Core Concepts of Marketing by John Burnett - HTML preview

CHAPTER 8

COMMUNICATING TO MASS MARKETS

recognize that some customers will buy a product without contact with a salesperson. Prod-

uct catalogs

feature everything from computers to classic automobiies are mailed directly

to customers or ordered on the Internet. These often provide all the informaticn about the

product the customer needs to know. Questions can be answered through a toll-free num-

ber, an Internet comment fOIID, or e-mail. Salespeople of the twenty-first century should

either integrate direct marketing to support the selling process or offer the

bene-

fits not availaole through other marketing communications techniques .

On this very small planet, salespeople will also have to adjust to new sources of com-

petition. Companies in Asia, South America, and Eastern Europe are introducing ,housands

of

products to industrialized nations every year. The salesperson of the future must

know how to respond to foreign competitors and how to enter their markets.

program

that integrates personal selling with other marketing communication tools will give sales-

people more opportunity to act efficiently and have selling success.

NEWSLINE: NEW TOYS FOR SALES SUCCESS?

Recent technological advances have given salespeople more ways

ever to improve sales and productivity. To make technology work,

however, you have to control it instead of letting it control you. Start

by

to use everyday tools (computer, fax , and

more

effiCiently and effectively. Once you know how to get the

out of

technology . you can get more out of each workday.

•

Get a voice-mail advantage.

can avoid time-consuming two-

way phone conversations

outlining detail in voice mail. Also,

you need the person

whom you're leaving the message to

take some actions, say so in

message, then say there's no

need to call you back unless they have questions or problems.

•

Improve your email habits. To avoid frequent interruptions to

your workday, set aside specific, scheduled times dUring the day

to answer your e-mail.

•

Fax casually . When you're flooded with faxes, forget about tak-

ing the time to send replies on new sheets of paper and fill out

cover

Instead, simply hand-write your replies at the bot-

of the fax you received and turn it around.

•

Get better acquainted with your PC. Take an hO'_lr or so before or

after work

a week to learn all of your computer's functions

and how they can boost your productivity.

•

Make a sound investment. You rely on technology every day to

do your job, so

pays to spend a little more for eqUipment that

won't let you down. Carefully assess your

needs,

then shop around for eqUipment that meets

without

a lot of bells and whistles.

•

Take a break. Overall increases in the speed of business can

leave a sales pers on feeling done in and turned out.

Sources: Robin Sharma. "A Technology Edge ," Selling Power, January/Febru-

1998, pp. 37-38; Ginger Conlon, "How to Move Customers Online, " Sales

& Marketing Management, March 2000, pp. 27-28; Neil Rackman , "The Other

Revolution in Sales," Sales & Marketing Management, March 2000, pp. 34-35.

THE WALL STREET JOURNAL.

IN PRACTICE

municatio n strategies with more

Marketing communication must

relevant and convincing messages.

communicate an organization's

ideas to its target audiences, com-

CAREERS

pete consistently and effectively in

Many marketers get their start in

the marketplace, and convince con-

advertising, sales, or public rela-

sumers to buy its products. To

tions. The In teractive Journal offers

achieve these obj ectives, marketers

job seekers advice about finding

design an integrated marketing

jobs and building careers. On the

communication pla n using

Front Section, click on the Careers

ing, sales pro motion, public rela-

link under Free WSJ.com Sites.

tions, and personal selling.

You'll find negotia tion strategies, a

Marketing comm unication

career Q & A , and interviewing

both internal and external in scope

tips. You can also fi nd info rmation

with an array of target

about writing effective cover le tters

some small , some large.

and resumes.

communication is also both direct

and indirect. Advertising and public

DELIV ERABLE

relations are indirect, mass commu-

R ead one of

featured articles in

nication systems, while sales pro-

today 's Marketplace section of the

motion and personal selling are

Interactive Journa l. Search the

direct, interpersonal and

In teractive Journal and other rele-

tional systems.

vant sites for additional informa-

The Marketplace section

the

tion. Identify the marketing

Interactive Journal is an invaluable

communication strategies the com-

source for articles related to

pany uses and

their effective-

keting communication. Wi th a sec-

your concl usions with

tion dedica ted for Advertising

facts and chapter concep ts.

news, the Journal keeps readers

informe d of the latest trends in the

DISCUSSION QUESTIONS

fi eld.

1. Why are organizations shi ft ing

Marketplace Columns are the

from specialized to integrated

main featur es in the Marketplace

marketing commurication

section . They are regular weekly

columns, offe ri ng insight into a

2. H ow can organizations

varie ty of topical issues such as

marketing communication pro-

E -business and work and fami ly.

grams that keep pace with

The Marketplace Extra section

rapid changes in technology?

is the online companion to the

3. What careers are available

print edition 's supplement to the

Sales? Public rela-

Weekend Journal. Here you 'll fine'

tions? What skills are empl oy-

stories about broader market

ers seeking for these positiors?

trends. Astute marketers can lever-

age th is information to learn more

about consumer behavior. In turn,

they can develop marketing com-

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