Marketing Notes Ch 20-21
Chapter 20 Notes
Personal selling – two way flow of communication between buyer and seller
Sales management – involves planning the selling program and management of sales team
20% of CEOs in the largest U. S. corporations have significant sales experience in their work history.
Personal selling serves three major roles: 1. they are critical link between firm and its customers, 2.Salespeople ARE the company in customer’s eyes 3. Plays a dominate role in marketing program
Relationship selling – practice of building ties to customers based on a salesperson’s mutual respect and trust among buyer/seller. Focuses on creating long-term customers, not a one-time sale
Three types of personal selling: 1. Order taker – processes routine orders/reorders 2. Order getting – finds new customers through canvassing and relationship building; requires high degree of creativity and customer empathy. 3 .Customer sales support – supportive role for sales professionals
Personal Selling Process consists of six stages: Prospecting (search for and qualify prospects), Pre-approach (gather information), Approach (stimulate interest with prospect), Presentation (create desire to buy), Close (obtain order), Follow-up (ensure customer satisfaction)
Presentation styles are mentioned on pages 528 – 529.
Emotional intelligence – ability to understand one’s own emotions and the emotions of people with whom one interacts on a daily basis.
Marketspace – face-to-face exchange in physical facilities with mostly tangible objects
Marketspace – Internet-enabled digital environment including electronic images and offerings. *Provides information anywhere at any time. *Benefits include: interactivity and individuality
Largest online consumer lifestyle segment is click-and-mortar, which are primarily women who tent to browse retailer Web sites but actually buy products in traditional retail stores.
Eight-second rule – customers will abandon their efforts to enter and navigate a Web site if
Personal selling – two way flow of communication between buyer and seller
Sales management – involves planning the selling program and management of sales team
20% of CEOs in the largest U. S. corporations have significant sales experience in their work history.
Personal selling serves three major roles: 1. they are critical link between firm and its customers, 2.Salespeople ARE the company in customer’s eyes 3. Plays a dominate role in marketing program
Relationship selling – practice of building ties to customers based on a salesperson’s mutual respect and trust among buyer/seller. Focuses on creating long-term customers, not a one-time sale
Three types of personal selling: 1. Order taker – processes routine orders/reorders 2. Order getting – finds new customers through canvassing and relationship building; requires high degree of creativity and customer empathy. 3 .Customer sales support – supportive role for sales professionals
Personal Selling Process consists of six stages: Prospecting (search for and qualify prospects), Pre-approach (gather information), Approach (stimulate interest with prospect), Presentation (create desire to buy), Close (obtain order), Follow-up (ensure customer satisfaction)
Presentation styles are mentioned on pages 528 – 529.
Emotional intelligence – ability to understand one’s own emotions and the emotions of people with whom one interacts on a daily basis.
Marketspace – face-to-face exchange in physical facilities with mostly tangible objects
Marketspace – Internet-enabled digital environment including electronic images and offerings. *Provides information anywhere at any time. *Benefits include: interactivity and individuality
Largest online consumer lifestyle segment is click-and-mortar, which are primarily women who tent to browse retailer Web sites but actually buy products in traditional retail stores.
Eight-second rule – customers will abandon their efforts to enter and navigate a Web site if