Introduction to Marketing Communications Lecture 5

  • 1,255 views
Uploaded on

An introduction to personal selling...

An introduction to personal selling...

More in: Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
1,255
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
13
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. 5
  • 2. personal selling
  • 3. if we consider AIDA
  • 4. messages can be much more personal than any of the other methods of communication
  • 5. project management - coordinating within the organisation, representing the customers interests
  • 6. very high cost per contact possible inconsistency of message coordinate with direct marketing
  • 7. buyer significance
  • 8. communication effectiveness
  • 9. advertising relatively important when… number of customers personal selling relatively important when… large small buyer’s information needs low high size and importance of purchase small large post-purchase service required little a lot product complexity low high distribution strategy pull push pricing policy set negotiable web-enabled exchanges high low resources available for promotion many few
  • 10. prospecting for customers qualifying prospects developing the relationship presenting the sales message handling queries and objections closing the sale providing service and support developing the relationship maintaining trust and commitment
  • 11. strength of relationship high • key account high management • field-force sales low • • • • field-force sales telesales web email account potential • directed field-force sales low • telesales • web • email • direct mail • telesales • email
  • 12. all packaging has to provide info on ingredients e.g. allergy advice, fat, calories, salt… consumers make snap decisions based on whether a product “looks right” – they often don’t know why