Core Concepts of Marketing

212 CHAPTER 8 COMMUNICATINGTOMASS MARKETS

MARKETING CAPSULE •

1.Advertisingisthemarketingcommunicationtechniquethat

providesmessagestomass audiencesviaa creativestrat-

egyanda mediastrategy.

2. The organizationforadverti~ingmayincludeanin-house
   advertisingdepartment oranexternal agency.
   3.The creative strategy includes whatyouare goingto:.;ay
   totheaudience andthemeansfordeliveringthemessage.

4.Salespromotionadd~valuetothe product, andcanbetar-

getedatconsumers, salespeople,ordistributors.

5. Publicrelations maintains orenhancesgoodwillwiththe
   company'svari ous publics.

Integrating personalsellhgwithother marketingcommunication elements may seri-

ouslyaffectthatsalesperson 's job.Regis McKenna, internationalconsultant, contends th at

althoughmarketingte ch nologyhasmadesalespeople moreeffective, it mayals o decrease

the need fortraditionalsa lespeople who convincepe opletobuy. As wemovecloser to"real -

time" marketing, hebelieves customers and suppliers willbe linked directly,sothat cus-

tomerscan designtheir ownproducts, negotiateprice withsuppliers,and discuss delivery

andother miscellaneous concerns with producersratherthansalespeople. McKennasug-

ge sts thatthemainro leofsalespeoplewillnolongerbeto"close" thesale. Insteaditwill

betocarry detaileddesign, quality, andreliabilityinformatio n, and toeducateand train

clients.^8

DonSchultz,NorthwesternUniversityprofessorofmarketingandproponentofIMe,

supports this notionof the modemsalesperson."Ifyou cre ate long-termaffiliations,then

youdon'tsell. Youformrelationships that he lp people buy."Heobservesth at because prod-

uctshavebecomemoresophisticated, thebusinesses that buyareoften smaller thanthose

thatsell."Today,I thinkthesales fo rceisprimarilyfocusedonlearningabouttheproduct

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