Quiz 4 Marketing

Personal selling emphasises

• Type of market

• type of product

• distribution channels

• costs

3 approaches to presentation

• canned

• formula

• need satisfaction

canned

memorised script covers information carefully

formula

rehearsal outline matches consumer outline

Need satisfaction

customer discus what they want and seek solutions is the best

Customer relationship management steps

Initiation, enhancement, maintenance of mutually beneficial long term relationship through business intelligent strategies. maximises brands total customer lifetime value, information technology is important. investment in technology and interaction systems to better tailor messages to customers

Value laden relationships

Relationship marketing

Customer relationship short term activities

feedback

gathering customer information

handling requests

Customer relationship management long term perspectives

build relationships with the aim of making them long term

Guanxi

a network of personal relationships built on mutual trust and obligation, often used to secure favors and navigate social and professional situations

Brand community theory

posits that consumers form communities based on shared admiration and connection to a brand, exhibiting characteristics like shared consciousness, rituals, and a sense of moral responsibility

Consumption theory

explores how individuals make choices about spending and saving, based on their preferences and budget constraints, aiming to maximize their satisfaction or utility

Theory of human motivation

explores the forces that drive people to work towards a specific goal, encompassing both internal (intrinsic) and external (extrinsic) factors, and how these factors influence behavior and decision-making. 

Mianzi

face or social capitol

defines a persons place in his social network

comparable to concepts like dignity or prestige

face can be earned, lost, given or taken away

refers to an individual's reputation, social standing, and the respect they command

Types

• responsive selling

• trade selling

• missionary selling

• creative selling

• consultative selling

Responsive selling

where the seller reacts and accommodates to the buyers demand

responding to buyers requirements

Trade selling

service, taking orders, deliveries, displays

focuses on building relationships and understanding the needs of business buyers, often involving face-to-face interactions and personalized messaging to secure long-term partnerships. 

dyadic communication (personal selling definition)

The exchange of information and interaction between two people

Missionary selling

sales person provides information to an individual who will influence a purchase decision indirect not to close but to get into to a key decision maker

building relationships and educating individuals who influence buying decisions rather than directly closing sales

Creative selling

sales person aggressively seek out customers and use well planned strategies to stimulate orders, stimulates demand

consultative selling

building rapport, offering solutions, selling the outcome

building relationships and understanding customer needs to offer tailored solutions rather than just pushing products

lead generation

continuous supply of customers activities involved in gaining the customer details

the process of attracting and nurturing potential customers

Qualifying

process of assessing potential customers, directly precedes personal selling

Relationship marketing

sales are just the beginning of the relationship is about enhancing value laden relationships. continuing this relationship. need to connect with consumers.