CHAPTER 2
RELATIONSHIP MARKETING: WHERE PERSONAL SELLING FITS
COMMENTS ON CHAPTER 2 SALES APPLICATION QUESTIONS
1. Personal selling is a vital ingredient in the company’s success. A salesperson is a manager of sales
2. Production focus developed a product with only the product and its production process in mind.
3. Product, price, distribution, and promotion compose the firm’s marketing mix. If anyone is reading
4. Objectives of the entire sales force are derived from the objectives of the firm’s marketing
districts is given
objectives. At the bottom of this vertical objective setting process are the salespeople.
5. Salespeople sell customer products. After the sell-in period, advertising begins.
COMMENTS ON CASE
Case 2-1: Reynolds & Reynolds: Team Selling
1. How is the effectiveness of team selling demonstrated by the Reynolds team, and what are
some of the disadvantages to this method in this particular case?
2. How did the Reynolds team successfully execute the following critical
roles in sales: client access, client education/persuasion, and fulfillment?
Client access. Bob made the initial cold call, demonstrated his
Client education/persuasion. Bob and Tim played well o# one another;
Fulllment. Chuck was clearly positioned as the “implementation guy,”
Source: David Fritz, “Anatomy of a Sale: The expert’s view,” Selling Power (January/February
1999): 84.
CHAPTER 2: “Who Is Correct?”
What is the most ethical action to take?
A. Use the information provided by your company during the “role
play” presentation but substitute what you believe to be the more
accurate information when you are with your customers. You don’t
mind what the other sales-people use with their customers – you just
want to be sure that your customers have the best information
possible.
B. Use the information provided by your company to do the best
presentation possible – it isn’t that big of a deal to mislead
customers. After all, every other sales-person will be using the
same information.
C. Talk to your boss and explain how helpful the company supplied
materials are to the sales people. Show him/her your research and
offer to help update the company’s information.
Tell your boss that you are uncomfortable participating in the
presentations until accurate data is provided.