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CONDUCIVE CONDITION FOR PERSONAL SELLING

CONDUCIVE CONDITION FOR PERSONAL SELLING

         Marketing promotion-mix companies- Advertising, personal selling and sales promotion. In the following circumstances the role of personal selling will be greater in comparison to advertising and sales promotion for getting success in marketing:

(1) Marketing companies may give more weight age to personal selling in less developed countries. The low wages in these countries allow the company to hire a much larger sales force in comparison to developed countries.

(2) It is conducive when the product has high unit price.

(3) When the product is in the introductory stage of “Product life cycle”, and require push for generation of effective demand.

(4) When the product is complicated and technical, which requires the demonstration.

(5) When personal attention is required to meet specific consumer requirement, such as, insurance policies, investment plans and property sales etc.

(6) When the number of customers of company’s product is limited.

(7) When the element of after sales services is more important for marketing success.

(8) When the personality of salesman is needed to establish rapport or to create confidence in the prospect.

(9) When the marketing company cannot spare huge funds for aggressive and large scale advertising campaign, due to limited availability of technical resources.

(10) When the firm sells in a small local market to only institutional buyers.

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