MARKETING PLAN EXPLORER
Copyright 2002, Professor Jerome M. Katrichis
Please use your back button to return to the outline.
V. GENERATION OF ALTERNATIVE MARKETING PLANS
B. 3. A. Personal Selling Strategy
The purpose of this section is to propose changes in the personal selling strategy of the organization. Seldom is this section the primary generator of new alternatives. It is far more likely to need to be altered based on some other proposed change such as a product repositioning.
The different elements within the personal selling strategy tend to be highly interactive. In general changes to one element such as incentives to sell, will impact the other elements such as the sales coverage and service level and the types of salespeople that are retained.
|Internal Situation Analysis|
|External Situation Analysis|
|Problems and Opportunities|
|Generation of Alternatives|