Solution Manual for ABCs of Relationship Selling through
Service 12th Edition
CHAPTER 1
The Life, Times and Career of the Professional Salesperson
LECTURE OUTLINE
I. WHAT g;IS g;THE g;PURPOSE g;OF g;BUSINESS?
A. To g;increase g;the g;general g;well-being g;of g;humankind g;through g;the g;sale g;of g;goods g;and g;services.
g;This g;requires g;making g;a g;profit.
B. Business g;have g;two g;major g;functions:
1. production g;of g;goods g;and g;services
2. marketing g;those g;goods g;and g;services
C. The g;marketing g;concept g;says g;that g;the g;firm g;should g;be g;devoted g;to g;determining g;and g;satisfying g;a
g;customer’s g;wants g;while g;still g;making g;a g;profit.
I. ESSENTIALS g;OF g;A g;FIRM’S g;MARKETING g;EFFORT
A. The g;essentials g;of g;a g;firm’s g;marketing g;effort g;include g;their g;abilities g;to:
1. determine g;their g;customer’s g;needs
2. create g;and g;maintain g;an g;effective g;marketing g ; mix
B. The g;marketing g;mix g;consists g;of g;four g;main g ; elements:
1. Product
a. Product g;refers g;to g;both g;goods g;and g;services
a. A g;good g;is g;a g;physical g;object g;that g;can g;be g;purchased
b. A g;service g;is g;an g;action g;or g;activity g;done g;for g;others g;for g;ag;fee
c. A g;product g;is g;a g;bundle g;of g;tangible g;and g;intangible g;attributes,
g;including g;packaging, g;color, g;and g;brand, g;plus g;the g;services g;and g;even
g;the g;reputation g;ofthe g;seller.
2. Price
a. Price g;refers g;to g;the g;value g;or g;worth g;of g;a g;product
3. Distribution
i
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
, a. Distribution g;refers g;to g;the g;channel g;structure g;used g;to g;transfer g;products
g;forman g;organization g;to g;its g;customers.
4. Promotion
a. Promotion g;increases g;company g;sales g;byg;communicatingproduct
g;information g;to g;potential g;customers.
b. The g;four g;basic g;parts g;of g;promotion g;are:
a. Personal g;selling
ii
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
, a. Advertising
b. Publicity
c. Sales g;promotion
I I. WHAT g;IS
g;SELLING?
A. Traditional g;definition g;of g;personal g;selling g;refers g;to g;the g;personal g;communication g;of g;information g;to
g;persuade g;a g;prospective g;customer g;to g;buy g;something—a g;good, g;a g;service, g;an g;idea g;or g;something
g;else— g;which g;satisfies g;that g;individual’s g;needs.
B. Personal g;selling g;today: g;In g;early g;2000’s g;corporate g;corruption g;contributed g;to g;the g;negative
g;image g;of g;all g;business g;professions.
1. Insurance g;salespeople, g;advertising g;practitioners g;and g;used g;carsalespeople g;are g;the g;lowest
g;rated g;job g;categories g;in g;perceived g;honesty g;and g;ethical g;standards.
2. What g;about g;you? g;Take g;Dr. g;Futrell’s g;poll g;(//futrell-www.tamu.edu):
a. What g;does g;the g;general g;public g;think g;about g;salespeople?
b. What g;do g;you g;think g;about g;salespeople?
c. After g;graduation, g;would g;you g;accept g;a g;sales g; job?
d. The g;main g;reasons g;for g;low g;marks g;may g;be g;greed g;and g;lack g;ofg;trustworthiness.
IV. A g;NEW g;DEFINITION g;OF g;PERSONAL g;SELLING g;refers g;to g;the g;personal g;communication g;of
g;information g;to g;unselfishly g;persuade g;a g;prospective g;customer g;to g;buy g;something—a g;good, g;a g;service, g;an
g;idea g;or g;something g;else— g;which g;satisfies g;that g;individual’s g;needs.
