BUS360RgChptr17Smry

BUS360RgChptr17Smry - North Carolina State University...

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North Carolina State University College of Management BUS 360 Marketing Methods Lecture Summary Chapter 17 Personal Selling and Sales Management Definitions Personal Selling – The two way communication between a buyer or buyers and a seller that is designed to influence the buyer’s purchase decision. Relationship Selling – Sales philosophy and process emphasizing commitment to a long term relationship and investing in mutually beneficial opportunities Value Added by Personal Selling 1. Salespeople educate and provide advice 2. Sales people save time and simplify buying Business to Business Buying Process Stage 1: Need Recognition - Buying organization recognizes, through either internal or external sources, that is has an unfilled need Stage 2: Product Specifications - Organization considers alternative solutions and comes up with potential specifications that suppliers might use to develop their proposals to supply the product Stage 3: RFP Process - The request for proposals (RFP) is a common process through which buying organizations invite alternative suppliers to bid on supplying their required components. Stage 4: Proposal Analysis
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This note was uploaded on 12/05/2011 for the course BUS 360 taught by Professor Kimbrough during the Fall '08 term at N.C. State.

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BUS360RgChptr17Smry - North Carolina State University...

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