IMC

UNIT III

Personal Selling
Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale" Personal selling involves through a person-toperson communications process. The emphasis placed on personal selling from firm to firm depending on a variety of factors, including the nature of the product or service being marketed, size of the organization and type of industry.

Role of Personal Selling

Determining the information to be exchanged Examining promotional mix alternatives Evaluating the relative effectiveness of alternatives Determining cost effectiveness

Five DistinctPersonal Selling Evolution

Provider Stage Persuader Prospector Stage Problem Solver Procreator Stage

Role of personal Selling

Surveying Mapmaking Guiding Fire Starting

Responsibilities of Personal Selling

Locating Prospective customers Determining customer needs and wants Recommending a way to satisfy the customers needs and wants. Demonstrating the capabilities of firm and its product. Closing the sale. Following up and servicing the account

Advantages of Personal Selling

Allowing for two way interaction Tailoring of the message Lack of distraction Involvement in the decision process Source of research information.

Disadvantages of Personal Selling

Inconsistent messages. Sales force/ management Conflict High cost Poor Reach Potential ethical problems

Sales Promotion
In a specific sense, sales promotion includes those sales activities that supplement both personal selling and advertising and coordinate them and help to make them effective, such as displays, shows, and expositions, demonstrations and non-recurrent selling efforts, not in the ordinary routine. By American Marketing Association.

Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase of a particular products/services by consumers or the trade. By Philip Kotler.

 Sales Promotions are short term incentives to encourage purchase or sale of a product or service by Roger A Strang Features of Sales Promotion Sales promotion are short term incentives to increase sales of a product or service Sales promotion are directed to consumers and trade to increase purchase Sales promotion are non recurrent Sales promotions consist of several tools Sales promotion supplement Other communication programmes such as advertising

Scope and Role of Sales Promotion

Sales promotion involves some type of inducement that provides an extra incentives to buy. An acceleration tool Can be targeted different market: Consumer oriented sales promotion Trade oriented sales promotion

Sales Promotion
Consumer oriented Promotion 1. Samples 2. Coupons 3. Premium 4. Contest/Sweepstakes 5. Refunds/rebates 6. Bonus Packs 7. Price offs 8. Frequency Programmes 9. Event Marketing Trade oriented Promotions 1. Contest and dealer incentives 2. Trade allowances 3. Point of Purchase Displays 4. Training Programmes 5. Trade Shows 6. Cooperative Advertising

Advantages Of Sales Promotion

Produce Results Produces Immediate Results Prevent Competitors Measurable Results Gain Channel Support Easy To Design and implement Relatively inexpensive Help build a database