Selling Today: Partnering to Create Value, 14/e

Reviewing Key Concepts

Discuss the evolution of personal selling models as an extension of the marketing concept

The marketing concept is the belief that a firm should dedicate all its policies, planning, and operations to the satisfaction of the customer. Salespeople today are problem solvers who obtain the participation of buyers in identifying their problems, which can be translated into needs.

Describe the evolution of consultative selling from the marketing era to the present

The marketing era that began in the United States in the 1950s looked first at customer needs and wants and then created goods and services to meet those needs and wants. Consultative selling emerged in the late 1960s and early 1970s as an approach that emphasizes ...