Chapter 17 Study Questions:

1. What is personal selling? How does the role of salespeople fit into a firms marketing strategies? Personal selling is interpersonal influence process involving a sellers promotional presentation conducted on a person to person basis with the buyer.

2. Describe each step in the personal selling process, and what is involved at each step. Sales people must be able to: Focus on a customers situation and needs and create solutions that meet those needs Follow through and stay in touch before, during, and after a sale Know the industry and have a firm grasp of their firms and their competitors abilities Work hard to exceed their customers expectations
3. When would a firm rely most heavily on its sales people and...