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Relationship Marketing: Where Personal Selling Fits

2. Chapter. Relationship Marketing: Where Personal Selling Fits. The Purpose of Business is to:. Increase the general well being of ________ through the sale of goods and services. Profit is a Means to an End. Profit is needed to serve humankind Profit is needed to operate a business

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Relationship Marketing: Where Personal Selling Fits

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  1. 2 Chapter Relationship Marketing:Where Personal Selling Fits

  2. The Purpose of Business is to: • Increase the general well being of ________ through the sale of goods and services

  3. Profit is a Means to an End • Profit is needed to serve humankind • Profit is needed to operate a business • Profit is needed to provide ________ ________ to the marketplace

  4. The Two Basic Functionsof Business • _________ of goods or creation of services • ________ those goods and services

  5. What is Marketing? • Marketing is a process of planning: • The conception, pricing, promotion, and distribution of goods, services, and ideas • To create exchanges that satisfy individual and organizational objectives

  6. Exhibit 2-2: The Marketing Group is the Link Between Customers and the Organization

  7. Exhibit 2-3: Four Elements of the Marketing Mix and Four Promotion Activities

  8. What is Meant by the Term “Product?” • A product is a bundle of tangible and intangible attributes, including package, color, and brand, plus the services and even the reputation of the seller

  9. We Will Use the Terms Follow-up and Service. What do They Mean?* • Follow-up refers to maintaining contact with a customer in order to evaluate the ____________ of the product and the __________ of the customer (More on this in Chapter 14)

  10. The Term “Service” May Refer to A: • Product, such as insurance and advertise which is sold by someone • Service, such as customer service which is an activity offered by a seller in __________ with the purchase of a product, such as delivery, repair, credit cards accepted, 800 telephone number, web site, salesperson available to help customer (More on this in Chapter 14)

  11. There Are Two General Types of Products–Consumer and Industrial Products • What is a consumer product? • A consumer product is produced for, and purchased by, households or ___ __________ for their personal use • What is an example of a consumer product? • Toothpaste • Television • Clothes

  12. There Are Two General Types of Products–Consumer and Industrial Products, cont… • What is industrial product? • An industrial product is sold primarily for use in _________ _____ ________ • Industrial users are profit or nonprofit organizations that buy good and services for one of three purposes* • To make other goods and services • To sell to consumer or other industrial users • To conduct the organization’s operations*

  13. Exhibit 2-5: Examples of Distribution Channels for Consumer and Industrial Products

  14. humankind beneficial products Production Marketing effectiveness satisfaction conjunction end consumers producing other products Answers to Blanks

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