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BBA304
Fall
2016
1 Who are the key players
of advertising?
Answer: Key players in Advertising
The advertiser
Advertising
begins with the advertiser, the person or organisation that uses advertising to
send out a message about its products. The advertiser initiates the advertising
effort by identifying a marketing problem that advertising may solve. The VW
(Volks Wagon) story is an example of how an advertiser struggles to maintain
its position in a changing market and also how its agency helps as a partner in
developing a communication strategy to address the problem. The advertiser also
2 Explain the various
promotional tools of Integrated Marketing Communication (IMC).
Answer: The various tools for IMC are:
Advertising: Advertising is
defined as any paid form of non-personal communication about an organisation,
product, service or idea by an identified sponsor. The paid aspect in this definition
reflects the fact that the space or time for an advertising message must be bought.
The non-personal component means advertising involves mass media that can
transmit a message to large groups and an
3 What are the advantages
and disadvantages of newspaper as a medium of advertising?
Answer: Advantages of newspapers
Let us now see
the advantages of newspapers.
Range of
market coverage
Advertisers
can reach local or metro markets, special interest groups and racial and ethnic
groups in a cost- efficient manner.
Comparison
shopping
Consumers use
newspapers for comparison shopping, so they are especially useful for
advertisers that have
4 Indicate the emerging
trends in Sales Management with a futuristic approach.
Answer: Emerging Trends in Sales
Management
1.
Global Clients – Selling professionals are now
experiencing a culturalshift in their respective account bases. For almost
three decades there has been a dramatic shift from domestic client bases to a
multinational client base. Hence, it is vital for all selling professionals to
think globally and act locally.
2.
5 Explain the concept of
AIDAS Model.
Answer: AIDAS Principle
Attention
We know that a
sales person should get the attention of the customers. Without attention, they
can hardly persuade customers of anything. The best way to get their attention
is to surprise them. When a salesperson talks to them, the first few seconds
are essential as they will listen attentively and rapidly
6 Explain the various
methods for evaluating the performance of salespeople?
Answer: Performance Evaluation Methods
1.
Graphic rating scales: This method is
most commonly used in sales organisations. It is particularly useful in
evaluating the salespeople’s qualitative behavioural or efforts related
criteria. The example shown below presents several qualitative behavioural criteria
used for evaluating the salespeople.
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