2Understanding Sellers and Buyers


Learning Objectives

This chapter focuses on gaining a better understanding of the roles of sellers and buyers in today’s organizational marketplace. The many factors discussed in chapter 1 are transforming the nature of the field and creating a challenging yet invigorating and rewarding environment in which to pursue a career in selling. First, aspects of sales careers are introduced. Then perspectives are provided from both a seller’s and organizational buyer’s points of view.

After reading this chapter, you should be able to:

  • Explain the historical basis for stereotyped views of selling in society. ...

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