E-Business 2007-2008 Professor Linda A Macaulay [email protected].
Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting...
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Transcript of Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting...
![Page 1: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/1.jpg)
Lecture 9
Personal Selling, Personal Service and Public
Relations
Dr. Lucy Ting
![Page 2: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/2.jpg)
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
![Page 3: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/3.jpg)
Agenda
• Public Relations Concept– Definition and Objectives – Its relationship with Marketing
• Public Relations Applications– Tools– Crisis Management
• Word-of-Mouth– Principles
![Page 5: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/5.jpg)
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)
![Page 6: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/6.jpg)
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
![Page 7: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/7.jpg)
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)
![Page 8: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/8.jpg)
Personal Selling
• Disadvantages
– Expensive Cost
– Limited Reach and Frequency
– Lack of Full Control
– Inconsistent behaviour or messages
![Page 9: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/9.jpg)
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
![Page 10: Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk.](https://reader036.fdocuments.us/reader036/viewer/2022081501/56649ea95503460f94bad786/html5/thumbnails/10.jpg)
But…
Business with no service or low level of service start to boom….
– Self Service– No-Frill Service