Briefly explain the nature of the three basic promo- tion methods available to a

Question

Briefly explain the nature of the three basic promo- tion methods available to a marketing manager. What are the main strengths and limitations of each? (William)
William, Perreault, J., Cannon, Joseph, McCarthy, Jerome. BASIC MARKETING, 19th Edition. McGraw-Hill Higher Education, 01/2014. VitalBook file.
Briefly explain the nature of the three basic promo- tion methods available to a marketing manager. What are the main strengths and limitations of each? (William)
William, Perreault, J., Cannon, Joseph, McCarthy, Jerome. BASIC MARKETING, 19th Edition. McGraw-Hill Higher Education, 01/2014. VitalBook file.
Briefly explain the nature of the three basic promo- tion methods available to a marketing manager. What are the main strengths and limitations of each? (William)
William, Perreault, J., Cannon, Joseph, McCarthy, Jerome. BASIC MARKETING, 19th Edition. McGraw-Hill Higher Education, 01/2014. VitalBook file.

Explanation / Answer

Personal selling

In personnel selling, seller directly communicates with the potential customers. As the communication is face to face the feedback is immediate and quick and helps seller to accommodate.

Strengths -

flexibility

Hig market orientation.

Direct link between the seller and customer service, hence effective and without distraction communication.

Weakness:

High cost as there is a need to maintain a good sales team.

Customers radius is low as can't reach a huge number of customers  

Inconsistency in message delivery.

Mass selling

Mass selling uses publicity and advertising to reach a high number of customer base with resources.

Strengths:

Less expensive

High customer base

Weakness:

Less flexible as compared to personal selling.

Expensive for low target market

Sales promotion:

Sales promotion uses activities to stimulates trial, interest and induce purchase by the final customers.

Strengths:

Less customer risk.

Creates loyalty

Good placement of product

Increase retail support

Weakness:

Reduces the perceived value of the product

Expensive

Needs analytical and creative skills

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