Scenario 2 – Stay-Sharp Cutlery Jeff is a 22-year old who has always wanted to r

Question

Scenario 2 – Stay-Sharp Cutlery Jeff is a 22-year old who has always wanted to run his own business. As a kid, he spent summers cutting neighbors' lawns for extra income. Jeff recently became a Stay-Sharp Cutlery sales associate. Stay-Sharp is a high quality, custom-made cutlery product that does not dull over time. Although he represents the Stay-Sharp company, Jeff is able to call the shots of his new business. Jeff's success in his new venture is contingent on how much work and effort he puts in. Answer the following question based on the scenario described above. Jeff understands that personal selling is not always the best selling approach for all products. Which of the following products would be better promoted with an advertising or sales promotion approach? a. Wood-burning stove b. Custom-made blinds c. Commercial washing machine d. Laundry detergent e. Insurance policy

Explanation / Answer

d. Laundry detergent.

Advertising and sales promotion are the marketing techniques used when large group of customers are targeted. Customized products on the other hand cannot be targeted towards mass customers and can be targeted towards specific target groups that particularly use them which is possible throughpersonal selling.

Since laundry detergent is used by all the segments of custmers at a large scale this can be promoted through advertising in media. also sales promotion through distribution of samples as a sales promotion techniques helps to make the product reach many customers.

Customized products needs to be sold through personal selling.

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