Explain the nature scope of the selling function 解释销售函数的性质和范围.pptxVIP

Explain the nature scope of the selling function Marketing 1.02A Notes What is Selling? Selling is responding to consumer needs and wants through planned, personalized communication in order to influence purchase decisions and ensure satisfaction. Planned communication Personalized communication Influences purchase decisions Should ensure customer satisfaction Individuals that sell A farmer sells produce at a roadside stand An artisan sells handmade baskets at a craft show A doctor treats a patient A retailer sells a DVD player A hairstylist gives a haircut An accountant prepares a customer’s tax forms Groups that sell Department stores buy shoes to resell to customers Wholesaler buys candy to resell at a grocery store College bookstore buys books to resell to students Organizations/Agencies that sell for use in operations Some are used to produce other goods Pizza restaurant buying pepperoni for its pizza Furniture manufacturer buys fabric to use on its chairs/sofas Some are used for general operating purposes Pizza restaurant purchases ovens to bake its pizzas in Furniture manufacturer purchases trucks for delivering its products to wholesalers and retailers Types of Items Sold Tangible products are those items that can be touched, smelled, tasted, seen or heard. Clothes Houses Food DVDs Types of Items Sold Intangible products are productive activities that we pay someone else to perform They are services provided to customers Dry cleaning Lawn care Health care Tangible Intangible Items Tangible products have intangible aspects to them Intangible products have tangible aspects attached to them as well A diamond engagement ring is tangible, but it signifies many intangible feelings and emotions, such as love and commitment. Where Selling Occurs Selling happens anywhere person-to-person contact is made. Over the phone On the doorstep of a person’s home At a customer’s place of business In a store or office How Products Are Sold Some goods and services are sold di