Core Concepts of Marketing

214 CHAPTER 8 COMMUNICATINGTOMASSIVIARi<ETS

Factor

Speedina LargeAudience

CostperIndividualReached

AbilitytoAttractAttention

ClarityofCommunications

ChanceofSelectiveScreening

DirectionofMessageFlow

SpeedofFeedback

AccuracyofFeedback

PersonalSelling

Slow

High

High

High

Moderate

TwoWay

High

High

MassSelling

Fast

Low

Low

Moderate

High

OneWay

Low

Low

FIGURE8.5 Differencesinpersonalsellingandmasspromotion

salesfromexistingcustomers,anddevelopmentalselling,whichisnotasconcernedwith

immediatesalesaswithconvertingprospectstocustomers.

Mostsales1)ositionsrequiresomedegreeofbothtypesofselling.Salesjobscanbe

classifiedona continuumofserviceselling::Itoneendtodevelopmentalsellingat theother.

Ninetypesofsalesjobsareclassifiedonthiscontinuum(seeFigure8.6).

Servicesellinginvolvesthefollowingparticipants:

1. Insideordertaker-predominantlywaitsoncustomer;forexample,thesalesclerk
   behindtheneckwearcounterina men'sstore.


2. Deliverysalesperson-predominatelyengagedindeliveringtheproduct;forexam-
   ple,personsdeliveringmilk,bread,orfueloil.


3. Routeormerchandisingsalesperson-predominantlyanordertaker, butworks
   inthefield;forexample,thesoaporspicesalespersoncallingonretailers.
   4.Missionarysalesperson-positionwherethesalespersonisnotexpectedorper-
   mittedtotakeanorderbuttobuildgoodwill ortoeducatetheactualorpotential
   user;forexample,thedistiller's missionaryandthepharmaceuticalcompany'sdetail
   person.

LowLevelofComplexity

Serviceselling:

• Insideordertaker


• Deliverysalesperson


• Routeormerchandisingsalesperson


• Missionarysalesperson


• Technicalsalesperson
  Developmentalselling:


• Creativesalespersonoftangibles


• Creativesalespersonofintangibles
  Developmentalsellingrequiringhighdegreeofcreativity:


• Indirectsalesperson


• Salespersonengagedinmultiplesales

HighLevelofComplexity

FIGURE8.6 Acontinuumofpersonalsellingpositions