Category: Marketing Management Strategic Planning

14.4 Ethics, Laws, and Customer Empowerment Learning Objectives Apply general ethical principles and concepts to online marketing. Explain the laws that regulate online and other types of marketing. You are about to graduate and move to another city to start a new job. Your employer is paying for your moving expenses, so you go...

14.3 Customer Satisfaction Learning Objectives Understand satisfaction and satisfaction strategies. Design a customer satisfaction measurement system. Describe complaint management strategies. Customer Satisfaction Defined What comes to mind when you hear someone say, “A satisfied customer”? Perhaps it is an image of someone smiling with the pride of knowing he got a good deal. Or...

14.2 Loyalty Management Learning Objectives Understand the value of customer loyalty. Distinguish attitudinal loyalty from behavioral loyalty. Describe the components of a successful loyalty program. It’s 8:00 p.m. and you’re starving. You open the refrigerator and find a leftover chicken breast, half an onion, and some ketchup. But what can you do with these...

Chapter 14: Customer Satisfaction, Loyalty, and Empowerment 14.1 Customer Communities 14.2 Loyalty Management 14.3 Customer Satisfaction 14.4 Ethics, Laws, and Customer Empowerment 14.5 Discussion Questions and Activities   14.1 Customer Communities Learning Objectives Understand strategies involving online and personal forms of influencer marketing. Relate influencer marketing to other forms of social communities and marketing...

13.6 Outsourcing the Sales Function Learning Objectives Identify the primary types of outsourcing salespeople. Characterize the strengths and weaknesses of outsourcing sales groups. Some companies outsource certain sales functions. In this section, we’ll introduce several types of outsourced salespeople, as well as the reasons for and challenges associated with outsourcing various sales activities. Types...

13.5 Integrating Sales and Marketing Learning Objectives Identify the ways in which the marketing function supports the sales function. Describe how the sales group of a company can support its marketing efforts. Traditionally, sales and marketing are like oil and water—the departments don’t mix well. Salespeople are typically among the highest paid employees in...

13.4 Ethics in Sales and Sales Management Learning Objectives Compare and contrast common ethical challenges facing salespeople and sales managers. Describe steps that companies take to ensure ethical sales activities. When faced with an opportunity to exaggerate in job interviews, who would exaggerate more: professors, politicians, preachers, or salespeople? Surprisingly, in one study, salespeople...

13.3 Sales Metrics (Measures) Learning Objectives Describe the sales cycle. Understand the selling metrics that salespeople use. Understand the selling metrics that sales managers and executives use. The Sales Cycle A key component in the effectiveness of salespeople is the sales cycle. The sales cycle—how long it takes to close a sale—can be measured in...

13.2 Customer Relationships and Selling Strategies Learning Objectives Understand the types of selling relationships that firms seek. Be able to select the selling strategy needed to achieve the desired customer relationship. Customer Relationships Some buyers and sellers are more interested than others in building strong relationships with each other. Generally speaking, however, all marketers...

Chapter 13: Professional Selling 13.1 The Role Professional Salespeople Play 13.2 Customer Relationships and Selling Strategies 13.3 Sales Metrics (Measures) 13.4 Ethics in Sales and Sales Management 13.5 Integrating Sales and Marketing 13.6 Outsourcing the Sales Function 13.7 Discussion Questions and Activities   13.1 The Role Professional Salespeople Play Learning Objectives Recognize the role...