A sales mix model for effective industrial selling

A sales mix model for effective industrial selling

The purpose of this article is to focus on one aspect of the marketing mix for industrial firms. Specifically, the control of promotion centers on the promotional mix, which includes personal selling, advertising, and sales promotion. The personal sales mix model (Figure 1) highlights those factors...

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Veröffentlicht in:Industrial marketing management 1980-02, Vol.9 (1), p.31-36
Hauptverfasser: Coppett, John I., Staples, William A.
Format: Artikel
Sprache:eng
Schlagworte:
Industrial
Industrial markets
Marketing mixes
Personal selling
Personnel policies
Sales
Sales presentations
Salespeople
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Zusammenfassung:The purpose of this article is to focus on one aspect of the marketing mix for industrial firms. Specifically, the control of promotion centers on the promotional mix, which includes personal selling, advertising, and sales promotion. The personal sales mix model (Figure 1) highlights those factors that are controllable by the industrial sales representative. Also, the uncontrollables involved in industrial selling are discussed. An understanding of the personal sales mix model should aid industrial marketers in satisfying buyer's needs through effective selling.
ISSN:0019-8501
1873-2062
DOI:10.1016/0019-8501(80)90031-0