MKTG1001 Lecture Notes - Lecture 12: Tesla Model X, Ford Model Y, Personal Selling

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7 Jun 2018
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Interpersonal interactions with customers to make sales or maintain relationships
Personal selling is the personal presentation by the business’s salesforce for the purpose of
making sales and building customer relationships.
Advertising consists of one-way, non-personal communication with target consumer
groups.
In contrast, personal selling involves two-way, person to person dialogue between the
prospective buyer and the sellers.
This means that personal selling can be more effective than advertising in complex
selling situations.
The sales person’s job may be to remind, to inform, or to persuade.
PS is the interpersonal arm of the promotion mix.
Personal selling:
Manage important customer relationships
Two way communication --> often back to firm
Find customers
Role as a the sales force:
Account manager
Sales consultant
Business development manager
Sales representative
Market representative
Area representative
Personal selling - job titles:
Retail selling = selling to ultimate consumers
Field selling = B2B selling that takes place outside the employer's place of business, usually in
the prospective customer's place of business
Telemarketing = using the telephone as the primary means of communicating with prospective
customers (often use computers for order taking)
Inside selling = B2B selling in the sales person's place of business
Types of personal selling:
Order taker = A salesperson who is primarily responsible for writing up orders, checking
invoices, and assuring prompt processing of orders.
Suggestive selling = suggesting to a customer who is making a purchase that an additional item
or service be purchased.
Primarily responsible for developing business for the firm.
Order getting (creative selling) = adaptive selling process that tailors sales efforts and product
offering to specific customer needs.
Types of personal selling tasks:
W12 - Promotion Tool (Personal Selling)
Wednesday, 30 May 2018
2:01 PM
Lectures Page 1
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Document Summary

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