MRT 193 Sales and Personal Selling

last updated 2018 July 26

SENECA COLLEGE, TORONTO`

MRT 193
SALES
As Taught in the Honours Bachelor of Comerce Degree
Prof. Tim Richardson
July-Aug 2018

....

http://www.witiger.com/marketing/marketingIsBad.htm

course outline https://apps.senecacollege.ca/ssos/findOutline.do?subjectCode=MRT193

May

June

July

July / Aug

Read The Newspaper

Marketing is not just advertising, an explanation of the 4P's

4P's

o Product
o Price
o Promotion
o Place

"10 fingers"
of business and marketing

n.
"What is Marketing"
Video by WTGR

shT

.

WTGR on CTV re: Apple
re: target market segment
re: Product Life Cycle
re: competitive environment

Marketing Concept

------------------------------------.
FABs
Features
Advantages
Benefits
non
------------------------------------.

marketing is bad

Consumerism and Materialism
----------------------------------

Orientations
o Product Orientation
o Sales Orientation
o Marketing Orientation

video on 3 orientations
n

6 Orientations

.
o CRM Customer Relationship Management

o CLV
Customer Lifetime Value

---------------------------------
marketing and NPOs

Ice Bucket Challenge
ALS

Non Profit Organizations are becoming very innovative in their marketing

Marketing Environments
done mostly in BAM 101

PEST..
Political Environment
Economic E.
Social-cultural E.
Technological E.
+
Competitive E.
Geographic E.
-

.
Competition Basics p. 91
done in BAM101..
----------------------------------
types of opportunities p. 40

o Market Penetration
o Market Development
o Product Development
o Diversification
for week two

4 Types of marketing opportunities explained
.
Market Development using the example of Timmies

"The Marketing Plan"
Marketing Strategies
'
Marketing Plans
Marketing Programs

.

James Hov
Seneca Alumni
guest speaker
- personal branding
- social media mktg
Hov - Facebook
Hov - Instagram
Hov - Twitter
Hov - IMDB
did Sept 25 Section MMT

.
Consumer purchase decision process

- problem recognition
- information search
      - people use cell phones
- alternative evaluation
      - competition
- purchase decision
       - make it easy to buy
       - $225 bi-weekly = $39,600
- post-purchase behaviour
    - make the customer happy
    - related to market penetration
.
Cognitive Dissonance
related to Market Penetration

the video explaining Cognitive Dissonance
1 min 32 sec
.
Motivation and Maslow's Hierarchy of Needs
.

Viral Marketing
Pass Along Mktg
Undercover Viral Mktg
Gossip/Buzz Mktg
Guerilla Mktg

V.W. Viral Video Superbowl ad
original V.W. superbowl ad
Parody-The Mad Jamaican
.
Google partition ad
sulibreezy
Hate School/Love Education
.
our response

Who is a customer
Target Markets
Segmentation
MarketSegmentation
n.

WTGR on CTV News discussing segmentation and Blackberry

ppt segmentation process
did
Market Oriented Strategies
- single, mutiple, combined
Int'l mrktg

Observational Marketing
- Samsung S6 Edge

.

What is a New Product
Developing New Products and Services
New Product Development Process
(also done in BAM101)
.
Idea Generation
Screening
Idea Evaluation
Develop Product
Market Testing
Commercialization
Dot.com failures
.
learning how to succeed in business by avoiding mistakes

.

Where Personal Selling fits into the
Promotional Mix

o Mass Selling
       o Advertising
       o Publicity
             o Viral Mktg
o Personal Selling
did July 20th
           o B2C
           o B2B
           o B2G (government)
            o Prospecting
            o Approach
            o Presentation
            o Demonstration
            o Objections
            o Closing
             o Follow-up
o Sales Promotion

- - - - - - - - - - -
Steps in the Selling Process
Selling PPT
did July 20th
.

Personal Selling
.
1. Prospecting
- hunting the company
- finding the person to pitch to
2. Approach / Discovery
- gathering info
- ascertaining the problem
3. Presentation
- describing the product
4. Demonstration
- show the FABs
5. Objections
6. Closing
7. Follow-up
- cognityive dissonance

sources of info
did July 20th
o government
o associations
o corporate

sources of info
did July 20th
info for Prospecting
info for Approach
info for Presentation data

SEO / SMO
Search Engine Optimization
E-commerce
Benefits and Limitations
Things to be convincing
a VERY BIG TAKEAWAY for WTGR's class
(

Why the saving of time is an integral part of business and marketing.

Personal Selling and Sales Management

3. Presentation

Sales Presentations
o Prepared Presentations
o Consultative Selling
o Selling-Formula Approach

Sell Me This Pen
youtube.com/watch?v=48HDFXFe4QI
6 min 49 sec 2.7M views

4 basic sales skills
o how you gather info
o how you respond to info
o how you deliver info
o how you close (ask)

Sales Presentation
youtube.com/watc...gdcZYJaR4
asking questions to get the customer to help them make a decision

5. Objections

Common Objections
youtube.com...LdYW0nOE
"I Need to think about it"
4 min 22 sec 7K views

"Objections are inevitable
but should never be
seen as a door slamming
closed in your face. The
key is to understand why the customer is objecting..."
salesforce.com...
techniques-f
or-effective-objection-
handling.html

