Lecture 9

Personal Selling, Personal Service and Public

Relations

Dr. Lucy Ting

Lucy.Ting@manchester.ac.uk

Agenda

• Personal Selling – Definition– Objectives– Advantages vs. Disadvantages

• Personal Service– Definition– Future of Personal Service

• Decrease Use of Personal Service• Increase/Remain Use of Personal Service• Mediating Factors

Agenda

• Public Relations Concept– Definition and Objectives – Its relationship with Marketing

• Public Relations Applications– Tools– Crisis Management

• Word-of-Mouth– Principles

Personal Selling

Definition

Objectives

Pros vs. Cons

Personal Selling

• 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

– A two-way interpersonal interaction – Focusing on building long-term relationships

Pelsmacker et al. (2008)

Personal Selling

• Objectives

– Managing customer value• Getting to know customers’

needs, anticipating their future needs providing solutions and establish trust and satisfaction

– Representing the company

• Corporate brand-image

Personal Selling • Advantages

– Impact • Attention• Memory

– Customer-tailored message • Information • Demonstration • Negotiation

– Interactivity• Amount of Information• Complexity of Information• Feedback

– Relationship– Coverage Pelsmacker et al. (2008)

Personal Selling

• Disadvantages

– Expensive Cost

– Limited Reach and Frequency

– Lack of Full Control

– Inconsistent behaviour or messages

Personal Service

Personal Service is a part of the service offered in stores and can be a part of the “store experience”

McGoldrick (2002), “Retail Marketing,” 2nd Edition, McGraw Hill: London

But…

Business with no service or low level of service start to boom….

– Self Service– No-Frill Service

Should we keep Personal Service?