Ch. 17 - Personal Selling and Sales Management

When it comes to Coke and personal selling, Coca Cola at times sells itself. Coca Cola uses a

customer-centric sales technique that allows them to build their relationships with customers. One way they do this is with advertising. One of their largest campaigns and most popular is “share a coke”. This campaign involves the use of over  1,000 popular names all over the world. This creates a relationship between Coke and people in a certain way that other companies do not relate to their customers. Another way they enhance their interactions with people is through the use of their own website. Coca Cola allows you to interact with their website to learn the origins of your name and also allows you to order a specific bottle of coke. They also allow you to interact with them by contacting them on twitter. Coca Cola is known to answer their clients through social media. When they sell to smaller parties such as 7/11 or deli’s they offer promotions and sales that allow their brand to show much better than any other. Throughout the years Coca Cola has done needs assessments. These are tests that analyze the customer’s specific needs and wants with a different range of options. One way they have fixed the wants of certain people is by giving them over 100 different choices of flavors of water and soft drinks. this fixes the

wide variety base of all the people who drink coca cola instead of pushing them to a different soda brand. These different steps allow Coca Cola to sell personally and to manage their sales throughout the years. They continue to make more than their quota making them Coke a cash cow in the marketing world.