Marketing the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives
The development of a personal selling plan can be broken down into the seven steps shown in Figure 1. The steps are highlighted in the following subsections Personal selling objectives are demand or image oriented. Illustrations of each type of objective appear in Figure 2.
SaIes promotion involves the marketing activities, other than advertising, publicity, or personal selling, that stimulate consumer purchases and dealer efectiveness. Types of sales promotion described later in this section include samples, coupons, special sales,Contests, trading stamps, trade shows, and many additional activities in 1979
Personal selling has a number of positive and negatise atributes, On the positive side, personal selling provides individual attention for each consumer and is able to pass along a lot of information. There is a dynamic, rather than passive, interaction between buyer and seller. This enables the firm to apply the concept of a buyer-seller dyad. which is a two- way flow of communication between both parties. This is not possible with advertising. Personal selling approaches can be flexible and adapted to the needs of specific consumers. For example. a real estate broker would use a different sales presentation for a couple looking for their first home than for a couple looking for their second home. The salesperson can use as much persuasion as necessary and balance it against the need for information. There is less waste with most forms of selling than with advertising. Personal selling centers on a more defined and concentrated target market. In addition. customers who walk int...
