personal selling
DESCRIPTION
all about personal selling and marketing mixTRANSCRIPT
METHODS OF PROMOTIONS
Personal Selling
Curriculum Vitae Name : Missi desmala Address : jl. Kayumanis V lama no.34 rt.02 rw.01
pisangan baru , matraman, jakarta timur Nim : 224409057 university : STMT trisakti, logistics and material managemant Email : [email protected] ,
[email protected]@gmail.com
Gender : female Date of Birth : Jakarta 26 december 1990 Marital Status : student Nationality : Indonesia. Religion : Islam.
introductionPromotion is part of a series of marketing activities. Marketing mix is the set of marketing tools that the firm
uses to pursue
its marketing objectives in the target market. Kotler (1997:92),
According Swastha Basu (1999),
Promotional mix is "the best combination of strategy variables Advertising, Personal Selling and Promotion of other tools, all of
which are planned to achieve sales goals"
Promotion is the act of informing or reminding customers about a product / brand.
Promotions Increasing demand
Increasing sales
Increasing profit
Increasing the value
according Jeff Madura, Introduction To Business, 2007
PROMOTIONAL PURPOSESprovide informationincrease salesstabilize salesproduct positioningform the image of the product
according kismono (2001:374)
PROMOTION FUNCTIONSThe primary function of the promotion can be
formulated in an activity known as "AIDA“
Atention interest desire action
according philiph kotler marketing management (2001:185
PROMOTIONS MIXPromotional mix is a promotional tool to
introduce and offer goods and services produced by a company
AdvertisingSales PromotionPublic relation and publicityPersonal SellingDirect marketing
Philip Kotler , marketing management (2005: 264-312)
Personal SellingAccording to H. Saladin djasalim SE. (1994)
"Personal selling is the sale of personal (face to face) is the communication of information in person, to persuade
consumers to buy goods / services and ideas
Demonstrate the advantages of the product. Demonstrate how to use the product Organize and implement other forms of promotion that match. A surefire strategy for dealing with competition.
PERSONAL SELLING PROPERTIES
Personal selling is one of the most effective promotional tool, especially in the form of preferences, beliefs and
actions of the buyer.
Personal confrontation development Response
by Philip kotler (1997: 224) marketing management
FORMS OF PERSONAL SELLING
retail Selling
Selling field
Executive Selling
According to Saladin and yevis merti djasmin oesman (1994: 195)
Example for executive selling :
Personal Selling Process
Preparation before sale
determination of the location
preliminary approach making sales Service after
the sale
According to bashu swastha (1984)
PERSONAL SELLING TASKLooking for potential buyer (prospecting)communicationsellingcollecting informationservicePrioritize
According to Saladin, 2000
personal selling needed in business...
creating trust for this type of product that not many known by customersPurchases that are once in a whileProducts that have a high value per unitProduct designed as needed
According sopyan assauri (1988)
Factors that influence the success of the personal selling
Number of salespeopleOrganizing salespeople : a. based on the area seller.
b. based on different products.c. based on the type of buyer.d. combination of all three
selecting salespeople
According to William J Stanton (1986)
There are five important aspects of personal selling:
professionalismNegotiationRelationship MarketingPerson selling role : a. Responsive selling. b. Trade selling.
c. Missionary sellingd. Technical selling.e. Creative selling
Managerial
Purnama, C. M. Lingga. 2002. Strategic Marketing Plan
There are 4 methods in terms of the promotion budget
Match, with the ability
Percentage of Sales method
Competitive balance method
Objective and Task method
by rumbat lopiyuadi (2001: 115),
Advantages and disadvantages using personal selling can expected
to increase sales volume and number of customers.(advantages)
Dealing directly with the buyer. Can search and select potential buyers. Can choose the style and appeal adapted to the needs of the buyer. Can give an example and demonstrate the product directly. Can deliver information to potential buyers.
(disadvantages)
The cost is relatively high when compared to other promotional tools. limited number of potential buyers are offered at the same time
According to H djasalim Saladin (1994)
conclusion
promotion of use of personal selling is expensive, and a lot of money and time, but for a specific product such as, new products and expensive products , personal selling is an effective way to reach any potential customer.
and most importantly, is also the personal power of the personal selling, they should , knowledge of the product, informative, supple, have good atitudethey are the cutting edge of direct sales,which will produce profits and a good corporate image
references Purnama, C. M. Lingga. 2002. Strategic Marketing Plan. Penerbit Gramedia:
Jakarta.
Cravens, David W. & Nigel F. Piercy. 2006. Strategic Marketing 8th Edition. New York USA: Mc Graw-Hill Education.
Fandy Tjiptono. 2006. Bauran Pemasaran Jasa. Jawa Timur: Bayu Media.
Griffin, R. W. dan Ronald J. Elbert. 2006. Business 8th Edition. New Jersey: Prentice Hall.
Keegan, Warren J. 2005. Global Marketing 4th Editon International Edition. USA: Prentice Hall
Kotler, Philip. 2007. Manajemen Pemasaran (Edisi Kesebelas). Jakarta: PT. Indeks Kelompok Gramedia. & Kevin L. Keller. 2007. Marketing Management 12th Edition. New Jersey: Prentice Hall.