现代销售学：创造顾客价值(第11版)Manning_11e_01.pptVIP

Strategic Selling Alliances FIGURE 1.7 Example of Partnering:Campbell Food Service, Inc. See theWebsite Example of Partnering:Cushman Wakefield See theWebsite Partnering is Enhanced with Customer Relationship Management See theWebsite Value Creation Value-added selling = creative improvements that enhance customer experience The information economy rewards salespeople who add value at each step When customer is not aware of value added by salespeople, the focus may shift to price Customer Value Model FIGURE 1.8 Value-Added Selling Example:Wisconsin Milk Marketing Board See theWebsite Key ConceptDiscussion Questions  Define personal selling and describe the three prescriptions of a personal selling philosophy Describe the contributions of personal selling to the information economy Discuss personal selling as an extension of the marketing concept Describe the evolution of consultative selling from the marketing era to the present Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-* Key ConceptDiscussion Questions  Define strategic selling and name the four broad strategic areas in the Strategic/Consultative Selling Model Describe the evolution of partnering and the nature of a strategic selling alliance Explain how value-added selling strategies enhance personal selling Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall 1-* All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright ? 2010 Pearson Education, Inc. ? Publishing as Prentice Hall