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Date Created: 04/19/16
Exam 4 1 1. The basic goal of integrated marketing communications is to: a. communicate the value proposition to the target market 2. As business grow, the advertising, promotion and person selling efforts may not be coordinated or cohesive as the firms respond to targets of opportunity. The sooner the firm uses _________, the sooner the firm will have clarity, consistency and the maximum impact for its communications. a. IMC 3. In the IMC communication process, the _________ develops the marketing communication message. a. Transmitter 4. If you have ever watched a television commercial and at the end of the message wondered what were they promoting, you may have had trouble ________ the IMC message. a. Decoding 5. In the AIDA model: a. awareness leads to interest, which hopefully leads to desire and then, action 6. ________ refers to a potential customer’s ability to recall that the brand name is a particular type of retailer, product or service. a. Brand awareness 7. The highest level of awareness when customers mention a specific brand name when asked about a product or service. Marketers call this ________. a. topofmind awareness 8. If marketing communications are effective, they will: a. result in purchases by consumers receiving the communications 9. One of the difficulties in measuring the effectiveness of IMC efforts is the ________, where consumers do not act immediately after receiving a marketing communication. a. lagged effect 10. Josh stays connected to his world by his cell phone. He only reads newspapers or magazine occasionally. If you were a marketer with just the right product for Josh, you’d probably try _________. a. mcommerce 11. The ___________ stage of the advertising campaign planning process can be described by the question, “Who are we trying to talk to?” a. identifying target audience Exam 4 2 12. All advertising objectives are designed to achieve certain objectives: a. to inform, persuade, or remind customers 13. An advertising plan is crucial to an ad campaign because it: a. will later be used to measure the success or failure of the campaign 14. The classic “We’re GE, we bring good things to life” ad campaign was a(n) _________ campaign. a. institutional advertising 15. Because PSAs are a special class of advertising, FCC rules require: a. broadcasters to devote a specific amount of free time to them 16. The __________ communicated by advertising needs to be unique to the brand, meaningful to the customer, sustainable over time, and supportive of repletion. a. Unique selling proposition 17. __________ help consumers make purchase decisions by offering facts in advertising messages and strong arguments built around relevant issues explaining key benefits of the firm’s products and services. a. informational appeals 18. ________ advertising has the advantages of being flexible, highly targeted, and personalization. a. direct mail 19. ________ advertising has the advantages of being linked to detailed content, flexible and highly interactive. a. Internet 20. A _______ advertising schedule uses heavy advertising during some periods followed by periods of no advertising. a. Flighting 21. For consumer products like toothpaste and groceries, things consumers purchase throughout the year, most advertisers would use a ________ advertising schedule. a. Continuous 22. ________ are special incentives or excitementbuilding programs that encourage consumers to purchase a particular product, typically used as part of other advertising or personal selling programs. Exam 4 3 a. sales promotions 23. Premiums can do all the following EXCEPT: a. change the perception from a bargain to prestige product, such as premium ice cream b. reward consumer behavior such as buying, sampling or testing; build goodwill with customers; support the brand image and message if they are consistent; support the brand image and message if they are consistent; be distributed in a number of ways) 24. _______ is when two or more firms join forces to reach a target audience in a shortterm effort. a. crosspromotion 25. Personal selling can take place in all of the following situations EXCEPT: a. through the newspaper b. Other choices: facetoface, over the Internet, by telephone, video teleconferencing 26. One of the advantages of personal selling over other types of marketing communications is: a. salespeople can customize their message for a specific buyer 27. As marketing manager for a startup business software company, Katrina is deciding whether to hire a company sales force. The bottom line influencing Katrina’s decision will be: a. is a sales force worth more than it costs 28. Brandon is in the process qualifying leads he received from his home office. Brandon will assess: a. whether it is worthwhile to pursue these potential customers 29. _______ involves the planning, direction and control of personal selling activities, including recruitment, selection, training, motivation, compensation and evaluation of member so the sales force. a. sales management 30. Which of the following is NOT considered as one of the significant financial rewards for sales representatives? a. days off of work 31. Social media: a. offers more one to one ways to meet consumers than traditional marketing media Exam 4 4 32. Using consumers to develop and market product is called: a. Crowdsourcing 33.Which of the following is an example of owned media? a. The facebook page created by Thrifty Market to let customers know about daily specials. 