The Marketing Mix Chapter Outline Chapter 8 THE MARKETING MIX ...

Personal SellingF. Close.1. It is time to close when it is obvious that the prospect wantsto purchase the product.2. A trial close is useful when you are uncertain as towhether the prospect is willing to buy.XIV. Managing the sales forceA. Sales manager or one of the salespersons taking over somemanagement functions is important.Managing the sales forceB. Hiring is the most important function.1. Will influence the makeup of the sales force for years to come.2. New recruits must be committed to selling.Managing the sales forceC. Training and education.1. Communication, ability to listen, and make effectivepresentations.2. Effective salespeople understand their clients' problems andconvince them that the products will aid their solution.Managing the sales force3. No one is looking over their shoulder and they don't punch a time clock.4. Honesty, technical ability, personality, experience, andeducation.5. Training provided to new employees varies from almost none to veryextensive programs.Managing the sales force6. Periodic training and education are needed.a. To inform employees of major changes in the firm's orcompetitor's products.b. Technological advances.c. New regulations.Managing the sales forceD. Motivating and directing salespeople.1. Day-to-day motivation of salespeople depends on theirown self-motivation.2. Rewards take the form of a friendly word, gifts, trips,awards, or money.Managing the sales force3. Pay includes a straight commission, a straight salary, or a combination ofboth.4. Sometimes a bonus is paid depending on the total sales ofallsalespeople.5. Salary and commission must be based on productivity.Managing the sales forceE. Coordinating selling functions with the rest of firm.1. Sales and production managers must see to it that product isproduced to meet needs ofcustomers.2. Adequate inventory must be maintained.Managing the sales force3. Sales manager coordinates selling program with other marketingprograms by keeping marketing manager informed of customer'sneeds, competitor's products andother developments.XIX. Illegal Marketing ActivitiesA. Laws prohibiting price discrimination make it illegal to sell goods of likegrade and quality at different prices except under certain circumstances.