Session 11 - Chap14-17 PROMOTION-2.2

8/6/21
Today’s Content
(Promotion Part 2)
PERSONAL
SELLING
SALES
PROMOTION
DIRECT &
DIGITAL MKT
Copyright © 2010 Pearson Education, Inc.

Chapter 12 - slide 41
Publishing as Prentice Hall
41
Personal Selling
• Personal selling – interpersonal
presentation and promotion of goods
and services to customers.
• Face-to-face communication
• Telephone communication
• Video or Web conferencing

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What kind of product/service does

personal selling works best for?
• Personal selling is relatively more effective
and economical when:
1. a product is of a high unit value (specialty
product) (e.g. cars, real estates)
2. when it is in the introductory stage of its life cycle
(e.g. automated coffee machine)
3. when it requires personal attention to match
consumer needs (e.g. university admission)
4. when it requires product demonstration or after-
sales services. (e.g. massage chair)
43
Personal Selling
Salespeople are an
effective link between
the company and its
customers to produce
customer value and
company profit by:
– Representing the
company to
customers
– Representing
customers to the
company
– Working closely with
marketing
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Personal Selling
• Personal selling – face-to-face
presentation and promotion of goods
and services to customers.
What skills or qualities do salespeople

need to acquire?

45
Managing the Sales Force
Sales force management is the analysis, planning, implementation, and control

of sales force activities.
Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
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The Personal Selling Process
Evaluation of the process:
Personal selling is transaction-oriented to close a specific sale with a

specific customer.
The long-term goal of personal selling is to develop a mutually profitable

relationship.
50
Class Activity: #NesCafé (45’)
• Watch the video case and discuss in

small groups the following issues:
1. Which group performs better in their
PS effort? Why?
2. What should we plan/prepare in
advance before performing a PS
activity?
3. What makes a good personal seller?

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Sales Promotions
Sales promotion is the method of
stimulating sales from consumers and
dealers by means of short-term
incentives.
Sales promotion techniques include:
• Display of product at trade shows, exhibitions
• Price Reductions
• Use of coupons
• Giving out samples
• Sweepstakes: a form of contest where a prize or prizes
may be awarded to winners.
• Arranging events for contests, etc.
55
Sales Promotions

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Sales Promotion
Rapid Growth of Sales Promotion: WHY?
• Product managers are under pressure to increase current sales.

• Companies face more competition.
• Competing brands offer less differentiation.
• Advertising efficiency has declined due to rising costs, clutter, and legal
constraints.
• Consumers have become more deal-oriented.
60
Sales Promotion
Developing the Sales Promotion Program

• Size of the incentive
• Conditions for participation
• Promotion and distribution of the program
• Length of the program
• Evaluation of the program
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Sales Promotion
62
Direct Marketing
Direct & Digital marketing (DDM) is about

making direct contact with existing and
potential customers to both obtain an
immediate response and build lasting
customer relationships.
o Traditional: direct mail, leaflet…

o Modern: email, SMS, telephone, mobile,
social media marketing…

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Forms of Direct and Digital Marketing
Copyright © 2010 Pearson Education, Inc. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved.
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68
Class Activity: Digital Mkt tools

(20’)
• Work in small groups and discuss the
concept, objective, and 1 example of a
succesful campaign.
• List of common Digi.Mkt. tools:
1. Email marketing
2. Viral marketing
3. Social media marketing
4. Mobile marketing
5. SEO marketing
6. Influencer marketing
7. Affiliate marketing
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8/6/21
Public Policy Issues in Direct and

Digital Marketing
• Irritation includes annoying and offending customers.

• Unfairness includes taking unfair advantage of
impulsive or less-sophisticated buyers.
• Deception includes “heat merchants” who design
mailers and write copy designed to mislead consumers.
• Fraud includes identity theft and financial scams.
• Consumer privacy involves concerns that marketers
may have too much information and use it to take unfair
advantage.
71
REMINDER for Session 12

Reflective Journal Submission Group Presentation
• Students download • Session 12 will be conducted
CamScanner or similar apps on Saturday 14/08/2021 (08:00
to ‘scan’ the whole journal to a – 11:15).
SINGLE PDF file.
• Each group will give a 15-min
• Submit the PDF file individually live presentation (with PPT or
on E-learning (check your other tools) & 5-min for Q&A.
deadline) – All members need to take part &
share webcams.
– Presentation schedule: Group 1->8
• File name: PMK-1_Full
Name_Reflective Journal
• Bonus marks will be given for
good questions from other
groups.
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8/6/21

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

What kind of product/service does

What skills or qualities do salespeople

Copyright © 2010 Pearson Education, Inc.

Managing the Sales Force

Sales force management is the analysis, planning, implementation, and control

The Personal Selling Process

Evaluation of the process:

Personal selling is transaction-oriented to close a specific sale with a

The long-term goal of personal selling is to develop a mutually profitable

Class Activity: #NesCafé (45’)

• Watch the video case and discuss in

Copyright © 2010 Pearson Education, Inc.

Copyright © 2010 Pearson Education, Inc.

Rapid Growth of Sales Promotion: WHY?

• Product managers are under pressure to increase current sales.

Developing the Sales Promotion Program

Direct & Digital marketing (DDM) is about

o Traditional: direct mail, leaflet…

Copyright © 2010 Pearson Education, Inc.

Forms of Direct and Digital Marketing

Copyright © 2010 Pearson Education, Inc.

Class Activity: Digital Mkt tools

Public Policy Issues in Direct and

• Irritation includes annoying and offending customers.

REMINDER for Session 12

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