introduction to marketing communications lecture 5
DESCRIPTION
An introduction to personal selling...TRANSCRIPT
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5
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personal selling
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if we consider AIDA
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messages can be much more personal than any of the other methods of communication
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project management - coordinating within the organisation, representing the customers interests
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very high cost per contact
possible inconsistency of message
coordinate with direct marketing
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buyer significance
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communication effectiveness
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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
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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
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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
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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