33. All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT: a. creating static messages to reach mass audiences b. other choices: promoting products and services, listening and learning, building relationships and awareness, reaching out to unhappy customers and engaging them directly 34. Sunlight Bakery wants to determine the conversion rate of its Facebook friends. To accomplish this, the bakery should use: a. social media measurement 35. Conversationalists are social media users who: a. post status updates on social networking sites and microblogging services such as Twitter 36. _____ is a companywide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups. a. Customer relationship management (CRM) 37. Customer relationship management is accomplished by all of the following EXCEPT: a. offering the lowest prices of all major competitors b. other choices: organizing the company around customer segments, establishing and tracking customer interactions with the company, fostering customer satisfying behaviors, linking all processes of the company from its customers through its suppliers 38. A company that has a(n) ____ customizes its product and service offerings based on date generated through interactions between the customer and the company. a. customercentric focus Exam 4 5 39. ____ is the process by which learned information from customers is centralized and shared in order to enhance the relationship between customers and the organization. a. knowledge management 40. Which of the following is an example of a channel through which customer data are traditionally gathered? a. store visits, conversations with salespeople, interactions via the web, phone conversations 41. ____ involves developing product or service offerings customized for the appropriate customer segment and then pricing and communicating these offerings for the purpose of enhancing customer relationships. a. campaign management 43. Which of the following is a common CRM marketing database application? a. Campaign Management, Designing targeted marketing communications, improving customer service, cross selling other products or service 44. A print ad for Kraft Capri Sun drink packs says “take a sip of antioxidant protection.” What kind of an advertising appeal is this ad using? a. healtg 45. Gucci, a very expensive brand of clothing and accessories, show beautiful women wearing its products in magazine ads. What kind of an advertising appeal is this? a. vanity and egotism 46. Realemon juice relies on the slogan, “Fresh Lemon Taste Made Easy. What kind of an advertising appeal is this as using? a. convenience Exam 4 6 47. An ad for an AT&T MasterCard offered zero percent interest on any balance transferred from another card by September 1, as well as no annual fee. What kind of an advertising appeal is this ad using? a. profit 48. Many advertisements use celebrities that are linked by many people in hopes that consumers will buy the product that the celebrity endorses. Using celebrities to influence consumers to buy the product is an example of which advertising appeal? a. admiration 49. Tools for the public relations manager include all of the following EXCEPT: a. sales promotions b. other choices: press relations, production publicity, lobbying, corporate communications 50. _____ is used by public relations specialists to handle the effects of unfavorable publicity. a. crisis management Chapter 17 Review Questions Integrated Marketing Communications (IMC) TERMS Integrated marketing communications (IMC): promotion dimension o the 4 P’s. Encompasses general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media in a combination to provide clarity, consistency, and maximum communicative impact Sender: firm from which an IMC message originates; the sender must be clearly identified to the intended audience Transmitter: an agent or intermediary that the sender works with to develop the marketing communications, such as a firms creative department or an advertising agency Encoding: converting the sender’s ideas into a message. Could be verbal, visual, or both Communication channel: the medium that carries the message. Print, broadcast, internet Receiver: person who reads, hears, or sees and processes the information contained in the message of advertisement Decoding: the process by which the receiver interprets the sender’s message Noise: interference that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communication channels Feedback loop: allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly AIDA model: common model of the series of mental stages through which consumers move as a result of marketing communications: awareness leads to interest, which leads to desire, and results in action Brand awareness: measures how many consumers in a market are familiar with the brand and what it stands for: created through repeated exposures of the various brand elements in the firms communications to consumers Aided recall: occurs when consumers recognize a name that has been presented to them Topofmind awareness: a prominent place in people’s memories that triggers a response without them having to put any thought into it Lagged effect: delayed response to a marketing communication campaign Advertising: a paid form of communication form an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future Public relations: the organizational function that manages the firms communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining relationships with the media Sales promotions: special incentives or excitementbuilding programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and pointof purchase displays Personal selling: the twoway flow of communication between a buyer and seller that is designed to influence the buyer’s purchase decision Direct marketing: sales and promotion techniques that deliver promotional materials individually Mobile marketing: marketing through wireless handheld devices Blog (Weblog): a web page that contains periodic posts; corporate blogs are a new form of marketing communications Social media: media content used for social interactions such as YouTube, Facebook, and twitter Objectiveandtask method: an IMC budgeting method that determines the cost to accomplish communication objectives. The process entails setting objectives, choosing media, and determining costs Ruleofthumb methods: base the IMC budget on either the firm’s share of the market in relation to competition, a fixed percentage of forecasted sales, or what is left after other operating costs and forecasting sales have been budgeted Frequency: measure of how often the audience is exposed to a communication within a certain period of time Reach: measure of consumer’s exposure to marketing communications: the percentage of the target population exposed to a specific marketing communication at least once Gross rating points (GRP): measure used for various media advertising GRP= reach X frequency Search engine marketing (SEM): a type of web advertising whereby companies pay for keywords that are used to catch consumers attention while browsing a search engine Impressions: the number of times an advertisement appears in front of the user Clickthroughrate: the number of times a user clicks on an online ad divided by the number of impressions Relevance: in the context of search engine marketing, it is a metric used to determine how useful an advertisement is to the consumer Return on investment (ROI): amount of profit divided by the value of the investment. In the case of an advertisement, the ROI is the (sales revenue generate from adad’s cost)/ ad’s cost YOU WILL BE HELD RESPONSIBLE FOR THE FOLLOWING MATERIAL: How does IMC relate to the 4Ps? o IMC is the promotion What are the new communications realities? What does this mean in terms of shifting the communications model? o The market is more fragmented o Information technology o Model shift: less broadcasting, more narrowcasting What is the purpose of Integrated Marketing Communications? o Integrate and coordinate communication channels o Deliver clear, consistent, and compelling messages One voice Get the market to act the way you want IMC encompasses what channels/components? o Advertising o Sales promotion o Public relations o Personal selling o Direct marketing o Online marketing What are the advantages of direct marketing and online marketing? What are examples of each (i.e. tools)? o Is a sales technique to deliver promotional materials in a personal way o Easily personalizable because of growth of data, and new technologies o Tools: telephone, mail, catalogues, email, mobile marketing What and who is involved in the communications process? What does each entity entail? o Sender (firm) o Transmitter Encodes the message to create what the consumer sees o Communication channel (type of media) o Receiver Decodes the message Transmitter cannot control how receiver decodes message o Feedback loop Receiver communicated with sender how they feel about the message What is important for marketers to understand when it comes to how consumers perceive communications? o Receivers decode messages differently so they must adjust their message according the medium and the receivers traits What is the AIDA model and what does it suggest? What is entailed in each step of the mental stages? o Awareness o Interest o Desire o Action What is the lagged effect? Why is it important to understand? o When we don’t act immediately in response to a firms campaign When measuring success, what is important when setting strategic goals? o Note the outcome we are hoping to achieve o Shortterm or longterm? o Defined and measurable What are types of methods used to plan a marketing communications budget? What do they entail? o Rule of thumb methods: worst but easiest Affordable method Competitive parity: competition $ or industry avg o Objective and task methods Set objectives Which communication methods best meet our objectives How much do these objectives/tasks cost? That cost is out budget. How do marketing communications managers state their media objectives? What does this entail? How do marketers measure the success of search engine marketing? What does each entail? o With Frequency how often exposed Reach % that heard the message at least once Gross rating points frequency X reach Chapter 18 1 Advertising, Public Relations, & Sales Promotions Advertising: a paid form of communication from an identifiable source, delivered through a communication channel, and designed to persuade the receiver to take some action, now or in the future. Advertising plan: a section of the firms overall marketing plan that explicitly outlines the objectives of the advertising campaign, how the campaign might accomplish those objectives, and how the firm can determine whether the campaign was successful Pull strategy: designed to get consumers to pull the product into the supply chain by demanding it Push strategy: designed to increase demand by motivating sellers wholesalers, distributers, or salespeople to highlight the product, rather than the products of competitors, and thereby push the product