Personal Selling Essay

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TASK 1 QUESTION Select a company (Home/Body application) of your choice and explain the roles and objectives with two examples of Personal Selling and other elements in the communication mix used by that company. Discuss the relationship between personal selling and other elements of communication mix and how it helps each other to enhance sales performance for that company. INTRODUCTION Personal selling occurs where an individual salesperson sells a product, service or solution to a client. Salespeople match the benefits of their offering to the specific needs of a client. Today, personal selling involves the development of longstanding client relationships. Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy or a pull strategy. BACKGROUND OF THE COMPANY Sony is a leading global manufacturer of audio, video, communications and information technology products. The world’s first all-transistor radio; the world's first CD player; the Walkman; Blu-ray and now High Definition 3D TV: ever since Masaru Ibuka and Akio Morita decided to create a company repairing and building electrical equipment in 1946, Sony has been at the forefront of consumer technology. With its music, pictures, game and online businesses, Sony is now one of the world's leading consumer brands, employing 170,000 people worldwide and still pushing the boundaries of what is possible. Picture of Masaru Ibuka and Akio Morita The picture above had shown the face of the founder of the company which each of them are Masaru Ibuka which was an engineer and Akio Morita a physicist when they decided to create a company repairing and building electrical equipment. On 7 May 1946, Tokyo Tsushin Kogyo K.K. (Tokyo Telecommunications Engineering Corporation), also known as Totsuko, was established in Tokyo. The new company had no

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