Anderson ppt ch_01

Chapter One Introduction To Personal Selling: It’s a Great Career! PowerPoint presentation prepared by Dr. Rajiv Mehta

Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Learning Objectives ,[object Object],[object Object],[object Object],[object Object],After reading this chapter, you should understand: Royalty-Free, Digital Vision/Getty Images

Learning Objectives cont’d ,[object Object],[object Object],[object Object],After reading this chapter, you should understand: Royalty-Free, Digital Vision/Getty Images

Marketing and Personal Selling: Changing With the Times The older, official AMA definition of marketing was: ,[object Object],“ The process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives.”

Marketing and Personal Selling: Changing With the Times cont’d ,[object Object],[object Object],[object Object],Old marketing perspective: ,[object Object],Product Strategy Promotion Strategy Place Strategy Pricing Strategy Target Market

Marketing and Personal Selling: Changing With the Times cont’d ,[object Object],[object Object],The new official definition of marketing approved by the AMA in 2004 is: “ Marketing is an organizational function and a set of processes for creating , communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.” Chapter Review Question : How does the new concept of marketing differ from the old one?

Marketing and Personal Selling: Changing With the Times cont’d ,[object Object],[object Object],[object Object],[object Object],New marketing perspective: Product Strategy Promotion Strategy Place Strategy Pricing Strategy Target Market

Empowerment of Salespeople ,[object Object],[object Object],[object Object],[object Object],Chapter Review Question : Why and how are salespeople being empowered? Royalty-Free, Digital Vision/Getty Images

Personal Selling: A Fresh Look ,[object Object],[object Object],Without salespeople no organization could survive for long! ,[object Object],[object Object],[object Object],[object Object],Royalty-Free, Digital Vision/Getty Images

Personal Selling: A Fresh Look cont’d ,[object Object],[object Object],[object Object],[object Object],Royalty-Free, Stockdisc/Getty Images Royalty-Free, Stockdisc/Getty Images

Customer Loyalty ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Royalty-Free, Photodisc/Getty Images

Personal Selling: A Fresh Look ,[object Object],[object Object],[object Object],[object Object],Who sells? Virtually everyone! What’s sold? Nearly everything! Royalty-Free, Digital Vision/Getty Images

What Is a Customer? ,[object Object],1. Consumers 2. Organizations Types of organizational markets: 1. Profit-oriented 2. Nonprofit organizations ,[object Object],Organizational Markets ,[object Object],[object Object],Chapter Review Question : List and briefly describe the three kinds of profit and nonprofit organizational markets Royalty-Free, Photodisc/Getty Images Royalty-Free, Photodisc/Getty Images Royalty-Free, Digital Vision/Getty Images Royalty-Free, Digital Vision/Getty Images

What Is a Product? Three Concepts of Products ,[object Object],[object Object],[object Object],Chapter Review Question : What is a product? How do core products, tangible products, and augmented products differ?

Diverse Roles of the Professional Salesperson ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Selling roles vary across organizations such as: Royalty-Free, Digital Vision/Getty Images

Diverse Roles of the Professional Salesperson cont’d ,[object Object],[object Object],[object Object],[object Object],dv1212100 Royalty-Free, Digital Vision/Getty Images

Diverse Roles of the Professional Salesperson cont’d ,[object Object],[object Object],[object Object],[object Object],Royalty-Free, Digital Vision/Getty Images

Diverse Roles of the Professional Salesperson cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3. Order creating includes: Chapter Review Question: Name the three basic selling roles, and describe the continuum of sales jobs ranging from simple response selling to complex creative selling.

The Personal Selling Process (PSP) There are 7 interacting, overlapping steps in the professional personal selling cycle

The Personal Selling Process (PSP) cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Royalty-Free, Digital Vision/Getty Images

[object Object],[object Object],[object Object],[object Object],[object Object],The Personal Selling Process (PSP) cont’d

[object Object],The Personal Selling Process (PSP) cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],The Personal Selling Process (PSP) cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],Chapter Review Question : Describe the seven stages in the professional personal selling process (PSP). Why do we depict it as a wheel?

Using Technology To Sell Better ,[object Object],Chapter Review Question: Give some examples of how salespeople can use different technologies to improve their efficiency and better serve prospects and customers. Intranets Extranets Fax Machines Computers Pagers Cell phones

Using Technology To Sell Better cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Benefits of a Professional Personal Selling Career What does a sales career offer? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Chapter Review Question: Discuss the benefits and drawbacks of a career in personal selling. Royalty-Free, Photodisc/Getty Images

Benefits of a Professional Personal Selling Career cont’d ,[object Object],[object Object],© Royalty-Free/CORBIS

Careers for Different Types of Individuals ,[object Object],[object Object],2. Sales Management 3. Marketing Management

Multiple Career Paths in Personal Selling

Multiple Career Paths in Personal Selling cont’d ,[object Object],[object Object],[object Object],[object Object],Professional Selling Lower Hierarchical Level Upper Hierarchical Level

Multiple Career Paths in Personal Selling cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],Sales Management Lower Hierarchical Level Upper Hierarchical Level

Multiple Career Paths in Personal Selling cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Marketing Management Lower Hierarchical Level Upper Hierarchical Level

Multiple Career Paths in Personal Selling cont’d Professional Selling National or Key Account Sales Representative Master Sales Representative Senior Sales Representative Sales Representative

Multiple Career Paths in Personal Selling cont’d Sales Management V.P. Sales National Sales Manager Zone, Division, Or Regional Sales Manager District Sales Manager Branch Sales Manager

Multiple Career Paths in Personal Selling cont’d CEO President Senior Vice President Vice President of Marketing Director of Product Development Product or Brand Manager Marketing Management

Ethical Situation: What Would You Do? ,[object Object],[object Object]

Key Terms ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Terms cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Key Terms cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Chapter Review Questions ,[object Object],[object Object],[object Object]

Topics for Thought and Class Discussion ,[object Object],[object Object],[object Object]

Internet Exercises ,[object Object],[object Object],[object Object],[object Object],[object Object]

Internet Exercises cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object]

Projects for Personal Growth ,[object Object],[object Object]

Case 1.1: Decisions! Decisions! Which Career Path Should I Choose? ,[object Object],[object Object],[object Object]

Case 1.2: What? You Want To Be a Salesperson? ,[object Object],[object Object],[object Object],Case 1.2 is found online at http://college. hmco .com/ pic /andersonps2e .

Anderson ppt ch_01

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