Post on 13-Jan-2016
Lecture 9
Personal Selling, Personal Service and Public
Relations
Dr. Lucy Ting
Lucy.Ting@manchester.ac.uk
Agenda
• Personal Selling – Definition– Objectives– Advantages vs. Disadvantages
• Personal Service– Definition– Future of Personal Service
• Decrease Use of Personal Service• Increase/Remain Use of Personal Service• Mediating Factors
Agenda
• Public Relations Concept– Definition and Objectives – Its relationship with Marketing
• Public Relations Applications– Tools– Crisis Management
• Word-of-Mouth– Principles
Personal Selling
• Personal selling is a two-way, face-to-face communications used to inform, give demonstrations to, maintain or establish a long-term relationship with, or persuade specific members of a particular audience
– A two-way interpersonal interaction – Focusing on building long-term relationships
Pelsmacker et al. (2008)
Personal Selling
• Objectives
– Managing customer value• Getting to know customers’
needs, anticipating their future needs providing solutions and establish trust and satisfaction
– Representing the company
• Corporate brand-image
Personal Selling • Advantages
– Impact • Attention• Memory
– Customer-tailored message • Information • Demonstration • Negotiation
– Interactivity• Amount of Information• Complexity of Information• Feedback
– Relationship– Coverage Pelsmacker et al. (2008)
Personal Selling
• Disadvantages
– Expensive Cost
– Limited Reach and Frequency
– Lack of Full Control
– Inconsistent behaviour or messages
Personal Service
Personal Service is a part of the service offered in stores and can be a part of the “store experience”
McGoldrick (2002), “Retail Marketing,” 2nd Edition, McGraw Hill: London
But…
Business with no service or low level of service start to boom….
– Self Service– No-Frill Service