现代销售学：创造顾客价值(第11版)Manning_11e_IM_Part_02_Outlines.docVIP

Part II PRESENTATION OUTLINES The following extended presentation outlines provide a detailed and organized listing of topics presented in each chapter of the text. They are provided as a guide for planning and presenting classroom presentations. 1 PERSONAL SELLING AND THE MARKETING CONCEPT EXTENDED PRESENTATION OUTLINE Personal selling is an important force in maintaining the economic vitality of a nation. Many productive salespeople are using the strategic consultative-selling approach to determine and fulfill consumers’ product and service needs. Personal Selling – A Definition and a Philosophy Definition: Personal selling occurs when a company representative interacts directly with a customer to present information about a product or service. Personal selling is a process of: Building customer relationships. Discovering customer needs. Matching the appropriate products with these needs. Communicating benefits through informing, reminding, and/or persuading. A product is broadly defined as information, services, ideas, and issues. Developing a personal selling philosophy includes three prescriptions: Adopt the marketing concept. Value personal selling. Become a problem solver/partner. Personal Selling in the Age of Information Major advances in information technology. Strategic resource is information. Information is often too plentiful. Salespeople help filter information. Business is defined by customer relationships. The new economy is the customer economy. Relationships build a conduit of trust for information exchange. Sales success depends on adding value. Value-added selling is defined as a series of creative improvements in the sales process that enhance the customer experience. The value added by salespeople today is increasingly derived from intangibles. Personal Selling As an Extension of the Marketing Concept Evolution of the marketing concept. The marketing concept is a principle that holds that achieving organizational goals depends on knowing