onto consumers Informative advertising: communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase Persuasive advertising: communication used to motivate consumers to take action Reminder advertising: communication used to remind consumers of a product or prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle Productfocused advertisement: used to inform, persuade, or remind consumers about a specific product or service Institutional advertisements: a type of advertisement that informs, persuades, or reminds consumers about issues related to places, politics, or an industry (Got Milk?) Public service advertising (PSA): advertising that focuses on public welfare and generally is sponsored by a nonprofit institution, civic group, religious organization, trade association, or political group. A form of social marketing. Social marketing: the content distributed through online and mobile technologies to facilitate interpersonal interactions Unique selling proposition (USP): a strategy of differentiating a product by communication its unique attributes; often becomes the common theme or slogan in the entire advertising campaign Informational appeals: used in a promotion to help consumers make purchase decisions by offering factual information and strong arguments built around relevant issues that encourage them to evaluate the brand favorably on the basis of the key benefits it provides Emotional appeal: aims to satisfy consumers emotional desires rather than their utilitarian needs Media planning: the process of evaluating and selecting the media mix that will deliver a clear, consistent, compelling message to the intended audience Media mix: the combination of the media used and the frequency of advertising in each medium: Media buy: the actual purchase of airtime or print pages Mass media: channels that are ideal for reaching large numbers of anonymous audience members; include national newspapers, magazines, radio, and television Niche media: channels that are focused and general used to reach narrow segments, often with unique demographic characteristic or interests Advertising schedule: the speculation of the timing and duration of advertising Chapter 18 2 Advertising, Public Relations, & Sales Promotions Continuous schedule: runs steadily throughout the year and therefor is suited to products and services that are consumed continually at relatively steady rates and that require a steady level of persuasive or reminder advertising Flighting: an advertising schedule implemented in spurts, with periods of heavy advertising followed by periods of none Pulsing: combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods Pretesting: assessments performed before and ad campaign is implemented ot ensure that the various elements are working in an integrated fashion and doing what they are intended to do Tracking: includes monitoring key indicators, such as daily or weekly sales volume, while the advertisement is running to shed light on any problems with the message or medium Posttesing: the evaluation of an IMC campaign’s impact after it has been implemented Puffery: the legal exaggeration of praise, stopping just short of deception, lavished on a product Public relations (PR): the organizational function that manages the firm’s communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media Sales promotion: special incentives or excitementbuilding programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and pointofpurchase displays Coupons: provides a stated discount to consumer on the final selling price of a specific item, the retailer handles the discount Premium: an item offered for free at a bargain price to reward some type of behavior, such as buying, sampling, or testing Contest: a brandsponsored competition that requires some form or skill or reward Sweepstakes: prizes based on a chance drawing of entrants’ names Sampling: offers potential customers the opportunity to try a product or service before they make a buying decision Loyalty programs: specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time Pointofpurchase (POP) displays: a merchandise display located at the point of purchase, such as at the checkout counter in a grocery store Rebates: a consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund Product placement: inclusion of a product in nontraditional situations, such as a scene in a movie or television program Crosspromoting: efforts of two or more firms joining together to reach a specific target market Chapter 18 3 Advertising, Public Relations, & Sales Promotions What is advertising? Is wordofmouth advertising? o Paid form of communication from an identifiable source o Word of mouth is not paid for What are the steps when planning an ad campaign? o Identify target audience o Set advertising objectives o Determining advertising budget o Convey the message o Evaluate and select media o Create advertisements o Assess impact What is entailed in identifying the target audience? What question is a marketer trying to answer in this step? Why is identifying the target audience important? o Conduct research on their target audience and then set the tone of message o Must keep in mind that the target audience may or may not be current users Advertising objectives are based on what? What are the overall objectives of advertisements and what is entailed in each? How does the product life cycle influence these purposes? o Advertising objectives are derived from the overall objectives of the marketing program o Overall objectives Inform Persuade (growth