This document discusses personal selling and sales promotion. It examines the key elements of developing a personal selling plan, including setting objectives, assigning responsibilities, establishing a budget, determining sales positions, selecting sales techniques, outlining sales tasks, and applying the plan. It also looks at the key elements of developing a sales promotion plan, such as setting objectives, assigning responsibility, outlining the overall plan, selecting promotion types, coordinating the plan, and evaluating success.
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Chapter 1 DEFINING MARKETING FOR THE 21st CENTURYNishant Agrawal
DEFINING MARKETING FOR THE 21st CENTURY
WHAT IS MARKETED?
DEMAND STATES
Core MARKETING CONCEPTS
MARKETING CONCEPTS
Company orientation
Towards marketplace
COMPANY ORIENTATION
Holistic Marketing Concept
Understand four Ps (Marketing Mix)
MARKETING TASKS
When your product is high involvement, your marketing communications becomes high involvement and that is where direct marketing, relationship & personal selling comes into picture .
Retail Store Locations - Retail Management'Nipun Jain'
About, how-to, processes, decision criteria, etc on picking a Retail Store Location.
Useful for students and professionals, with inclination towards Retail.
Theories of Selling
1. AIDAS” theory
2.“Right set of circumstances” theory
3.“Buying-formula” theory
4.“Behavioural equation” theory
Securing Attention
Gaining Interest
Inducing Actions:
J.A Howard
Non-triggering cues
Triggering cues:
Informational cues
A Reinforcement
Specific product information cues
Retail Shopper Behaviour, process of consumer buying in retail, Need recognition, stimulating need recognition, information search, types of buying decision
Retail Store Locations - Retail Management'Nipun Jain'
About, how-to, processes, decision criteria, etc on picking a Retail Store Location.
Useful for students and professionals, with inclination towards Retail.
Theories of Selling
1. AIDAS” theory
2.“Right set of circumstances” theory
3.“Buying-formula” theory
4.“Behavioural equation” theory
Securing Attention
Gaining Interest
Inducing Actions:
J.A Howard
Non-triggering cues
Triggering cues:
Informational cues
A Reinforcement
Specific product information cues
Retail Shopper Behaviour, process of consumer buying in retail, Need recognition, stimulating need recognition, information search, types of buying decision
Contains about basics of sales management, Background, Selling as a career, B2C and B2B Markets, Different marketing concepts, Product Life Cycle, Relation between sales and marketing, Implementing the market concept, segmentation in B2C &B2B market.Adoption & Diffusion theory, Image of selling. Types of selling.
Lecture for the Subject Tourism Marketing for the College of International Travel and Hospitality Management of the Lyceum of the Philippines Cavite for the Second Semester of Academic Year 2015-2016.
Sales & Distribution Management Module 1.pdfJayanti Pande
SALES & DISTRIBUTION MANAGEMENT MODULE 1| INTRODUCTION TO SALES MANAGEMENT| MARKETING PAPER 1 MBA SEM 3| RTMNU NAGPUR UNIVERSITY| BY JAYANTI R PANDE
MBA Notes by Jayanti Pande
#JayantiPande
#MBA
#MBAnotes
#MarketingNotes
A contributing factor to startup and early-stage failure is a lack of market intimacy. Getting the market strategy right the first time is hard, and many companies do not figure it out but through iterations of tried-&-failed. Broadly, confidence about market strategy is low and results are lacking. For startups and early-stage enterprises, what’s at stake is greater than mature companies; often there is no safety net. These young enterprises need insight about if and where they can get market traction and they need that insight with speed. There is a process that will provide that insight with speed, while ensuring discipline and rigor.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
Palestine last event orientationfvgnh .pptxRaedMohamed3
An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
Embracing GenAI - A Strategic ImperativePeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2. Copyright Atomic Dog Publishing, 2002
Chapter Objectives
To examine the scope, importance, and characteristics of
personal selling
To study the elements in a personal selling plan
To examine the scope, importance, and characteristics of
sales promotion
To study the elements in a sales promotion plan
3. Copyright Atomic Dog Publishing, 2002
Types of Promotion
Advertising Public Relations
Sales Promotion Personal Selling
Promotion
Mix
4. Copyright Atomic Dog Publishing, 2002
Salesperson Consumer
The Buyer-Seller Dyad
Good communication is a key to successful marketing, and
it is particularly important for positive personal selling
results. The buyer-seller dyad is flexible and efficient,
closes sales, and provides feedback.
1. Salesperson determines consumer needs.
2. Salesperson presents information
and answers consumer questions.
3. Salesperson and consumer
conclude transactions.
5. Copyright Atomic Dog Publishing, 2002
Developing a Personal Selling Plan
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Establishing
a Budget 4.
Determining
Types of Sales
Positions
5.
Selecting
a Sales
Technique
6.
Outlining Sales
Tasks
Feedback
7.
Applying the
Plan
6. Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Setting Objectives
1.
Setting
Objectives
Selling goals can be demand- and/or
image-oriented.
When image-oriented, they involve
public relations.
Although many firms have some
interest in information, reminder,
and image goals, the major goal
usually is persuasion: converting
consumer interest into a sale.
7. Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Assigning Responsibility
1.
Setting
Objectives
2.
