In a small group, find an example of another company using a mascot to create social media buzz and suggest ways the company can create even more buzz. How is social media buzz measured? (AACSB: Written and Oral Communication;

Information Technology; Reflective Thinking)

Objective 1 Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. Personal Selling 432–435 Objective 2 Identify and explain the six major sales force management steps. Managing the Sales Force 435–442;
Selling Digitally: Online, Mobile, and Social Media Tools 443–446 Objective 3 Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. The Personal Selling Process 446–451 Objective 4 Explain how sales promotion campaigns are developed and implemented. Sales Promotion 451–456