Deck 18: Personal Selling and Sales Management

Question 1

Like the traditional marketplace, the digital marketspace offers marketers opportunities to create greater time, place, form, and possession utility. How do you think Internet-enabled technology rates in terms of creating these values Take a shopping trip at a virtual retailer of your choice (don't buy anything unless you really want to). Then compare the time, place, form, and possession utility provided by the virtual retailer to that provided by a traditional retailer in the same product category.

Answer 1

It is completely true that internet enabled technology has benefitted the customers as well as the retailers by making communication faster, easier and convenient. The online retail stores offer fast and mobile option of shopping to the customers. Purchasing any product through an online retail store generally requires lesser time in comparison to purchasing that same product from a physical store.
The online retail store also saves a lot of money for the retailers as there is no need for any particular location. This allows the retailers to offer the product at cheaper rates. Customers can compare between the products very easily in an online store. It is also convenient to them that they do not have to trouble the store keepers or sales persons for small queries. All the relevant information about the product is easily available just at the click of few buttons.

Question 2

Does your marketing plan involve a marketspace presence for your product or service If the answer is "no," read no further and do not include this element in your plan. If the answer is "yes," then attention must be given to developing a website in your marketing plan. A useful starting point is to:
Identify a company's website that best reflects your website conceptualization.

Answer 2

Any company's website must have below mentioned qualities so that the surfers and users may have an excellent experience while visiting the website:
1) Crucial business information: This is the most important feature because the users generally seek this information only when they visit a website. If this information is not provided on the first page then user may not show the interest in the website
2) Clear navigation: The website should be easy to understand and navigate. Users would feel irritated if they are not able to understand the meanings of various tabs on the website.
3) Security: This is essential for a website which requires users to post some personal information for example online retail stores. Such websites must be clearly protected with SSL encryptions.
4) Mobile ready version: In present times where smartphones have taken over computers and laptops in terms of net surfing, it is essential to have a mobile version ready. Most of the websites developed today are also making their mobile versions ready as traditional websites do not look good on smartphones.
5) Contact information and FAQ's: Contact information and FAQ's are also important in every website. These features enable the users in understanding the functioning of the website in a better way.

Question 3

Why have interactive marketing strategies been successful for McFarlane Toys ( b ) What unique elements are part of its online experience

Answer 3

The company that stands out in the production of sports action figures is McFarlane Toys. This company was initiated with the aim of providing high quality, precise, and reasonably priced action figures. This company gradually became the most favorite and the most successful toy company.
The company followed online methods of shopping to market its toys besides the traditional methods of purchase. Interactive marketing strategies have been successful for McFarlane Toys as these toys are targeted at older children and younger adults who prefer to have e-commerce websites to make purchases. Interactive marketing strategies are also most opted for by people of this age group. The advantages offered by this approach are that it offers convenience to customers and has high-quality images of the products on its websites.
There are a few unique elements that are part of its online experience. Some of them are listed below:
• The company offers customers the choice of convenience by enabling the purchase of products at its website. this site provides a store for purchasing action figures in each of the lines.
• The company allows its visitors to customize its offerings through exclusive and limited-edition action figures.
• The website offers visitors a choice for the nearest location of their purchase.
• The company keeps its production costs low in a bid to reduce the price of its products. Consumers are also intimated of offers and discounts.
• The company website provides a "Contact Us" link that enables proper communication between the company and the customers. Newsletters are also provided to customers based on their interests.
• The company allows online users to control their interaction with the company by providing information only through opt-in solicitation of purchases made and email delivery of newsletters.

Question 4

Visit Amazon.com (www.amazon.com) or Barnes Noble (www.barnesandnoble.com). As you tour the company's website, think about how shopping for books online compares with a trip to your university bookstore to buy books. Specifically, compare and contrast your shopping experiences with respect to convenience, choice, customization, communication, cost, and control.

Question 5

How does McFarlane Toys address each of the six C's consumers consider when shopping and buying online

Question 6

Visit the website for your university or college. Based on your visit, would you conclude that the site is a transactional site or a promotional site Why How would you rate the site in terms of the seven website design elements that affect customer experience

Question 7

The consumer-initiated practice of generating content on a marketer's website that is custom tailored to an individual's specific needs and preferences is called ___________.

Question 8

Companies produce a customer experience through what seven website design elements

Question 9

What is viral marketing

Question 10

What are the six reasons consumers prefer to shop and buy online

Question 11

A cross-channel shopper is ___________.

Question 12

Channel conflict between manufacturers and retailers is likely to arise when manufacturers use ___________ websites.

Question 13

Have you made an online purchase If so, why do you think so many people who have access to the Internet are not also online buyers If not, why are you reluctant to do so Do you think that electronic commerce benefits consumers even if they don't make a purchase

Question 14

Does your marketing plan involve a marketspace presence for your product or service If the answer is "no," read no further and do not include this element in your plan. If the answer is "yes," then attention must be given to developing a website in your marketing plan. A useful starting point is to:
Describe how each website element-context, content, community, customization, communication, connection, and commerce-will be used to create a customer experience.

Question 15

Describe the channels of distribution McFarlane Toys uses to reach its action figure customers.