1. Lecture 9 Personal Selling, Personal Service and Public Relations Dr. Lucy Ting Lucy.Ting@manchester.ac.uk

2. 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

3. Agenda Public Relations Concept –Definition and Objectives –Its relationship with Marketing Public Relations Applications –Tools –Crisis Management Word-of-Mouth –Principles

4. Personal Selling Definition Objectives Pros vs. Cons

5. 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)

6. 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

7. 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)

8. Personal Selling Disadvantages –Expensive Cost –Limited Reach and Frequency –Lack of Full Control –Inconsistent behaviour or messages

9. 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,” 2 nd Edition, McGraw Hill: London

10. But… Business with no service or low level of service start to boom…. –Self Service –No-Frill Service

11. Should we keep Personal Service?