Lamb Chapter 16 Web Exercise

Marketing Communication and Personal Selling

Vignette: Frito-Lay's promotional plan encompasses advertising, sales promotion, public relations, and personal selling.

Featured URL: www.fritolay.com

Buy and Sell
In any personal sales situation, one person is trying to persuade another to make a purchase of some sort. Each of the participants is trying to get the best from the situation. You've heard the expressions "buyer's market" and "sellers market." Each indicates which of the parties has the upper hand in the situation. Also, when you are looking for a house to buy, you will be considering different factors than if you were considering a more minor purchase. Yet in every buying and selling situation, effective communication is essential if here is to be a satisfactory agreement for both the buyer and the seller.

One of the keys to effective personal selling is to create a connection–to be comfortable talking to the person you hope to sell to. It is helpful if you can find a quick way to help that person identify with you, and you with them–if you both like the practical features of the item you are selling, or if you both prefer certain colours over others. Often you are following a lead that you have generated, and you have sense that the buyer is interested. You can build on that interest by providing valuable information. You make the presentation, and you handle the objections, and when the time is right, you close the sale.

Selling Your School

In teams, brainstorm strategies to promote the marketing program at your school. Discuss developing a public relations campaign to promote this marketing department. You should be able to use it within the community where your school is located.

How would this campaign be different if it were to expand to include all of Canada? North America? the world?

Which elements of the promotional mix are best to use to accomplish your task? Can all the elements be used effectively? What part can the World Wide Web play in this marketing promotion of the school?

For inspiration, check out the site built for the School of Marketing and eBusiness at Seneca College by sixth semester marketing students.

Salesmanship

• Open Directory Project: Salesmanship.
  
• Ten secrets of selling on-line.
  
• Google Directory of Salesmanship sites.
  
• Selling tips.
  
• Promotion and public relations.
  
• Promotional techniques.
  
• Publicity articles.
  

These Web Exercises provide an additional opportunity for exploration of Chapter 16.

1. Getting Personal

Think of a business that you are attracted to and that you could see yourself involved in in the near future. Find two examples of sites that promote this business. How would you change one or both of them to promote and sell these products (you would sell) or services (you would offer) more effectively? Provide specific site references and examples.

2. Big and Little

Compare the promotional methods used by a large business and by a local small business on the Web (e.g., a large agency that covers the national music scene, and a small recording company that promotes local bands). Explain the differences in the promotional methods used by each, and why those methods are being used. What are the disadvantages to the small business (if any) as it tries to promote its business?

3. Promoting Products

List 10 different types of products or services (e.g., car parts, cosmetics) that can be found for sale on the Web. For each product, determine which promotional method(s) would be best for informing consumers about the product or service. Explain why you chose those methods for each product.