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16.1 Traditional Direct Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the ...
In the Spotlight
Figure 16.1 Social media marketing through Pinterest, Twitter, and other platforms is one way...
References
1. “Sales Force Automation Technology and CRM: What’s the Difference?,” Sales Blog & Field ...
Closing Company Case
Cutco In 1949, Cutco began manufacturing knives in Olean, New York. At the time, Cutco was mak...
What Do Marketers Do?
We are surrounded by personal selling encounters: cell phone, insurance, services in a bank, rest...
Building Your Personal Brand
Consider the concept of personal selling, and apply it to yourself. What information would you ne...
Critical Thinking Exercises
1. Compose a paragraph (150–200 words) using all of the following terms as they relate to...
Applied Marketing Knowledge: Discussion Questions
1. Consider which of the sales positions you have engaged with in the last month. Would the...
Key Terms
adaptive selling an approach to personal selling in which selling behaviors are altered during t...
Chapter Summary
This chapter covers personal selling and promotions, both integral components of marketing. Perso...
15.7 Ethical Issues in Personal Selling and Sales Promotion
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the ethical is...
15.6 Main Types of Sales Promotion
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the primary ty...
15.5 Sales Promotion and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sales promotion...
15.4 Management of the Sales Force
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the issues in...
15.3 Steps in the Personal Selling Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the ...
15.2 Classifications of Salespeople Involved in Personal Selling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the various roles...
15.1 Personal Selling and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define personal sellin...
In the Spotlight
Figure 15.1 Hilton Hotel utilizes a personal selling process with its HGV product. (credit: m...
References
1. Leo Burnett (website), accessed July 7, 2022, https://leoburnett.com/. 2. Leo B...
Closing Company Case
Peloton If you have ever taken a class at your local gym, you know the excitement of the camar...