Recruiting and Selecting: Knowing in advance what characteristics make good salespeople is difficult. Selectors must screen candidates for both ability and retention-related issues. Training Salespeople: Issues in training center on skills such as order taking, order getting, and seeing customers as people who require problem solutions. Supervising Salespeople: Supervision addresses problems in directing and coordinating salespeople’s organization, time management, motivation, and customer relationships. Evaluating Salespeople: Evaluation requires both qualitative and quantitative measures of sales force performance. Food for thought 4.4: Tell the truth or not? Make text hot to popup with content below, repeat the question and show the answer. No quiz, no other feedback. Include a close button or way to close the popup Food for thought 4.4: Tell the truth or not? No matter what you call it (a fib, an untruth, or a fabrication) a lie is a lie. A new SMM survey reveals that nearly half of all salespeople may lie to clients. Do you think United States firms are creating a culture 14 that promotes deception? What are the dangers of lying to customers? What can firms do to control salespeople who lie? Answer: It could be argued that society as a whole is creating an environment in which there are no absolutes as far as right and wrong go. In that climate, firms feel comfortable doing whatever they need to do to make a profit, including lying. The danger in lying is that eventually the consumer will find out that you have lied and this type of behavior will jeopardize long-term relationships with customers. End of pop-up text. Epilogue (H4 subhead) At the beginning of this course, we identified it as the capstone course in marketing at UMUC. It is the culmination of your study of marketing! We have explored ways to integrate and apply proven marketing concepts and principles to develop marketing strategies and policies that you can use for a variety of organizations in your career. Our case studies helped you practice analyzing specific business situations, develop alternative courses of action, and communicate proposed solutions to decision makers. Just as in the real world, there were no clear-cut right or wrong answers to the cases. Integration was our primary aim; that is, learning to appreciate and apply the relationship between marketing and other functional activities in the organization to create effective marketing strategies. As you leave this course and this program, it is our hope that you will now be able to take your classroom knowledge into the “real world” and apply what you have learned to the companies and organizations in which you will work. Glossary (Module 4 terms only, add to other previous module terms alphabetically) 15 Term Advertising Direct Marketing Integrated Marketing Communications (IMC) Marketing Concept Noise Non-store Retailing Physical Distribution Public Relations Recall (Selective Retention) Retailers Sales Promotion Selective Attention Selective Distortion (Perception) Wholesalers Definition Non-personal mass communication with a target audience through a medium. When marketers go directly to the ultimate consumer without going through middlemen. Effectively using all of the elements of the marketing mix to communicate a consistent message to the target audience. A philosophy of marketing that includes focusing on the customer, integration of functions within the firm, and profits. Anything that interferes with the effective communication of a message. Retailers who operate outside a traditional fixed structure. Examples include: e-marketing (the Internet), direct marketing, and vending. The process of moving goods through a channel from manufacturing to the point of consumption. The process of identifying an organization with a cause or particular position in order to create a positive image for that organization. The ability to remember a message. Those entities that sell products directly to the consumer; may be store or non-store. Temporary actions taken by firms to stimulate short-term sales. May include contests, samples, coupons, point-ofsale displays, and price cuts. Not attending to messages sent. If individuals do not hear the message, they cannot be influenced by it. Even when messages get through to the target audience, they may distort the meaning or intent of the message to make it more consistent with their feelings or positions. Organizations that sell goods to others for re-sale to the ultimate consumer. 16 Self-Assessment Format same as in first three modules. (Bold text indicates the correct answer.) DTP- show score and correct answer when Check Answer button is clicked. Directions: Test yourself on how well you know the material. You will get the correct answers when you click the Check Answer button at the bottom. There are no grade points for this online review. Multiple choice: Select the best answer for each of the following: 1. Best Buy stores carry a wide assortment of the latest electronic gadgets. They offer buyers a great deal of assistance and advice in making selections. Best Buy is an example of a _______________. a.) specialty store b.) factory outlet c.) department store d.) superstore e.) combination store 2. The fastest-growing segment of retailing is _______________. a.) non-store retailing b.) chain store retailing c.) warehouse stores d.) hypermarkets e.) category killers 3. The most important retail marketing decision a retailer has to make is to _______________. a.) choose a positioning strategy b.) identify its target market c.) choose the service level it wants to support d.) select the product assortment e.) develop an effective store atmosphere 4. _______________ includes all of the activities involved in selling goods or services to those who buy for resale or business use. a.) Retailing b.) Wholesaling c.) Bartering d.) Purchasing 17 e.) Distributing 5. Which of the following products is a rack jobber most likely to handle? a.) Dell servers b.) eggs and dairy products c.) industrial shelving d.) fresh tulips e.) magazines 6. Marketing logistics _______________. a.) is the process of getting goods to customers b.) includes all the activities involved in the selling of goods and services directly to final customers c.) is also called materials management d.) involves planning, implementing, and controlling the physical flow of materials and final goods from point of origin to point of use e.) is getting the right goods to the right places at the right time 7. Which of the following is true of market-logistics systems? a.) So-called cross-docking systems are likely to add costs and value. b.) They cannot simultaneously maximize customer service and minimize distribution cost (they moderate). c.) As long as a logistics strategy is in place, no specific tactics are necessary. d.) Voluntary value chains tie distribution to production. e.) Transportation is a part of logistics, but storage is not. 8. The first step in the development of effective communication is _______________. a.) identifying the target audience b.) determining the communication objectives c.) designing the message d.) setting the budget e.) selecting the communication channels 9. Newspapers, magazines, and direct mail are all examples of which of the following types of media? a.) print media b.) broadcast media c.) electronic media d.) display media e.) intermittent media 10. If Ohana Surf, on the north shore of Oahu, Hawaii, wants to use the promotional tool that will build the long-term image of the store and give the best cost per exposure, it should use _______________. a.) direct mail b.) public relations and publicity c.) advertising d.) sales promotion e.) personal selling 18 11. The number of different people exposed to a particular media schedule at least once during some specified time is the _______________ of an advertisement. a.) iteration b.) frequency c.) reach d.) impact e.) gross rating points 12. _______________ is a key ingredient in many marketing campaigns and consists of a diverse collection of incentive tools (mostly short term) designed to stimulate trial, or quicker or greater purchase, of particular products or services by consumers or the trade. a.) Advertising b.) Public relations c.) Sales promotion d.) Personal selling e.) Market segmentation 13. Which of the following is not generally a part of the salesperson’s job? a.) using b.) targeting c.) communicating d.) information gathering e.) servicing 14. Which of the following is not part of typical sales force training topics? a.) to know and identify with the company b.) to know the customers’ characteristics c.) to research the customers’ training needs d.) to understand sales procedures e.) to make effective sales presentations 15. The _______________ approach to selling is a method that trains salespeople in customer problem solving in which the representative learns to listen and ask questions in order to identify customer needs and come up with sound product solutions. a.) customer-oriented b.) relationship marketing c.) sales-oriented d.) transformational marketing e.) negotiation-based 19