Chapters 3 & 19
Popular in Marketing in the Global Economy
Popular in Marketing
This 4 page Class Notes was uploaded by Aimee Castillon on Thursday May 5, 2016. The Class Notes belongs to MBUS303 at George Mason University taught by Dr. Joiner in Spring 2016. Since its upload, it has received 10 views. For similar materials see Marketing in the Global Economy in Marketing at George Mason University.
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Date Created: 05/05/16
Organization name Student name Marketing student email address MBUS 303 • Spring 2016 Heading: 4/26/16 Notes: Chapter 3 & 19 Chapter 3 Social and Mobile Marketing Marketers increasingly discovering ways to use the Internet and Social and Mobile Media as key components of IMC campaigns Both another “media” option and a unique marketing communication tool Challenge: use it in way that consumers will accept The 4E Framework for Social and Mobile Marketing Excite the customer Offer must be relevant to its targeted consumer1 Relevancy can be achieved by providing personalized offers Educate the customer Golden opportunity: emphasize product’s value proposition Experience the product or service Information about a firm’s goods and services simulating/demonstrating real experiences (i.e. YouTube videos) Engage the customer Positively engaged consumers lead to more profitability How do marketers accomplish this? I.e. update website content Engagement can also backfire Categories of social media Social network sites (i.e. Facebook, Snapchat) Media sharing sites (i.e. YouTube, Instagram, Pinterest) Thought sharing sites (i.e. Twitter, blogs) Chapter 19 Personal Selling Personal selling t woway flow of communication between a buyer and a seller that’s designed to influence the buyer’s purchase decision The scope and nature of personal selling Facetoface Over the internet Teleconference Telephone Personal selling and marketing strategy Can customize the message for a specific buyer (providing information and advice) Can assist in creating strong relationships Increased customer loyalty through relationship selling A sales philosophy and process that emphasizes a commitment to maintaining the relationship over the long term and investing in opportunities that are mutually beneficial to all parties Contrast with a focus on a single sales transaction Can gather research input from customers and market Personal selling process Generate and qualify leads Sources of leads I.e. current customers, networking events, the Internet, trade shows Assess potential of leads preapproach Extends the qualification procedure (more info) Set goals for what is to be accomplished on sales call sales presentation and overcoming reservations close the sale Getting the commitment to purchase Often most stressful part of sales process Salesperson need to know what to do with a “no” Followup Five service quality dimensions Reliability Responsiveness Assurance Empathy Tangibles Managing the sales force Sales force structure Company sales force employees of the firm Independent agents (manufacturers representatives) Not employees Often used by smaller firms & for new markets Salesperson duties (combination roles common) Order getter Order taker (i.e. store cashiers) Sales support personnel Selling teams Recruiting and selecting salespeople Role of training and supervision vs. Natural (born) traits (i.e. personality, optimism, resilience, selfmotivation, empathy) Sales training Company programs often include Selling and negotiation techniques Products and service knowledge Technologies used in the selling process Time and territory management Company policies and procedures Motivating and compensating salespeople Financial rewards Nonfinancial rewards (i.e. employee of the month) Evaluating salespeople Tied to reward structure Evaluative measures can be objective or subjective Harder with the move towards relationship marketing Impact of technology and Internet on personal selling Instant access to their customers Access to customer research and information Training programs are more effective, easier to operate, less expensive Less time on order tracking Chapter 19 article Gathering information helps pharmaceutical companies become more efficient
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