2-1. 2-2 chapter 1 - review topics covered last week – in-review: what is selling? personal...
TRANSCRIPT
![Page 1: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/1.jpg)
2-1
![Page 2: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/2.jpg)
2-2
Chapter 1 - Review
Topics Covered Last Week – In-Review:What Is Selling?Personal Selling TodayA New Definition of Personal SellingThe Golden Rule of Personal SellingEverybody Sells!What Salespeople Are Paid to DoWhy Choose a Sales Career? Is a Sales Career Right for You?
![Page 3: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/3.jpg)
2-3
Chapter 1 - Review
Topics Covered Last Week – In-Review:What Is Selling?Personal Selling TodayA New Definition of Personal SellingThe Golden Rule of Personal SellingEverybody Sells!What Salespeople Are Paid to DoWhy Choose a Sales Career? Is a Sales Career Right for You?
![Page 4: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/4.jpg)
Relationship Marketing:Where Personal Selling Fits
Relationship Marketing:Where Personal Selling Fits
Chapter
Chapter
2
Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/Irwin
![Page 5: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/5.jpg)
Chapter
Chapter
22-5
![Page 6: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/6.jpg)
Main TopicsMain TopicsMain TopicsMain Topics
What Is the Purpose of Business?What Is Marketing?
Customer Orientation’s EvolutionMarketing’s Importance in the Firm
Essentials of a Firm’s Marketing EffortRelationship Marketing
Relationship Marketing and the Sales ForceLevels of Relationship Marketing
Chapter
Chapter
22-6
![Page 7: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/7.jpg)
Main TopicsMain TopicsMain TopicsMain Topics
Partnering with CustomersThe New Consultative Selling
E-Selling: Technology and Information Build RelationshipsWhat’s a Salesperson Worth?
The Key to Success
Chapter
Chapter
22-7
![Page 8: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/8.jpg)
2-8
In Chapter 2 We Will See What is Meant by the Terms...
Business Marketing Product, Price, Place, Promotion Personal Selling
![Page 9: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/9.jpg)
2-9
The Purpose of Business is to: Increase the general well being of humankind
through the sales of goods and services
![Page 10: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/10.jpg)
2-10
This Requires
Making a profit in order to operate the business and to provide beneficial products to the marketplace
![Page 11: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/11.jpg)
2-11
Profit is a Means to an End
Profit is needed to serve humankind Profit is needed to operate the business Profit is needed to provide products to the
marketplace
![Page 12: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/12.jpg)
2-12
The Two Basic Functionsof Business
Production of goods or creation of services Marketing those goods and services
![Page 13: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/13.jpg)
2-13
What is Marketing? Marketing is a process of planning:
The conception, pricing, promotion, and distribution of goods, services, and ideas
To create exchanges that satisfy individual and organizational objectives
![Page 14: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/14.jpg)
2-14
Customer Orientation’s Evolution The production concept The selling concept The marketing concept
![Page 15: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/15.jpg)
2-15
The Production Concept
Companies were production oriented
We know what people want – they want our product.
