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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 issues that may arise in personal selling. 2 Discuss the ethical issues that may arise in sales promotion. Ethical Issues in Personal Selling The goal of s...
16.2 Social Media and Mobile Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss social media marketing and its opportunities and challenges. 2 Discuss mobile marketing and its opportunities and challenges. Social Media Marketing Figure 16.6 Soc...
Building Your Personal Brand
Goal-setting is the development of an action plan designed to motivate and guide an individual, group, or organization to reach a goal. There are several models of goal setting; one of the popular ones is SMART goal-setting. SMART stands for goals that are spe...
Critical Thinking Exercises
1. Compose a paragraph (150–200 words) using all of the following terms as they relate to direct, online, social media, and mobile marketing. The goal is to prove you understand the meaning of each term. 2. List the positive and negative val...
Applied Marketing Knowledge: Discussion Questions
1. The Association of National Marketers (ANA) acquired the Data & Marketing Association (formerly the Direct Marketing Association (DMA)). This organization has several arms. One of them is the dmaconsumers.org. Visit the website, and see what services ...
Key Terms
affiliates people or companies that earn a commission for driving traffic to another person’s or company’s website where they make a purchase blog an online journal of interests, beliefs, and other topics published by a person, a group of people, or an orga...
Chapter Summary
Direct, online, and social media marketing include a mix of useful tools that help marketers engage with targeted consumers in a way that is personalized and is designed to drive the audience to follow through on the desired marketing action. With the explosio...
16.4 Ethical Issues in Digital Marketing and Social Media
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Describe ethical issues with respect to digital marketing and social media. 2 Explain why ethical issues exist. Privacy, Transparency, and Awareness While digital marketing too...
16.3 Metrics Used to Evaluate the Success of Online Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the role of marketing metrics in digital, online, social media, and mobile marketing. 2 List and describe the metrics used to evaluate the success of online marketing. T...
16.1 Traditional Direct Marketing
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List and describe the various forms of traditional direct marketing. 2 Explain how the digital age has impacted direct marketing. Forms of Traditional Direct Marketing Direct m...
Chapter Summary
This chapter covers personal selling and promotions, both integral components of marketing. Personal selling is defined as communication between a buyer and a seller and can be customized based on the product or service. Much of personal selling is enhanced wh...
In the Spotlight
Figure 16.1 Social media marketing through Pinterest, Twitter, and other platforms is one way to reach consumers. (credit: “Growing Social Media” by mkhmarketing.wordpress.com/about/flickr, CC BY 2.0) Chapter Outline 16.1 Traditional Direct Marke...
References
1. “Sales Force Automation Technology and CRM: What’s the Difference?,” Sales Blog & Field Sales Management, ForceManager, last modified February 4, 2021, https://www.forcemanager.com/blog/sfa-vs-crm-how-to-decide/. 2. “CRM 101: What Is CRM?,” S...
Closing Company Case
Cutco In 1949, Cutco began manufacturing knives in Olean, New York. At the time, Cutco was making products for Wear-Ever Aluminum, a division of Alcoa. In 1982, the company went through a management buyout that made it a private company. The Cutco name was ...
What Do Marketers Do?
We are surrounded by personal selling encounters: cell phone, insurance, services in a bank, restaurant, and the list goes on. Pick a service that you would like to learn more about. Now find a person that holds the job of personally selling that service/produ...
Building Your Personal Brand
Consider the concept of personal selling, and apply it to yourself. What information would you need? How would you go about crafting your message? First, gather the facts that you would like someone to know about you, and create a list. Next, craft the basic “...
Critical Thinking Exercises
1. Compose a paragraph (150–200 words) using all of the following terms as they relate to personal selling. The goal is to prove you understand the meaning of each term. Terms: Order takers Inside order takers Outside order takers...
Applied Marketing Knowledge: Discussion Questions
1. Consider which of the sales positions you have engaged with in the last month. Would they be inside or outside order takers, order getter, missionary, technical, or a team? In what circumstances did you have this experience? 2. Explain in...
Key Terms
adaptive selling an approach to personal selling in which selling behaviors are altered during the sales interaction or across customer interactions, based on information about the nature of the selling situation AIDA model the model consumers go through wh...
What Do Marketers Do?
Check out the Association of National Advertisers (ANA) website, and scan the wealth of information available. It offers a content library, newsstand, marketing futures, blogs, and podcasts. Throughout this information, you will learn more about many aspects o...