A. Think g;of g;your g;grandmother. g;Would g;you g;mistreat g;your g;grandmother g;in g;a g;sales g;transaction?
B. Salespeople g;should g;handle g;their g;customers g;with g;unselfish g;and g;ethical g;service.
V. THE g;GOLDEN g;RULE g;OF g;PERSONAL g;SELLING g;refers g;to g;the g;sales g;philosophy g;of g;unselfishly
g;treatingg;others g;as g;you g;would g;like g;to g;be g;treated.
A. There g;are g;different g;views g;of g;the g;Golden g;Rule:
1. Negative g;form: g;“If g;you g;don’t g;like g;to g;get g;cheated g;in g;a g;purchase, g;don’t g;cheatg;others.”
2. Positive g;form: g;“If g;you g;like g;to g;receive g;the g;best g;price, g;then g;offer g;thebest
g;price g;toyour g;customers.”
3
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
, 3. The g;Golden g;Rule g;is g;all g;about g;trying g;to g;keep g;somebody g;else g;warm g;even g;if g;it g;means
g;that g;we g;get g;cold g;in g;the g;process.
4. Salesperson g;differences g;can g;be g;explained g;by g;the g;individual’s g;level g;ofself-interest.
VI. EVERYBODY g;SELLS!
A. You g;develop g;communications g;techniques g;for g;getting g;your g;way g;in g;life.
B. Your g;ability g;to g;communicate g;effectively g;is g;a g;key g;to g;success g;in g;life.
VII. WHAT g;SALESPEOPLE g;ARE g;PAID g;TO g;DO
A. Salespeople g;need g;to g;sell g;something g;“today” g;to g;meet g;performance g;goals g;for:
1. Themselves.
2. Their g;employer.
3. Their g;customers.
VII . WHY g;CHOOSE g;A g;SALES g;CAREER?
A. There g;are g;six g;major g;reasons g;for g;choosing g;a g;career g;in g;sales:
1. the g;opportunity g;to g;provide g;service g;to g;others.
2. the g;variety g;of g;jobs g;available.
3. freedom g;of g;being g;on g;your g;own.
4. the g;challenge g;of g;selling.
5. the g;opportunity g;for g;advancement.
6. the g;rewards g;from g;a g;sales g;career.
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© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Service 12th Edition
CHAPTER 1
The Life, Times and Career of the Professional Salesperson
LECTURE OUTLINE
I. WHAT g;IS g;THE g;PURPOSE g;OF g;BUSINESS?
A. To g;increase g;the g;general g;well-being g;of g;humankind g;through g;the g;sale g;of g;goods g;and g;services.
g;This g;requires g;making g;a g;profit.
B. Business g;have g;two g;major g;functions:
1. production g;of g;goods g;and g;services
2. marketing g;those g;goods g;and g;services
C. The g;marketing g;concept g;says g;that g;the g;firm g;should g;be g;devoted g;to g;determining g;and g;satisfying g;a
g;customer’s g;wants g;while g;still g;making g;a g;profit.
I. ESSENTIALS g;OF g;A g;FIRM’S g;MARKETING g;EFFORT
A. The g;essentials g;of g;a g;firm’s g;marketing g;effort g;include g;their g;abilities g;to:
1. determine g;their g;customer’s g;needs
2. create g;and g;maintain g;an g;effective g;marketing g ; mix
B. The g;marketing g;mix g;consists g;of g;four g;main g ; elements:
1. Product
a. Product g;refers g;to g;both g;goods g;and g;services
a. A g;good g;is g;a g;physical g;object g;that g;can g;be g;purchased
b. A g;service g;is g;an g;action g;or g;activity g;done g;for g;others g;for g;ag;fee
c. A g;product g;is g;a g;bundle g;of g;tangible g;and g;intangible g;attributes,
g;including g;packaging, g;color, g;and g;brand, g;plus g;the g;services g;and g;even
g;the g;reputation g;ofthe g;seller.
2. Price
a. Price g;refers g;to g;the g;value g;or g;worth g;of g;a g;product
3. Distribution
i
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
, a. Distribution g;refers g;to g;the g;channel g;structure g;used g;to g;transfer g;products
g;forman g;organization g;to g;its g;customers.
