Answer to Question #188176 in Management for PAS

Question

a) Highlight the various promotional tools used by companies to boost sales in domestic and international markets.

b) Outline different personal selling theories. Based on behavioral equation theory Discuss the role of sales person in reducing pre and past buyer dissonance.(Please answer in 200 words)

Answer 1

a)     Promotional Tools

 One of the promotional tools that companies use in marketing is advertisement. Advertisement refers to a paid communication form for a service, an idea or a product. Companies mostly use advertisement to improve both international and domestic markets through creation of awareness and popularization of their goods and services. Direct marketing is another tool used by organizations to improve both their international and local markets. Direct marketing involves direct communication and promotion of a product or a service without involvement of intermediaries hence saving costs.

b)    Theories of Personal Selling

 AIDAS theory of selling is one of the personal selling theories that takes the notion that the selling goes through a process that begins with attention getting, interest creation, desire stimulation and finally action induction. Right set of circumstances is the next theory of selling that emphasizes the response of a prospect buyer in response to the prevailing selling situation. Thirdly, the buying formula theory is another selling theory that is based on  the paying attention to the buyer’s needs and helping him/her to find solution to such problems. Lastly, the behavior equation theory explain the customer’s buying behavior in the context of purchasing decision making process.

 The role of sales person in reducing pre and post buyer dissonance

           Triggering of cues by the salesperson makes the buyer’s decision making process active hence influencing the buying decision making process thus encouraging the potential customer to buy the product in question.    Secondly, the salesperson could use reinforcement through provision of free samples in order to strengthen the tendency of the buyer to make positive buying decision.