Ch3&5 - MKT313 PersonalSelling&Buying Processes

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Processes MKT 313 Relationship Strategy & Ethics
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Relationship Strategy Topics Chapter 3: Developing a Relationship Strategy Chapter 4: Communication Styles Chapter 5: Ethics
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Relationships Add Value Customers perceive that value is added when they  feel comfortable with the relationship they have with  a salesperson Certain salesperson traits help create perception of  value Honesty Accountability Sincere concern for customer welfare
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     Effective Relationship Strategies      Focus on Four Key Groups  3-4
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     The Role of CRM Customer Relationship Management (CRM)  technologies enhance relationship quality Promote rapid and effective client communication  Written records help avoid miscommunication
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Adapting the Relationship Strategy Transactional selling Buyers aware of needs, focus on price Relationship strategy secondary Consultative selling Salesperson listens, defines problem, solves Impact of the relationship is important Strategic alliance selling Build relationship with several people 3-6
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Ch3&5 - MKT313 PersonalSelling&Buying Processes

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