Common Reasons for Objections

6. Closing
youtube.com/watch?v=TLbLgidnLU0
"I Need to think about it"
- doing a "summary close"
3 min 51 sec 1K views

youtube.com/watch?v=eWF1iEBwV0Q
"I Need to think about it"
- doing a "summary close"
4min 29 sec 3K views
1979 style

7. Follow-up
Cognitive Dissonance

1 min 32 sec
youtube.com/watch?v=n5lLRElifCY

Overcoming
Cognitive Dissonance
in the Sales Cycle
https://mindtouch.com/
resources/overcoming-
cognitive-dissonance-
in-the-sales-cycle

Sales scenes in the movies
youtube.com/watch
?v=zlkYXPN-qdE

MRK106

1:30 - 3:15
room 416

July 6
~~July 13 prof sick- class cancelled~~
July 20
~~July 27 - class cancelled~~

~~July 27 - class cancelled~~
Aug 3
Aug 10 last class

old Assignment 2

Read The Newspaper
Part 1 Read The Newspaper
Part 2
getting rich on the stock market Read The Newspaper
Part 3
learn an
Industry Sector Read The Newspaper
Part 4
Business magazines
are important Earning
Class
Participation
Marks
- basics Class
Participation
- how you earn the highest marks Class
Participation
- how they are calculated
- the numbers

..

Group Work
- what the Report should look like
- binding, pages, table of contents Group Work / Reports Part 2
The importance of using "Mature Language" in your writing Group Work / Reports Part 3
important considerations Group Work / Reports Part 4
Coordinating the submission
Communication w group members

Professionalism: All students are expected to demonstrate professionalism, as outlined in the document, Marketing Programs: Guidelines and Policies on Professionalism.

Failure to demonstrate the required professionalism will result in a deduction of up to 10% from the final grade for the course. Alternately, demonstrating exceptionally strong professionalism can result in an increase of up to 5% in the final grade. The Marketing Programs: Guidelines and Policies on Professionalism document will be provided by your Professor.
Please refer to it for additional information.

the Learning Outcomes below in red font direct from the 2014 Sept MRK106 Outline

1.Summarize the functions and roles of marketing in a market-driven and/or developed economy.
2.Describe how marketing helps to achieve: corporate objectives; the goals of the society in which it operates and an improved standard of living while supporting overall economic growth.
3.Identify and discuss the uncontrollable environments that affect marketing decisions.
4.Explain how marketing is used to identify, create and implement all types of opportunities.
5.Explain the fundamental framework of marketing strategy.

MRK 106
Chapters covered MRK 200
Chapters covered

1
2 4 P's (Product, Price, Promotion, Place)
3 6 Environments
9 Segmentation p. 229-242
5 Consumer Behaviour
10 Product
11 Product, PLC, Branding
14 Marketing Channels
15 Retailing
16 IMC Integrated Marketing Communications
17 Promotion - Advertising, PR
13 Price Setting 2 p. 27-46
6 B2B
3 6E's (PEST) + Competition
8 Market Research p. 201-207
1 Goals and Objectives p. 32-34
9 Segmentation p. 230-234, 238-241, 243-245
11 Product/Branding page 290-302
18 Personal Selling page 485-492
13 Sales Promotion page 352-354
9 Sales Forecasting page 245-247
19 Planning page 514-515, 518-527
2 Implementation page 47-49

Marketing is NOT only Advertising
(optional reading of an "adult" nature discussing in a funny way the various marketing terms)
.

witiger.com CONTACT IMAIN PAGE I NEWS GALLERYI E-BIZ SHORTCUTS I INT'L BIZ SHORTCUTS I MKTG?BUSINESS SHORTCUTS I TEACHING SCHEDULE

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MISTAKES ITEXTS USED I IMAGES I RANK IDISCLAIMERI STUDENT CONTRIBUTORSI FORMER STUDENTS I

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Group Work - what the Report should look like - binding, pages, table of contents		Group Work / Reports Part 2 The importance of using "Mature Language" in your writing		Group Work / Reports Part 3 important considerations		Group Work / Reports Part 4 Coordinating the submission Communication w group members

MRK 106 Chapters covered	MRK 200 Chapters covered
1 2 4 P's (Product, Price, Promotion, Place) 3 6 Environments 9 Segmentation p. 229-242 5 Consumer Behaviour 10 Product 11 Product, PLC, Branding 14 Marketing Channels 15 Retailing 16 IMC Integrated Marketing Communications 17 Promotion - Advertising, PR 13 Price Setting	2 p. 27-46 6 B2B 3 6E's (PEST) + Competition 8 Market Research p. 201-207 1 Goals and Objectives p. 32-34 9 Segmentation p. 230-234, 238-241, 243-245 11 Product/Branding page 290-302 18 Personal Selling page 485-492 13 Sales Promotion page 352-354 9 Sales Forecasting page 245-247 19 Planning page 514-515, 518-527 2 Implementation page 47-49

witiger.com	CONTACT IMAIN PAGE I NEWS GALLERYI E-BIZ SHORTCUTS I INT'L BIZ SHORTCUTS I MKTG?BUSINESS SHORTCUTS I TEACHING SCHEDULE
	.
	MISTAKES ITEXTS USED I IMAGES I RANK IDISCLAIMERI STUDENT CONTRIBUTORSI FORMER STUDENTS I
	.