Beruflich Dokumente
Kultur Dokumente
Advertising
Public Relations
Personal Selling
Sales Promotion
Target Audience
Persuading(influence)
Preference Liking
Knowledge Awareness
Attention
Interest
Desire
Action
Available Funds
$$$
PushandPull Strategies
be measurable, concrete
be realistic
reinforce the overall marketing plan and relate to specific marketing objectives
Objective: To Remind
To remind consumers that Peter Pan peanut butter is the creamiest peanut butter and is available at their nearest grocery and convenience stores
Arbitrary Allocation
Regulation of Promotion
Self-Regulation
National Advertising Division (NAD) National Advertising Review Board (NARB)
Federal Regulation
Federal Trade Commission (FTC)
Competitive
Comparative
Customer Satisfaction Phone Lines Consumer Education Event Sponsorship Issue Sponsorship Web Sites
Premiums
Push Money
Training
Free Merchandise
Message Control
Targeted
Relationship Selling
Sell advice, assistance, and counsel Focus on improving the customers bottom line Considers sales planning as top priority Spend most contact time attempting to build a problem-solving environment with the customer Conduct discovery in the full scope of the customers operations Team approach to the account Proposals and presentations based on profit impact and strategic benefits to the customer Sales follow-up is long term, focused on long-term relationship enhancement
Source: Robert M. Peterson, Patrick L. Shul, and George H. Lucas, Jr., Consultative Selling: Walking the Walk in the New Sel ling Environment, National Conference on Sales Management, Proceedings, March 1996.
Making the Sales Approach Making the Sales Presentation Handling Objections Closing the Sale Following Up