chapter 18 - high Department of Marketing &...

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Part 6 – Promotion Personal Selling and Sales Management
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Personal Selling as a Form of Promotion Personal Selling as a Form of Promotion - In a business context personal selling (PS) is the personal communication of information to persuade somebody to buy something; by any measure, it is the major promotional method used to reach this goal - PS is the direct, personal communication of information, in contrast to the indirect, impersonal communication of advertising, sales promotion, and other promotional tools - In consequence, PS can be more flexible than other tools - Sales people can tailor their presentations to fit the needs and behavior of customers ; they can see their customers’ reactions to a particular sales approach and make adjustments on the spot - However, the cost of developing and operating a sales force is
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Unformatted text preview: high Department of Marketing & Decision Sciences Personal Selling as a Form of Promotion Personal Selling as a Form of Promotion-The market is concentrated geographically in a few industries or in several large customers-The value of the product is not readily apparent to the prospect-The product has a high unit cost , is quite technical in nature, or requires a demonstration-The product must be fitted to an individual customers need-The product is in the introductory stage of its life cycle-The organization does not have enough money to sustain an adequate advertising campaign Referring to the five factors of the promotion mix, PS is likely to be a major part of the promotional effort when: Department of Marketing & Decision Sciences Types of Personal Selling Types of Personal Selling...
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chapter 18 - high Department of Marketing &...

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