and maturity) Remind (maturity and prompt repurchase) What are the various focuses of advertisements and what is entailed in each? o Product focused Inform, persuade, or remind consumers about a specific product or service o Institutional advertisements Inform, persuade, or remind consumers about issues related to places, politics, or industry o PSA Focus on public welfare. Are typically sponsored by a nonprofit What must firms consider when setting an advertising budget? o The role that advertising plays in their attempt to meet their overall promotional objectives o Product life cycle o Nature of the market and product What is the purpose of the message in advertising? What is the unique selling proposition (USP)? What is the purpose of the USP? o The message provides the target audience with reasons to respond in the desired way o USP: value proposition which is often the common theme or slogan in an advertising campaign Serves to communicate the unique attribute of the product and becomes the snapshot of the entire campaign What types of appeals do marketers use to portray their products/services? What do they entail? How do marketers assess which type of appeal to use? o Informational Chapter 18 4 Advertising, Public Relations, & Sales Promotions Offer factual information that encourages consumer to evaluate the brand favorably based on key benefits it provides o Emotional Satisfy consumers emotional desires rather than utilitarian needs Create a bond between the consumer and the brand What is entailed in selecting and evaluating media? Which element is generally the largest expense in advertising budget? o Media planning Evaluation and selection of media mix o Media mix Combination of media to be used and frequency of advertising in each medium o Media buy Actual purchase of airtime or print pages Most $$$$$$ o Determining advertising schedule Specifies the timing and duration of advertising 3 types of schedules: continuous, flighting, and pulsing What is the difference between the mass media and niche media? o Mass media is large members (national newspapers, magazines and TV) while niche media are focused on reaching narrower segments (home and garden TV) What is the advertising schedule and what is entailed in each type? o Continuous: runs steadily throughout the year and is suited to products and services that are consumer continually at relatively steady rates that require steady persuasion o Flighting: advertising schedule implemented in spurts, with periods of heavy advertising followed by no advertising o Pulsing: combines continuous and flighting by maintaining a base level of advertising but increasing intensity during certain periods What is entailed in the process of creating advertisements? The execution style and medium utilized are related in what way in this step? What is important to keep in mind in terms of creativity? o Consider the objectives of the ad, targeted customer segment, the product service’s value proposition or the unique selling proposition, and how the ad will be coordinated with other IMC elements o Message translation Medium Creativity: do not let creativity overshadow the message Objectives: your medium and creativity must help achieve these What is entailed in assessing an advertisement’s impact? o Pretesting: assessments performed before an ad campaign is implemented to ensure various elements are working in an integrated fashion and doing what they are intended to do o Tracking: monitoring key indicators (daily or weekly sales volume) while the ad is running to shed light on any problems with the message or medium o Posttesting: evaluation of the campaigns impact after is has been implemented Who is the FCC and what is puffery? How does the FTC relate to advertising? Chapter 18 5 Advertising, Public Relations, & Sales Promotions o Federal Communications Commission o FTC (federal trade commission) enforces truth in advertising and upholds consumer deception laws o Puffery is the legal exaggeration of praise, stopping just short of deception, lavished on a product “Public relations” refers to what activities? o Public relations involves managing communications and relationships to achieve various objectives such as heading off unfavorable stories or events, maintain positive image of the firm, and maintaining positive relations with the media Why has the importance of PR grown? o PR has grown because people have become more skeptical of marketing claims make in the media. People find media coverage through PR as more credible than other aspects of an IMC because it is not paid for What are sales promotions? o Special incentives or excitement building programs that encourage consumers to purchase a particular product or service To whom are sales promotions targeted? o Targeted at channel members or end user What tools are utilized for sales promotions and what is entailed in each? o Tools: Coupons, deals, premium, contests, sweepstakes, samples, Loyalty programs, pointofpurchase displays, rebates, product placement Chapter 19 Review Questions Personal Selling & Sales Management TERMS Personal selling: the twoway flow of communication between a buyer and a seller that is designed to influence the buyer’s purchase decision Relationship selling: a sales philosophy that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties Leads: list of potential customers Qualify: process of assessing the potential of sales leads Trade shows: major events attended by buyers who chose to be exposed to the products and services offered by potential customers