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The Sales and Marketing Department integrates ARRL Product Fulfillment, Membership Recruitment and Circulation (of QST and ARRL's other periodicals) and Advertising. Sharing talent and resources, the department is tasked with delivering more effective services to members and advertisers.
 Dennis Motschenbacher, K7BV |
A Message From the Manager
Readers of ARRL's bimonthly publication The National Contest Journal know that former editor Dennis Motschenbacher, K7BV, wrote his farewell editorial, "Stepping Aside," in the March/April 2002 edition. He told his readers that he was moving to Connecticut and joining the staff of ARRL. "I feel like a kid who has just been granted his fondest wish," he said editorially. What he didn't say was that he would be heading up a major effort to integrate the work of Membership Recruitment, Publication and Product Sales, Circulation and Advertising into an activity that can deliver a unified message to the Amateur Radio community. Dennis is now ARRL Sales and Marketing Manager.
A Bargain Price for Exceptional Service
ARRL services come at a price. There is a cost associated with protecting our bands, assisting hams in acquiring operating privileges in foreign countries, providing license study material and providing access to accurate and truthful product information. To pay for these services--and others--ARRL relies on revenue from membership dues, sales of ARRL merchandise, and advertising. Each of these income sources provides operating funds from which ARRL is able to provide service over and above simply maintaining membership records, keeping track of contest awards, and publishing QST.
Integrating sales and marketing functions into one department is an important strategy. Sales provide ARRL with important operating revenue. Strong marketing strategies enable ARRL to deliver products and services most needed by ARRL members. The mission of the Sales and Marketing Department is to deliver exceptional products and services, at a fair price.
Customer Advocate
The Sales and Marketing Department has a greatly expanded role in maximizing customer satisfaction. "I want to be the customer's advocate," explains Motschenbacher, "whether the customer is an ARRL member, QST advertiser, or an ARRL Handbook dealer." For example, ARRL has developed strong working relationships over the years with our advertisers and has found that creating an atmosphere of ethical standards in business has become mutually beneficial to ARRL members and advertisers. Policies protect ARRL members from companies that offer unsatisfactory products, deal dishonestly or unfairly, and/or misrepresent their products and obligations. Likewise, adherence to these policies has also been beneficial to ARRL advertisers. The Amateur Radio community has used the ARRL Advertising Acceptance Policy as an endorsement of the products and services advertised.
