Sales and distribution - basic concepts of selling

SALES
&
DISTRIBUTION
UNIT – I :
BASIC CONCEPTS OF SELLING

, Meaning

Selling comprises all those personal and impersonal activities involved in
finding, securing and developing a demand for a given product or service.
In the words of William J. Stanton “Selling is informing and persuading a market about
a product or service. It is a function of promotion.” In the words of Still, Cundiff and
Govoni, “Selling in its broad sense, is not only the making of sales, that is, effecting
ownership transfers; but also is identifying prospective consumers, stimulating demands
and providing information and service to buyers.”


It is, therefore, clear that selling is defined not only the transfer of ownership but also a
promotional function, involving locating prospective buyers, creation of demands and
providing marketing information and services, etc. In modern times, selling is
considered in its wider scope.
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, Functions of Selling
PRODUCT ESTABLISHING
PLANNING AND CONTACTS ENTERING INTO
DEVELOPMENT WITH BUYERS A CONTRACT
1 3 5




2 4 6
CREATION OF NEGOTIATION Follow up
DEMAND


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