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Case Activity: Consulting Agencies Paula runs an advertising specialty firm that sells pens and keychains imprinted with her business customers' brand names. She asked two promotion consultants for advice-but got conflicting recommendations. Consultant #1 advised Paula to launch a nationwide ad campaign. "Your products will look great in big print ads, in TV commercials, and on highway billboards," he argued. "Advertising is the right promotion tool for you because pens and keychains are simple, low priced, and purchased by many different customers." But Consultant #2 urged her to rely on personal selling. "You need personal salespeople to explain why customers should buy from you. Your products are simple but customizing them is a complex process and this is not a routine purchase. While you have a large number of prospects, they are all business customers who buy in big quantities and spend a lot of money at a time." Which consultant is right?

Case Activity: Consulting Agencies Paula runs an advertising specialty firm that sells pens and keychains imprinted with her business customers' brand names. She asked two promotion consultants for advice-but got conflicting recommendations. Consultant #1 advised Paula to launch a nationwide ad campaign. "Your products will look great in big print ads, in TV commercials, and on highway billboards," he argued. "Advertising is the right promotion tool for you because pens and keychains are simple, low priced, and purchased by many different customers." But Consultant #2 urged her to rely on personal selling. "You need personal salespeople to explain why customers should buy from you. Your products are simple but customizing them is a complex process and this is not a routine purchase. While you have a large number of prospects, they are all business customers who buy in big quantities and spend a lot of money at a time." Which consultant is right?

Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Case Activity: Consulting Agencies Paula runs an advertising specialty firm that sells pens and keychains imprinted with her business customers' brand names. She asked two promotion consultants for advice-but got conflicting recommendations. Consultant #1 advised Paula to launch a nationwide ad campaign. "Your products will look great in big print ads, in TV commercials, and on highway billboards," he argued. "Advertising is the right promotion tool for you because pens and keychains are simple, low priced, and purchased by many different customers." But Consultant #2 urged her to rely on personal selling. "You need personal salespeople to explain why customers should buy from you. Your products are simple but customizing them is a complex process and this is not a routine purchase. While you have a large number of prospects, they are all business customers who buy in big quantities and spend a lot of money at a time." Which consultant is right?
Transcribed Image Text:Case Activity: Consulting Agencies Paula runs an advertising specialty firm that sells pens and keychains imprinted with her business customers' brand names. She asked two promotion consultants for advice-but got conflicting recommendations. Consultant #1 advised Paula to launch a nationwide ad campaign. "Your products will look great in big print ads, in TV commercials, and on highway billboards," he argued. "Advertising is the right promotion tool for you because pens and keychains are simple, low priced, and purchased by many different customers." But Consultant #2 urged her to rely on personal selling. "You need personal salespeople to explain why customers should buy from you. Your products are simple but customizing them is a complex process and this is not a routine purchase. While you have a large number of prospects, they are all business customers who buy in big quantities and spend a lot of money at a time." Which consultant is right?
Ultimately, Paula took the advice of Consultant #2. Paula got personal salespeople to explain the benefits of buying from her. Which component of the communication process is this? Coding process X ... Receiver Feedback Source
Transcribed Image Text:Ultimately, Paula took the advice of Consultant #2. Paula got personal salespeople to explain the benefits of buying from her. Which component of the communication process is this? Coding process X ... Receiver Feedback Source
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