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Role of Personal Selling in IMC Strategy

Background 

Sweetwater provides musical technology and instruments to their customers. They are a profitable business that meets the unique and individualized needs of their customer base through personal selling. This short paper will examine the role of personal selling as a component of integrated marketing communications strategy.

Prompt

For this short paper, watch the video Personal Selling: Featuring Sweetwater (Video file, 5 min, 36 sec) and answer the questions on personal selling.

Tasks:

1. Watch the following video:
   1. Personal Selling: Featuring Sweetwater(Links to an external site.)
       (Video file, 5 min, 36 sec)
2. Answer the following questions:
   1. Why are some industries more reliant upon personal selling than others?
   2. Analyze the continued use of personal selling in a selection of industries of your choice and suggest reasons for differences in the way in which it is used?”

Your paper should be 3-4 pages long supported with a minimum of two scholarly references in a double-spaced document using 12 pt. Times New Roman font, utilizing APA format.

• Use the EC Library resources to properly cite your work:
  • APA Format Tip Sheet (Links to an external site.)
    
  • Citing Sources (Links to an external site.)
    
  • Plagiarism & Copyright (Links to an external site.)
    
• Use the EC Library guide to conduct your research:
  • Business Research Guide (Links to an external site.)
    

Compose your work in a .doc or .docx file type using a word processor (such as Microsoft Word, etc.) and save it frequently to your computer. For those assignments that are not written essays and require uploading images or PowerPoint slides, please follow uploading guidelines provided by your instructor.