MKT 504 Study Guide - Final Guide: Hard Sell, Transformational Leadership, Relate
Document Summary
Is an important part of marketing; interpersonal interactions between buyers and sellers to initiate, develop and enhance customer relationships. Customers must get to trust salespersons and salespersons must meet customer needs. This also contributes to creation, communication, and delivery of customer value. Focus on solving customer problems, providing opportunities and adding value. Customer value is customer dependent (trust based selling) In the modern era: customer oriented approach using truthful, nonmanipulative tactics to satisfy the long term needs of both the customer and the selling firm. Many organizations employ salespeople (for example xerox employs 15k and coke employs 9k) Salespeople can stimulate the economy and ensure the diffusion of innovation. They create revenue, do market research and solve problems. Mental states selling (aida: a attention, i interest, d desire, a action. It is heavily reliant on a structured sales presentation like the stimulus response.
