Got a tricky question? Receive an answer from students like you! Try us!

build consumer relationship and personal selling - Essay Example

Only on StudentShare
College
Essay
Marketing
Pages 4 (1004 words)

Summary

1.Why is personal selling so important in a time when technology is seemingly replacing people? Personal selling by definition is important despite technology. Personal selling refers to the process of influencing the customer to make a specific purchasing decision (Kalb, 1997)…

Extract of sample
build consumer relationship and personal selling

Therefore when promoting a new or complicated product, personal selling is an important and effective tool to use (Lamb, et al., 2013). Personal selling also allows for a subjective and more personal approach for the targeted consumers. Thus, the product promoted is not needlessly brought to the attention of those who are no likely to be interested. Moreover, the cost of promotion can be modified by adjusting the size of the target consumer market. When the targeted consumer requires clarification or has a complaint or concern, the sales personnel is present and can meet those demands (Lamb, et al., 2013). According to Weitz and Bradford (1999), personal selling is an important aspect of relationship marketing and as such remains an integral part of the firm’s drive to become and/or to remain competitive. Personal selling not only initiates contact with perspective and existing consumers, but also aids in promoting and sustaining long-term relations with consumers, purchasing firms and creditors (Weitz & Bradford, 1999). Anderson (1996) argues that modern technology has increased, rather than decrease pressure on businesses to promote and use personal selling. With improvements in information technology and the integration of global markets and economies, consumers have become increasingly more sophisticated and have heightened expectations. ...
Download paper
Not exactly what you need?

Related Essays

Relationship between benefits sought and consumer profiles in different market segments
in relation to its main competitors. The management decision problem for the research was finding of the relationship between benefit sought and consumer profiles in different market segments. The research question for the study was that how can Apple Inc. examine benefits sought and consumer portfolios to bring continuous improvement in market performance. The researcher collected the data in a proper format using questionnaires and analyzed it from all aspects. The researcher thoroughly researched the internal and external business environments’ factors of the selected company by visiting…
4 pages (1004 words)
Selling in Uk
The Regulations ensure that a consumer has a minimum right of redress when buying goods within the European Union (Sale and Supply of Goods to Consumers Regulations 2002 2008). The key Aspects of Sales of Goods Act 2002: The Regulations state that any public statements of producers, importers, or retailers regarding specific features of the goods, mainly in advertising or on labelling, have to be correct, and form a part of the retailer’s agreement with consumer. Goods can’t constantly be expected to work error-free. They may fail in their normal use. Therefore, consumers cannot suppose to…
10 pages (2510 words)
Study of Consumer Buying Behavior towards cars
Internal environment analysis through SWOT method 5. External environment analysis through PESTLE Method 6. Research and Methodology 7. Data Collection and Sampling 8. Analysis and interpretation of the report 9. Suggestions and Recommendations Executive Summary The automobile business today is among the most lucrative industry. Because of the increase in disposable earnings in both rural and urban sector and easy finance made accessible to all class of people by the financial institutes, the domestic car prices have elevated by 60% in March 2011-12 compared to the previous year. Several new…
58 pages (14558 words)
E-Branding:An analysis of Consumer behavior towards Apple
Moreover, it sheds light on Apple’s strategies to affect and motivate consumer behavior in its favor. Further, based on the review, it arrives at certain Hypotheses for quantitative research and certain research questions for the qualitative research. The qualitative method used here is Netnography and it specifically analyses Apple as an E brand. Introduction About the company Apple inc., formerly known as Apple Computer inc. is one of the leading companies in the Consumer electronics market. It manufactures a wide variety of consumer electronics. The range of electronics varies from…
55 pages (13805 words)
Distributor success : factors influence the performance of Multi-Level marketing sales force in direct selling organisaion in Th
Amway, Giffarine, Nu skin Enterprises, Zhulian, and SISEL International). Research Findings: The multiple regression test result shows that factors such as staying committed to the company, creating a positive perception on MLM business, and the length of time the distributor decided to stay in a direct selling business all equally increases the distributors’ success whereas commission earned by the distributor could somehow motivate them to increase their performance. With regards to other possible factors that can affect distributors’ performance (i.e. age, gender, educational…
46 pages (11546 words)
Relationship Marketing
In order to get a deeper insight into the matter, various concepts of traditional marketing and relationship marketing have been compared and evaluated. The slow decline of traditional marketing is a signal that marketers need to revive their strategies and shift their focus from suppliers to customers. The research will also throw light on the critical matter of relationship establishment and its influence as well as importance in overall success of relationship marketing. The topic will also discuss the emergence of relationship marketing as well as its fundamental values. This will be…
11 pages (2761 words)
Consumer Behaviour on Facebook
The case study described clearly demonstrated the way people buy things have undergone major transition. The consumer buying behaviours have changed dramatically with the advent of the Social commerce. The case study also described about the major players, who contributed significantly in the social commerce business. The strategy followed by ‘Groupon’ that offered heavy discount on different products was a success. The inculcation of global e-commerce led to the evolution of new infrastructure in the business world. Merchandising was believed to be the key difference between old…
12 pages (3012 words)