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Sales Planning and Operations - Assignment Example

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SB_Sales Planning and Operations Table of Contents Introduction 3 Significance of Personal Selling in the Promotional Mix 3 Consumer Behaviour in the Markets 5 Marketing Strategy of the Company: The Role of Salespeople 6 Conclusion 7 Reference 8 Bibliography 9 Introduction Colin Hendrix and his brother James have a car dealership in Dorset and Hampshire…
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Sales Planning and Operations

Download file to see previous pages... This report is an effort to signify the importance of personal selling in the promotional activities and how they can be used by the Hendrix brothers to foster their sales and service. Significance of Personal Selling in the Promotional Mix “Promotion is persuasive communication. Companies rely on promotion to inform people about their products and services. Companies also use promotional techniques to enhance their public image and reputation and persuade people that their products are valuable” (Glencoe, n.d., p.362). Non-profit organisations rely on the promotional activities to make the public educated about an issue or to advocate for the changes in a regulation or a policy. The objectives of the promotional activities can be articulated by the phrase AIDA. In the process, the company must attract the attention, build the interest and desire and finally the company must ask for action. Promotion is a significant element of the marketing mix. In the absence of communication, the customers may not be aware of the product and its prospective their requirements and desires. A number of different communication tools form a significant part of communication mix. The organisations must decide which tools are required to be used for the larger sales and in specific proportion. There are four significant components of promotion mix including advertising, sales promotion, personal selling and public relations. Promotional mix is an organisation’s total communication a program consisting of various blends of its components and the mix is used to achieve the company’s marketing goals and objectives. “Personal selling refers to the personal communication with one or more prospective buyers for the purpose of selling a product or service” (NOS, n.d., p.28). Personal selling is one of the most effective tools to communicate with the consumers. Personal selling involves interaction at the personal level and that is why the feedback is received immediately. The communication through personal selling is quite flexible. The sales personnel can adjust the communication according to the understanding of the customers. The personal selling is more persuasive. The selling personnel can convince the consumers about the utility of the product. The efficiency of the impressive salesmen can leave an impression on the potential buyers which in turn would increase the sales in the coming future. There are a number of other forms of promotional mix. Personal selling can offer considerable contribution in the other promotional mix tools. Advertising is an impersonal and paid communication form in order to endorse a physical product or service. The promotional tool can be in the print form as in the newspapers and magazines, in the audio form or in the audio visual form as on the television or cinema screen etc. Personal selling can be used to flaunt the utilities and advantages of the products to intensify the advertisements. Sales promotion refers to the use of short term incentives such as discounts, free gifts, demonstration, store display, free sample coupons etc to encourage the immediate purchase of a product or service. The personal sales team can offer these incentives to the customers to increase the sales and revenue. To a certain extent the significance of personal selling depends on the nature of the product. As a general rule, merchandises which are ...Download file to see next pagesRead More
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