BU121 Lecture Notes - Lecture 8: Contribution Margin, Accounts Payable, Sales Promotion
Document Summary
Personal selling: more effective but more expensive, combine wit advertising to: People (cid:449)ho (cid:449)o(cid:374)(cid:859)t reall(cid:455) talk to (cid:455)ou. Ad(cid:448)ertisi(cid:374)g keeps i(cid:373)age i(cid:374) (cid:373)i(cid:374)d so (cid:455)ou do(cid:374)(cid:859)t have to annoy and follow: factors to consider in budget decision up with consumer. Perceived risk of sale financial, social, performance. E. g. cars, appliances always sale people because big purchase and need people there to make good decisions because you could lose a lot of money. Social risk purchase could make you look bad e. g. clothing sales people help reduce social risk they can help find right colour or right fit etc. Performance risk e. g. computers actually help with your technology stuff/ they can help find the right stuff for you that you need: e. g. (cid:272)ho(cid:272)olate (cid:271)ars do(cid:374)(cid:859)t ha(cid:448)e risk. Amount of information to convey: ads do(cid:374)(cid:859)t reall(cid:455) (cid:272)o(cid:448)e(cid:455) i(cid:374)for(cid:373)atio(cid:374) If a lot of information, sales person/one on one can really help.