Assigning
Responsibility
Sales Manager Responsibilities
Understand goals and strategies of firm
To determine sales philosophy
To prepare sales forecasts
To allocate resources
To supervise sales personnel
To synchronize selling tasks
To assess all aspects of sales performance
To monitor competition’s actions
To maintain ethical standards
To convey the image sought by firm
8. Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Budgeting
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Establishing
a Budget
The sales-expense budget allots selling costs
among salespeople, products, customers, and
geographic areas for a given period. It is usually
tied to a sales forecast.
Budget items include sales forecast, overhead,
sales force compensation, travel expenses, sales
meetings, selling aids, and sales management
costs.
9. Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Sales Positions
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Establishing
a Budget 4.
Determining
Types of Sales
Positions
Salespeople are often classified as
order takers, order getters, or
support personnel.
10. Copyright Atomic Dog Publishing, 2002
CONTRASTING
Order Takers and Order Getters
Basic
Differ-
ences
Process routine orders and reorders
Provide clerical functions
Handle pre-sold items and maintain sales.
Arrange displays, restock items, answer
simple questions, & complete
transactions
Require little training and compensation
Have limited expertise and enthusiasm
Generate customer leads and
persuade consumers
Are creative
Handle high-priced/complex items
and increase sales
Are less involved with routine tasks
Require a lot of training and compensation
Are highly expert and enthusiastic
11. Copyright Atomic Dog Publishing, 2002
Personal Selling
Plan: Sales
Technique
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Establishing
a Budget 4.
Determining
Types of Sales
Positions
5.
Selecting
a Sales
Technique
Two basic techniques for selling are the
canned sales presentation (memorized
and repetitive), and the need satisfaction
approach (that is customized to individual
consumer attributes).
12. Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Sales Tasks
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Establishing
a Budget 4.
Determining
Types of Sales
Positions
5.
Selecting
a Sales
Technique
6.
Outlining Sales
Tasks
The selling process outlines the
sequential tasks sales personnel
should perform.
13. Copyright Atomic Dog Publishing, 2002
The Selling Process
Prospecting
for Leads
Approaching
Customers
Determining
Customer
Wants
Giving a
Sales
Presentation
Answering
Questions
Closing
the Sale
Following
Up
14. Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Applying the Plan
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Establishing
a Budget 4.
Determining
Types of Sales
Positions
5.
Selecting
a Sales
Technique
6.
Outlining Sales
Tasks
Feedback
7.
Applying the
Plan
Sales Management involves planning,
implementing, & controlling the
personal sales function.
15. Copyright Atomic Dog Publishing, 2002
Sales Promotion
Sales promotion
activities are important to
build traffic, attract attention,
generate increased sales,
create excitement, and create
a competitive advantage.
Sales promotion activities
worldwide are at their
highest levels.
16. Copyright Atomic Dog Publishing, 2002
Developing a Sales Promotion Plan
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Outlining the
Overall Plan
4.
Selecting
Types of
Sales
Promotion
5.
Coordinating
the Plan
Feedback
6.
Evaluating
Success or
Failure
17. Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Setting Objectives
1.
Setting
Objectives
Sales promotion goals are usually
demand-oriented, and may be related to
channel members and final consumers
with the following objectives.
Channel Members
Gain distribution
Receive shelf space
Increase dealer enthusiasm
Raise sales
Get promotion co-op money
Final Consumers
Increase brand awareness
Do more product trials
Increase purchases
Undertake repurchases
Engage in impulse sales
Supplement other offers
18. Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Assigning Responsibility
1.
Setting
Objectives
2.
Assigning
Responsibility
Responsibilities are often
shared by advertising and
sales departments.
Firms work jointly with, and
often hire, outside experts for
special events, shows,
coupons, contests, print
materials, demonstrations,
and cooperative sales
promotion events.
19. Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Overall Plan
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Outlining the
Overall Plan
The sales promotion plan outline includes
Budget decisions
The orientation: channel members or final consumers
Conditions: eligibility requirements for participants
Media: types of vehicles to be used
Duration and timing of events
Co-op support: costs and benefits
20. Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Types of Promotion (1)
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Outlining the
Overall Plan
4.
Selecting
Types of
Sales
Promotion
Channel Member Promotions
Trade shows/meetings
Training
Trade allowances
Special offers
Point-of-purchase displays
Push money
Sales contests
Free merchandise
Etc.
21. Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Types of Promotion (2)
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Outlining the
Overall Plan
4.
Selecting
Types of
Sales
Promotion
Final Consumer Promotions
Coupons
Refunds or rebates
Samples
Contests/Sweepstakes
Bonus Packs or multipacks
Shows or exhibits
Point-of-purchase displays
Etc.
22. Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Coordination
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Outlining the
Overall Plan
4.
Selecting
Types of
Sales
Promotion
5.
Coordinating
the Plan
Advertising and sales promotion plans
must be integrated; the sales force
should be informed and trained;
publicity must be generated; and sales
promotion should be consistent with
channel member activities.
23. Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Evaluation
1.
Setting
Objectives
2.
Assigning
Responsibility
3.
Outlining the
Overall Plan
4.
Selecting
Types of
Sales
Promotion
5.
Coordinating
the Plan
Feedback
6.
Evaluating
Success or
Failure
Success or failure is
straightforward to measure since
promotions may be closely linked
to performance or sales.
24. Copyright Atomic Dog Publishing, 2002
Chapter Summary
This chapter examines the scope, importance, and
characteristics of personal selling.
It studies the elements in a personal selling plan.
It looks at the scope, importance, and characteristics of
sales promotion.
It presents the elements in a sales promotion plan.