13.4 Ethics in Sales and Sales Management Learning Objectives Compare and contrast common ethical challenges facing salespeople and sales managers. Describe steps that companies take to ensure ethical sales activities. When faced with an opportunity to exaggerate in job interviews, who would exaggerate more: professors, politicians, preachers, or salespeople? Surprisingly, in one study, salespeople were less likely to engage in exaggeration of their skills and abilities than were professors, politicians… Read More »Ethics in Sales and Sales Management

13.3 Sales Metrics (Measures) Learning Objectives Describe the sales cycle. Understand the selling metrics that salespeople use. Understand the selling metrics that sales managers and executives use. The Sales Cycle A key component in the effectiveness of salespeople is the sales cycle. The sales cycle—how long it takes to close a sale—can be measured in steps, in days, or in months. As Figure 13.9 “The Sales Cycle” shows, the sales cycle is depicted… Read More »Sales Metrics

13.2 Customer Relationships and Selling Strategies Learning Objectives Understand the types of selling relationships that firms seek. Be able to select the selling strategy needed to achieve the desired customer relationship. Customer Relationships Some buyers and sellers are more interested than others in building strong relationships with each other. Generally speaking, however, all marketers are interested in developing stronger relationships with large customers. Why? Because serving one large customer can… Read More »Customer Relationships and Selling Strategies

Chapter 13: Professional Selling 13.1 The Role Professional Salespeople Play 13.2 Customer Relationships and Selling Strategies 13.3 Sales Metrics (Measures) 13.4 Ethics in Sales and Sales Management 13.5 Integrating Sales and Marketing 13.6 Outsourcing the Sales Function 13.7 Discussion Questions and Activities   13.1 The Role Professional Salespeople Play Learning Objectives Recognize the role professional selling plays in society and in firms’ marketing strategies. Identify the different types of sales… Read More »Professional Selling

12.2 Social Media Learning Objectives Understand the different social media zones. Understand how social media can generate publicity. Explain how social media keeps changing. Social media uses technology and mobility to provide an interactive means of communication among people, organizations, and communities who are interconnected and interdependent. Many channels and vehicles are available for social media just as there are many different television shows and magazines. With changing technology, new… Read More »Social Media

Chapter 12: Public Relations, Social Media, and Sponsorships 12.1 Public Relations Activities and Tools 12.2 Social Media 12.3 Discussion Questions and Activities 12.1 Public Relations Activities and Tools Learning Objectives Understand the concept of public relations and why organizations allocate part of their promotional budgets to it. Understand what the different types of public relations tools are. Explain how companies use different public relations tools to their advantage. Good public… Read More »Public Relations, Social Media, and Sponsorships

11.7 Sales Promotions Learning Objectives Learn about different types of sales promotions companies use to get customers to buy their products. Understand the different types of sales promotions companies use with their business customers. Understand why sales promotions have become such an integral part of an organization’s promotion mix. Differentiate between push and pull strategies. Sales promotions are activities that supplement a company’s advertising, public relations, and professional selling efforts.… Read More »Sales Promotions

11.6 The Promotion Budget Learning Objectives Understand different ways in which promotion budgets can be set. Understand how the budget can be allocated among different media. An offering’s budget is a critical factor when it comes to deciding which message strategies to pursue. Several methods can be used to determine the promotion budget. The simplest method for determining the promotion budget is often merely using a percentage of last year’s salesor… Read More »The Promotion Budget

11.5 Message Strategies Learning Objectives Understand what a unique selling proposition is and how it is used. Understand different types of promotion objectives. Identify different message strategies. Utilizing a Product’s Unique Selling Proposition (USP) When organizations want to communicate value, they must determine what message strategies work best for them. Smart organizations determine a product’s unique selling proposition (USP), or specific benefit consumers will remember. Domino’s “Pizza delivered in 30 minutes… Read More »Message Strategies

11.4 Advertising and Direct Marketing Learning Objectives Understand the difference between media and vehicles. Explain the similarities and differences between advertising and direct marketing. Understand the benefits of direct marketing and what types of direct marketing organizations often utilize. Advertising Advertising is paid promotion with an identified sponsor that reaches many people at one time and can be repeated many times. One of the biggest issues an organization must address… Read More »Advertising and Direct Marketing