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MARKETING Real People, Real Choices Fourth Edition CHAPTER 14 Sales Promotion, Personal Selling, and Sales Management Michael R. Solomon Greg W. Marshall Elnora W. Stuart Chapter Objectives • Explain what sales promotion is and describe some of the different types of trade and consumer sales promotion activities • Explain the important role of personal selling in the marketing effort • List the steps in the personal selling process • Explain the role of the sales manager 14-2 Sales Promotion • Programs that marketers design to build interest in or encourage purchase of a product or service during a specified time period 14-3 Sales Promotions by Target • Consumers – Coupons – Samples – Contests – Bonus packs – Premiums – Rebates – Frequency programs – Brand placement • Trade – Trade shows – Incentive programs – POP displays – Push money – Promotional products – Cooperative promotions 14-4 Brand Placements • Practice of integrating specific products and brands into filmed entertainment – name brand product is used as a prop or set in TV show or movie – increase brand awareness and image • 3 types of brand placements – visual - brand can be observed on set – verbal - actor mentions brand by name – hands-on - actor uses or interacts with product 14-5 Personal Selling • Occurs when a company representative contacts a prospect directly regarding a product • Critical for many push strategies, B2B products, products that are complex and expensive, and products requiring a “personal touch” 14-6 Types of Salespeople • • • • • Order takers Technical specialists Missionary salespeople Team selling Order getters 14-7 Approaches to Personal Selling • Transactional Marketing: The Hard Sell • Relationship Selling – Winning customers – Keeping customers – Developing customers 14-8 The Creative Selling Process • • • • • • • Prospecting and qualifying Preapproach Approach Sales presentation Handling objections Close Follow-up 14-9 Sales Management • Process of planning, implementing, and controlling the personal selling function – Setting Sales Force Objectives – Creating a Sales Force Strategy – Recruiting, Training, Rewarding Salespeople – Evaluating the Sales Force 14-10 Sales Force Compensation • • • • Straight commission plan Commission-with-draw plan Straight salary compensation plan Quota-bonus plan 14-11