CHAPTER 18
Personal Selling and Sales Promotion
TEACHING RESOURCES QUICK REFERENCE GUIDE
Resource
Location
Purpose and Perspective
IRM, p. 375
Lecture Outline
IRM, p. 376
Discussion Starters
IRM, p. 390
Class Exercise
IRM, p. 391
Semester Project
IRM, p. 394
Answers to Developing Your Marketing Plan
IRM, p. 395
Answers to Discussion and Review Questions
IRM, p. 396
Comments on the Cases
IRM, p. 401
Video Case 18.1
IRM, p. 401
Case 18.2
IRM, p. 402
Strategic Case 7
IRM, p. 403
Examination Questions: Essay
Cognero
Examination Questions: Multiple-Choice
Cognero
Examination Questions: True-False
Cognero
PowerPoint Slides
Instructor’s website
Note: Additional resources may be found on the accompanying student and instructor websites at
www.cengagebrain.com.
PURPOSE AND PERSPECTIVE
In this chapter, we focus on personal selling and sales promotion. We first consider the purposes of
personal selling and then examine its basic steps. Next, we look at types of salespeople and how they are
selected. After taking a look at several new types of personal selling, we discuss major sales force
management decisions, including setting objectives for the sales force and determining its size; recruiting,
selecting, training, compensating, and motivating salespeople; managing sales territories; and controlling
and evaluating sales force performance. Then we examine several characteristics of sales promotion,
reasons for using sales promotion, and sales promotion methods available for use in a promotion mix.
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2. Inside Order Takers
3. Field Order Takers
a. Salespeople who travel to customers and often develop interdependent relationships with
1. Support personnel facilitate selling but usually are not involved solely with making sales.
a. They engage primarily in marketing industrial products, locating prospects, educating
customers, building goodwill, and providing service after the sale.
2. Missionary Salespeople
3. Trade Salespeople
a. Trade salespeople are not strictly support personnel because they take orders as well.
b. They direct much of their efforts toward helping customers, especially retail stores, and
promoting the products.
c. Food producers and processors commonly employ trade salespeople.
4. Technical Salespeople
a. Technical salespeople direct their efforts toward the organization’s current customers by
giving technical assistance regarding applications of the product, system designs, and
1. Team selling involves the salesperson joining with people from the firm’s financial,
engineering, and other functional areas.
