Personal Selling Case Study

1636 Words 7 Pages
1. How is personal selling different from other forms of marketing communications?
Personal selling is focused on the consistent contact that occurs between buyer and seller, and the relationship that is built by way of this contact. Other forms of marketing communication (advertising and sales promotion) focus on mass markets, therefore the relationship between sellers and buyers is not as strong as in personal selling. In personal selling, the salesperson talks to buyers before, during, and after the sale. This does not happen in other marketing communications

2. What are the key differences between transaction-focused traditional selling and trust-based relationship selling?
Trust-based relationship selling solely focuses on the customer,
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How do salespeople contribute to our society? Are there negative aspects of personal selling from a societal perspective?
Salespeople contribute to society's goal of economic growth in two ways. First, they act as conduit for economic sales. In a fluctuating economy, sales people make invaluable contributions by assisting during recovery cycles and by helping to sustain periods of relative prosperity. Salespeople also contribute to our society by playing a critical role in the diffusion of innovation, the process whereby new products, services, and ideas are distributed to the members of society. Consumers who are likely to be early adopters of an innovation often rely on salespeople as a primary source of information. Consumers often exhibit strong resistance to change, but change is necessary in the long run for the continued progress and/or survival of the society. By encouraging the adoption of innovative products and services, sales people make a positive contribution to society. The negative aspects of personal selling can become apparent when salespeople allow themselves to exhibit unethical conduct. If salespeople mislead a consumer regarding a product or service for their own or their company's benefit, then society is negatively impacted. Society's perception of personal selling as a professional and ethical occupation is adversely affected and salespeople's credibility as accurate sources of new information is
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How do knowledge bases help build trust and relationships?
Knowledge bases help build trust and relationships because the more the salesperson knows, the easier it is to build trust and gain the confidence of the buyer. Buyers have certain expectations of the salesperson and the knowledge that he or she brings to the table. When salespeople are well rounded in their knowledge bases, it makes them trustworthy.

9. Do you think certain knowledge bases are more important than others? Why?
Not necessarily, I believe that the knowledge base that pertains to each situation varies depending on customer and product.

10. What are the three areas of unethical behavior? Discuss each.
The three areas of unethical behavior are deceptive practices, illegal activities, and non-customer-oriented behavior. Deceptive practices refer to any attempt by the salesperson to mislead or otherwise deceive the buyer. For example, a salesperson may exaggerate a product’s benefits knowing that the buyer’s decision will be based on (or that the buyer is relying on) those exaggerations. Illegal activities refer to a variety of activities in which

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