in the industry Cold calls: method of prospecting in which salespeople telephone or go to see potential customers without appointments Telemarketing: method of prospecting in which salespeople telephone potential customers Preapproach: in the personal selling process, occurs prior to meeting the customer for the first time and extends the qualification of leads procedure; in this step, a salesperson conducts additional research and develops plans for meeting with the customer Role playing: good technique for practicing the sales presentation prior to meeting with the customer; the salesperson acts out a simulated buying situation while a colleague or manager acts as the buyer Closing the sale: obtaining a commitment from the customer to make a purchase Sales management: involves planning, direction, and control of personal selling activities, including recruiting, selecting, training, and motivating, compensating, and evaluating as they apply to the sales force Company sales force: people who are employees of the selling company and are engaged in the selling process Independent agents: salespeople who sell a manufacturer’s products on an extended contract basis but are not employees of the manufacturer. Manufacturer’s rep, reps Order getter: salespeople whose primary responsibilities are identifying potential customer and engaging those customers in discussions to attempt to make a sale Order taker: salesperson whose primary responsibility is to process routine orders, rebuys, or reorders for customers Sales support personnel: employees who enhance and help with a firm’s overall selling effort, such as by responding to customer’s technical questions or facilitating repairs Selling teams: combinations of sales specialists whose primary duties are order getting, order taking, or sales support but who work together to service important accounts Salary: compensation in the form of a fixed sum of money paid at regular intervals Commission: compensation or financial incentive for salespeople based on a fixed percentage of their sales Bonus: payment made at managements discretion when the salesperson attains certain goals; usually given only periodically, such as at the end of the year Sales contest: a shortterm incentive designed to elicit a specific response from the sales force YOU WILL BE HELD RESPONSIBLE FOR THE FOLLOWING MATERIAL: What is personal selling? Where does it take place? o Twoway communication between buyer or buyers and a seller o Facetoface, video conferencing, on the phone, or over the internet Why do people choose personal selling as a career? o People love the lifestyle Typically out on their own and plan their own day o Variety attracts people o Lucrative o Visible They are frontline emissaries for the firm and are visible to management How is value added by personal selling? o Salespeople provide information and advice, save time by simplifying buying, and build relationships What are the steps in the personal selling process? What does each entail? o Generate and qualify leads Generate a list of potential customers (leads) and assess their potential (qualify) Sources of leads: current customers, networking, internet, trade shows, cold calling, telemarketing o Preapproach Prior to meeting the customer, extend qualification and set goals o Sales presentation and overcoming reservations Presentation: 1 on 1 in some way. More listening and less talking Handling reservations Price, selection, timing, service support Training helps to deal with this o Closing the sale Must actually get the signature for it to be official!! Very stressful Turn a no into a yes o Follow up 5 service dimensions Reliability Responsiveness Assurance Empathy Tangibles What is involved in sales management? o Company sales force and manufacturer’s representatives In what ways can a sales force be structured? What does each of these entail? o Hire your own sales people, or use manufacturer representatives o Salesperson duties could be categorized as follows What are the various types of salesperson duties? What does each of these entail? o Order getting, order taking, sales support, and combination duties When recruiting salespeople, what do companies look for in an individual? o Look for good personality, optimism, resilience, selfmotivation, and empathy o Make sure the person matches the specific job they will be doing What is involved in sales training? o Selling and negotiation techniques o Product and service knowledge o Technology o Time and territory management o Company policies and procedures How do companies motivate and compensate salespeople? What does each of these entail? o Financial rewards Salaries, commission, bonuses, sales contests o Nonfinancial rewards Free trips, days off, plaques How do companies evaluate salespeople? o Evaluation must be tied to a reward structure! o Should only be rewarded and evaluated for those circumstances that fall under their control o Objective or subjective What are the ethical and legal issues involved in personal selling? What is entailed in each of these? o The sales manager and the sales force Must treat people fairly Includes hiring, promotion, supervision, training, assigning duties and quotas, compensation and incentives, and firing o The sales force and corporate policy Salespeople must live in their own ethical comfort zone o The salesperson and the customer Formal guidelines help, but must be integrated into training programs to discuss issues that arise Managers must lead by example
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