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MGMA01H3 (95)
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Chapter 16 Marketing.docx

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University of Toronto Scarborough
Management (MGM)
Angela Xu

Chapter 16Selling and Sales Promotions Learning Objectives 1 Discuss the role of a companys salespeople in creating value for customers and building customer relationships 2 Identify and explain the six major sales force management steps 3 Discuss the personal selling process distinguishing between transactionoriented marketing and relationship marketing 4 Explain how sales promotion campaigns are developed and implemented Personal selling Rather than selling to potential buyers savvy marketers stress building relationships The nature of personal sellingPersonal selling personal presentation by the firms sales force for the purpose of making sales and building customer relationshipsToday most sales people are welleducated welltrained professionals who add value for customers and maintain longterm customer relationshipsSalesperson an individual representing a company to customers by performing one or more of the following activities prospecting communicating selling servicing information gathering or relationship building Salespeople can be order takers standing behind the counter or order getters whose positions demand creative selling and relationship building The role of the sales forceAdvertising consists largely of nonpersonal communication with target consumer groups In contrast personal selling involves interpersonal interactions between salespeople and individual customersLinking the company and its customers o Salespeople serve both masters the seller and the buyer o They represent the company to customers They find and develop new customers and communicate information about the companys products and services They also represent as champions who understand the customers interests and managing the buyerseller relationshipCoordinating marketing and sales o Sales and marketing should be working together
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