MarketingManagement.pdf

a deal and shipping the surplus to their stores to nondeal regions. Manufacturers are trying to handle forward buying and divert ...

to tie it all together.... Companies use telepromotions not only to pull product through at retail but also to identify customer ...

ventories in preparation for release at a specific date; and, finally, the distribution to the retailer.^61 Sell-in timebegins w ...

information and communications to build goodwill. When negative publicity hap- pens, the PR department acts as a troubleshooter. ...

Clearly, creative public relations can affect public awareness at a fraction of the cost of advertising. The company does not pa ...

■ Hold down promotion costs:MPR costs less than direct mail and media advertising. The smaller the company’s promotion budget, t ...

■ Turn satisfied customers into advocates:Customer databases and profiles can yield sat- isfeid customers who can become role mo ...

contribution is easier to evaluate. The three most commonly used measures of MPR effectiveness are number of exposures; awarenes ...

media by establishing the ad’s desired reach, frequency, and impact and then choos- ing the media that will deliver the desired ...

expenses. The brand manager expects a million bottles to be sold under this deal. The administrative costs of the promotion are ...

613 See Russell H. Colley, Defining Advertising Goals for Measured Advertising Results(New York: Association of National Advert ...

614 Media Planning: How Leading Advertis- ing Agencies Estimate Effective Reach and Frequency” (Urbana: University of Illinois, ...

615 See Yoav Ganzach and Nili Karashi, “Mes- sage Framing and Buying Behavior: A Field Experiment,”Journal of Business Re- sear ...

616 For further reading on cause-related mar- keting, see P. Rajan Varadarajan and Anil Menon, “Cause-Related Marketing: A Co- ...

P ersonal selling is a mainstay of nonprofit as well as for-profit organizations. College recruiters are the university’s sales ...

300 CHAPTER16 MANAGING THESALESFORCE Technician: A salesperson with a high level of technical knowledge (the engineering salesp ...

Designing the Sales Force 301 reps lasts for 6 to 8 weeks, and only when new hires have mastered the skills, knowl- edge, and pr ...

302 CHAPTER16 MANAGING THESALESFORCE Sales Force Size and Compensation Once the company clarifies its sales force strategy and s ...

Managing the Sales Force 303 money. Now Amatil contacts these small accounts through a regular schedule of tele- marketing, free ...

304 CHAPTER16 MANAGING THESALESFORCE rep quits, the costs of finding and training a new rep, plus the cost of lost sales, can ru ...