MKTG 2P91 Study Guide - Personal Selling, Sales, Telemarketing
Document Summary
Chapter 15 personal selling and sales promotion. Selling has been a standard business activity for thousands of years. Professional salespeople are problem solvers who focus on satisfying the needs of customers before, during and after sales are made. Sales people pursue a common goal of creating mutually beneficial long term relationships with customers. Personal selling is a vibrant, vital, dynamic process. as domestic and foreign competition increases emphasis on productivity, personal selling is taking on more prominent role in the marketing mix. Sales people must communicate the advantages of their firms" goods and services over those of the competitors. Relationship marketing affects all aspects of an organization"s marketing function, including personal selling. Now marketers need to develop different sales skills. Its all about building long lasting relationships with buyers by providing high levels of customer service rather than providing a quick sale. Factors affecting the importance of personal selling in the promotional mix.
