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Fundamentals of Selling

Fundamentals of Selling - CHAPTER 2 Relationship Marketing...

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CHAPTER 2 Relationship Marketing: Where Professional Selling Fits LECTURE OUTLINE I. WHAT IS THE PURPOSE OF BUSINESS? A. The purpose of business is to increase the general well being of humankind through the sale of goods and services. B. This requires making a profit in order to operate the business and provide beneficial products to the marketplace. C. Profit is a means to an end. D. Two major functions of business are: 1. The production of goods or creation of services. 2. The marketing of goods and services. E. The Primary Goal of Business 1. Transform the marketplace and workplace into an environment where everyone is treated fairly. II. WHAT IS MARKETING? A. To be successful, businesspeople must do two things: 1. Determine people's needs and wants. 2. Produce goods and services that satisfy them. B. Marketing - an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. It involves a diverse set of activities such as: 1. The development of products (products refer to goods or services). 2. The pricing of products. 3. The promotion of products. 4. The distribution of products. C. Marketing is not limited to business - Anytime you try to persuade someone to do something, you are marketing. D. Exchanges and Transactions.
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1. Exchanges - obtaining desired products through transactions. 2. Transactions - trades of value. 3. Relationships - formed through exchanges and transactions. III. CUSTOMER ORIENTATION’S EVOLUTION. A. The transformation to a customer-oriented attitude. 1. The Production Concept. a. Pre-Great Depression, 1930’s. b. “If you build a better mouse trap, the world will beat a path to your door.” 2. The Selling Concept.
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