marketing communication presentation

CHAPTER 11CHAPTER 11

Personal Selling, Database Personal Selling, Database Marketing, & Customer Marketing, & Customer

Relationship ManagementRelationship ManagementPage 338-362Page 338-362

PRESENTATION TOPICPRESENTATION TOPIC

PERSONAL SELLING PERSONAL SELLING

PRESENTED BYPRESENTED BY

RAJKUMAR LOHANA RAJKUMAR LOHANA MBA (Hons) FINALMBA (Hons) FINAL

ROLL NO: 139ROLL NO: 139

OVERVIEW OF CHAPTEROVERVIEW OF CHAPTER

Personal Selling Personal Selling Database Marketing Program &Database Marketing Program & Customer Relationship Management Customer Relationship Management

(CRM)(CRM)

PERSONAL SELLINGPERSONAL SELLING

Direct communications Direct communications between paid between paid representatives and representatives and prospects that lead to prospects that lead to purchase orders, purchase orders, customer satisfaction customer satisfaction and post-sale service.and post-sale service.

Some time called “last Some time called “last 3 feet”3 feet”

A Key to SuccessA Key to Success

Stay Close to Stay Close to Your Your

CustomerCustomerandand

LISTEN!LISTEN!

Remember…it’s all Remember…it’s all about “stuff”about “stuff”

““Customers really Customers really don’t care about your don’t care about your

stuff. They care stuff. They care about their stuff.”about their stuff.”

Major Category Of Personal SellingMajor Category Of Personal Selling

1.1. Retail SalesRetail Sales

2.2. Business-to-Business SellingBusiness-to-Business Selling

1.Retail Selling1.Retail Selling

Sale to consumers are facilitate by Sale to consumers are facilitate by retail sales people.retail sales people.

Connection to overall IMC program Connection to overall IMC program vitally important to marketing vitally important to marketing successsuccess

Retail SellingRetail Selling

Categories Of Retail SellingCategories Of Retail Selling

1.1. Selling in retail outletsSelling in retail outlets

2.2. Selling services Selling services

3.3. Telemarketing Telemarketing

Selling In Retail OutletSelling In Retail Outlet

Single TransactionSingle Transaction

It occurs when the buyer & seller interact for It occurs when the buyer & seller interact for the purpose of solitary purchasethe purpose of solitary purchase

ExampleExample

Automobile dealership, electronic items etc Automobile dealership, electronic items etc Order-TakerOrder-Taker

Salesperson whose primary tasks are to take Salesperson whose primary tasks are to take orders.It also serve as a cashier.orders.It also serve as a cashier.

Selling In Retail OutletSelling In Retail Outlet

Selling ServicesSelling Services

Selling services divided into 2 categorySelling services divided into 2 category

1. Some services sold by sales 1. Some services sold by sales representativerepresentative

ExampleExample

Insurance sales, credit cardInsurance sales, credit card

2. Person doing the selling also performs 2. Person doing the selling also performs the services.the services.

Example Example

Lube & oil shopLube & oil shop

Selling ServicesSelling Services

Telemarketing Telemarketing Inbound TelemarketingInbound Telemarketing

Selling in response to inbound Selling in response to inbound telephone calls telephone calls

Occur when employs handle Occur when employs handle customer callscustomer calls

ExampleExample Tool free number are designed to attract inbound Tool free number are designed to attract inbound

calls like 0800-12333calls like 0800-12333

Inbound CallsInbound Calls

Outbound TelemarketingOutbound Telemarketing Selling by making outbound calls to Selling by making outbound calls to

consumers or businessconsumers or business Sales representatives call customer Sales representatives call customer

or client or client ExampleExample Long distance services, credit cards,Long distance services, credit cards, Text messaging is the newest version Text messaging is the newest version

of telemarketing of telemarketing Example Example Ufone & McDonalds brings an upsize treat for u, Ufone & McDonalds brings an upsize treat for u,

buy any medium meal & get it upsized at any buy any medium meal & get it upsized at any McDonalds for Free. Also for delivery call 111 McDonalds for Free. Also for delivery call 111

Out bound callsOut bound calls

??

Thanks!Thanks!