MKT 504 Chapter Notes -Customer Relationship Management, Marketing Mix
24 May 2013
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Chapter 2: evolution of selling models that complement marketing. Marketing concept: co-ordinate all activities to satisfy customers while achieving company goals. Marketing mix: set of controllable, tactical marketing tools that consists of everything the firm can do to influence the demand for its product (product, price, place, promotion) Consultative selling: personal selling with emphasis on need identification, need satisfaction, building of relationship that results in repeat business. Transactional selling: matches needs of value-conscious buyer primarily interested in price & convenience. Strategic planning: matches the firm"s resources to its market opportunities. Adaptive selling: altering sales behaviours in order to improve communication with customer. Strategic/consultative selling model: develop personal selling philosophy, relationship strategy, product strategy, customer strategy, presentation strategy. Relationship selling: form of personal selling that involves securing, developing, and maintaining lt relationships. Product strategy: acquiring extensive product knowledge, learning to select and communicate appropriate product benefits that will appeal to customer, and configuring value-added solutions.
