CHAPTER I - MKTG 75 PDF

 transfer of title to goods and services by the seller to the buyer in exchange of money is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity....

 transfer of title to goods and services by the seller to the buyer in exchange of money is the act of selling a product or service in return for money or other compensation. It is an act of completion of a commercial activity. Employment of men and women who determine the needs of potential buyers and attempt to persuade these prospects to satisfy their needs through the purchase of products and services  is the art of convincing and persuading people to buy the product, while is just transferring the title in goods, services or ideas with a valuable consideration. Importance of Salesmanship One can find virtually no occupation or profession that does not demand skills The customer usually goes to the seller instead of the seller seeking out for customers.  Personal Selling Business Activity Person-to-person communication process Brings long term benefit of both parties Objective of Salesmanship build a relationship or partnership which benefits customer and salesperson Role of Salespeople in Business Competition is keen.  Methods of Communication w/ Customers  Personal Selling face to face interaction  Advertising impersonal mass media extra value, incentives to  Sales Promotion costumers  Publicity communication through significant unpaid presentations about the firm  Word of Mouth way of communication to costumer at no cost Coordinated communication programs to maximize the impact of program to customers is the coordination and integration of all marketing communication tools, avenues, functions and sources within a company into a seamless program that maximizes the impact on consumers and other end users at a minimal cost. A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations, and direct marketing work together as a unified force, rather than permitting each to work in isolation. LEARNING ORGANIZATIONS  TYPES OF SALESPERSON People who work for manufacturers and who sell to the distributive trades can be further grouped into three major types:  Sales people of this type need not be as aggressive or imaginative as the first type. Persistence, enthusiasm, warmth, and friendliness are necessary traits for this type of salesman. These sales people enjoy greater security, steadier income, and less wear-and-tear on their nervous system. They differ from They are sometimes called “sales the pioneer- promoter” because they gather products man and latest information about their target dealer-servicing market, give advice and counseling man in such way to middlemen and try to favorably that their chief influence sales volume. duty is to promote sales. Traditionally, these individuals are called “merchandisers”, “detailers”, and “missionaries” The merchandisers get in touch with company jobbers and dealers and increase the sales volume by: Consumer goods specialties Industrial goods specialties  Consumer goods specialties This type of sales people handles products such as vacuum cleaners, refrigerators, encyclopedias, brushes, cosmetics, greeting cards, books, or pots and pans. Industrial goods specialties They sell products like cash registers, office machines, industrial machines and they are trained to render service as well as to make sales. They are often referred to as trouble shooters of the company. "THE MOST POWERFUL INGREDIENT IN BUSINESS IS POSITIVE MOMENTUM, GET IT AND KEEP IT" - Dan Lightfritz