managing the personal selling function

... UnitUnitUnitUnit12:12:12:12: Public Public Public Public Relations, Relations, Relations, Relations, Sales Sales Sales Sales Promotion, Promotion, Promotion, Promotion, andandandand Personal Personal Personal Personal Selling Selling Selling Selling Public Public Public PublicRelationsRelationsRelationsRelationsandandandandPublicity:Publicity:Publicity:Publicity: Public Public Public Publicrelationsrelationsrelationsrelationsisanorganization’scommunicationsthatseektobuildgoodrelationshipswithanorganization’spublics,includingconsumers,stockholders,andlegislators.Itincludesobtainingfavorablepublicity,buildingupagood“corporateimage,”andhandlingorheadingoffunfavorablerumors,stories,andevents.PublicityPublicityPublicityPublicityisunpaidcommunicationaboutanorganizationthatappearsinthemassmedia. Public relationsmayconsistofwritingpressreleases,holdingspecialevents,conductingandpublishingconsumersurveysaboutaproductorthecompany,andeffortstoputapositivespinonnegativecompanynews.Unlike sales promotions, public relationsactivitiesdonotusuallyseekashort-termincreasein sales. Instead,theytrytocraftalong-termpositiveimagefortheproductortheorganization.Comparedwith personal selling, advertising,and sales promotions,expendituresfor public relationsareusuallylowinmostorganizations.Sincecompaniesdonotpayforpublicity,theyhavelesscontroloverthepublicationofgoodorbadcompanynews.Butthisoftenmeansthatconsumersfindthistypeofnewssourcemorebelievablethaniftheinformationweredisseminateddirectlybythecompany.MarketingMarketingMarketingMarketingandandandandNonmarketingNonmarketingNonmarketingNonmarketing Public Public Public PublicRelations:Relations:Relations:Relations:Thebasicruleof public relationsistodosomethinggoodandthentalkaboutit. Public relationsiscrucialtoanorganization’sabilitytoestablishandmaintainafavorableimage.NonmarketingNonmarketingNonmarketingNonmarketing public public public publicrelationsrelationsrelationsrelationsreferstoacompany’smessagesaboutgeneralmanagementissues.Whenacompanymakesadecisionthataffectsanyofitspublics,inputfrom public relationsspecialistscanhelptosmoothitsdealingswiththosepublics.Acompany,forexample,thatdecidestocloseaplantwouldneedadviceonhowtodealwiththelocalcommunity.Otherexamplesincludeacompany’sattemptstogainfavorable public opinionduringalongstrikeoranopenlettertoCongresspublishedinanewspaperduringcongressionaldebatesonabillthatwouldaffectaparticularindustry.MarketingMarketingMarketingMarketing public public public publicrelationsrelationsrelationsrelationsreferstonarrowlyfocused public relationsactivitiesthatdirectlysupportmarketinggoals.Marketing public relationsinvolvesanorganization’srelationshipswithconsumersor ... Sales force promotion isdirectedatthecompany’sown sales force(oftentimesthemanufacturer’s sales force)—ratherthanabusinesscustomer’s sales forcewhichisinthedistributionchannel,suchasaretailer’s sales force.Contests,forexample,couldbeusedtourgethe sales forcetoincreasetheirefforts,withprizesgoingtothetopperformers.A sales sales sales salescontestcontestcontestcontestisacontestforsalespeopletomotivatethemtoincreasetheir sales performanceoveragivenperiod. Sales contestsmotivateandrecognizegoodcompanyperformers,whomayreceivetrips,cashprizes,orothergifts. Sales contestsworkbestwhentheyaretiedtomeasurableandachievable sales objectives.Otherincentivescouldalsobeprovidedtoencouragethe sales forcetoincreasenewaccountsinadditiontoboosting sales. Personal Personal Personal Personal Selling: Selling: Selling: Selling: Personal Personal Personal Personal selling selling selling sellingispromotionalpresentationbythefirm’s sales forceconductedonaperson-to-personbasiswiththebuyerforthepurposeofmaking sales andbuildingcustomerrelationships. Personal selling istheoldestformof promotion. Thisdirectformof promotion maybeconductedface-to-face,overthetelephone,throughvideoconferencing,orthroughinteractivecomputerlinksbetweenthebuyerandtheseller.Thisdirectcontactwiththecustomergivesthesalespersontheopportunitytobeflexibleandmodifythe