现代销售学创造顾客价值（第11版）.docVIP

PAGE PAGE 19Copyright ? 2010 Pearson Education, Inc. Publishing as Prentice Hall PAGE 11 Part IIPRESENTATION OUTLINESThe 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. 1PERSONAL SELLING AND THE MARKETING CONCEPTEXTENDED PRESENTATION OUTLINEPersonal 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 PhilosophyDefinition: 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 InformationMajor 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 ConceptEvolution of the marketing concept.The marketing concept is a principle that