Page 542 - Foundations of Marketing

Personal Selling and Sales Promotion | Chapter 17 509

Internet Exercise

TerrAlign

TerrAlign offers consulting services and software products 1. Identify three features of TerrAlign software that are
designed to help a firm maximize control and deployment likely to benefit salespeople.
of its field sales representatives. See how the company 2. Identify three features of TerrAlign software that are
provides sales territory management solutions by visiting likely to benefit sales managers.
www.terralign.com . 3. Why might field sales professionals object to the use of
software from TerrAlign?

When developing its marketing strategy, a company must 2. Identify the resellers in your distribution channel.
consider the different forms of communication that are Discuss the role that trade sales promotions to these
necessary to reach a variety of customers. Several types resellers could play in the development of your promo-
of promotion may be required. Knowledge of the advan- tional plan.
tages and disadvantages of each promotional element is 3. Evaluate each type of consumer sales promotion as
necessary when developing the marketing plan. Consider it relates to accomplishing your promotional
the information in this chapter when evaluating your objectives.
promotional mix:
The information obtained from these questions should assist
1. Review the various types of salespeople described in you in developing various aspects of your marketing plan.
this chapter. Given your promotional objectives (from Develop your marketing plan online using the Interactive
Chapter 15 ), do any of these types of salespeople have a Marketing Plan at www.cengagebrain.com .
place in your promotional plan?

Murray’s Cheese Achieves Success through
Personal Selling

For Murray’s Cheese, personal selling is the driving force importance of a quick presentation, overcoming objections,
behind its success. The business has retail sales of $ 2,500 per and closing the sale.
square foot and a growth rate of 15 to 20 percent per year at Because Murray’s wants its customers to be repeat buy-
its main store in Greenwich Village, New York. The company ers, Murray’s listens to its customers, gains an understanding
owns retail, wholesale, catering, and education businesses. of their interests, and tries to find the right product to satisfy
It also has a partnership with the supermarket giant Kroger their needs. Murray’s Cheese began in 1940 as a wholesale
to bring Murray’s customer-friendly environment to select butter and egg shop owned by Jewish Spanish Civil War
Kroger supermarkets. Veteran Murray Greenberg. When the current president,
Murray’s views personal selling as a core competency that Rob Kaufelt, purchased the shop in 1991, the store was little
sets itself apart from the competition. The key is to inform more than a local hole-in-the-wall. Kaufelt and his staff made
customers and persuade them to purchase products in a store the decision to focus on high-quality gourmet cheeses from
environment. Murray’s sales representatives understand the around the world. Today, people come from all over to sample

Copyright 2014 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.