Bundle: Contemporary Marketing, Loose-Leaf Version, 17th + LMS Integrated MindTapV2.0 Contemporary Marketing, 1 term (6 months) Printed Access Card
17th Edition
ISBN: 9781337493819
Author: BOONE, Louis E., Kurtz, David L.
Publisher: Cengage Learning
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Question
Chapter 17, Problem 1ALR
Summary Introduction
To discuss: The way each of the following factors have an impact on the decision to highlight advertising and sales promotion or personal selling.
A two way communication used to interact between the seller and buyer on a motive to make sales are termed as personal selling, that is face-to-face encounter.
An advertisement is an announcement made in public to promote their product or service through television ads, radio ads, and advertising campaigns.
Expert Solution & Answer
Explanation of Solution
The following are the given factors:
- • Geographic market concentration
- • Length of
marketing channels - • Degree of product technical complexity
The way each of the following factors have an impact on the decision to highlight advertising and sales promotion or personal selling are as follows:
Geographic market concentration: This factor affect the decision due to number of employees, who are necessary to cover large regions and travel expense.
Length of marketing channels: This affects the decision due to the number of intermediaries and businesses included, it is necessary to deal with many persons at each place, and the travel expenses.
Degree of product technical complexity: This affects the decision because it requires skilled persons to handle personal selling visits, require equipment’s for presenting or demonstrating the product, and includes travel expense for sales people.
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Chapter 17 Solutions
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