Personal Selling Journal: Improving personal selling at Kultakulma

By : Mathangini Kamalanathan
Laurea University of Applied Sciences, Thesis, Degree Programme in Business Management, 2010, page 61

ABSTRACT

The purpose of this study is to analyze the personal selling at Kultakulma, a jewellery retailer in Sello shopping center and give suggestions for improvement. The theoretical frame of this study is personal selling and especially in retail environment. A Qualitative research method was used and the sources of data are books, previous studies, an interview with the shop manager and sales people, and observation. The theory section consists of marketing and marketing communication, marketing communication tools and further it concentrates on personal selling.

The study found different areas of development in the personal selling after studying the personal selling at Kultakulma with the theory knowledge as a base. Mainly the improvements are needed and suggestions made in areas such as training and information sharing.

Keywords : Marketing, Marketing communication, Retailing, Personal selling, Jewellery.

Direct marketing has changed it focus through the years and its definitions with it. In general direct marketing means contacting customers and potential customers with the intention of receiving an immediate response. Direct means using media such as dealers, retailers and sales staff. Immediate response means contacting through coupons, by phone or by a visit to the shop or retailer. Databases play a key role in enabling to contact the customers and the potential customers. They also help in creating a long-lasting relationship with the customer, as their information is stored. (De Pelsmacker et al. 2007, 383-384)

Personal selling is a two-way face-to-face communications used to inform, give demonstrations to, maintain or establish a long-term relationship with, or persuade specific members of a particular audience. Unlike other marketing communication tools personal selling always involves interaction with the customer and face-to-face contact. Depending on target groups there can be different forms of personal selling such as trade selling, missionary selling, retail selling, business-to business selling, professional selling and direct selling. (De Pelsmacker et al. 2007, 464-465)

Selling is the instrument of growth and sustainability in a company and can be defined as a set of objectives in the business or marketing plan. Selling is part of the marketing mix and traditionally seen as the subsidiary functioning within the promotional mix. In present competitive environment this is misleading as many companies spend more resources and employ more people in selling than in any other marketing communications activity. In some cases the sales budget can exceed all marketing activities added. (Donaldson 2007, 4)

The relationship between the promotional tools should be coordinated. The proposal of integrated marketing communications was initiated by Shultz, Tannenbaum and Lauterborn in 1992. According to the . . . .. . . . . (baca_selengkapnya )

Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management). e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id

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