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Ch2_F11_sv - MKT313 PersonalSelling&Buying Processes...

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Personal Selling                         & Buying  Processes MKT 313 Personal Selling Principles
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Personal Selling Principles New Selling of America  video clip
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“Personal Selling is the interpersonal communication  process in which a seller uncovers and satisfies the  needs and wants of a prospect to the mutual, long  term benefit of both parties” Let’s unpack this definition
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Sales is all about… Building relationships Solving problems Delivering value
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Customer Value Model
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Course Structure – roughly defined Part 1: Strategic Part 2: Tactical The Sales Call
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Today Personal Selling Philosophy and Trends
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The Big Picture
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Functional Areas
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The Marketing Concept Organization-wide focus on providing chosen  groups of customers with products that bring  optimal satisfaction so as to achieve long-run  profits   (Beckman, Boone & Kurtz) Understand consumer/customer wants & needs before  developing product or service Corporate culture is systematically committed to creating  customer value over the long term  Each critical business decision is made with full knowledge of  impact it will have on the customer.
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“Marketing is not a specialized activity at all. It 
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