MARKETING; CONNECT ACCESS
7th Edition
ISBN: 9781260985788
Author: Grewal
Publisher: MCG
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Chapter 20.2, Problem 1PC
Summary Introduction
To explain: The reason why personal selling is important to an IMC strategy.
Introduction: The communication process is an integrated effort made by the marketers to make the target audience aware of a particular product or service in the market. It uses a variety of communication tools, which involves personal selling, online marketing, sales promotion, public relations, direct marketing, and advertisements. It helps in creating clarity and maximum communicative impact on the target audience.
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- Critical Thinking In general, professional selling has evolved from hard selling to relationship selling. Do some organizations still use the hard-sell style? If so, explain. What do you think the future holds for these organizations? Will the hard sell continue to succeed; that is, are there instances in which transactional selling is still appropriate? If so, when?arrow_forwardWhat types of exclusive arrangements do manufacturersdevelop with resellers? Are these arrangements legal?arrow_forwardWhat are three steps the owner-manager should follow when setting the stage for selling? Describe eacharrow_forward
- Explain the term Systems selling?arrow_forwardWould you recommend that Dick’s Sporting Goods test direct selling through at-home consultants? Explain your answer.arrow_forwardWhy are manufacturers’ sales offices and branches classified as wholesalers? Which independent wholesalers are replaced by manufacturers’ salesbranches? By sales offices?arrow_forward
- Why is sponsorship such an important part of a firm’s IMC?arrow_forwardWhy it is important that a salesperson develop a good long-term relationship with its buyer rather than just delivering what is being ordered? How does a good relationship contribute to business growth in the long run?arrow_forwardPlease answer: is selling an art or a science?arrow_forward
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