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Summary Marketing IIB (Integrated Marketing Communications) Chpt.23 - Personal Selling R60,00   Add to cart

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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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  • Chapter 23
  • January 13, 2024
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  • 2023/2024
  • Summary
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ProfBurgerQueen
Integrated Marketing Communications by ProfessorBurgerQueen



Personal 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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