Chap02 - Chapter 2 RelationshipMarketing:...

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Relationship Marketing:  Where Personal Selling Fits  Chapter 2
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C h a p t e r 2 2-2
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2-3 Main Topics Main Topics What Is the Purpose of Business? What Is Marketing? Customer Orientation’s Evolution Marketing’s Importance in the Firm Essentials of a Firm’s Marketing Effort Relationship Marketing Relationship Marketing and the Sales Force Levels of Relationship Marketing
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2-4 Main Topics Main Topics Partnering with Customers The New Consultative Selling E-Selling: Technology and Information Build  Relationships What’s a Salesperson Worth? The Key to Success
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2-5 In Chapter 2 We Will See What is  Meant by the Terms. .. Business Marketing Product, Price, Place, Promotion Personal Selling
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2-6 The Purpose of Business is to: Increase the general well being of humankind  through the sales of goods and services
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2-7 This Requires Making a profit in order to operate the  business and to provide beneficial products  to the marketplace
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2-8 Profit is a Means to an End Profit is needed to serve humankind Profit is needed to operate the business Profit is needed to provide products to the  marketplace
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2-9 The Two Basic Functions of Business Two Basic Functions of Business Production of goods or creating of services Marketing those goods and services The Primary Goal of Business Transform marketplace and workplace into an  environment where everyone is treated fairly
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2-10 What is Marketing? Marketing is a process of planning: The conception, pricing, promotion, and  distribution of goods, services, and ideas To create exchanges that satisfy individual and  organizational objectives
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2-11  Customer Orientation’s  Evolution The production concept The selling concept The marketing concept
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2-12  The Production Concept Companies were production oriented We know what people want – they want our product.
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2-13 The Selling Concept Characterized by product demonstrations and  unsophisticated sales techniques Emphasis on the product Product created and then sold Management is sales-volume oriented Stresses needs of the seller
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2-14 The Marketing Concept Emphasis is on customer’s wants Customer’s wants drive production Management is profit-oriented Planning is long-term Stresses wants of buyers
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2-15 Exhibit 2-1: The Difference  Between  Selling and Marketing Concepts
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2-16 Marketing’s Importance in the  Firm Marketers have four main objectives: Maximize the sales for existing products in  existing markets Develop and sell new products Develop new markets for existing or new products Provide quality service to ensure repeat business
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2-17 Exhibit 2-2: The Marketing Group is the Link  Between Customers and the Organization
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This note was uploaded on 02/01/2012 for the course MAR 08 taught by Professor Staff during the Spring '08 term at Youngstown State University.

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Chap02 - Chapter 2 RelationshipMarketing:...

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