SELL, 5th Edition Solution Manual

SELL, 5th Edition Solution Manual enhances your subject knowledge with well-structured textbook insights.

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1Chapter One—Overview of Personal SellingLearning OutcomesAfter completing this chapter, you should be able to:1.definepersonal selling and describe its unique characteristics as amarketingcommunications tool.2.distinguishbetween transaction-focused traditional selling and trust-based relationshipselling, with the latter focusing on customer value and sales dialogue.3.understandsales professionalism as a key driver in the continued evolution of personalselling.4.explainthe contributions of personal selling to society, business firms, and customers.5.discussfive alternative approaches topersonalselling.6.understandthe sales process as a series of interrelated steps.7.describeseveral aspects of sales careers, types of selling jobs, and the key qualificationsneeded for sales success.Chapter OutlineI.IntroductionII.Personal Selling DefinedIII.Trust-Based Relationship SellingA.Importance of Customer ValueB.Importance of Sales DialogueIV.Evolution ofProfessionalSellingV.Contributions of Personal SellingA.Salespeople and SocietySalespeople as Economic StimuliSalespeople and Diffusion of InnovationB.Salespeople and the Employing FirmSalespeople as Revenue ProducersMarket Research and FeedbackSalespeople as Future ManagersC.Salespeople and the CustomerVI.Alternative Personal Selling ApproachesA.Stimulus Response SellingB.Mental StatesSellingC.Need Satisfaction Selling

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SELL by Thomas Ingram, Raymond LaFo...

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