Solution for Advertising and Promotion: An Integrated Marketing Communications Perspective 10th Edition Chapter 22, Problem 1

by George E. Belch, Michael A. Belch
343 Solutions 22 Chapters 53912 Studied ISBN: 9780078028977 Art and Architechture 5 (1)

Chapter 22, Problem Additional_Discussion_Questions 1 : 11.Describe some of the criteria used to evaluate...

11.Describe some of the criteria used to evaluate qualitative aspects of the effectiveness of the salesperson. How might these be used to support the IMC program? (LO4)


Step-By-Step Solution

11.Figure 22-12 provides a comprehensive list of criteria used to evaluate the sales force. Note that some of the qualitative criteria listed therein specifically relate to the use of promotional tools. In addition, the text lists some other criteria that may be useful including:

gathering and providing marketing intelligence—salespeople should be the “eyes and ears” of the company. As such they should be evaluated and rewarded for information provided in regard to the marketplace, competitive activities, etc.

follow-up activities—the use and dissemination of promotional materials, introduction of new promotional programs, etc., should also be part of the evaluation program.

program implementations—too often promotional tools such as selling aids, counter displays, etc., never get out of the trunk of a salesperson’s cars. Objectives for implementing such programs should be set, with the achievement of these objectives being part of the evaluation program.

Customer relations—relationship building, developing accounts, and maintaining customer satisfaction are often used as criteria for evaluation.

Attainment of communication objectives—the establishment of communications objectives such as the number of accounts made aware, the number of trials attained, etc., could be used to evaluate performances.


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