Companies dealing in consumer goods use both personal selling and advertising simultaneously to persuade the customers.

1. It is a direct communication technique which allows to get immediate feedback from the customers directly.

2. It is useful in case of complex product where it is essential to explain the functions of the product to the customer.

3. It relates to each element of the marketing m

4. It helps to build relationship with the customers.

5. It increases the sales which in turn reduce the cost of production.

6. Sales persons help to control the marketing cost.

7. It is flexible and salesman can personalize the message.

8. It helps to introduce new and innovative product in the market.

Sometimes, personal selling proves to be very fruitful. It can provide effective solutions for the problems faced while selling the products or services.

1. Product Related:

When the product is highly technical and complex.

When the product is of high value.

When the product is in the introductory stage and not many people are aware about it.

When it is necessary to demonstrate the product.

2. Market Related:

When a firm is dealing with large sized organizations or customers.

When a company sells its product in institutional market.

When dealers are not available.

3. Company Related:

When a company cannot afford advertising on the regular basis.

Forest sells its wood product through personal selling.

To increase the sales stability.

It provides a competitive advantage to the company and its product.

Marketing managers are able to identify the need of the customers and manufacture products accordingly.

Sustainable competitive advantage can be achieved for some customers.

It helps the marketing and sales force to coordinate wood product’s producers and the customers.

What factors affect the sender’s perceived credibility among receivers in the communication process?

Factors that affect the sender’s perceived credibility among receivers in the communication process are:

(1) Encoding of the message carefully by the sender: Marketer should use appropriate words, symbols and signs that customers can interpret easily and perceive the message as he wants him to.

(2) Invite Feedback: Feedback will help the marketer to identify that his message was perceived or interpreted as he wanted to. In case there is some difference he can improve the communication and make more effective.

(3) Reduce Noise: Marketer can try to reduce the noise level. For example, catchy and different advertisements that can grab must be developed.

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