Ch 19: Personal Selling and Sales Management

Salespeople

can include an order taker such as someone standing behind the counter or an order getter whose position demands more creative selling and relationship building

Samples

offer a trial amount of a product

Coupons

certificates that give buyers a saving when they purchase specified products

Contests, sweepstakes, and games

give consumers the chance to win something, such as cash, trips, or goods, by luck or through extra effort

• Contests require an entry by a consumer

• Sweepstakes require consumers to submit their names for a drawing

• Games present consumers with something that may or may not help them win a prize

Direct-mail marketing

involves an offer, announcement, reminder, or other item to a person at a particular address

• Personalized

• Easy-to-measure results

• Costs more than mass media

• Provides better results than mass media

Direct-response television (DRTV) marketing

involves 60- to 120-second advertisements that describe products or give customers a toll-free number or Web site to purchase and 30-minute infomercials such as home shopping channels

• Less expensive than other forms of promotion

• Easier to track results

Mobile phone marketing

• Ring-tone giveaways

• Mobile games

• Ad-supported content

• Contests and sweepstakes

Podcasts and Vodcasts

involve the downloading of audio and video files via the Internet to a handheld device such as a PDA or iPod and listening to them at the consumer’s convenience

Interactive TV (ITV)

lets viewers interact with television programming and advertising using their remote controls and provides marketers with an interactive and involving means to reach targeted audiences

Internet

a vast public web of computer networks that connects users of all types around the world to each other and to a large information repository

Business to consumer (B2C)

involves selling goods and services online to final consumers

Business to business (B2B)

involves selling goods and services, providing information online to businesses, and building customer relationships

Consumer to consumer (C2C)

occurs on the Web between interested parties over a wide range of products and subjects

• Blogs

• Offer a fresh, original, and inexpensive way to reach fragmented audiences

• Difficult to control

Consumer to business (C2B)

involves consumers communicating with companies to send suggestions and questions via company Web sites