sales messagetocoincidewiththecustomer’sneeds.Thesalespersoncangetimmediatefeedbackfromthecustomer.Thisformof promotion hasahighcostpercontactwiththecustomer.Theaverage sales callcostsabout$300.Itisdifficulttoensureconsistencyofmessagewhenitisdeliveredbymanydifferentcompanyrepresentatives.Thecredibilityofsalespeopleoftendependsonthequalityoftheircompany’simage,whichhasbeencreatedbyother promotion strategies.About14millionpeopleintheU.S.areemployedin personal selling. Today,mostsalespeoplearewell-educated,well-trainedprofessionalswhoworktobuildandmaintainlong-termcustomerrelationshipsbylisteningtotheircustomers,assessingcustomerneeds,andorganizingthecompany’seffortstosolvecustomerproblems.Thetermsalespersoncoversawiderangeofpositions.Atoneextreme,asalespersonmightbelargelyanordertaker,suchasadepartmentstoresalespersonstandingbehindacounter.Attheotherextremeareordergetters,whosepositionsdemandthecreative selling ofproductsrangingfromappliances,industrialequipment,andairplanestoinsurance,advertising,andinformationtechnologyservices.TheTheTheTheRoleRoleRoleRoleofofofof Personal Personal Personal Personal Selling: Selling: Selling: Selling: ... UnitUnitUnitUnit12:12:12:12: Public Public Public Public Relations, Relations, Relations, Relations, Sales Sales Sales Sales Promotion, Promotion, Promotion, Promotion, andandandand Personal Personal Personal Personal Selling Selling Selling Selling Public Public Public PublicRelationsRelationsRelationsRelationsandandandandPublicity:Publicity:Publicity:Publicity: Public Public Public Publicrelationsrelationsrelationsrelationsisanorganization’scommunicationsthatseektobuildgoodrelationshipswithanorganization’spublics,includingconsumers,stockholders,andlegislators.Itincludesobtainingfavorablepublicity,buildingupagood“corporateimage,”andhandlingorheadingoffunfavorablerumors,stories,andevents.PublicityPublicityPublicityPublicityisunpaidcommunicationaboutanorganizationthatappearsinthemassmedia. Public relationsmayconsistofwritingpressreleases,holdingspecialevents,conductingandpublishingconsumersurveysaboutaproductorthecompany,andeffortstoputapositivespinonnegativecompanynews.Unlike sales promotions, public relationsactivitiesdonotusuallyseekashort-termincreasein sales. Instead,theytrytocraftalong-termpositiveimagefortheproductortheorganization.Comparedwith personal selling, advertising,and sales promotions,expendituresfor public relationsareusuallylowinmostorganizations.Sincecompaniesdonotpayforpublicity,theyhavelesscontroloverthepublicationofgoodorbadcompanynews.Butthisoftenmeansthatconsumersfindthistypeofnewssourcemorebelievablethaniftheinformationweredisseminateddirectlybythecompany.MarketingMarketingMarketingMarketingandandandandNonmarketingNonmarketingNonmarketingNonmarketing Public Public Public PublicRelations:Relations:Relations:Relations:Thebasicruleof public relationsistodosomethinggoodandthentalkaboutit. Public relationsiscrucialtoanorganization’sabilitytoestablishandmaintainafavorableimage.NonmarketingNonmarketingNonmarketingNonmarketing public public public publicrelationsrelationsrelationsrelationsreferstoacompany’smessagesaboutgeneralmanagementissues.Whenacompanymakesadecisionthataffectsanyofitspublics,inputfrom public relationsspecialistscanhelptosmoothitsdealingswiththosepublics.Acompany,forexample,thatdecidestocloseaplantwouldneedadviceonhowtodealwiththelocalcommunity.Otherexamplesincludeacompany’sattemptstogainfavorable public opinionduringalongstrikeoranopenlettertoCongresspublishedinanewspaperduringcongressionaldebatesonabillthatwouldaffectaparticularindustry.MarketingMarketingMarketingMarketing public public public publicrelationsrelationsrelationsrelationsreferstonarrowlyfocused public relationsactivitiesthatdirectlysupportmarketinggoals.Marketing public relationsinvolvesanorganization’srelationshipswithconsumersor...

