Marketing 12th Edition by Charles Lamb,Charles Lamb,Joe Hair

Exercise 8

For the next stage of the strategic planning process you'll focus on your chosen company's sales promotion and personal selling decisions. Use the following exercises to guide you through the final elements of Part 4 of your strategic marketing plan:
1. Evaluate or create printed materials for you chosen company (such as data sheets, brochures, stationery, or rate cards). Does the literature sufficiently answer questions? Provide enough information for further contact? Effectively promote product features and customer service? Note a differential or competitive advantage?
2. Think about ways your promotions could turn a first-time customer or dealhunter into a repeat, loyal customer. Which sales promotion tools should your company use? What trade shows could your firm attend? Search the Eventline database for trade shows appropriate to your firm. Order media kits and explore the feasibility and costs of attending those trade shows. For a listing of tradeshows, go to www.exhibitornet.com and look for the directory of shows, or the Trade Show News Network at www.tsnn.com.
3. What other sales promotion tools could your firm use? What are the costs? What is the impact of using these methods on pricing?
4. Will you need a sales force? Identify and justify the best type (internal or external) and structure (product, customer, geographic, etc.) for your firm's sales force. You may find that in e-marketing, a sales force is more of a customer service and customer relations management tool. True selling activities may be limited to selling and buying online media space and links. In many circumstances, forming strategic partnerships and distribution deals have replaced traditional sales in the Internet space. What types of alliances and partnerships will you pursue? Will you work with other online firms, offline firms, or both?