MKT 320F Chapter Notes - Chapter 15: Personal Selling, Sales Promotion, Customer Service
Document Summary
Book notes chapter 15: personal selling and customer service. Personal selling requires strategy decisions: salesperson must adjust to cultural influences or other factors that may affect communication of the marketing mix; be able to communicate effectively with each customer no matter who it is. -personal selling often a company"s largets single operating expense. -one of every ten people in labor force of companies in us is involved in sales. Helping to buy is good selling: not trying to sell, helping customers buy; by understanding customer needs and presenting advantages and disadvantages of products. -results in satisfied, trusting customers and long-term relationships (competitive advantage in business markets) -responsible for explaining total company effort not just pushing products. -represents customers back inside the selling firm; provides feedback on what customers are looking for. Sales force aids in marketing information function as well: -may be first to hear about competitors new strategies or customer"s needs.
