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Summary Marketing IIB (Integrated Marketing Communications) Chpt.23 - Personal Selling
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Modern selling philosophy, and steps in personal selling.
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Integrated Marketing Communications by ProfessorBurgerQueenPersonal Selling
- Personal Selling: A form of person-to-person communication in which a
salesperson works with prospective buyers in attempting to determine their
purchasing needs to provide a match with his or her company’s products or
services.
- Most Valued Qualities of Salespeople
- Reliability / credibility
- Professionalism / integrity
- Product knowledge
- Innovativeness
- Least Valued Qualities
- Supplies market data
- Appropriate frequency of calls
- Knowledge of competitor’s products
- Knowledge of buyer’s business and negotiation skills
The Role of Personal Selling in the Promotion Mix and IMC
1) Contributes a relatively high level of customer attention
2) Enables the salesperson to customise the message to the customer’s specific
interests and needs
3) Two-way communication yields immediate feedback
4) Enables a salesperson to communicate a large amount of technical and complex
information
5) Greater ability to demonstrate a product’s functioning and performance
characteristics
6) Frequent interactions permit the opportunity for developing long-term relations
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