Author Question: Describe objective measures of personal selling effectiveness. What will be an ideal ... (Read 69 times)

roselinechinyere27m · **on:** Aug 10, 2018

Describe objective measures of personal selling effectiveness.

What will be an ideal response?

Question 2

Buffets are merchandised towards profit, which means the high cost items are placed first and succeeding items placed in direct proportion to their cost.

Indicate whether the statement is true or false

Bsand8 · **Reply #1 on:** Aug 10, 2018

Answer to Question 1

Total number of menu items sold, changes in the number of items sold, andchanges in reservations made are all examples of objective measures ofadvertising effectiveness. Additional objective measures include increases inrevenue, total revenue, and the number of new customers visiting theoperation in a specific time period.

Managers establishing personal selling objectives assess efforts in enhancingawareness, encouraging trial, expanding usage, brand building, and trafficbuilding. They also focus on customer type, targeting those customers whohave not been buyers in the past, those who are current buyers but use theservices of competitors, and finally, the manager's current customers. Whenassessing suggestive selling and upselling results, managers measure theimpact of their training on staff improvement. In all cases, personal sellingobjectives for managers and staff should be measurable and time periodspecific.

Answer to Question 2

False