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Marketing: The Core 8th Edition

Marketing: The Core (8th Edition)

Book Edition8th Edition
Author(s)Hartley, Kerin
PublisherMcGraw-Hill, Inc.

Chapter 15, End of Chapter, APPLYING MARKETING KNOWLEDGE, Exercise 1

Page 422

Here is a tip:

Communication is the exchange of the words, gestures or expressions between the people entering into this exchange. 


The salesperson is the sender of the message. The receiver is Individual M and the message is delivered through a sales presentation. Individual M had signed up for the membership of the club after a sales presentation. On visiting the club, when asked for an extra fee, she complained that she was unaware of any such fee and it was not mentioned in the sales presentation. 

Thus, the reason for the miscommunication might have occured due to the negligence of the sender, who might have failed to explain all the details and provide the necessary information. Alternatively, the receiver might have failed to receive and understand the message completely due to lack of attention or incomplete understanding. 

Verified Answer

A sales presentation is expected to elaborate on all the details regarding the terms and conditions. There must be proper and clear communication between the salesperson and audience for effective sales. 

The problem of miscommunication would have arisen because the audience might have signed up for the membership without proper and complete understanding. 

Alternatively, the salesperson making the presentation might have missed to communicate any important detail. 

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