6600:205 Lecture Notes - Lecture 10: Strategic Alliance, Root Mean Square

• School: University of Akron
• Department: Marketing
• Course: 6600:205
• Professor: Lauren Houser

Document Summary

Marketing chapter 20 personal selling and sales management. The scope and nature of personal selling personal selling- the two way ow of communication between a buyer or buyers and a seller, designed to in uence the buyer"s purchase decision. Can take place in various situation ; face to face, via video teleconferencing, on the phone, online. Experts estimate that the average cost of a single b2b sales call is about . Rms that continue to use personal selling as part of their integrated marketing communications program recognize the value that it adds to their product or service mix. Personal selling is worth more than its costs. Adds value by educating customers and providing advice, saving the customer time, making things easier for customers, and building long term strategic relationships with customers. The personal selling process step 1 generate and qualify leads. Generate a list of potential customers (leads) and asses their potential (qualify)