question_answer

Marketing companies make use of a number of promotional tools to popularise various products according to their nature, use, size of market, financial resources, target market, media etc. Identify and explain the promotional tool of marketing mix which plays a persuasive, service and informative role and thereby link a business firm to its customers. Also, explain by giving any three reasons how this tool helps in increasing the sales of businessmen.

Answer:

The promotional tool of marketing mix that plays a persuasive, service and informative role and thereby link a business firm to its customers is personal selling. It refers to the oral presentation of message in the form of conversation with one or more prospective customers for the purpose of making sales. Companies appoint sales persons to contact prospective buyers and create awareness about the product and develop product preferences with the aim of making sale. Importance of Personal Selling to a Business Personal selling is an effective tool of promotion mix. Its importance to business is judged by the following factors: (i) Flexible Tool It is personal in nature and offers the salesperson an advantages of adjusting as per the needs of the customer. (ii) Link with Customers There is a direct contact between the salesman and the prospects, which reduces chances of diffusion and distortion in the desired message. (iii) Feedback It enables the business to obtain the feedback from the customers and accordingly prepare the strategies for the future.