Lecture 19 - 18 - Personal Selling

Lecture 19 - 18 - Personal Selling - PERSONAL SELLING The...

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PERSONAL SELLING
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The Most Important 3 ft. in Business The distance between the salesperson and the potential buyer is the most important three feet in business.” Marshall Field
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Personal Selling
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Sales in the movies… Tommy Boy High Fidelity
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Class Activity: Your Sales Experience Your Name Answer these questions: 1. What is the first product you ever sold? 2. What is your most recent sales experience? 3. What do you think makes for effective personal selling?
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Determining the Role of Personal Selling How cost  effective is each alternative? How effective  is each alternative in carrying out the  needed exchange? What are the alternative ways  to carry out these  communications objectives? What information  must be exchanged between firm  and potential customer?
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If Sales Force is a Major Part of IMC Price Final price negotiable Price provides adequate margin Product or  Service Complex goods or services Major purchase decisions Personal demonstration required Channels Channel short and direct Training needed by intermediaries Selling needed to push product through Intermediaries can provide personal selling Advertising Media do not provide an effective link Information cannot be provided by media Sparse market reduces advertising economies
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Lecture 19 - 18 - Personal Selling - PERSONAL SELLING The...

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