COMM 223 Chapter 16: Personal Selling and Sales Promotion (Kotler: Principles of Marketing, 9th Canadian ed)
18 Dec 2016
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Personal selling - personal presentations by the rm"s sales force for the purpose of making sales and building customer relationships. Salesperson - individual representing company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. Order getter: need to sell creatively and build relationships for products and services. Personal selling is interpersonal arm of promotion mix. Can be more eective than ads in more complex selling situations. Salespeople can also work behind-the-scenes to gain wholesalers" and retailers" support and help them be be more eective in selling company products. Salespeople also provide customer service and carry out market research and intelligence work. Salespeople represent customers to company, acting as champions of customers" interests and managing buyer-seller relationship. Sales force and other marketing functions (marketing planners, brand managers, and researchers) should work together closely to jointly create value for customers.
