Page 15 - Marketing Management
P. 15
Events Objectives 524 Sales Force Size 556
Major Sponsorship Decisions 525 Sales Force Compensation 556
Creating Experiences 526 Managing the Sales Force 556
MARKETING MEMO Measuring High Recruiting and Selecting
Performance Sponsorship Programs 526 Representatives 556
Training and Supervising Sales
Public Relations 527 Representatives 557
Marketing Public Relations 527 Sales Rep Productivity 557
Major Decisions in Marketing PR 528 Motivating Sales Representatives 558
Summary 530 Evaluating Sales Representatives 559
Applications 530 Principles of Personal Selling 560
The Six Steps 561
Relationship Marketing 562
CHAPTER 19 Managing Personal Summary 562
Communications: Direct and Applications 563
Interactive Marketing, Word
of Mouth, and Personal
PART 8 Creating Successful Long-
Selling 534
term Growth 566
Direct Marketing 535
The Benefits of Direct Marketing 536
Direct Mail 538 CHAPTER 20 Introducing New Market
Catalog Marketing 539
Telemarketing 539 Offerings 566
Other Media for Direct-Response New-Product Options 567
Marketing 539 Make or Buy 567
Public and Ethical Issues in Direct Types of New Products 568
Marketing 540
Challenges in New-Product
Interactive Marketing 540 Development 568
Advantages and Disadvantages of Interactive The Innovation Imperative 568
Marketing 540 New-Product Success 569
Interactive Marketing Communication New-Product Failure 570
Options 541
Organizational Arrangements 570
MARKETING MEMO How to Maximize the Budgeting for New-Product
Marketing Value of E-mails 543 Development 571
Organizing New-Product
MARKETING MEMO Segmenting Tech Development 572
Users 545 Managing the Development Process:
Word of Mouth 546 Ideas 573
Social Media 546 Generating Ideas 573
Buzz and Viral Marketing 549 MARKETING MEMO Ten Ways to Find Great
Opinion Leaders 551 New-Product Ideas 574
MARKETING MEMO How to Start a Buzz
Fire 552 MARKETING INSIGHT P&G’s New Connect
Develop Approach to Innovation 574
Measuring the Effects of Word of
Mouth 552 MARKETING MEMO Seven Ways to Draw
Designing the Sales Force 553 New Ideas from Your Customers 576
Sales Force Objectives and Strategy 554
Sales Force Structure 555 MARKETING MEMO How to Run a
Successful Brainstorming Session 577
MARKETING INSIGHT Major Account
Management 555 Using Idea Screening 578
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