COMM 2401 Lecture Notes - Lecture 16: Sales Promotion, Customer Switching, Root Mean Square
31 Oct 2018
School
Department
Course
Professor
Document Summary
The role of salespeople: bring information from customers to company. What"s the strategy/structure of our sales team: designing a sales force structure, orientation, territorial, product, customer a single customer will be easier to convince than a company like. Sales force management: active selling 10, prospecting 10, problem-solving 14, personal downtime 17, travel time 18, administration 31% Sales promotions: short-term incentives to encourage purchases, targeted toward, consumers (consumer promotions, retailers and wholesalers (trade promotions, business customers (business promotions, members of the sales force (sales force promotions) Urge short-term sales or enhance customer brand involvement. Persuade retailers to carry new items and more brand inventory, buy ahead, promote the rm"s brand, and provide more shelf space. Gain more sales force support for current or new products or getting salespeople to sign up new accounts. Sales promotion objectives: consumer promotion objectives, urge short-term customer buying (brand switching, enhance long-term customer relationships (frequency programs, loyalty clubs)
