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Buyer-Seller DyadsBuyer-Seller Dyads
• Buyer-Seller Interactions
• Trust Construct• Physical characteristics (age ,height)
• Objective actors (education, e!"erience)
• Personality actors (s#o$ing, avors)
• Ideal #atch (the #ore ali$e a seller and "ros"ectis,chance o sales success is #ore) %
•
Based on individual needs & e!"ectation , each ocal"erson develo"s a strategy ai#ed to negotiate aavorable e!change%
• Strategy can be "ersuasion, 'riendshi", ingratiation%
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Theories of SellingTheories of Selling
• AIDAS Theory ( securing ttention ,aining interest,desire,inducing action by as$ing or order straightor*ard setdeal,building satisaction)
• Situation-Response Theory sales "erson controlling the situation but #a$es it a""ear that
the buyer is on control o situation)%Causes the "ros"ect to res"ond in a "redictable *ay%selling
a""eal evo$es desired res"onse%Seller oriented theory%
• Buying Formula Theory• +eed-ProductService andor Trade na#e-Purchase-Satisaction• TO
• Behavioural Equation Theory(uses stimulus –responsemoel!
B. P/D/0/1
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Behavioural 23uation TheoryBehavioural 23uation Theory
• Drives (D) 4 #otivation ( strong internal sti#uli)• Innate 4 rises ro# "hysiological needs%%hunger%"ain,thirst• 5earned 4 Striving or status% Innate drive is
hidden%2cono#ically advanced society
• Sti#uli (v) ( that deter#ine *hen buyer *ill res"ond)
Triggering 6 ctivate decision "rocess +on Triggering 6 Only in7uence decision "rocess-8ty"es
9% Product (received ro# "roduct directly li$e Pac$aging, "rice)8% Inor#ation (Sy#bolic nature li$e advertising)
• :es"onse (B) 4 *hat buyers does
•
:einorce#ent (P)- "redis"ositionorce o habit-strengthen buyertendency to #a$e a "articular res"onse
B. P/D/0/1 (ulti"licative e3uation)06 Incentive "otential( "otential satisaction to buyer)
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Personal SellingPersonal Selling
• Industrial Selling• Selling to :esellers (Inter#ediaries)
• Selling to Business ;sers
• Institutional Selling
• Selling to overn#ent
• :etail Selling• Personal or non- business consu#"tion
• Services Selling• Intangibles
•
Cannot be se"arated ro# sources• 5ess standardi<ed
• Produced, sold, consu#ed at sa#e ti#e
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Ste"s in Personal SellingSte"s in Personal Selling
• Pros"ecting
• Planning
• Structuring
• 2!ecution
• :evie*