ACCTG 1 Lecture Notes - Lecture 2: Vital Spark, Viral Marketing, Practical Action
Document Summary
Action orientation: shaper: self-elected task leader with lots of nervous energy - extrovert, dynamic, outgoing, argumentative, pressurizes seeking ways around obstacles - tendency to bully, not always liked, generate action and thrive under pressure. Stage 2: take-off: once they have purchased your product/service, customers will evaluate whether you have delivered the value proposition that you promise whole marketing mix is evaluated. If the value proposition that is delivered meets their expectations then they may be persuaded to repeat purchase and become regular customers need some encouragement. 4: mass media becomes vitally important in communicating with mass markets, finding you first customers. Insight selling involves trying to disrupt pre-meeting decisions, customers may have sought out advice from independent resources beforehand and come to a sales meeting just to negotiate the deal. Involves trying to establish a relationship with prospective customers well ahead of the meeting in their learning phase so that you are seen as an expert consultant with valuable knowledge.