![Page 16: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/16.jpg)
2-16
The Selling Concept
Characterized by product demonstrations and unsophisticated sales techniques
Emphasis on the product Product created and then sold Management is sales-volume oriented Stresses needs of the seller
![Page 17: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/17.jpg)
2-17
The Marketing Concept
Emphasis is on customer’s wants Customer’s wants drive production Management is profit-oriented Planning is long-term Stresses wants of buyers
![Page 18: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/18.jpg)
the tree swing the tree swing
A study in understanding what our customer A study in understanding what our customer actually wantsactually wants
![Page 19: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/19.jpg)
the tree swing the tree swing
what marketing suggestedwhat marketing suggested
![Page 20: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/20.jpg)
the tree swing the tree swing
what management approvedwhat management approved
![Page 21: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/21.jpg)
the tree swing the tree swing
as designed by engineeringas designed by engineering
![Page 22: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/22.jpg)
the tree swing the tree swing
what was manufacturedwhat was manufactured
![Page 23: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/23.jpg)
the tree swing the tree swing
as maintenance installed itas maintenance installed it
![Page 24: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/24.jpg)
the tree swing the tree swing
what the customer wantedwhat the customer wanted
![Page 25: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/25.jpg)
2-25
Exhibit 2-1: The Difference Between Selling and Marketing Concepts
![Page 26: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/26.jpg)
2-26
Marketing’s Importance in the Firm
Marketers have four main objectives:Maximize the sales for existing products in
existing marketsDevelop and sell new productsDevelop new markets for existing or new productsProvide quality service to ensure repeat business
![Page 27: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/27.jpg)
2-27
Exhibit 2-2: The Marketing Group is the Link Between Customers and the Organization
![Page 28: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/28.jpg)
2-28
Product: It’s More Than You Think
A good is a physical object that can be purchased
A service is an action or activity performed for a fee
Value-added refers to benefits received that are not included in the purchase price of a good or service
![Page 29: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/29.jpg)
2-29
Exhibit 2-3: Four Elements of the Marketing
Mix and Four Promotion Activities
![Page 30: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/30.jpg)
2-30
Exhibit 2-4: Examples of Business-To-Business Value-Adding
Help customer reduce process costs Improve yieldsReduce waste (through recycling, etc.)Reduce reworkReduce direct laborReduce indirect labor (inspection, handling)Reduce energy costs
![Page 31: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/31.jpg)
2-31
Help customer reduce inventoryConsignmentJust-in-time deliveryReduced cycle time
Exhibit 2-4: Examples of Business-To-Business Value-Adding
![Page 32: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/32.jpg)
2-32
Help customer reduce administrative costsSimplify billing Improve tractabilityUse electronic data interchange
Exhibit 2-4: Examples of Business-To-Business Value-Adding
![Page 33: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/33.jpg)
2-33
What is Meant by the Term “Product?”
A product is a bundle of tangible and intangible attributes, including package, color, and brand, plus the services and even the reputation of the seller
![Page 34: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/34.jpg)
2-34
The Term “Product” May Refer to a Good or Service
ExamplesGoods - a physical object for sale
AutomobileCell phonePrescription medicine
Services - an action or activity done for others for a fee
Automobile repairWireless phone planHealth insurance
![Page 35: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/35.jpg)
2-35
The Good and the Service:
Automobile - repair services Cell phone - wireless phone plane Prescription medicine - health insurance
![Page 36: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/36.jpg)
2-36
We Will Use the Terms Follow-up and Service. What do They Mean?*
Follow-up refers to maintaining contact with a customer in order to evaluate the effectiveness of the product and the satisfaction of the customer (More on this in Chapter 14)
![Page 37: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/37.jpg)
2-37
The Term “Service” May Refer to A:
Product, as insurance and advertise which is sold by someone
Service, as customer service which is an activity offered by a seller in conjunction with the purchase of a product, such as delivery, repair, credit cards accepted, 800 telephone number, web site, salesperson available to help customer (More on this in Chapter 14)
![Page 38: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/38.jpg)
2-38
Customer Service by the Salesperson Include:
Salesperson goes to customer’s business to help:Resell productsCustomer use productHandling complaintsReturn damaged productsProvide samplesSuggest further business opportunities
(Above discussed in Chapter 1)
![Page 39: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/39.jpg)
2-39
People Buy More Than the Product
People buy want-satisfaction as (More in Chap 4)
Image of owning as aPolo shirt vs. Wal-Mart shirtDodge Viper* vs. Volkswagen Vanagon*
What the product will do Its quality
*products and associated images used for illustrative purposes only
![Page 40: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/40.jpg)
2-40
What is a consumer product? A consumer product is produced for, and
purchased by, households or end consumers for their personal use
What is an example of a consumer product?ToothpasteTelevisionClothes
There Are Two General Types of Products - Consumer and Industrial Products
![Page 41: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/41.jpg)
2-41
There Are Two General Types of Products - Consumer and Industrial Products
What is industrial product? An industrial product is sold primarily for use
in producing other products. Industrial users are profit/nonprofit organizations that buy good and services for one of three purposes*1.To make other goods and services
2.To sell to consumer or other industrial users
3.To conduct the organization’s operations*
![Page 42: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/42.jpg)
2-42
The Key Phrases That Differentiate Between Consumer and Industrial Products are:
Consumer product - personal use Industrial product - producing other products What is an example of an industrial product?
