The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Personal Selling

Personal selling

Personal selling is the interactive process whereby a buyer and a seller negotiate an exchange process. It is usually, though not necessarily, carried out in a face-to-face encounter between the parties.

Personal selling as it is practised is not the same as the selling concept. The selling concept is a philosophy that may have prevailed at one time in industry, and it assumes the following:

  • That customers will not ordinarily buy enough of the product without a persuasive sales talk.
  • That customers can be tricked or persuaded into buying more of a product than they really need if the salesperson uses the right techniques.
  • That the customer will not mind being persuaded, and will still be glad to see the salesperson again.
  • That customers' objections to the product ...
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