Module 15 - The Promotion Mix: Personal Selling and Sales Promotion
In the Spotlight
Figure 15.1 Hilton Hotel utilizes a personal selling process with its HGV product. (credit: m...
15.1 Personal Selling and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define personal sellin...
15.2 Classifications of Salespeople Involved in Personal Selling
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the various roles...
15.3 Steps in the Personal Selling Process
LEARNING OUTCOMES By the end of this section, you will be able to: 1 List the steps in the ...
15.4 Management of the Sales Force
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Identify the issues in...
15.5 Sales Promotion and Its Role in the Promotion Mix
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Define sales promotion...
15.6 Main Types of Sales Promotion
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the primary ty...
15.7 Ethical Issues in Personal Selling and Sales Promotion
LEARNING OUTCOMES By the end of this section, you will be able to: 1 Discuss the ethical is...
Chapter Summary
This chapter covers personal selling and promotions, both integral components of marketing. Perso...
Key Terms
adaptive selling an approach to personal selling in which selling behaviors are altered during t...
Applied Marketing Knowledge: Discussion Questions
1. Consider which of the sales positions you have engaged with in the last month. Would the...
Critical Thinking Exercises
1. Compose a paragraph (150–200 words) using all of the following terms as they relate to...
Building Your Personal Brand
Consider the concept of personal selling, and apply it to yourself. What information would you ne...
What Do Marketers Do?
We are surrounded by personal selling encounters: cell phone, insurance, services in a bank, rest...
Closing Company Case
Cutco In 1949, Cutco began manufacturing knives in Olean, New York. At the time, Cutco was mak...
References
1. “Sales Force Automation Technology and CRM: What’s the Difference?,” Sales Blog & Field ...