Principles of marketing: Lecture 35

MGT301
Principles of Marketing
Lecture­35


Summary
of  
Lecture­34


Media Scheduling


Step
Step1.
1. Decide
Decideon
onReach,
Reach, Frequency,
Frequency,
and
and Impact
Impact

Step
Step2.
2. Choosing
ChoosingAmong
Among Major
Major Media
Media Types

Types

Step
Step3.
3. Selecting
Selecting Specific
SpecificMedia
MediaVehicles
Vehicles

Step
Step4.
4. Deciding
Deciding on
on Media
MediaTiming
Timing


Evaluating Advertising Effectiveness


Advertising
Advertising Program
Program Evaluation
Evaluation

Communication
Communication Effects
Effects

Sales
Sales Effects
Effects

Is
Isthe
theAd
AdCommunicating
CommunicatingWell?
Well?

Is
Isthe
theAd
Ad Increasing
IncreasingSales?
Sales?


Sales Promotion


Major Consumer Sales Promotion Tools


Major Trade Sales   Promotion Tools


Developing the Sales Promotion 

Program


Decide on the Size of the Incentive
Decide on the Size of the Incentive
Set Conditions for Participation
Set Conditions for Participation
Determine How to Promote and
Determine How to Promote and
Distribute the Promotion Program 
Distribute the Promotion Program 
Determine the Length of the Program
Determine the Length of the Program
Evaluate the Program
Evaluate the Program


Today’s Topics


Today’s Topics
Personal Selling


Personal selling
The direct presentation of a product to a prospective 
customer by a representative of the selling 
organization.
Personal selling is the personal communication 
of information to persuade somebody to buy 

something.


Personal selling is the personal communication of 
information to persuade somebody to buy something.


Personal Selling occurs when a company 
representative comes in direct contact with a 
customer in order to inform a client about a good or 
service to get a sale.
Especially important for business­to­business 
marketers since products and services are complex 
and expensive.


In many companies, personal selling is the largest single 
operating expense.
Personal selling is likely to be emphasized in a 
promotional mix when:


Personal selling is 
likely to be 
emphasized in a 
promotional mix when:




The market is concentrated.



The product has a high unit value, is technical in 
nature, and requires a demonstration.



The product can be tailored to an individual 
customer’s need.



The product is in the introductory stage of the 
product life cycle.




The product can be tailored to an 
individual customer’s need.



The product is in the introductory 
stage of the product life cycle.


How?

How?


Person­to­person dialogue



Between prospective buyer and the seller



Direct human contact



Matching products to needs
Involves… developing relationships




discovering and communicating customer needs



communicating benefits



Involves… developing relationships



discovering and communicating customer 
needs



communicating benefits

 


The characteristics of personal selling


Flexibility


Identify specific sales prospects



Adaptation to specific situations



Answer questions



Overcome objections