chap02 Relationship Marketing：Where Personal Selling Fits.ppt

Relationship Marketing:Where Personal Selling Fits Main Topics What Is the Purpose of Business? What Is Marketing? Customer Orientation’s Evolution Marketing’s Importance in the Firm Essentials of a Firm’s Marketing Effort Relationship Marketing Relationship Marketing and the Sales Force Levels of Relationship Marketing Main Topics Partnering with Customers The New Consultative Selling E-Selling: Technology and Information Build Relationships What’s a Salesperson Worth? The Key to Success In Chapter 2 We Will See What is Meant by the Terms: Business Marketing Product, Price, Place, Promotion Personal Selling The Purpose of Business is to: Increase the general well being of humankind 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 Profit is needed to provide beneficial products to the marketplace The Two Basic Functionsof Business Production of goods or creation of services Marketing those goods and services 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 Customer Orientation’s Evolution The production concept The selling concept The marketing concept The Production Concept Companies were production oriented The Selling Concept Characterized by product demonstrations and unsophisticated sales techniques Emphasis on the product Product created and then sold Management is sales-volume oriented Stresses needs of the seller The Marketing Concept Emphasis is on customer’s wants Customer’s wants drive production Management is profit-oriented Planning is long-term Stresses wants of buyers Exhibit 2-1: The Difference Between Selling and Marketing Concepts Marketing’s Importance in the Firm Marketers have four main objectives: Maximize the sales for existing products in existing markets Develop and sell new product