Upon completion of this chapter, the student will be able to answer the following questions:
- What specific tasks are involved in salesforce management?
- What are the different types of selling tasks, and when is each type appropriate to use?
- How is the structure of a salesforce determined?
- How are salespeople compensated and motivated?
- What are the determinants of favorable advertising opportunities?
- What media alternatives are available to advertisers, when should each be used, and how do marketers evaluate the effectiveness of media?
- When is it appropriate to use publicity and public relations tools in the IMC mix?
- How is sales promotion related to the rest of the IMC mix, and what types of sales promotion activities can be used to support IMC objectives?
