LG MBA 9120 - Manual (Page 5)

5
PERSONAL SELLING PHILOSOPHY
Company Name: LG Electronics____
Product Name: LG Internet Refrigerator
My Personal Selling Philosophy
Market Setting:
The overall market setting for the Internet refrigerator is a very limited market at this time due to the relatively high
cost of the appliance. Currently, I would place this item in the realm of the upper-middle income bracket families that
are looking for ways to incorporate and integrate the latest technology in their household. This refrigerator is just one
of many household items that are being introduced into the market that would interconnect PCs, the Internet and
other digital sources in a common appliance. This particular refrigerator has a fully functioning TV, MP3 player,
calendar, cookbook and other features like an automatic management system that allows it to self-diagnose problems.
This system integrates several of the appliances typically found on the kitchen counters of many households and
incorporates them together, thereby eliminating clutter. It is an item that is sold to consumers through a few retail
outlets.
Personal Selling:
The personal selling commitment needed to sell this exclusive product is relatively high—more so in the customer
service area. The seller must be aware that the price tag of this refrigerator attracts a higher income class of people
who want good service with the product. The seller must know all of the technological features of the basic unit, as
well as well as the Internet features well enough to explain how this unit will benefit the customer. Those who are
interested in this product, however, will expect to be fully informed on the use of the different features. This may
require that the sales person take time to demonstrate the features or be available if questions do arise at a later
date. The simplicity of the product allows all members of the family to use the beneficial features in order to
communicate with each other or via email to anyone. Personal selling, in this case, is more concentrated on the
futuristic capabilities than on the basic refrigeration techniques used, however, both are important features that must
be identified to the consumer.
Problem-solving Training:
Training involved in this product must represent two distinct fields. One field, which we are less concerned with for
this project, is the repairing of systems that any refrigerator operate—that is the technical wiring, refrigeration, etc.
The second is the knowledge and experience of the seller to recognize how the different systems within the unit
operate and which systems may cause errors. This must be gotten through experience in using the software on the
unit, as well as receiving the cooperation from the manufacturer regarding known problems and the like. Since this
product has relatively few outlets, the need for a training center would not be feasible; however, PG may have a
training facility at their HQs due to the wide variety of products sold. I would think that an interactive DVD or some
form of Internet training would work well. If this particular method was not providing enough for the sellers to be
truly informed and knowledgeable, then, perhaps, one could be sent to the training center.