Your SlideShare is downloading. ×
Introduction to Marketing Communications Lecture 5
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Saving this for later?

Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime - even offline.

Text the download link to your phone

Standard text messaging rates apply

Introduction to Marketing Communications Lecture 5

1,518
views

Published on

An introduction to personal selling...

An introduction to personal selling...

Published in: Education

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,518
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
14
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