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UT Arlington MARK 3321 - Personal Selling

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MARK 3321 1st Edition Lecture 16Outline of Last Lecture I. AdvertisingII. Major Types of AdvertisingIII. Product AdvertisingIV. Creative Decisions in AdvertisingV. The DAGMAR ApproachVI. Common Advertising AppealsVII. Unique Selling PropositionVIII. Media Decisions in AdvertisingIX. The Internet and Alternative MediaX. Media Selection ConsiderationsXI. Media SchedulingXII. Public RelationsXIII. Public Relations ToolsXIV. Sales PromotionXV. Tools for Consumer Sales PromotionOutline of Current LectureI. Personal SellingII. Personal Selling vs Ads/Sales PromotionIII. Relationship SellingIV. Generating LeadsV. Time spent in key steps of the selling process (sales cycle)VI. Approaching the customer and probing needsVII. Handling ObjectivesVIII. Closing the SaleIX. Following UpX. Social MediaXI. Categorizing Media TypesCurrent LectureCH 17 – Personal Selling- Personal sellingo A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each otherThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Personal selling vs Ads/Sales promotion- Relationship selling (consultative selling)o A sales practice that involves building, maintaining, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerships- Generating leadso Advertisingo Webinarso Referralso Trade shows/conventionso Direct mailo Networkingo Social mediao Telemarketingo Cold calling- Time spent in key steps of the selling process (sales cycle)- Approaching the customer and probing needso Needs assessment A determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them- Handling objectiveso View objectives as requests for informationo Anticipate specific objectionso Investigate the objection with the customero Be aware of competitors’ productso Stay calmo Use the objection to close the sale- Closing the saleo Look for customer signalso Keep an open mindo Negotiateo Tailor to each market- Following upo In the final step of the selling process – follow up—the sales person must ensure: Delivery schedules are met Goods or services perform as promise Buyers; employees are properly trained to use the productsCH 18 – Social Media- Social mediao Any tool or service that uses the internet to facilitate conversations- Social media and integrated marketing communicationso Allows marketers to: Have conversations with consumers Forge deeper relationships Build brand loyaltyo Allows consumers to: Connect with each other Share opinions Collaborate on new ideas according to interests- Categorizing media typeso Owned media Corporate blogo Earned mediao Paid


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