HC BUSN 134 - Relationship Marketing

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Slide 1Relationship Marketing: Where Personal Selling FitsSlide 3Main TopicsSlide 5In Chapter 2 We Will See What is Meant by the Terms...The Purpose of Business is to:This RequiresProfit is a Means to an EndThe Two Basic Functions of BusinessWhat is Marketing?Customer Orientation’s EvolutionThe Production ConceptThe Selling ConceptThe Marketing ConceptExhibit 2-1: The Difference Between Selling and Marketing ConceptsMarketing’s Importance in the FirmExhibit 2-2: The Marketing Group is the Link Between Customers and the OrganizationProduct: It’s More Than You ThinkExhibit 2-3: Four Elements of the Marketing Mix and Four Promotion ActivitiesExhibit 2-4: Examples of Business-To-Business Value-AddingSlide 22Slide 23Slide 24What is Meant by the Term “Product?”The Term “Product” May Refer to a Good or ServiceThe Good and the Service:We Will Use the Terms Follow-up and Service. What do They Mean?*The Term “Service” May Refer to A:Customer Service by the Salesperson Include:People Buy More Than the ProductThere Are Two General Types of Products - Consumer and Industrial ProductsSlide 33The Key Phrases That Differentiate Between Consumer and Industrial Products are:What Is Another Name for an Industrial Product?*Price: It’s Important to SuccessDistribution Moves Products to CustomersConsumer and Industrial Products are Often Distributed Through ResellersWhat Is a Wholesaler? The Wholesaler (May Be Referred to as a Distributor)Exhibit 2-5: Examples of Distribution Channels for Consumer and Industrial ProductsPromotion Tells PeopleExhibit 2-6: Promotion ActivitiesSlide 43Exhibit 2-6Slide 45Exhibit 2-7: Examples of Each Marketing Mix ElementRelationship MarketingRelationship Marketing and the Sales ForceSlide 49Slide 50Summary of Relationship Marketing and the Sales ForceExhibit 2-8: Examples of Various Marketing and Sales Methods Used to Sell Mid-Sized Computers Business-To-BusinessThree Levels of Relationship MarketingThree Levels of Relationship MarketingExhibit 2-9: Dependence Increases as Relationships become More ImportantPartnering with CustomersPartnering, cont…Exhibit 2-10Consultative SellingThree Consultative Selling Roles for the 21st CenturyThree Roles of Consultative SellingSlide 62The Customer-Seller Relationship GapWhat’s a Salesperson Worth?The Key to SuccessSlide 66SummarySummary, cont…Slide 692-1Relationship Marketing:Where Personal Selling FitsRelationship Marketing:Where Personal Selling FitsChapterChapter2Copyright © 2006 by The McGraw-Hill Companies, Inc. All rights reserved. McGraw-Hill/IrwinChapterChapter22-3Main TopicsMain TopicsMain TopicsMain TopicsWhat Is the Purpose of Business?What Is Marketing?Customer Orientation’s EvolutionMarketing’s Importance in the FirmEssentials of a Firm’s Marketing EffortRelationship MarketingRelationship Marketing and the Sales ForceLevels of Relationship MarketingChapterChapter22-4Main TopicsMain TopicsMain TopicsMain TopicsPartnering with CustomersThe New Consultative SellingE-Selling: Technology and Information Build RelationshipsWhat’s a Salesperson Worth?The Key to SuccessChapterChapter22-52-6In Chapter 2 We Will See What is Meant by the Terms...BusinessMarketingProduct, Price, Place, PromotionPersonal Selling2-7The Purpose of Business is to:Increase the general well being of humankind through the sales of goods and services2-8This RequiresMaking a profit in order to operate the business and to provide beneficial products to the marketplace2-9Profit is a Means to an EndProfit is needed to serve humankindProfit is needed to operate the businessProfit is needed to provide products to the marketplace2-10The Two Basic Functionsof BusinessProduction of goods or creation of servicesMarketing those goods and services2-11What is Marketing?Marketing is a process of planning:The conception, pricing, promotion, and distribution of goods, services, and ideasTo create exchanges that satisfy individual and organizational objectives2-12 Customer Orientation’s EvolutionThe production conceptThe selling conceptThe marketing concept2-13 The Production ConceptCompanies were production orientedWe know what people want – they want our product.2-14The Selling ConceptCharacterized by product demonstrations and unsophisticated sales techniquesEmphasis on the productProduct created and then soldManagement is sales-volume orientedStresses needs of the seller2-15The Marketing ConceptEmphasis is on customer’s wantsCustomer’s wants drive productionManagement is profit-orientedPlanning is long-termStresses wants of buyers2-16Exhibit 2-1: The Difference Between Selling and Marketing Concepts2-17Marketing’s Importance in the FirmMarketers have four main objectives:Maximize the sales for existing products in existing marketsDevelop and sell new productsDevelop new markets for existing or new productsProvide quality service to ensure repeat business2-18Exhibit 2-2: The Marketing Group is the Link Between Customers and the Organization2-19Product: It’s More Than You ThinkA good is a physical object that can be purchasedA service is an action or activity performed for a feeValue-added refers to benefits received that are not included in the purchase price of a good or service2-20Exhibit 2-3: Four Elements of the Marketing Mix and Four Promotion Activities2-21Exhibit 2-4: Examples of Business-To-Business Value-AddingHelp customer reduce process costsImprove yieldsReduce waste (through recycling, etc.)Reduce reworkReduce direct laborReduce indirect labor (inspection, handling)Reduce energy costs2-22Help customer reduce inventoryConsignmentJust-in-time deliveryReduced cycle timeExhibit 2-4: Examples of Business-To-Business Value-Adding2-23Help customer reduce administrative costsSimplify billingImprove tractabilityUse electronic data interchangeExhibit 2-4: Examples of Business-To-Business Value-Adding2-24Improve safety for customer and his employeesReduce price to the customerSubstitute certain product componentsImprove company processes and supplier processesExhibit 2-4: Examples of Business-To-Business Value-Adding2-25What is Meant by the Term “Product?”A product is a bundle of tangible and intangible attributes, including package, color, and brand, plus the services and even the reputation of the seller2-26The Term “Product” May


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HC BUSN 134 - Relationship Marketing

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