Write a 11 page essay on Main Strategies, Types, Principles, Stages of Personal Selling.Advertisement is the classical component of the communication mix. This aspect of the communication mix has the

Write a 11 page essay on Main Strategies, Types, Principles, Stages of Personal Selling.

Advertisement is the classical component of the communication mix. This aspect of the communication mix has the objective of reaching the largest amount of audience possible in a short span and low cost. This is why it is also called the mass media type of mass communication. The objective of this communication mix is to reach the audience in a time efficient and cost efficient manner. This is usually used to create awareness in products of high value and as the only medium of communication for low value products.&nbsp. Personal selling is the most expensive tool of the communication mix. This is because it requires a one to one dealing with the customer. It is usually thought of as more appropriate for large organizations selling high value products. The low value products have a large volume and a large volume means a large customer base. The increased amount of customer usually makes it very difficult to engage in personal selling due to obvious cost concerns. However it can be very effective for smaller businesses if they can create long-lasting relationships with their small customer base. The objective of this tool is therefore to create long-lasting relationships with the customer. As can be seen the focus of both objectives is to increase market demand. The advertisement creates market demand by creating awareness about the product, on the other hand personal selling creates relationships.

The phenomenon of buyer behavior has been the center of many different studies over the years. There are many different aspects of buyer behavior. The behavior of buyers in individual capacities is totally different from their role in business to business sales. The individual when making purchase decision takes into account a number of different factors. The primary and most important factor is the economical factor. Different consumers have different budgets and economical barriers. When making buying decisions these consumers do not exceed their specified budgets. The social factor is another important factor when we talk about buyer behavior. There are many social constraints when buyers make buying decisions. A very common example is the apparel industry. Some dresses are thought of as unacceptable in socially conservative societies. On the other hand they are considered fashionable in liberal ones. All these considerations along with many others are an important aspect of consumer behavior. The mass media tools of the communication mix have their limitations when it comes to targeting specific buyer behavior or preferences. This is because they are aimed at a larger audience and therefore cannot be customized to match the needs of a specific target market. Personal selling however is different and holds an advantage over other tools of the communication mix. This is because as personal selling targets individual customers it can be customized to meet their specific needs. The first advantage of this understanding is to establish an effective feedback system. The marketing agent can relay aspects of buyer behavior as feedback to the head office. The can change aspects of the service or product to match customer needs. Secondly an understanding of buyer behavior enables agents to effectively pitch when making personal selling efforts. For example an adequate understanding of customer budgets for a certain product would help pitch a reasonable and acceptable price.