WHAT IF THE CREDIT DEPARTMENT AND SHIPPING DEPARTMENT CAN’T AGREE ON THE SHIPPING TERMS THE CUSTOMERSHOULD RECEIVE?
What if the credit department and shipping department can’t agree on the shipping terms the customershould receive?
Please answer the following 2 forum questions:
1. Identify an example of each of the following: odd-even pricing, prestige pricing, price bundling, and captive pricing. Ch 15
2. Which pricing strategies have you noticed when you shop? Ch 15
This only needs to be between 200-250 words in length. The information for these questions will be in the Chapter 15 section of the attachment I am providing. Only 1 outside reference is needed, other than the material provided. When referring to products, please refer to ones that are available in the continental United States.
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CHAPTER 13Professional SellingThe clock in Ted Schulte’s home office was striking 11:00 p.m. His children had gone to bed hours ago. Yet Schulte,an account representative who sells pacemakers for Guidant, was on the phone talking to one of his clients, acardiologist. The cardiologist was performing surgery at 7:00 a.m. the next day. His patient had a number of healthproblems that caused the doctor to question which pacemaker would best suit her needs. The cardiologist’squestions had to be answered immediately so the right materials and tools would be available for the procedure.The best expert on the matter was not another physician in this case—it was Schulte.When you visit your physician, you want to think that her training and education have completely preparedher for dealing with whatever condition sent you there. The reality is, however, that salespeople play a major role inher continuing education. Similarly, the house or apartment you live in may have been designed by an architect,but that architect’s choices in materials and design elements were influenced by salespeople, each of whom areexperts in a particular product category. Not only was the food you eat sold to the grocery store by a salesperson,but the ingredients were also sold to the food companies by salespeople.Salespeople play an important role in our economy. They are vital to customers and companies alike. In thischapter, we explore the role professional selling plays in terms of a company’s marketing strategy. We also look atthe factors that enhance a Frm’s success when it markets and sells its products through salespeople.1.THE ROLE PROFESSIONAL SALESPEOPLE PLAYLEARNING OBJECTIVES1. Recognize the role professional selling plays in society and in Frms’ marketing strategies.2. Identify the di±erent types of sales positions.You’ve created a great product, you’ve priced it right, and you’ve set a wonderful marketing commu-nication strategy in motion. Now you can just sit back and watch the sales roll in, right? Probably not.Unless your company is able to sell the product entirely over the Internet, you probably have a lot morework to do. For example, if you want consumers to be able to buy the product in a retail store, someonewill ±rst have to convince the retailer to carry the product.“Nothing happens until someone sells something,” is an old saying in business. But in reality, a lotmust happen before a sale can be made. Companies count on their sales and marketing teams not onlyto sell products but to the lay the groundwork to make it happen. However, salespeople are expensive.Often they are the most expensive element in a company’s marketing strategy. As a result, they have togenerate business in order to justify a ±rm’s investment in them.1.1What Salespeople DoSalespeople act on behalf of their companies by doing the following: role conflictA situation in which someonefaces competingexpectations from two ormore people or groups; forexample, a salesperson whohas a customer who wantsone thing and a boss whowants another.In addition to acting on behalf of their Frms, sales representatives also act on behalf of their customers.Whenever a salesperson goes back to her company with a customer’s request, be it for quicker delivery,a change in a product feature, or a negotiated price, she is voicing the customer’s needs. Her goal is tohelp the buyer purchase what serves his or her needs the best. Like Ted Schulte, the salesperson is theexpert but, in this case, an expert representing the customer’s needs back to the company.±rom society’s perspective, selling is wonderful when professional salespeople act on behalf of bothbuyers and sellers. The salesperson has a Fduciary responsibility (in this case meaning something needsto be sold) to the company and an ethical responsibility to the buyer. At times, however, the two re-sponsibilities conflict with one another. ±or example, what should a salesperson do if the productmeets only most of a buyer’s needs, while a competitor’s product is a perfect Ft?Salespeople also face conflicts within their companies. When a salesperson tells a customer aproduct will be delivered in three days, she has made a promise that will either be kept or broken by hercompany’s shipping department. When the salesperson accepts a contract with certain terms, she hasmade a promise to the customer that will either be kept or broken by her company’s credit department.What if the credit department and shipping department can’t agree on the shipping terms the customershould receive? Which group should the salesperson side with? What if managers want the salespersonto sell a product that’s unreliable and will swamp the company’s customer service representatives withbuyers’ complaints? Should she nonetheless work hard to sell the o²ering?Situations such as these create role conflict.Role conflictoccurs when the expectations people setfor you di²er from one another. Now couple the situation we just mentioned with the fact that thesalesperson has a personal interest in whether the sale is made or not. Perhaps her income or job de-pends on it. Can you understand how role conflict might result in a person using questionable tacticsto sell a product?So are salespeople dishonest? Many people think so in part because certain types of salespeoplehave earned poor reputations that have tarnished the entire profession. As a result, some business stu-dents avoid sales despite the very high earnings potential and personal growth opportunities. Youmight be surprised to learn, however, that one study found that salespeople are less likely to exaggeratein order to get what they want than politicians, preachers, and professors. Another study looked at howbusiness students responded to ethical dilemmas versus how professional salespeople responded. Whatdid the study Fnd? That salespeople were more likely to respond ethically than students were.In general, salespeople handle these conflicting expectations well. Society beneFts becausesalespeople help buyers make more informed decisions and help their companies succeed, which, inturn, creates jobs for people and products they can use. Most salespeople also truly believe in the e²ect-iveness of their company’s o²erings. Schulte, for example, is convinced that the pacemakers he sells arethe best there are. When this belief is coupled with a genuine concern for the welfare of the custom-er—a concern that most salespeople share—society can’t lose.Most marketing majors begin their career in sales. While a growing number of universities areo²ering a major in sales, the demand for professional salespeople often outstrips supply, creating op-portunities for marketing majors. Sales is a great place to start a career not only because the earningsare at the top of any business major but because sales is the only place to really learn what is happeningin the market.1.2Creating ValueCon
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