Chapter

12.7. The Importance of Personal Selling*

From IntroductionToBusiness OP 8D04gAa

Concepts

1. How does audience selectivity guide media selection?

   "Media selection is also a matter of matching the advertising medium with the product’s target market. If marketers are trying to reach teenage females, they might select Seventeen magazine. If they a

2. What is personal selling and what advantages does it offer?

   "Advertising acquaints potential customers with a product and thereby makes personal selling easier. Personal selling is a face-to-face sales presentation to a prospective customer. Sales jobs range f

3. How do salespeople find and qualify prospects?

   "Selling is a process that can be learned. Experts have spelled out the steps of the selling process, shown in Exhibit 12.9, and professional salespeople use them all the time. The first step is prosp

4. What are the main steps for completing and maintaining a sale?

   "After identifying a prospect, the salesperson explains the reason for wanting an appointment and sets a specific date and time. At the same time, the salesperson tries to build interest in the coming