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1. High credibility 2. Ability to reach hard-to-find buyers 3. Dramatization

High credibility

2. Ability to reach hard-to-find buyers

3. Dramatization

1. Customized —The message can be prepared to appeal to the addressed individual. 2. Up-to-date —A message can be prepared very quickly. 3. Interactive —The message can be changed depending on the person’s response.

1. Influential —Because people trust others they know and respect, word of mouth can be highly influential. 2. Personal —Word of mouth can be a very intimate dialogue that reflects personal facts, opinions, and experiences. 3. Timely —Word of mouth occurs when people want it to and are most interested, and it often follows noteworthy or meaningful events or experiences.

Personal interaction —Personal selling creates an immediate and interactive episode between two or more persons. Each is able to observe the other’s reactions. 2. Cultivation —Personal selling also permits all kinds of relationships to spring up, ranging from a matter-of-fact selling relationship to a deep personal friendship. 3. Response —The buyer is often given personal choices and encouraged to directly respond.

Media coordination

Advertising

advertising objective (or goal)

• Informative advertising

• Persuasive advertising

• Reminder advertising

Reinforcement advertising

Stage in the product life cycle —New products typically merit large advertising budgets to build awareness and to gain consumer trial. Market share and consumer base —High-market-share brands usually require less advertising expenditure as a percentage of sales to maintain share. Competition and clutter —In a market with a large number of competitors and high advertising spending, a brand must advertise more heavily to be heard. Advertising frequency —The number of repetitions needed to put the brand’s message across to consumers has an obvious impact on the advertising budget. Product substitutability —Brands in less-differentiated or commodity-like product classes (beer, soft drinks, banks, and airlines) require heavy advertising to establish a unique image.

Advertising frequency

Product substitutability

Media selection

Place advertising, or out-of-home advertising

Billboards

Sales promotion,

Public

public relations (pr)

1. Press relations —Presenting news and information about the organization in the most positive light 2. Product publicity —Sponsoring efforts to publicize specific products 3. Corporate communications —Promoting understanding of the organization through internal and external communications 4. Lobbying —Dealing with legislators and government officials to promote or defeat legislation and regulation 5. Counseling —Advising management about public issues, and company positions and image during good times and bad

Direct marketing

• Direct-mail marketing • Catalog marketing • Telemarketing

: Direct-mail

• Catalog marketing

Telemarketing

• Irritation. • Unfairness • Deception and fraud • Invasion of privacy.

1. WEB SITES 2. SEARCH ADS 3. DISPLAY ADS 4. E-MAIL 5. MOBILE MARKETING

Social media

1) online communities and forums, (2) bloggers (individuals and networks) and (3) social networks (like Facebook, Twitter, and YouTube).

• Deliverer • Order taker • Missionary • Technician • Demand creator • Solution vendor

Deliverer

Order taker

Missionary

Technician

Demand creator

solution vendor

• Prospecting. Searching for prospects or leads • Targeting. Deciding how to allocate their time among prospects and customers • Communicating. Communicating information about the company’s products and services • Selling. Approaching, presenting, answering questions, overcoming objections, and closing sales • Servicing. Providing various services to the customers—consulting on problems, rendering technical assistance, arranging financing, expediting delivery • Information gathering. Conducting market research and doing intelligence work • Allocating. Deciding which customers will get scarce products during product shortages

Recruiting and Selecting Representatives Training and Supervising Sales Representatives Motivating Sales Representatives Evaluating Sales Representatives Formal Evaluation

Situation questions Problem questions Implication questions Need-payoff questions

Situation questions

Problem questions

Implication questions

Need-payoff questions