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mkt504 ch2.docx

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MKT 504
Roy Morley

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CHAPTER 2: EVOLUTION OF SELLING MODELS THAT COMPLEMENT MARKETING CONCEPTS -marketing concept: co-ordinate all activities to satisfy customers while achieving company goals -marketing mix: set of controllable, tactical marketing tools that consists of everything the firm can do to influence the demand for its product (product, price, place, promotion) -consultative selling: personal selling with emphasis on need identification, need satisfaction, building of relationship that results in repeat business -transactional selling: matches needs of value-conscious buyer primarily interested in price & convenience -strategic planning: matches the firm’s resources to its market opportunities -adaptive selling: altering sales behaviours in order to improve communication with customer -strategic/consultative selling model: develop personal selling philosophy, relationship strategy, product strategy, customer strategy, presentation strategy -relationship selling: form of personal sell
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