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Chapter 17

Chapter 17. Personal Selling. Irwin/McGraw-Hill. The McGraw-Hill Companies, Inc., 1998. Determining the Role of Personal Selling. What specific information must be exchanged between the firm and potential customers?

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Chapter 17

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  1. Chapter 17 Personal Selling Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  2. Determining the Role of Personal Selling • What specific information must be exchanged between the firm and potential customers? • What are the alternative ways to carry out these communication objectives, other promotional mix? • How effective is each alternative in carrying out the needed exchange? • How cost effective is each alternative? Slide 17-1 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  3. Stages of Personal Selling Evolution Provider (Accepting order from customers) Persuader (Convincing customers to buy) Prospector (Seeking selecting customers) Problem-solver (Translate the problems into needs) Procreator (Define the customer needs and create products and services) Slide 17-2 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  4. Personal Selling Responsibilities • Locating prospective customers (identifying customers ) • Determining customers’ needs and wants • Recommending a way to satisfy the customers’ needs and wants • Demonstrating the capabilities of the firm and its products • Closing the sale • Following up and servicing the account Slide 17-3 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  5. Advantages of Personal Selling • Allows for two way interaction • Tailors the message • Lack of distractions (Noisy) • Involvement in the decision process Slide 17-4 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  6. Disadvantages of Personal Selling • Inconsistent messages • Sales force/management conflict • High cost • Poor reach • Potential ethical problems Slide 17-5 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

  7. Criteria for Evaluating Personal Selling • Provision of marketing intelligence( ability of salesperson in feeding back about competitors ,customer reactions) • Follow-up activities ( use and dissemination of promotional brochures with new and existing customers) • Program implementations ( Number of program implemented ,displays) • Attainment of communications objectives ( Number of account to whom presentation were made) Slide 17-6 Irwin/McGraw-Hill • The McGraw-Hill Companies, Inc., 1998

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