MKT 504 Lecture 1: MKT504 - Week 1 - Chapter 1 (1)
27 Jan 2019
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Document Summary
Chapter 1: overview of personal selling (1) analyzing the situation. How do you pursue (3) 4 p"s - the marketing mix. Being able to predict the future (socio-cultural trends) An important part of marketing that relies heavily on interpersonal interactions between buyers and sellers to initiate, develop, and enhance customer relationships. Provide a selling strategy that meets customer needs. Provide a selling strategy that contributes to the creation, communication, and delivery of customer value. Customers" perception of what they get for what they have to give up. Sales presentations that include scripted sales calls, memorized presentations, and automated presentations. Customer-oriented approach that uses truthful, nonmanipulative tactics to satisfy the long-term needs of both the customer and the selling firm. Salespeople provide expertise and serve as information resources. Salespeople serve as advocates for the customer when dealing with the selling organization. Approach to selling where the key idea is that various stimuli can elicit predictable responses from customers.
