Marketing Communications

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Marketing Communications

232

Personified Promotion

PERSONAL SELLING – A PERSONIFIED PROMOTIONAL PROCESS

Personal selling is personified – as communication delivery is done by professionally trained persons. It is
a promotional communication process; it delivers corporate and product information to target recipients,
with a view to creating positive attitudes of consumers towards product, marketer and achieving purchase
response for effective repeat patronage from the consumer. Personal selling is the main element and tool
used by marketers for the push promotion strategy.

Personal selling is a communication tool. Communication in the sales context is the process of
transmitting verbal and non-verbal information and understanding between seller and buyer. It is an
exchange process involved in sending messages packaged by a seller to a target receiver such as the buyer
with some type of response expected between the seller and the buyer.

PERSONAL SELLING COMMUNICATION PROCESS

THE SOURCE: in personal selling process, a distinction must be made between the firm which is the
real source of the message and the salesperson, who is the communicator of the message. For example,
when salesperson A, representing company B calls on a prospect, the response that may be drawn out
of the prospect is a function of the prospect’s reaction to both the salesperson and the company.

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for Engineers and Geoscientists�e Graduate Programme

Month 16

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I joined MITAS because Maersk.com/Mitas

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for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

Maersk.com/Mitas

�e Graduate Programme

for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

Maersk.com/Mitas

�e Graduate Programme

for Engineers and Geoscientists

Month 16

I was a construction

supervisor in

the North Sea

advising and

helping foremen

solve problems

I was a

he

s

Real work

International opportunities

�ree work placements

Internationaal

�ree woro

I wanted real responsibili�

I joined MITAS because

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