MGMA01H3 Lecture : Chapter 16 Marketing.docx
Document Summary
Rather than selling to potential buyers, savvy marketers stress building relationships. Personal selling: personal presentation by the firm"s sales force for the purpose of making sales and building customer relationships. Today most sales people are well-educated, well-trained professionals who add value for customers and maintain long-term customer relationships. Salesperson: 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. Advertising consists largely of nonpersonal communication with target consumer groups. In contrast, personal selling involves interpersonal interactions between salespeople and individual customers. Linking the company and its customers: salespeople serve both masters: the seller and the buyer, they represent the company to customers. They find and develop new customers and communicate information about the company"s products and services.
