1. Chapter 17 Personal Selling and Sales Promotion
Principles of
Contemporary Marketing
Kurtz & Boone
Chapter 17 Personal Selling and Sales Promotion

2. Chapter Objectives Describe the role of today’s salesperson.
Describe the four sales channels.
Describe the major trends in personal selling.
Identify and briefly describe the three basic sales tasks.
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3. Chapter Objectives Outline the seven steps in the sales process.
Identify the seven basic functions of a sales manager.
Explain the role of ethical behavior in personal selling.
Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions.
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5. The Evolution of Personal Selling
Salespeople must be able to:
Focus on a customer’s situation and needs and create solutions that meet those needs
Follow through and stay in touch before, during, and after a sale
Know the industry and have a firm grasp of their firm’s and their competitors’ abilities
Exceed their customers’ expectations, even if it means going above and beyond the call of duty
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7. Trends in Personal Selling
Major personal selling approaches:
Relationship selling
Consultative selling
Team selling
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8. Sales Tasks Order processing Creative selling Missionary selling
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10. Functions of Sales Manager
Recruitment and selection
Training
Organization
Supervision
Motivation
Compensation
Evaluation and control
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13. Ethical Issues in Sales
Long-term success requires strong code of ethics
Honesty and ethical behavior is encouraged when:
Employees understand what is expected of them
Open communication is encouraged
Managers lead by example
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14. Sales Promotion
Marketing activities other than personal selling, advertising, and publicity that enhance consumer purchasing and dealer effectiveness
Integrated into overall marketing plan
Promotions are likely to stress price advantages, giveaways, or special offers
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15. Sales Promotion
Goal is speeding the sales process and increasing sales volume
Produces best results when combined with other marketing activities, such as advertising
Cannot overcome poor brand images, product deficiencies, or poor training for salespeople
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16. Consumer-Oriented Sales Promotions
Coupons and refunds
Samples, bonus packs, and premiums
Contests and sweepstakes
Specialty advertising
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17. Trade-Oriented Promotions
Trade allowances
Point-of-purchase advertising
Trade shows
Dealer incentives, contests, and training programs
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