Marketing Communications

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Marketing Communications

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Personified Promotion

Once a company clarifies the type of selling it must perform, it can use either a direct or a contractual
sales force.

DIRECT SALES FORCE is owned by the firm. It consists of full or part-time paid employees who work
exclusively for the company. This sales force category includes inside sales personnel, who conduct their
business from their offices, using the telephone and receiving visits from prospective buyers. It also
includes field sales personnel, who travel and visit customers.

CONTRACTUAL SALES FORCE consists of manufacturer’s representative, sales agents or brokers who
are paid a commission on the sales they obtain.

SALES FORCE STRUCTURE

Another component part of sales force strategy is how to structure the company’s sales force to have
maximum impact on the market. Four sales force structure have been identified as:

1. Territorial structured sales force.


2. Product structured sales force.


3. Customer structured sales force.


4. Complex sales force structure.