... LevelsAfter the kernel has started up, it hands control of the system to the initprocess. The initprocess becomes the first running process on the system (PID 1), directing the start-up of other ... to boot from the boot loader, the boot loader loads the kernel. The following dilemma then occurs: the kernel needs to mount the root file sys-tem on the hard drive. This requires the appropriate ... setmanually (with the datecommand) or automatically (with the ntpdservice). The hardware clock is part of the motherboard’s CMOS and runs on a battery attachedto the motherboard when the system is...

... LiB ] Using the Personal Address Book Outlook 2003 supports the Contacts folder as an address book service as well as the personal address book (PAB). Although Outlook supports the use of ... Contacts folders and which address book is listed first. Open the address book using Tools, Address Book, and then choose the Tools, Options menu to display the Addressing dialog (see Figure ... Book. Select Additional Address Book, and then select Personal Address Book from the next dialog. Browse to locate your PAB and connect it to your profile. The PAB is now ready to use and the...

... store to another location on the server. Expand the appropriate storage group and obtain the properties of the store. The Database tab allows you to move either the database file (.edb), the streaming ... %DFNLQJ#8S#WKH#,QGH[# The index should not be backed up or restored separately from the store. The index is tied directly to changes made in the store. If the store or the index become out ... Properties on the General tab. When you change the location of the transaction log files, all stores in the storage group are dismounted, the transaction log files are moved, and then the stores...

... Authentication 24 Adapting the User’s View of the Site 31 Commerce Server 2000 Personalization Tools 36 Lab 5: Using Business Desk 44 Review 55 Module 5: Managing the Business Logic Layer ... in business- to -business (B2B) solutions, different companies may receive differing discount levels depending on the amount of business they do. Module 5: Managing the Business Logic Layer ... information on the client or to identify the user. Module 5: Managing the Business Logic Layer 35 Order Tracking Associating Orders with UsersAllows users to track the status of their orders...

... recognition of the view of the helpdesk as the point of access for all IT services within the corporation. The service culture, once the premise of the helpdesk alone, hadspread across the whole ... comesfirst – therefore the services must precede the staffing. Identifying IT services 13strategy, especially if they are broadly satisfied with the serviceas it is. Nevertheless, the ideal is ... on.This sequence is the process. And then out of the other end popsa resolution of the original request. The service of the helpdesk is the provision of the gateway through which the request may...

... circumstances would these options be used? _______________________________ Step 10 Examine the MAC table again a. Look at the MAC address table again using the show mac- address- table command at the privileged ... Routing v 3.0 - Lab 6.2.3 Copyright  2003, Cisco Systems, Inc. Lab 6.2.3 Managing the MAC Address Table Objective ã Create a basic switch configuration. ã Manage the switch MAC table. Background/Preparation ... Systems, Inc. Step 8 Verify the results a. Verify that the mac- address- table was cleared as follows: ALSwitch#show mac- address- table b. How many total MAC addresses are there now? ___________________________________...

... ___________________________________ f. Do the MAC addresses match the host MAC addresses? _____________________________ Step 6 Determine the show MAC table options a. To determine the options the show mac- address- table command ... Step 5 Determine the MAC addresses that the switch has learned a. To determine the what MAC addresses the switch has learned use the show mac- address- table command as follows at the privileged ... has use the ? option as follows: ALSwitch#show mac- address- table ? b. How many options are available for the show mac- address- table command? __________ c. Show only the mac- address- tables...

... computer. The Appearance tab has choices for the color scheme used for the Desktop.  The Web tab lets you select whether or not you want to use the Active Desktop, which makes your Desktop look ... locale.2. Click the Numbers, Currency, Time, and Date tabs and note the configurations.3. Click the General tab and select the Danish locale (location) from the drop-down list at the top of the dialog ... Then click the Apply button.4. Click the Numbers, Currency, Time, and Date tabs and note the configurations.5. Click the General tab and reset your locale to the original configuration. Then...

... phosphorylation levels of BTK SYK. ITK SYKwas highly phosphorylated in both COS7 and 293Tcells and did not vary like BTK SYK; therefore, the differences in the PH–TH domains remain the decisivefactor ... capacity, we constructed the corresponding fusion kinase BTK SYK, harboring the PH–TH domain doublet (amino acids 1–1 96) of BTK fused with the linker B kinase region of SYK(30 6–6 35 amino acids) (Fig. ... mild disease, thereby providing the missing data. The phenotype of XLA and the potential of BTK and ITK inhibitors The outcome of defective BTK signaling in humanshas been described previously in...

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... detected and the processes that appeared to be important, and (ii) to compare freshwater and marine ecosystems. In Body Size: The Structure and Function of Aquatic Ecosystems, both those questions of ... predicting,measuring and understanding the roles of different kinds of organisms in the flux and storage of elements in ecosystems. The total biomass per unit area, W,issimply the sum ofthe body mass of all ... related to BODY SIZE AND SUSPENSION FEEDING 19 Body Size: The Structure and Function of Aquatic Ecosystems Ecologists have long struggled to predict features of ecological systems, such as the numbers...

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... Business selling (Solving the business customer’sproblems with the company’s products andservices).Th.S Đinh Tiên Minh87.1 Role of Personal Selling What are the roles of Personal Selling? 18/10/20125Th.S ... Understanding the role of personal selling (P.S) in the industrial marketing strategy.Understanding the relationship of industrialbuying behavior to personal selling process.Learn the organization ... Sales: Trade selling (Working with distributors). Missionary selling (working with customer to askthem to play orders on the company’s dealers). Technical selling (To put together a sales...