This textbook is available Logo
Marketing 2018 19th Edition

Marketing 2018 (19th Edition)

Book Edition19th Edition
Author(s)Ferrell, Pride
PublisherCengage Learning
Chapter 18, End of Chapter , Discussion and Review Questions , Exercise 1
Page 587

What is personal selling? How does personal selling differ from other types of promotional activities?

Here is a tip:

Customer loyalty refers to the sense of commitment that is established amongst the existing customers due to high levels of satisfaction delivered to them by the company. 


Personal selling is considered the most persuasive means of communication. The following are some benefits of using personal selling over other modes of advertising:


Customers are expected to the take time to trust an organization before making a huge investment. Direct interaction is required to ensure delivery of complete and reliable information. Organizations employ salespersons to use the advertising means of personal selling.


Personal selling also enables the organization to determine potential customers, their needs and expectations, persuade them to make purchases, and receive their regular feedback.


This means of advertising also allows the salesperson to alter their means of communication according to the needs and perspective of the customers.


Lastly, a customer feels valued when a representative of a company shares the details of the product. This personal means of communication is likely to establish long-term relationships and customer loyalty. 

Verified Answer

Personal selling refers to a promotional tool that helps marketers to directly inform and persuade their target audience.


Personal selling is different from other means of advertising. The reasons supporting this situation are:

  • It is more effective and helps the organization to establish long term relationships.
  • Due to one-to-one interaction, it becomes easier for the salesperson to educate customers effectively.
  • It also enables marketers to focus more on prospects that contribute to an increase in sales.
How would you rate this answer and explanation?
Did you like this example?
Subscribe for full access
Page 587