3 Emotional Motives Goods & Services Fear and safetyLove and social approvalFun and excitementPride and prestigeSmoke and burglar alarms Fire extinguishers InsuranceGrooming aids Flowers Singing telegramsVacation tours Rock concerts Sporting Goods Sports carsLuxury cars Jewelry Maid service
4 Rational Buying Motives Goods & Services Economy and costQuality and dependabilityConvenienceHome freezersDay-old baked goodsTop quality watchesLife time automobile batteriesFast food restaurantDry cleaningDish washer
5 Promotional StrategyCommunication to the target market is achieved through the development of a promotional mix (personnel selling,advertising,publicity, and sales promotion)
6 Communication Process SourceEncodingMessageMessage channel MediaDecodingReceiverNoiseFeedbackResponseCommunication Process
7 Personal Selling The value of Personal Selling Focus closely on a specific target market.Give customers individual attention.Identify a customer’s problem and design specific solutions for it.Adapt a message to the unique needs of a customer
8 Personal Selling (continued) Receive immediate feedback on the promotional messageProvide the opportunity to close the saleBuild a long-term relationship with a customer
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