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Personal Selling Marketing Co-Op

Personal Selling Marketing Co-Op

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Personal Selling Marketing Co-Op

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  1. Personal SellingMarketing Co-Op “It’s so new we don’t know what it does, but nobody else has it so we’re selling the hell out of it.”

  2. Personal Selling • Any form of direct contact between a salesperson and a customer • How is it different from other forms of promotion? The two way communication between the seller and the buyer

  3. Types of Selling • Retail Selling – unique because customers have to come to the store • Sales person must be available to answer questions about the product or service

  4. Types of Selling • Business to Business – sales between two businesses • Inside Sales - usually takes place in the manufacturer’s or wholesaler’s showroom • Outside Sales – usually takes place in the customer’s place of business Requires that sales representatives contact businesses • Call to make an appointment • Cold Call – show up unannounced

  5. Types of Selling Telemarketing – the process of selling over the telephone The law prohibits telemarketers from calling any number on the National Do Not Call Registry

  6. Goals of Selling • The purpose and goals of selling are the same no matter the selling situation • Help customers make satisfying buying decisions, which create ongoing, profitable relationships between the buyer and seller Repeat business is crucial to the success of any company

  7. Consultative Selling Providing solutions to customers’ problems by finding products that meet their needs

  8. Feature-Benefit Selling Matching the characteristics of a product to a customers’ needs and wants How will the product features provide benefit to the customer?

  9. Product Features The basic, physical, or extended attributes of the product

  10. Product Features VS • Physical features of a product differentiate competing brands and models • When buying a car one might consider • Engine type • Gas consumption • Appearance • Stereo system • Tires • Anti-lock brakes • Number of passengers it hold

  11. Product Benefit The advantages or personal satisfaction a customer will get from a good or service

  12. Feature-Benefit for North Face Jacket

  13. Assignement • Create your own feature-benefit chart for each of the following products • Microwave • Recordable CDs • Mechanical Pencils

  14. Customer Buying Motives • A salesperson must know what motivates customers to buy • Rational Motives – conscious, logical reason for a purchase • Emotional Motives – a feeling experienced by a customer through association with a product

  15. Rational Motives • Examples of Rational Motives • Product dependability • Time or monetary savings • Health or safety considerations • Service and Quality

  16. Emotional Motives • Examples of Emotional Motives • Social Approval • Recognition • Power • Love • Prestige

  17. Customer Decision Making • Previous experience with product or company • How often they purchase the product • The importance of the purchase • The perceived risk involved in the purchase • The time available to make the decision • Different customers require different levels of assistance when shopping • How they make these decisions is based on several factors • Previous experience with product or company • How often they purchase the product • The importance of the purchase • The perceived risk involved in the purchase • The time available to make the decision

  18. Types of Decision Making • Extensive – when there has been little or no previous experience with a product or company • High degree of risk • It is very expensive or has high value • Examples – new car, a home, expensive jewelry • Limited – when the customer has purchased the product before, but not regularly • Moderate degree of risk • Customer needs more information before purchasing • Examples – furniture, electronics, vacations, house hold appliances • Routine – when the customer needs little information about the product • Low degree of risk because it is inexpensive • It is purchased regularly so the customers trust the product • Examples – groceries, newspapers/magazines, personal care items

  19. Assignment 1 Imagine you are buying a new car. Consider the different life scenarios and the buying motives associated with the lifestyle. Write a paragraph explaining the car you would choose, whether your buying decisions would be rational or emotional and what type of decision making you would use. (You are to write a short paragraph for each) • A teenager buying their first car • A single 30 something with a great job • A parent with 3 children • A retired golfer that lives in Florida

  20. Assignment 2 Chapter 12 (In Orange Marketing Book) 12.1 – pg. 264 Key Terms and Concepts..(1-3) 12.2 – pg. 271 Key Terms and Concepts..(1-3) Chapter Review……..(3-11) You will be held responsible for all red dot terms for the test