Airlines purchase airplanesBoeing sells their airplanes to airlinesUniversity buys computers
![Page 43: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/43.jpg)
2-43
What Is Another Name for an Industrial Product?*
Business product Organizational product
![Page 44: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/44.jpg)
2-44
Price: It’s Important to Success
Price refers to the value or worth of a product that attracts the buyer to exchange money or something of value for the product
![Page 45: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/45.jpg)
2-45
Distribution Moves Products to Customers
Three Customer GroupsA household refers to a decision-making unit that
buys for personal useA firm is an organization that produces goods and
servicesA government is an organization that has two
functions: The provision of goods and services to households and
firmsThe redistribution of income and wealth
![Page 46: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/46.jpg)
2-46
Consumer and Industrial Products are Often Distributed Through Resellers
What are Resellers? Resellers, such as wholesalers or retailers,
purchase products and then sell to organizations and/or individuals
![Page 47: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/47.jpg)
2-47
What Is a Wholesaler? The Wholesaler (May Be Referred to as a Distributor)
Primarily engaged in buying, taking title to, usually storing and physically handling goods in large quantities, and reselling the goods, usually in smaller quantities toRetailersWholesalersManufacturers
![Page 48: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/48.jpg)
2-48
Exhibit 2-5: Examples of Distribution Channels for Consumer and Industrial Products
![Page 49: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/49.jpg)
2-49
Promotion Tells People
Promotion increases sales by communicating product information to potential customers
The four basic components of a firm’s promotional effort are: (PAPS)Personal sellingAdvertisingPublicitySales promotion
![Page 50: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/50.jpg)
2-50
Exhibit 2-6: Promotion Activities Personal Selling is…
personal communication of information to persuade
Advertising is…non-personal communication of information paid for by an identified sponsor such as an individual or an organization (Methods include TV, newspapers, catalogs and the radio)
![Page 51: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/51.jpg)
2-51
Publicity is…non-personal communication of information that is not paid for by an individual organization. Information appears in media such as television, radio and newspapers
Sales promotion involves…activities or materials used to create sales for goods or services
Exhibit 2-6: Promotion Activities
![Page 52: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/52.jpg)
2-52
Exhibit 2-6
![Page 53: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/53.jpg)
2-53
Exhibit 2-6: Promotion Activities Two types of sales promotion
Consumer - includes free samples, coupons, contests, and demonstrations to consumers
Trade - encourages wholesalers and retailers to purchase and to sell aggressively using devices such as sales contests, displays, special purchase prices, and free merchandise
![Page 54: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/54.jpg)
2-54
Exhibit 2-7: Examples of Each Marketing Mix Element
![Page 55: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/55.jpg)
2-55
Relationship Marketing
Relationship marketing is the creation of customer loyalty
Targets a major customer that it wants to sell to now and in the future
Establishes a long-term collaborative relationship
![Page 56: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/56.jpg)
2-56
Four basic questions used as guidelines in defining the role of the sales force:
1.How much selling effort is necessary to gain and hold customers?
2.Is the sales force the best marketing tool?
3.What type of sales activity will be necessary?
4.Can the firm gain strength relative to its competition with its sales force?
Relationship Marketing andthe Sales Force
![Page 57: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/57.jpg)
2-57
Personal selling builds relationships! Two main functions of personal selling are to:
Generate revenueProvide services to satisfy customers
Flexible in operation Focused on prospective customers Results in actual sales
Relationship Marketing andthe Sales Force
![Page 58: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/58.jpg)
2-58
implement relationship marketing
Relationship Marketing andthe Sales Force
Salespeople
![Page 59: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/59.jpg)
2-59
Summary of Relationship Marketingand the Sales Force
What is the role of the sales force in the marketing effort?
