Marketing

1. Why do cosmetic firms hire beauty advisors to promote their products in stores? What do these salespeople contribute beyond what the store sales personnel and simple advertising could do?

Cosmetic firms hire beauty advisors to promote their products in stores because they attract customers. They contribute by turning browsers into buyers. They ask questions and give more in depth information to customers. They get to know the customers better, and that helps them better satisfy what their looking for. They somehow suck these browsers in and make them purchase products. The customers also leave satisfied because they feel like have assurance that the products would help them.

2. Review each of the 5 “sales tips” that are depicted in the figure contained in the article. Apply what you know about buyer behavior principles and theories to justify and/or critically evaluate each one of these tips.

By building a rapport you understand what the customer’s needs are and they also know that you understand what they are looking for. This can help better satisfy the customer because you know what they want. The link and bridge sales tip gives them more options to choose from. You can then use link selling to help her find more products that will better fulfill her needs. Link selling introduces new products to the customer that the customer might like. Bridge selling understands what the customer prefers and helps you lead to products that customer might buy. Laying a foundation helps the customer get a foundation of what the product she looked at is. This helps the customer get information on a product easier because you are making it available to her. Leading by nose might get the customer to impulse buy. She will get feel of what the perfume smells like and buy it instinctively. Not giving up helps give a list of the product’s benefits and this help the customer evaluate the product.

3. Did it appear to you that the customers were unhappy with Muffie Ferrel...