costs<\/a> are high; Consumers perceive advertised goods as more legitimate; Dramatizes company\/brand; Builds brand image; may stimulate short-term sales; Impersonal, one-way communication; Expensive<\/p>\nPersonal Selling<\/h3>\n
Most effective tool for building buyers\u2019 preferences, convictions, and actions; Personal interaction allows for feedback and adjustments; Relationship-oriented; Buyers are more attentive; Sales force represents a long-term commitment; Most expensive of the promotional tools<\/p>\n
Sales Promotion<\/h3>\n
May be targeted at the trade or ultimate consumer; Makes use of a variety of formats: premiums, coupons, contests, etc.; Attracts attention, offers strong purchase incentives, dramatizes offers, boosts sagging sales; Stimulates quick response; Short-lived; Not effective at building long-term brand preferences<\/p>\n
Public Relation<\/h3>\n
Highly credible; Very believable; Many forms: news stories, news features, events and sponsorships, etc.; Reaches many prospects missed via other forms of promotion; Dramatizes company or product; Often the most under used element in the promotional mix; Relatively inexpensive (certainly not \u2018free\u2019 as many people think\u2013there are costs involved)<\/p>\n
Direct Marketing<\/h3>\n
Many forms: Telephone marketing, direct mail, online marketing, etc.; Four distinctive characteristics: Nonpublic, Immediate, Customized, Interactive; Well-suited to highly-targeted marketing efforts<\/p>\n
Relationship between elements of Communication Mix<\/h2>\n
All the elements of any mix work in integration. Mix is always series of activities which depend on each other.<\/p>\n
P-2: Illustrate how an understanding of buyer behavior can be used in personal selling. Give appropriate examples.<\/p>\n
Buyer behavior<\/h3>\n
Buyer or Consumer behavior is the study of when, why, how, and where people do or do not buy product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people\u2019s wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. It also include study of buyer Demographic Factors. Sex, Race, Age etc. Study of \u201cWho in the family is responsible for the decision making\u201d. Young people purchase things for different reasons than older people.<\/p>\n
Personal selling<\/h3>\n
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 \u201cclose the sale\u201d<\/p>\n
It is very important to understand the buyer behavior before going to personal selling with out knowing the needs and wants of a person you can sell out the product. If personal sales person is fully aware of target market buyer behavior then it is easy to sale out the product and services. Because seller will present and offer the product or service according to need and wants of buyer if he\/she have knowledge. Which will make positive impact.<\/p>\n
For example<\/p>\n
A person seller go to a shop and give presentation with out knowing that who is decision maker in the shop and at the end of presentation shop keeper says \u201cMy father give orders for purchases \u201d so there will be no chance sale. So the personal seller should know the decision maker.<\/p>\n
If a person seller go to stall of university with out knowing the choice youngsters. And bring dress paints to stall where as youngsters want to wear jeans then sale will be not possible.<\/p>\n
So understanding of buyer behavior before personal selling is very important. Which help a lot.<\/p>\n
P-3: Identify the environmental and managerial forces affecting personal selling.<\/p>\n
Environmental Forces<\/h2>\n
Politics, Legislation Forces,\u00a0Governmental topics, taxation issues, environmental controls and dependencies, subsidies & quotas regulations, employment and labor laws, consumer legislations and regulations, competition issues, health & safety concerns and issues.<\/p>\n
Economic forces<\/h2>\n
Industry growth potentials, the various investment levels, strategies and positions, costs of raw materials and supply streams, divestments or capacity shifts at the supply base, energy availability and utility cost, transportation, logistics factors, consumer spending and its projected trend, inflation concerns and macro economic indicators, unemployment rates and other labor market indicators, disposable income, borrowing patterns, loan structures, debt signals, future prospects.<\/p>\n
Socio-culture Forces<\/h2>\n
Demographics shifts and changes, wealth distribution, social mobility, institutions, education, schooling, lifestyle trends, use of time, attitudes to work, leisure, relationships, family, fashion, focus and development of interests.<\/p>\n
Technology Forces<\/h2>\n
Innovation rates, development times, technology investments, adoption speed and product life cycles, cost reductions (deflation), return on investments, technology incentives, government investment, cross technological networking and developments.<\/p>\n
Managerial forces<\/h2>\n