Personal selling builds relationships Salespeople implement relationship marketing
![Page 60: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/60.jpg)
2-60
Exhibit 2-8: Examples of Various Marketing and Sales Methods Used to Sell Mid-Sized Computers Business-To-Business
![Page 61: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/61.jpg)
2-61
Three Levels of Relationship Marketing
Transaction selling Relationship selling Partnering
![Page 62: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/62.jpg)
2-62
Three Levels of Relationship Marketing
Transaction selling: customers are sold to and not contacted again
Relationship selling: the seller contacts customers after the purchase to determine if they are satisfied and have future needs
Partnering: the seller works continually to improve its customers’ operations, sales, and profits
![Page 63: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/63.jpg)
2-63
Exhibit 2-9: Dependence Increases as Relationships become More Important
Trans
actio
nal
High
Low
Rel
atio
nshi
ps
HighLow Dependence
Relatio
nship
Partn
ersh
ip
![Page 64: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/64.jpg)
2-64
Partnering with Customers
Encourages both the buyer and seller to share information
Two companies work toward the same objective
![Page 65: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/65.jpg)
2-65
Partnering, cont…
Components of partnering include: Individual excellence Importance Interdependence Investment Information Integration Institutionalization Integrity
![Page 66: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/66.jpg)
2-66
Exhibit 2-10
![Page 67: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/67.jpg)
2-67
Consultative Selling
The process of helping the customer achieve strategic short and long-term goals through the use of the seller’s goods and/or servicesA highly interactive dialogue between a
salesperson and a customerA balanced exchange of information
![Page 68: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/68.jpg)
2-68
Three Consultative Selling Roles for the 21st Century
![Page 69: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/69.jpg)
2-69
Three Roles of Consultative Selling
The Team LeaderCoordinates all of the information, resources, and
activities needed to support customers before, during, and after the sale
The Business ConsultantGives advice and service. Uses internal and
external resources to gain an understanding of the customer’s business and marketplace
![Page 70: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/70.jpg)
2-70
The Long-Term AllyCreates a “win–win” situation. As the customer’s
sales and profits grow, so do the salesperson’sThe ability of a salesperson to fulfill the role of
long-term ally is a pivotal factor in determining whether a sales transaction is just a transaction or the beginning of a relationship
Three Roles of Consultative Selling
![Page 71: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/71.jpg)
2-71
The Customer-Seller Relationship Gap
May occur when the salesperson’s interest in the customer declines
Usually after the sale Yet the customer’s interest increases after
the sale This is one reason why service after the
sales is so important
![Page 72: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/72.jpg)
2-72
What’s a Salesperson Worth?
“Worth” is dependent upon at least three factors:What the salesperson costsHow much he/she sellsThe profit margin
Salespeople make a valuable contribution to the success of their employer
Selling closes deals and generates the revenue to keep the organization in business
![Page 73: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/73.jpg)
2-73
The Key to Success
Knowing and satisfying target customers with competitively superior products and service
Marketing is the company function that defines customer targets and the best way to satisfy their needs and wants competitively and profitably
Marketing’s main customer contacts are salespeople
![Page 74: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/74.jpg)
2-74
Exhibit 2-13: Marketing and Personal Selling Provide Service to Customers
![Page 75: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/75.jpg)
2-75
Summary
Selling is only one part of the overall marketing activities of the firm
Marketing is an exchange process between buyers and sellers
The marketing concept is based upon a firm’s desire to increase sales while anticipating and satisfying consumer needs
![Page 76: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/76.jpg)
2-76
The marketing mix is comprised of four variables:ProductPriceDistributionPromotion
The role of the salesperson is considered carefully in the firm’s determination of the promotional aspect of its marketing mix
Summary, cont…
![Page 77: 2-1. 2-2 Chapter 1 - Review Topics Covered Last Week – In-Review: What Is Selling? Personal Selling Today A New Definition of Personal Selling](https://reader036.vdocument.in/reader036/viewer/2022062300/56649e5f5503460f94b58fa3/html5/thumbnails/77.jpg)
2-77
Consultative selling focuses on the salesperson’s ability to provide customer satisfaction by adding value to the sales transaction
Summary, cont…