MKT 504 Chapter Notes - Chapter 2: Price Discrimination, Predatory Pricing, Internal Revenue Service

• School: Ryerson University
• Department: Marketing
• Course: MKT 504
• Professor: Roy Morley

Document Summary

Trust: the extent of the buyer"s confidence that he or she can rely on the salesperson"s integrity. Buyers describe trust with the following terms: openness, honesty, confidentiality, security, reliability, fairness. Trust builders: expertise, compatibility, customer orientation, dependability, candour. Fundamental competitive strategy of a growing number of a growing number of organizations is to build long-term mutually beneficial relationships with their customers. The ability of those organizations" salespeople to earn their customers" trust is essential to the success of that strategy. Expertise: the ability, knowledge, and resources to meet customer expectation. Contributions: something given to better a situation or state for a buyer. Dependability: the predictability of a person"s actions. Predictability: a salesperson"s behaviour that can be foretold on the basis of observation or experience by a buyer. Candour: deals with honesty of the spoken word. Customer orientation: the act of salespeople placing as much emphasis on the customer"s interests as on their own. Compatibility/likeability: a salesperson"s commonalities with other individuals.