Ch2_F11_sv - Personal Selling & Buying Processes MKT...

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Unformatted text preview: Personal Selling & Buying Processes MKT 313 Personal Selling Principles Personal Selling Principles New Selling of America video clip “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 Sales is all about… Building relationships Solving problems Delivering value Customer Value Model Course Structure – roughly defined Part 1: Strategic Part 2: Tactical The Sales Call Today Personal Selling Philosophy and Trends The Big Picture Functional Areas 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. “Marketing is not a specialized activity at all. It “Marketing is not a specialized activity at all....
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This document was uploaded on 11/02/2011 for the course MKT 313 at University of Michigan.

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Ch2_F11_sv - Personal Selling & Buying Processes MKT...

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