introduction to marketing communications lecture 5

5

personal selling

if we consider AIDA

messages can be much more personal than any of the other methods of communication

project management - coordinating within the organisation, representing the customers interests

very high cost per contact

possible inconsistency of message

coordinate with direct marketing

buyer significance

communication effectiveness

advertising relatively

important when…

personal selling relatively

important when…

number of customers large small

buyer’s information needs low high

size and importance of

purchase

small large

post-purchase service

required

little a lot

product complexity low high

distribution strategy pull push

pricing policy set negotiable

web-enabled exchanges high low

resources available for

promotion

many few

maintaining trust and commitment

developing the relationship

providing service and support

closing the sale

handling queries and objections

presenting the sales message

developing the relationship

qualifying prospects

prospecting for customers

high

low

high • key account

management • field-force sales

• field-force sales • telesales • web • email

low

• directed field-force sales

• telesales • web • email

• direct mail • telesales • email

strength of relationship

account potential

all packaging has to provide info on ingredients e.g. allergy advice, fat, calories, salt…

consumers make snap decisions based on whether a product “looks right” – they often don’t know why