Is a business-to-business marketer more likely to stress personal selling or advertising in promoting a product?
Why? Since organizational markets tend to contain a smaller number of geographically concentrated customers who want personalized attention to specify and negotiate purchasing criteria, personal selling is the direct answer. Yet, the Internet has transformed the notion of roles for personal selling, advertising, and e-Commerce connections. Banner advertising, affiliate networkingwhere firms provide commissions for referrals from your site, and intranet connections between collaborators have changed the structure of reaching and maintaining relationships with customers. Large, key accounts may be serviced by a team of on-site sales personnel and top-level managers from a supplier; while, small, peripheral customers may conduct all of their transactions electronically. What is the general sequence of activities in new-task purchase decisions? The general sequence of activities in the new-task purchase is as follows: Recognition of the problem or opportunity. Recognition of a problem or o
