MCS 1000 Chapter Notes - Chapter 18: Inchoative Aspect, Lead Management, Takers

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Sergio Meza

Document Summary

Scope and signi cance of personal selling and sales. Personal selling: the two-way ow of communication between a buyer and seller, often in a face-to-face encounter, designed to in uence a person"s or group"s purchase decision: also takes place through telephone, video teleconferencing and internet. Sales management: planning the selling program and implementing and controlling the personal selling effort of the rm: for managing personal selling setting objectives, organizing salesforce, and evaluating salespeople performance. Personal selling in the market: salespeople are the critical link between rm and its customers, salespeople are the company in the consumers eyes, personal selling may play a dominant role in a rm"s marketing program. Relationship and partnership selling: salespeople can create customer value, identify creative solutions to customer problems, easing customer buying process. Relationship selling: the practice of building ties to customers based on a salesperson"s attention and commitment to customer needs over time: mutual respect and trust between customers and seller s, long-term customers.