MKT 100 Chapter : MKT Module 8.docx

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Margaret Buckby

Document Summary

The basic objectives of personal selling are: to keep current customers happy and loyal, particularly highly profitable customers, to persuade a current customer to buy more, to persuade a potential customer to buy a new product or service, to feed back ideas on customer needs, improved product positioning, and the success of company and competitor marketing tactics. Buying behavior: order takers are typically involved in transactional sales, where the focus is on simple purchase situations that tend to be tangible goods and rebuys, order getters are required to uncover customer needs and understanding their product or service usage processes, sales force structure. Advantages of sales rep salesforce: fast way of building consumer franchise, reps open doors, low start investments cost, low risk, reps get paid for only what they sell, improved cash flow, you pay when you get paid, the halo effect the company benefits from the other brands the rep sells.