Download Personal selling

MARKETING11
Communication tools
Personal selling
Direct marketing
Public Relations
1
Last week
The process of marketing
communications
Developing marketing communication
AIDA model
Deciding on the marketing
communication mix
Advertising
Sales promotion
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Integrated marketing communications
Advertising
Sales
promotion
Personal selling
Direct
marketing
Public
Relations
Mix of communucation
(promotional) tools
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Personal selling
a face-to-face interaction with one or more purchasers for the
purpose of making presentations, answering questions and
procuring orders
Factor
Factors increasing the relative
importance of
Personal selling
Factors increasing the relative
importance of
Advertising
Consumer
Geographically concentrated
Relatively few in number
Geographically dispersed
Relatively large in number
Product
Expensive, technically
complex, custom made,
requires special handling,
frequently involves trade-ins
Inexpensive, simple to understand,
standardized, does not require
special handling, does not involve
trade-ins
Price
Relatively high
Relatively low
Distribution Relatively short
channels
Relatively long
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Functions of salespeople
Identify suitable possible customers
Identify problems those customers have or might
have
Establish a dialogue
Refine the view of the problem to take account of the
dialogue
Identify solutions
Explain the solution
Represent the
views to the supplying
company
Ensure a smooth process of supply which meets the
needs
Solve any after-sales problems which may arise
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The personal selling process
1.
2.
3.
4.
5.
6.
7.
Generating leads
Qualifying leads: need, buying power,
receptiveness
Approaching the customer and probing
needs
Developing and proposing solutions
Handling objections
Closing the sale
Following up
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Selling value
http://www.sellingpower.com/content/video/
?mid=752&pageNum=1&catid=1
7
Direct marketing
Use of mail, telephone, fax, e-mail, or Internet to
communicate directly with or solicit a direct response
from specific customers or potential customers.
Advantages of
Direct marketing
shorten distribution channel
comfortable way for the
customer
interactive
measurable response
personalized message
up-to-date
Disadvantages of
Direct marketing
customer database is
needed
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http://www.dmnews.com/video-the-digitallyconnected-consumer/article/316464/
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Public Relations
Involves a variety of programs design to promote or
protect a
image or its products.
PR functions:
Press relations
Sponsoring
Internal and external communication
Product publicity
Product placement
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Public Relations
PR objectives:
build awareness
build credibility
stimulate the sales force and dealers
hold down promotion cost
Publications
PR tools:
Speeches
Public-service
activities
Events
News
Corporate
identity
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Comparison of four promotional mix elements
Personal
selling
Advertising
Sales
promotion
Public
relations
Advantages
Permits
measurement of
effectiveness;
elicits a more
immediate
response; allows
tailoring of the
message to fit the
customer
Reaches a large
group of potential
consumers for a
relatively low price
per exposure;
allows strict control
over the final
message; can be
adapted to either
mass audience or
specific segments;
can be
successfully used
to create instant
product awareness
Produces a more
immediate
consumer
response; attracts
attention and
creates product
awareness; allows
easier
measurement of
results; provides
short-term sales
increases
Is able to create a
positive attitude
toward a product
or company; can
enhance credibility
of a product or
company
Disadvantages
Relies almost
exclusively upon
the ability of the
sales person;
involves high cost
per contact
Does not permit
totally accurate
measurement of
results; usually
cannot close sales;
is nonpersonal in
nature
Is nonpersonal in
nature; is difficult
to differentiate
May not permit
accurate
measurement of
effect on sales;
involves much
effort directed
toward
nonmarketing
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orientated goals
efforts
Marketing and Sales
http://www.sellingpower.com/content/video/
?mid=325&pageNum=1&catid=5
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Summary
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Examples for test questions 1
True or False?
According to the production orientation
customers want inexpensive and widely
available products.
Like the consumer market, business
markets are geographically spread out
with many small buyers.
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Examples for test questions 2
Mark the correct answer!
A
first task is to a) develop a
strategic plan, b) assess its objectives, c)
monitor plans, d) define its mission.
Henry
strategy for the Model T is
an example of a) undifferentiated
marketing, b) concentrated marketing, c)
individual marketing.
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Pairing
Examples for the communication mix +
elements of the communication mix
Descriptions of the
orientations + the
orientation
types
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Short essay
Describe the buying center concept!
Compare the marketing concept with the
selling concept!
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