CHANEL: Ch. 17 - Personal Selling and Sales Management

• Personal selling Interpersonal influence process involving a seller’s promotional presentation conducted on a person-to-person basis with the buyer. • Sixteen million people in the U.S. are employed in sales. • Personal selling is the single largest marketing expense in many firms.. • Sales promotion that appeals to marketing intermediaries rather than to final consumers. • Accounts for half of typical firm’s promotion budget. • Trade allowances—special financial incentives offered to wholesalers and retailers that purchase or promote specific products. • Point-of-purchase advertising—display or other promotion located near the site of the actual buying decision. • Trade shows—vendors who serve the industries display and demonstrate their products for members. • Dealer incentives, contests, and training programs.

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Chapter 17: Personal Selling and Sales Management - Chapter 17

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