Summary
Summary Marketing IIB (Integrated Marketing Communications) Chpt.23 - Personal Selling
- Course
- Institution
- Book
Modern selling philosophy, and steps in personal selling.
[Show more]
Connected book
Book Title:
Author(s):
- Edition:
- ISBN:
- Edition:
More summaries for
-
Marketing IIB (Integrated Marketing Communications) Chpt.1 - Overview of IMC
-
Marketing IIB (Integrated Marketing Communications) Chpt.9 - Advertising Management
-
Marketing IIB (Integrated Marketing Communications) Chpt.11 - Endorsers and Message Appeals in Advertising
Seller
Follow
ProfBurgerQueen
Content preview
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
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller ProfBurgerQueen. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $3.55. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
73091 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now