Lecture Ch 20_BB - Jade S. DeKinder What You Should Know...

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Unformatted text preview: Jade S. DeKinder What You Should Know The types of advertisements The different media alternatives for advertising and their advantages and disadvantages Ways of pretesting and posttesting The different kinds of sales promotion and their advantages and disadvantages Jade S. DeKinder Promotional Alternatives (Chapter 18) Advertising Personal Selling Public Relations Sales Promotion Direct Marketing Chapter 20: Personal Selling and Sales Management Professor Jade DeKinder Jade S. DeKinder What You Will Know What personal selling is The three types of personal selling The six stages of personal selling The 3 presentation formats and the 6 ways to handle objectives The 3 functions of sales management Jade S. DeKinder Personal selling Two-way flow of communication between a buyer and a seller Often face-to-face Designed to influence Highly human-intensive Sales Management Jade S. DeKinder Personal selling in Marketing 1) Critical link between firm and customers 2) Salespeople are the firm in a customers eyes 3) Plays a dominant role in marketing program Jade S. DeKinder Creating Value Relationship selling Building ties over time Salespersons attention and commitment; trust Partnership (enterprise) selling Buyers and sellers Customize solutions Joint planning Shared information The winners will be those who deliver solutions from the users point of view. That is a big part of marketings job Jack Welch, 2004 Jade S. DeKinderJade S....
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Lecture Ch 20_BB - Jade S. DeKinder What You Should Know...

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