TR Chapter 17 - Copyright 2007 by Nelson, a division of...

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Unformatted text preview: Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter 17 Chapter 17 Personal Selling Personal Selling and and Sales Promotion Sales Promotion 17-2 Copyright 2007 by Nelson, a division of Thomson Canada Limited Chapter Objectives Chapter Objectives 1. Outline the marketplace conditions that make personal selling a primary component of a firms promotional mix. 2. Describe the four sales channels. 3. Describe the major trends in personal selling. 4. Identify and briefly describe the three basic sales tasks. 5. Outline the seven steps in the sales process. 6. Identify the seven basic functions of a sales manager. 7. Explain the role of ethical behaviour in personal selling. 8. Describe the role of sales promotion in the promotional mix. 9. Identify the different types of consumer-oriented and trade-oriented sales promotions. 17-3 Copyright 2007 by Nelson, a division of Thomson Canada Limited Personal selling Personal selling : interpersonal influence process involving a sellers promotional presentation conducted on a person-to- person basis with the buyer A salesman is someone who sells goods that wont come back to customers who will. (Anonymous) The Evolution of Personal Selling The Evolution of Personal Selling 17-4 Copyright 2007 by Nelson, a division of Thomson Canada Limited Has been a standard business activity for thousands of years Early peddlers sold goods they manufactured or imported . . . viewed selling as a secondary activity Following Confederation, sales people from Montreal and Toronto travelled east to the Maritimes and west through the United Sates to Winnipeg and Victoria In the 19th century, drummers sold to both consumers and intermediaries sometimes using questionable practices and built negative stereotypes which persist today 17-5 Copyright 2007 by Nelson, a division of Thomson Canada Limited Todays salesperson is usually a highly- trained professional Sales professionals take a customer-oriented approach employing truthful, nonmanipulative tactics in order to satisfy the long-term needs of both the customer and the selling firm Todays professional salespeople are problem solvers who seek to develop long- term relationships with customers 17-6 Copyright 2007 by Nelson, a division of Thomson Canada Limited Variable Conditions That Favor Personal Selling Conditions That Favor Advertising Consumer Product Geographically concentrated Relatively low numbers Expensive Technically complex Custom made Special handling requirements Transactions frequently involve trade-ins Geographically dispersed Relatively high numbers Inexpensive Simple to understand Standardized No special handling requirements Transactions seldom involve trade-ins Price Relatively high Relatively low Channels Relatively short Relatively long 17-7 Copyright 2007 by Nelson, a division of Thomson Canada Limited The Four Sales Channels The Four Sales Channels Personal selling occurs through several...
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TR Chapter 17 - Copyright 2007 by Nelson, a division of...

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