MKTG 2201 Chapter 13: Chapter 13 Notes
12 Apr 2017
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Personal selling: personal presentations by the firm"s sales force for the purpose of making sales and building customer relationships. Salesperson: an individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. One extreme largely an order taker. Other extreme order getter (selling to consumers directly: the role of the sales force. Interpersonal arm of promotion mix can be much more effective than advertising in some situations. Role varies from company some companies don"t have any, but most firms the sales force plays a major role. First, salespeople represent the company to customers sell products by engaging customers, etc. But they also represent customers to the company act to represent customers" interests. To many customers the salesperson is the only manifestation of company they can see. Salesperson-owned loyalty customers become loyal to salespeople as well as the company.