4. Promotion
a. Promotion g;increases g;company g;sales g;byg;communicatingproduct
g;information g;to g;potential g;customers.
b. The g;four g;basic g;parts g;of g;promotion g;are:
a. Personal g;selling
ii
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
, a. Advertising
b. Publicity
c. Sales g;promotion
I I. WHAT g;IS
g;SELLING?
A. Traditional g;definition g;of g;personal g;selling g;refers g;to g;the g;personal g;communication g;of g;information g;to
g;persuade g;a g;prospective g;customer g;to g;buy g;something—a g;good, g;a g;service, g;an g;idea g;or g;something
g;else— g;which g;satisfies g;that g;individual’s g;needs.
B. Personal g;selling g;today: g;In g;early g;2000’s g;corporate g;corruption g;contributed g;to g;the g;negative
g;image g;of g;all g;business g;professions.
1. Insurance g;salespeople, g;advertising g;practitioners g;and g;used g;carsalespeople g;are g;the g;lowest
g;rated g;job g;categories g;in g;perceived g;honesty g;and g;ethical g;standards.
2. What g;about g;you? g;Take g;Dr. g;Futrell’s g;poll g;(//futrell-www.tamu.edu):
a. What g;does g;the g;general g;public g;think g;about g;salespeople?
b. What g;do g;you g;think g;about g;salespeople?
c. After g;graduation, g;would g;you g;accept g;a g;sales g; job?
d. The g;main g;reasons g;for g;low g;marks g;may g;be g;greed g;and g;lack g;ofg;trustworthiness.
IV. A g;NEW g;DEFINITION g;OF g;PERSONAL g;SELLING g;refers g;to g;the g;personal g;communication g;of
g;information g;to g;unselfishly g;persuade g;a g;prospective g;customer g;to g;buy g;something—a g;good, g;a g;service, g;an
g;idea g;or g;something g;else— g;which g;satisfies g;that g;individual’s g;needs.
A. Think g;of g;your g;grandmother. g;Would g;you g;mistreat g;your g;grandmother g;in g;a g;sales g;transaction?
B. Salespeople g;should g;handle g;their g;customers g;with g;unselfish g;and g;ethical g;service.
V. THE g;GOLDEN g;RULE g;OF g;PERSONAL g;SELLING g;refers g;to g;the g;sales g;philosophy g;of g;unselfishly
g;treatingg;others g;as g;you g;would g;like g;to g;be g;treated.
A. There g;are g;different g;views g;of g;the g;Golden g;Rule:
1. Negative g;form: g;“If g;you g;don’t g;like g;to g;get g;cheated g;in g;a g;purchase, g;don’t g;cheatg;others.”
2. Positive g;form: g;“If g;you g;like g;to g;receive g;the g;best g;price, g;then g;offer g;thebest
g;price g;toyour g;customers.”
3
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
, 3. The g;Golden g;Rule g;is g;all g;about g;trying g;to g;keep g;somebody g;else g;warm g;even g;if g;it g;means
g;that g;we g;get g;cold g;in g;the g;process.
4. Salesperson g;differences g;can g;be g;explained g;by g;the g;individual’s g;level g;ofself-interest.
VI. EVERYBODY g;SELLS!
A. You g;develop g;communications g;techniques g;for g;getting g;your g;way g;in g;life.
B. Your g;ability g;to g;communicate g;effectively g;is g;a g;key g;to g;success g;in g;life.
VII. WHAT g;SALESPEOPLE g;ARE g;PAID g;TO g;DO
A. Salespeople g;need g;to g;sell g;something g;“today” g;to g;meet g;performance g;goals g;for:
1. Themselves.
2. Their g;employer.
3. Their g;customers.
VII . WHY g;CHOOSE g;A g;SALES g;CAREER?
A. There g;are g;six g;major g;reasons g;for g;choosing g;a g;career g;in g;sales:
1. the g;opportunity g;to g;provide g;service g;to g;others.
2. the g;variety g;of g;jobs g;available.
3. freedom g;of g;being g;on g;your g;own.
4. the g;challenge g;of g;selling.
5. the g;opportunity g;for g;advancement.
6. the g;rewards g;from g;a g;sales g;career.
4
© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any
manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
