Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Advertising and promotion: An integrated marketing communications perspective (10/e): Chapter 22 - George E. Belch, Michael A. Belch

Chapter 22 - Personal selling. The main goals of this chapter are: To understand the role of personal selling in the integrated marketing communications program, to know the advantages and disadvantages of personal selling as a promotional program element, to understand how personal selling is combined with other elements in an IMC program. | Chapter 22 Personal Selling Personal Selling Selling through a person-to-person communications process Affected by increased emphasis on customer relationship management Importance varies for each firm depending on: Nature of the product or service being marketed Size of the organization Type of industry Dyadic Communication Direct and interpersonal communication Allows sender to immediately receive and evaluate feedback from receiver Messages can be changed to address the receiver’s specific needs and wants Factors that Determine the Role of Personal Selling Determining the information to be exchanged Examining promotional-mix alternatives Evaluating the relative effectiveness of alternatives Determining cost-effectiveness Characteristics of Stages of Personal Selling Evolution Stages and description Customer needs Type of market Nature and intensity of competition Provider - Accepts orders and delivers to buyer Assumed to exist Not a concern Sellers’ None Persuader - Attempts to convince anyone to buy available offerings Created Awakened Buyers’ Undifferentiated Slight intensity Prospector - Seeks out prospects with need for available offering and resources to buy Considered but inferred Segmented Differentiated Growing Characteristics of Stages of Personal Selling Evolution Stages and description Customer needs Type of market Nature and intensity of competition Problem solver - Matches available offerings to solve customer-stated problems Diagnosed with attention to customer input Participative Responsive and counteractive with increasing resources Procreator - Creates a unique offering to match the buyer’s needs as mutually specified, involving any or all aspects of the seller’s total marketing mix Mutually defined Matched with tailored offering Coactive Focused Growing in breadth of market and service offerings New Role of Salespeople Surveying Mapmaking Guiding Fire starting Relationship Marketing . | Chapter 22 Personal Selling Personal Selling Selling through a person-to-person communications process Affected by increased emphasis on customer relationship management Importance varies for each firm depending on: Nature of the product or service being marketed Size of the organization Type of industry Dyadic Communication Direct and interpersonal communication Allows sender to immediately receive and evaluate feedback from receiver Messages can be changed to address the receiver’s specific needs and wants Factors that Determine the Role of Personal Selling Determining the information to be exchanged Examining promotional-mix alternatives Evaluating the relative effectiveness of alternatives Determining cost-effectiveness Characteristics of Stages of Personal Selling Evolution Stages and description Customer needs Type of market Nature and intensity of competition Provider - Accepts orders and delivers to buyer Assumed to exist Not a concern Sellers’ None