WAEC Commerce 2013 Theory — Question 6

Model answer

(a) Importance of personal selling to a business: Personal selling makes the customer to be loyal to the seller. It enables the seller to know where the product lax and lag. It gives seller competitive edge over its rivals. It creates personal relationship between seller and buyer. Personal selling increases selling coverage of the seller. (b) Importance of communication to business: Communication allows managers and staff to perform their basic functions. It serves as foundation for planning. It facilitates exchange of valuable information in the organisation. Communication allows top management to get feedback from below. Communication enhances effectiveness in an organisation.