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Define about the Personal Selling tool
This tool differs from previous two in that although it still lacks relative credibility and control, degree of control is potentially lower. This is because salesperson is free at the point of contact to deliver a message other than that intended (Lloyd, 1997). Indeed, many different messages can be delivered by a single salesperson. Some of these messages may enhance prospect of the salesperson's objectives being reached (making the sale); some may retard the process and so incur more time and hence costs. Whichever way it is viewed, control is lower than with advertising.
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Define marketing mix according to Philip Kotler According to Philip Kotler "Marketing Mix is set of controllable variables that firm can use to influence buyer's response". C
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