What factors does a cosmetics company need to consider when designing its marketing channel for a new low-priced line of cosmetics?
This week we will study Chapters: Marketing Channels and Supply Chain Management ; Retailing and Wholesaling ; Integrated Marketing Communications Strategy; Advertising and Personal Selling .
Study these chapters and answer the following questions.
1. What factors does a cosmetics company need to consider when designing its marketing channel for a new low-priced line of cosmetics? Explain each one.
2. Describe the three types of appeals used in marketing communications messages and develop three different advertisements for the same brand of a product of your choice, each using a different appeal.
3. Barack Obama made excellent use of public relations as a candidate for the Presidency. Now, as President of the United States, he will continue to use public relations activities. Review the six public relations functions (p. 460) and discuss how the Obama administration is making use of each.
4. Suppose your grade in one of your classes is hovering between an A and B. How would you apply the seven steps in the personal selling process to convince your professor that you deserve an A?
5. Salespeople do more than just sell products and services-they manage relationships with customers to deliver value to both the customer and their company. Thus, for many companies, sales reps visit customers several times per year-o ften for hours at a time. Thus, sales managers must ensure that their companies have enough salespeople to adequately deliver value to customers:
5.1. Refer to Appendix 2, Marketing by the Numbers, to determine the number of salespeople a company needs if it has 3000 customers who need to be called on 10 times per year. Each sales call lasts approximately 2 1/2 hours, and each sales rep has approximately 1,250 hours per year to devote to customers per year.
5.2. If each sales representative earns a salary of $60,000 per year, what sales are necessary to break even on the sales force costs if the company has a contribution margin of 40 percent? What effect will adding each additional sales representative have on the break-even sales?
Take Midterm Test.
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