1Preface
1059.1 The Sales Representative: A boundary-spanning Role
2Chapter 1. Marketing Strategies
1069.2 The Sales Tasks Define the Salesperson: 9.2.1 Support Personnel
31.1 Target Market Selection and Product Positioning
1079.3 Elements of the Personal Selling Process
41.2 The Marketing Mix
1089.3.1 Prospecting
51.3 Product
1099.3.2 Evaluating and Pre-approach
61.3.1 Product Definition
1109.3.3 Approaching the Customer or Making the Presentation
71.3.2 Product Line Planning Decisions
1119.3.4 Overcoming Objections
81.3.3 Individual Item Decisions
1129.3.5 Closing
91.3.4 The New Product Development Process
1139.3.6 Following Up
101.3.5 Place: Marketing Channels
1149.4 Sales Management
111.3.6 Channel Design
1159.4.1 Setting Strategic Goals and Individual Objectives
121.3.7 Channel Management
1169.4.2 Organizing the Sales Force
131.3.8 Promotion: Marketing Communications
1179.5 Managing Salespeople
141.3.9 Tasks and Tools
1189.5.1 Recruiting Salespeople
151.3.10 Nonpersonal Vehicles
1199.5.2 Training
161.3.11 Public Relations
1209.5.3 Supervision
171.3.12 Personal Selling
1219.5.4 Evaluation of the Selling Effort
181.3.13 Constructing the Communications Mix
1229.5.5 Compensation
191.3.14 Pricing
1239.6 Summary
201.3.15 Pricing Basis and Objective
1249.7 EXERCISE
211.3.16 Price Customization
125Chapter 10. Managing Customers
221.3.17 Price Leadership
12610.1 What is Customer Relationship Management?
231.4 Analysis of Underlying Marketing Strategy Formulation
12710.2 Why is Customer Management Important?
241.4.1 Customer Analysis
12810.3 What Value Does CRM Provide To A Firm?
251.4.2 Company Analysis
12910.4 The Customer Management Process
261.4.3 Competitive Analysis
13010.4.1 Selecting Customers
271.4.4 Collaborator Analysis
13110.4.2 Deselecting Unprofitable Customers
281.4.5 Context Analysis
13210.4.3 Respecting Customer Privacy
291.5 EXERCISE
13310.5 Common Customer Management Pitfalls: 10.5.1 Steps to Facilitate Success
30Chapter 2. Appendix To Chapter 1
13410.6 Summary
312.1 Basic Marketing Mathematics
13510.7 EXERCISE
322.1.1 Basic Terminology
136Chapter 11. Principles of Modern Marketing
332.1.2 Break-evens
13711.1 Technology Is Just the First Step
342.2 Market Size and Share
13811.2 Experience Is the New Brand
352.3 Impact of Price Decisions
13911.3 A New Type of Customer Relationship Prevails
362.4 Using the Numbers
14011.4 Connect With Customers Online and Offline
37Chapter 3. Understanding Consumer Behavior
14111.5 Value Creation, Communication, and Delivery Still Rule
383.1 Marketing’s Customer Focus
14211.6 Data and Testing Are the New Lifeblood
393.2 Why Understanding Customers is Important
14311.7 Creativity Remains King
403.3 Customer Behavior Defined
14411.8 Do not Try to Do It Alone
413.4 Unit of Analysis
14511.9 Have a Bigger Purpose: Do Good
423.5 Types of Customers
14611.10 Marketing Leadership Has Changed
433.6 How the Type of Decision Affects the Decision-Making Process: 3.6.1 Key Roles
14711.11 EXERCISE
443.7 Modeling Customer Behavior
148Chapter 12. Promotional Marketing
453.7.1 Extensive Problem-Solving Behavior
14912.1 The Business Process
463.7.2 Limited Problem-Solving Behavior
15012.2 Business and marketing objectives and activities
473.7.3 Routinized Problem-Solving Behavior
15112.2.1 Marketing Strategies and Tactics
483.7.4 Exploratory Problem-Solving Behavior
15212.2.2 The Marketing Plan
493.8 Forming Attitudes
15312.2.3 Overcome The Easy-Life Tendency
503.9 Comparing and Evaluating Alternatives
15412.2.4 The Promotional Mix Itself
513.10 Decision-Making Stages
15512.3 The Shopper/Buyer
523.11 Customer Needs
15612.3.1 The Increased Power of The Customer
533.12 Social Systems
15712.4 Shopper/buyer: Hurdles for the retailer to understand
543.12.1 Universals
