MKTG 3060 A (CRN 20428)
Time and Place:
9:30 am - 10:20 am MWF Pound Hall 202
ABCs of Relationship Selling, Twelfth Edition, by Charles Futrell
Jim Muncy, Ph.D., Profe
Selling Vocabulary Terms
just a name
providing solutions to customers problems by finding products that meet their needs.
feature benefit selling
matching the characteristics of a product to a customer's needs and wants
Types of Sales Persons
Seek repeat sales, make certain that customers have sufficient product quantities where and
when they need it. Do not require extensive sales effort. Arrange displays, restocks them,
answer phone calls. Low compensation
Steps of Advertising Target
1. Identify and Analyze the Advertising Target.
The group of people for which the advertisement is aimed at, may direct campaign at only a
portion of the target market.
Research and analyze advertising targets to establish an i
Ownership and Merchandising
Form of Ownership
Sole Proprietor (majority #s)
Types of Merchandise Offering
Merchandise mix, breadth (variety); depth (selection in product)
Limited-line stores-> Sporting Goo
Can observe actual consumer behavior.
Limited introduction in geographical areas chosen to represent intended market.
Aim is to determine the reaction of probable buyers.
Determine to go ahead, modify product, modify marketing plan or drop
Account for approximately 83% of wholesalers, 50% of wholesale sales. Employ 4.5 million
Full Service Wholesalers-offer widest possible range of functions. Categorized as:
Limited Line-only few produ
Motivating Sales People
Need a systematic approach, must also satisfy non-financial needs:
Opportunities to succeed
Sales contests increase sales.
Symbolic awards-plaques, rings etc.
Can also use negative motivational metho
Introduction to Selling
I. What is Selling?
A. Selling: Personal communication of information to unselfishly persuade a prospective
customer to buy something-a good, a service, an idea or something else-which satisfies
that individual's needs.
B. Parts of
The Selling Process
1) Prospecting and Qualifying
4) Presentation and Demonstration
5) Handling Objection
7) Following Through
- demonstrating and delivering superior customer value by LISTENING to and