The Objective of Personal Selling in an IMC Program Is

question 29

Multiple Choice

The objective of personal selling in an IMC program is to:

• A) make communication between sellers and buyers nonpersonal.
• B) create primarily transactional relationships between retailers and sellers.
• C) build a relationship that will provide long-term benefits to both buyers and sellers.
• D) shift from being labor intensive to being capital intensive.
• E) lower selling costs.

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Definitions:

Catalog Retailer

A business that sells products directly to consumers through catalogs, allowing customers to shop without visiting a physical store.

Directional Array

A configuration of antennas or microphones designed to capture or emit radio or sound waves more effectively in specific directions.

Geographical Structure

An organizational structure where operations are divided based on geographical regions, facilitating focus on local markets or resources.

Local Tastes

Preferences and inclinations specific to people in a certain geographical area, often influencing the products and services offered in that region.