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SELL, Canadian Edition Solution Manual

SELL, Canadian Edition Solution Manual simplifies tough problems, making them easier to understand and solve.

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Answers and Discussions for Instructor’s Guide to accompanySELL, Second Canadian edition, Ingram/Shannahan1-1INSTRUCTOR’S GUIDE–SOLUTIONS AND DISCUSSIONSChapter One—Overview of PersonalSellingExercises1.How is personal selling different from other forms of marketing communications?Personal selling is part of the promotion program of anorganization’s marketing mix, usedprimarily to communicate with potential buyers for the purpose of selling a product or service.The differences between personal selling and other forms of marketing communications arereflected in its four characteristics: direct contact with the buyer; two-way communication;flexible message content; and immediate feedback.Due to these characteristics, personal sellingis usedto initiate, develop,and enhance customer relationships,as per the definition provided inthe text.2.What are the key differences between transaction-focused traditional selling and trust-based relationship selling?In transaction-focused traditional selling, salespeople are focused on maximizing short-run gain,and are self-oriented rather than customer-oriented.Little attention is given to uncovering needsor providing customized solutions.Instead, selling tactics includea heavy reliance on objectionhandling and closing techniques.Little to no post-sale follow-up is provided by the salespersonunless it is focused on another transaction.In contrast, trust-based relationship selling strategies focus initiating, developing and enhancinglong-run mutually beneficial relationships with the customers.Selling methods arecustomer-oriented, focusing on need discovery and presentation of customized solutions.Post-sale follow-up is considered an important part of the relationship development process.3.What factors will influence the continued evolution of personal selling?The continued evolution of personal selling as a profession is necessary in response to the evergrowing complexity of our dynamic environment. Factors that will influence this evolutioninclude the increased sophistication of buyers, economic uncertainties, social media,and newcomputer technologies.Other issues includeintensified competition, more emphasis onimproving sales productivity, fragmentation of traditional customer bases, customers dictatingquality standards and other procedures, and a greater demand for in-depth, specializedknowledge as an input to purchase decisions.

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Subject
Marketing
Textbook
SELL by Thomas Ingram, Raymond LaFo...

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