MCS 1000 Chapter Notes - Chapter Unit 9: Takers, Personal Selling, Sales Management

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Raffi Sarmazian

Document Summary

A useful vehicle for communicating with present and potential buyers. Personal selling: seller, often in face-to-face encounter, designed to influence a person"s or group"s purchase decision. Involves the two-way flow of communication between a buyer and. With advancement in technology, personal selling also happens over the phone, through video teleconferencing, and via the internet. A highly human intensive activity despite technology. Personal selling serves three roles in a firm"s overall marketing efforts. First, salespeople are the critical link between the firm and its customers. this role requires that salespeople match company interests with customer needs to satisfy both parties in the exchange process. Lastly, personal selling has been also shown to be critical to successful entrepreneurial efforts for three reasons. Creating customer value through salespeople: relationship and partner selling. Salespeople can create value by easing the customer buying process. Customer value is also created by salespeople who follow through the sale. Customer value creation is made possible by .