Question

IGM Technologies sells a new calibrated filtering system used to virtually eliminate all types of hazardous gas emissions in chemical plants. The filtering system involves complex technology that customers may not understand easily. The company sends its sales personnel for a two-day training course on the appropriate use and maintenance of the filtering system so that they can educate prospective customers about its application.
Which of the following elements of the promotion mix would most likely be used to sell this filtering system?

A) Personal selling
B) Mass marketing
C) Public relations
D) Advertising

Answer 1

Answer:

Personal Selling

Explanation:

Personal Selling is one of the elements of promotion mix which involves one to one sales communication with potential customers. Personal selling is one of the most effective promotion approaches because it can be tailored to meet potential customers needs, especially when sales of a particular product and service demands that.

In the case of IGM Technologies, personal selling would be the most likely used because of the complex technology that customers may not understand easily and need for sales personnel to educate potential customers about the product.

Others elements of promotion mix, such as advertising, public relations and mass marketing will be less effective as they don`t bring sales personnel close to potential customers as personal selling. And using any one of three other elements of promotion mix will not help potential customers to understand the complex technology, manner of usage and how to maintain the filtering system.

So personal selling will most likely be used.