Marketing :: essays research papers

unit of measurement 5_____________________________________________________________________________________Learning ObjectivesUnit 5 is divided into two lessonsLesson 5A Personal and Online SellingLesson 5B The Marketing PlanUnit 5 wraps up the promotional techniques with personal and online selling, then callson you to pull it all together for your project with a final Marketing Plan in place of afinal exam. This will complete the learning by doing part of the course and award you ataste of what marketers do that affects our lives.Overview of Written subsidizationLesson 5A is really a carryover of two more promotional elements from Lesson 4Bpersonal selling and online selling, which could be considered as part of direct marketing,but which gets its own consideration in Chapter 21 of the text. Personal selling and salesmanagement could be a course of their own, and we will keep that brief without a writtenassignment. Online selling, however, is a lively topic, even after the burs t of the Internetstock bubble, with much written about it. We will try to summarize strategic choices andgood practices for you, and we will give you a chance to design a Website for yourproduct, service, or organization (on paper you will not fix to learn computerprogramming here). If your organization already has a Website, we will ask you tocritique it using the guidelines we give you for a good design.Lesson 5B wraps it all up and asks you to pull together the comp unmatchablents of the MarketingPlan you have been building, lesson by lesson, and send it in. That will be, in effect, yourfinal exam, and hopefully something you can use in the future.Instructors NotesLesson 5A Personal and Online SellingCows take ont give milk. You have to take it from them, twice a day. AnonymousIn 1939, when Ben Feldman entered the life amends business, selling $1 million worthof insurance in a year got you into the industrys Hall of Fame. In 1956, operating out ofEast Liverpool, Ohio, Feldma n was selling $1 million a month, in 1966, $1 million aweek, and in 1969, $2 million a week. In February 1992, New York Life had a specialsales contest to find Feldmans fiftieth year with the company. Feldman won,selling more than $15 million worth of insurance that month. At the time, he wasrecuperating in Florida from a brain phlebotomise (Corman).1How did Ben Feldman do it? He tried phrases out on his wife, Fritzie. Honey, listen tothis. Is it No one ever died with enough money or No one ever died with too much