personal selling

21
METHODS OF PROMOTIONS Personal Selling

Upload: stmt-trisakti

Post on 20-Jan-2015

4.745 views

Category:

Business


3 download

DESCRIPTION

all about personal selling and marketing mix

TRANSCRIPT

Page 1: personal selling

METHODS OF PROMOTIONS

Personal Selling

Page 2: personal selling

Curriculum Vitae Name : Missi desmala Address : jl. Kayumanis V lama no.34 rt.02 rw.01

pisangan baru , matraman, jakarta timur Nim : 224409057 university : STMT trisakti, logistics and material managemant Email : [email protected] ,

[email protected]@gmail.com 

Gender : female Date of Birth : Jakarta 26 december 1990 Marital Status : student Nationality : Indonesia. Religion : Islam.

Page 3: personal selling

introductionPromotion is part of a series of marketing activities. Marketing mix is the set of marketing tools that the firm

uses to pursue

its marketing objectives in the target market. Kotler (1997:92),

Page 4: personal selling

According Swastha Basu (1999),

Promotional mix is "the best combination of strategy variables Advertising, Personal Selling and Promotion of other tools, all of

which are planned to achieve sales goals"

Promotion is the act of informing or reminding customers about a product / brand.

Promotions Increasing demand

Increasing sales

Increasing profit

Increasing the value

according Jeff Madura, Introduction To Business, 2007

Page 5: personal selling

PROMOTIONAL PURPOSESprovide informationincrease salesstabilize salesproduct positioningform the image of the product

according kismono (2001:374)

Page 6: personal selling

PROMOTION FUNCTIONSThe primary function of the promotion can be

formulated in an activity known as "AIDA“

Atention interest desire action

according philiph kotler marketing management (2001:185

Page 7: personal selling

PROMOTIONS MIXPromotional mix is a promotional tool to

introduce and offer goods and services produced by a company

AdvertisingSales PromotionPublic relation and publicityPersonal SellingDirect marketing

Philip Kotler , marketing management (2005: 264-312)

Page 8: personal selling

Personal SellingAccording to H. Saladin djasalim SE. (1994)

"Personal selling is the sale of personal (face to face) is the communication of information in person, to persuade

consumers to buy goods / services and ideas

Demonstrate the advantages of the product. Demonstrate how to use the product Organize and implement other forms of promotion that match. A surefire strategy for dealing with competition.

Page 9: personal selling

PERSONAL SELLING PROPERTIES

Personal selling is one of the most effective promotional tool, especially in the form of preferences, beliefs and

actions of the buyer.

Personal confrontation development Response

by Philip kotler (1997: 224) marketing management

Page 10: personal selling

FORMS OF PERSONAL SELLING

retail Selling

Selling field

Executive Selling

According to Saladin and yevis merti djasmin oesman (1994: 195)

Page 11: personal selling

Example for executive selling :

Page 12: personal selling

Personal Selling Process

Preparation before sale

determination of the location

preliminary approach making sales Service after

the sale

According to bashu swastha (1984)

Page 13: personal selling

PERSONAL SELLING TASKLooking for potential buyer (prospecting)communicationsellingcollecting informationservicePrioritize

According to Saladin, 2000

Page 14: personal selling

personal selling needed in business...

creating trust for this type of product that not many known by customersPurchases that are once in a whileProducts that have a high value per unitProduct designed as needed

According sopyan assauri (1988)

Page 15: personal selling

Factors that influence the success of the personal selling

Number of salespeopleOrganizing salespeople : a. based on the area seller.

b. based on different products.c. based on the type of buyer.d. combination of all three

selecting salespeople

According to William J Stanton (1986)

Page 16: personal selling

There are five important aspects of personal selling:

professionalismNegotiationRelationship MarketingPerson selling role : a. Responsive selling. b. Trade selling.

c. Missionary sellingd. Technical selling.e. Creative selling

Managerial

Purnama, C. M. Lingga. 2002. Strategic Marketing Plan

Page 17: personal selling

There are 4 methods in terms of the promotion budget

Match, with the ability

Percentage of Sales method

Competitive balance method

Objective and Task method

by rumbat lopiyuadi (2001: 115),

Page 18: personal selling

Advantages and disadvantages using personal selling can expected

to increase sales volume and number of customers.(advantages)

Dealing directly with the buyer. Can search and select potential buyers. Can choose the style and appeal adapted to the needs of the buyer. Can give an example and demonstrate the product directly. Can deliver information to potential buyers.

(disadvantages)

The cost is relatively high when compared to other promotional tools. limited number of potential buyers are offered at the same time

According to H djasalim Saladin (1994)

Page 19: personal selling

conclusion

promotion of use of personal selling is expensive, and a lot of money and time, but for a specific product such as, new products and expensive products , personal selling is an effective way to reach any potential customer.

and most importantly, is also the personal power of the personal selling, they should , knowledge of the product, informative, supple, have good atitudethey are the cutting edge of direct sales,which will produce profits and a good corporate image

Page 20: personal selling

references Purnama, C. M. Lingga. 2002. Strategic Marketing Plan. Penerbit Gramedia:

Jakarta.

Cravens, David W. & Nigel F. Piercy. 2006. Strategic Marketing 8th Edition. New York USA: Mc Graw-Hill Education.

Fandy Tjiptono. 2006. Bauran Pemasaran Jasa. Jawa Timur: Bayu Media.

Griffin, R. W. dan Ronald J. Elbert. 2006. Business 8th Edition. New Jersey: Prentice Hall.

Keegan, Warren J. 2005. Global Marketing 4th Editon International Edition. USA: Prentice Hall

Kotler, Philip. 2007. Manajemen Pemasaran (Edisi Kesebelas). Jakarta: PT. Indeks Kelompok Gramedia. & Kevin L. Keller. 2007. Marketing Management 12th Edition. New Jersey: Prentice Hall.

Page 21: personal selling