BU121 Chapter Notes - Chapter 3: Critical Success Factor, Integrated Marketing Communications, Personal Selling
Document Summary
This has implications for human resource, as the sales force must be managed to communicate the intended message. How much is spent on personal selling also depends on the financial situation of the company: additionally the external environment has an effect as the political environment sets guidelines on what can and cannot be done in advertising. Secondly the social trends with influence your advertising design and your technology is always changing and expanding the limits of what can be done: the clearest example of integration in promotion is the need for integrated marketing communications. This does not mean that products are unimportant or obscure: shopping products: items that are bought after considerable planning, including brand-to brand and store-to-store comparisons of price, suitability, and style. Might be chosen months or years before their actual purchase: specialty products: items for which consumers search long and hard, and for which they refuse to accept substitutes.
