Vendor analysis is a formal, systematic evaluation of current and ...

[skymedlock]

Vendor analysis is a formal, systematic evaluation of current and potential vendors that focuses on a variety of dimensions including price, product quality, delivery service, product availability, and overall company reliability.
 
 Indicate whether the statement is true or false

Question 2

Discuss why the role of personal selling is a critical one in the direct marketing tool kit. List and briefly explain the four types of personal selling as part of your answer.

[honnalora]

Answer to Question 1

True

Answer to Question 2

Personal selling is critically important for establishing face-to-face communication with consumers. Face-to-face interactions enhance persuasion and are often necessary in selling products involving high technology or a high price. Products that are complicated to use, require demonstration, or must be customized to individual consumer needs also are more successfully marketed when the IBP mix includes a personal selling approach.

There are four types:

Order taking is a familiar sales role, one that involves documenting new purchases from consumers or businesses who want to buy goods or schedule services. What is not generally understood is that order takers very often act as the first line for establishing a dialogue with the customer.

Creative selling is needed when the consumer relies heavily on the sales person for technical information, advice, and service.

System selling entails offering a set of interrelated components rather than a single item, and sometimes a full range of products and services needed by customers. This often involves industrial manufacturers, producers of heavy equipment, or government buyers who have complex purchasing processes and prefer dealing with a single firm, or a small group of firms, rather than multiple suppliers.

Missionary selling is a different type of selling, one that is probably the least understood. This salesperson calls on accounts for the purpose of monitoring buyer satisfaction and updating needs, not necessarily making another sale.