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Chapter 16: Personal Selling

Chapter Summary:

In this chapter, we define personal selling, look at the advantages and disadvantages, and see how it fits within an organization's promotional strategy. We also see there are a variety of different selling roles available to the marketing organization, including some whose objectives are not tied to getting customers to buy. Finally, we examine several trends facing the personal selling field.

Key Issues:

  • What is Personal Selling?
  • Advantages of Personal Selling
  • Disadvantages of Personal Selling
  • Objectives of Personal Selling
  • Classifying Selling Roles
  • Trends in Personal Selling

Links to Cited References:

(note: Some links may no longer be active, if this is the case check Accessing Marketing Stories for hints on accessing.)

  1. "Occupational Employment and Wages," Bureau of Labor Statistics - U.S. Department of Labor. http://www.bls.gov/oes/current/oes410000.htm
  2. Miller, K., "Creative Artists Confront Sales Anxiety," BusinessWeek, February 6, 2008. http://www.businessweek.com/smallbiz/content/feb2008/sb2008026_470705.htm
  3. Hunter, M., "Shut Up, Listen and Sell," B to B, October 8, 2007. http://www.btobonline.com/apps/pbcs.dll/article?AID=/20071008/FREE/71008024/1108/FREE
  4. For more information on what it takes to be successful at selling see: Anderson, R., Dubinsky, A., and Mehta, R., Personal Selling: Building Customer Relationships and Partnerships, Houghton-Mifflin, 2007.
  5. Hempel, J., "Hot Job: Selling Web Ads," Forbes, October 2 2007. http://money.cnn.com/2007/10/01/news/economy/online_sales_reps.fortune/index.htm
  6. Weintraub, A., "Building Up Docs' Marketing Resistance," BusinessWeek, January 18, 2008. http://www.businessweek.com/technology/content/jan2008/tc20080117_781777.htm
  7. Hollis, N., "What's the Word?" MillwardBrown, January 2008. http://www.millwardbrown.com/Sites/MillwardBrown/Media/Pdfs/en/POV/B74715F3.pdf
  8. For more details on word-of-mouth marketing see Word of Mouth Marketing Association website. http://womma.org/
  9. Bruno, J.B., "New Networking Sites Mean Business," USA Today, July 17, 2007. http://www.usatoday.com/tech/products/services/2007-07-17-networking-sites-business_N.htm
  10. Sloan, P., "Live Chat: Your New Online Salesperson," Business 2.0, October 4, 2007. http://money.cnn.com/2007/10/03/technology/live_chat.biz2/index.htm 
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