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 is 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 and Disadvantages of Personal Selling
  • Objectives of Personal Selling
  • Classifying Selling Roles
  • Trends in Personal Selling

Links to Cited References:

  1. “National Occupational Employment and Wages Estimates United States.” Bureau of Labor Statistics – U.S. Department of Labor, May 2016.  https://www.bls.gov/oes/current/oes_nat.htm#41-0000.
  2. For more on the need for building trust in international business relationships see:  Molinsky, Andy and Gundling, Ernest.  “How to Build Trust on Your Cross-Cultural Team.” Harvard Business Review, June 28, 2016.   https://hbr.org/2016/06/how-to-build-trust-on-your-cross-cultural-team.
  3. For more information on what it takes to be successful at selling see: Anderson, Rolph., Dubinsky, Alan., and Mehta, Rajiv. Personal Selling: Building Customer Relationships and Partnerships – 3rd. ed., Kendall Hall Publishing, 2014.
  4. For more details on word-of-mouth marketing see: Word of Mouth Marketing Associationhttp://womma.org.
  5. For more examples of apps for the sales force see: Brudner, Emma. “28 Apps Every Sales Rep Needs on Their Phone in 2017.’ Hubspot, September 7, 2017.  https://blog.hubspot.com/sales/apps-every-sales-rep-needs-on-their-phone.
  6. “Virtual Trade Show Benefits.” Communique (blog), June 2, 2016.  https://www.communiqueconferencing.com/virtual-trade-show-benefits.
Chapter 15: Public Relations
Chapter 17: Pricing Decisions