15812.4.1 How Does The Shopper Set About Shopping?
553.12.2 Distinctions
15912.4.2 Segmentation: Does It Apply?
563.13 Summary
16012.4.3 Finding Your Target Shoppers and Obtaining Insights
573.14 EXERCISE
16112.4.4 Future Shapers
58Chapter 4. Product Policy
16212.4.5 Hazards To The Shopper/Buyer Journey
594.1 Products, Product Mixes, and Product Extensions
16312.4.6 Can You Deliver? Stock Availability – Logistics
604.1.1 Products
16412.4.7 Matching The Offer To The Shopper/Buyer
614.1.2 Product Mixes
16512.4.8 Online Focussed
624.1.3 Product Line and Brand Extensions
16612.4.9 The Role of Influencers
634.2 New Product Development
16712.5 Case studies
644.3 Product Life Cycle
16812.5.1 Case study 1– Relish Rewards by TLC Marketing for Pallas Foods
654.4 Managing Product and Brand Portfolios
16912.5.2 Case study 2 – B2B individual target promotion Be Brilliant! by S.A. for O2/Telefonika
664.5 Summary
17012.5.3 Case study 3 – Listerine’s whiter-than-white mailing to dentists
674.6 EXERCISE
17112.5.4 Case study 4 – Unilever Pot Noodle Spinning Fork
68Chapter 5. Brand Valuation
17212.5.5 Case study 5 – Orchard Thieves launch by guns or knives for Heineken Ireland
695.1 Estimating the Value of the Kellogg Brand
17312.5.6 Case study 6 – Mazda’s Operation Renesis: Can you handle it?
705.2 EXERCISE
17412.5.7 Case study 7 – Metropolitan Police Target Gun Crime
71Chapter 6. Going to Market
17512.5.8 Summary
726.1 Channel Design
17612.6 Why Creativity is the Key
736.2 Summary
17712.6.1 Types of Creativity
746.3 EXERCISE
17812.6.2 Practice Makes Perfect
75Chapter 7. Marketing Communications and Promotions
17912.6.3 Case study 1– Eversheds
767.1 Understanding the Buying Process
18012.6.4 Case study 2– Rover Group
777.2 Major Promotional Tools
18112.6.5 Summary
787.2.1 Advertising
18212.7 Essential Support: Suppliers: 12.7.1 Promotion Agencies
797.2.2 Personal Selling
18312.8 Case study
807.2.3 Sales Promotions
18412.8.1 Case study 1– Giant Chip Fork by TLC Marketing for TLC Marketing
817.2.4 Indirect Forms of Promotion
18512.8.2 Handling Houses
827.3 Integrated Marketing Promotions
18612.8.3 Point-of-Purchase Manufacturers
837.3.1 Map the Buying and Selling Processes
18712.8.4 Promotional Risk Management Companies
847.3.2 Consider the Consistency
18812.8.5 Specialist Printers
857.4 Economics and ROI
18912.8.6 Field Marketing and Brand Experience Agencies
867.4.1 Sizing the Budget
19012.8.7 Premium Sourcing Houses
877.4.2 Measuring Effectiveness
19112.8.8 Case study 1 – Butterkist
887.5 Summary
19212.8.9 Case study 2 – McCain
897.6 EXERCISE
19312.8.11 Case study 4 – PIMS-SCA ‘£25,000 Santa Search Winner.’
90Chapter 8. Optimal Pricing
19412.8.12 Case study 5- Kerrygold win a bag instantly
918.1 The Value-Pricing Approach
19512.8.13 Case study 6 – New Zealand Herald $25 camera offer
928.2 Assessing a Product’s Value to Customers
19612.8.14 Case study 7 – Golden Wonder ‘Crack the keycode.’
938.2.1 Determining Objective Value Through Cost-Structure Studies
19712.8.15 Summary
948.2.2 Determining Perceived Value
19812.9 Media and Non-participative Promotion: 12.9.1 Non-Direct Media
958.3 Assessing Price Sensitivity
19912.10 Case studies
968.3.1 The Magnitude of Price
20012.10.1 Case study 27 – The Art of Breakfast by Bray Leino Limited for Tefal
978.3.2 Who Pays?
20112.10.2 Case study 28 – Discomfort Future by Sense London for The Economist
988.3.3 Competitive Factors
20212.10.3 Case study 29 - Cornetto Beyond the Screen by ID for Unilever
998.4 Price Customization
20312.10.4 Summary
1008.5 Integrating Price with Other Marketing Mix Elements
20412.11 EXERCISE
1018.6 Legal and Ethical Issues
205Glossary
1028.7 Summary
206Appendix
1038.8 EXERCISE
207Index
104Chapter 9. Personal Selling and Sales Management
