salesmanshipcomplete-notes-pages 32.doc

8/14/2019 salesmanshipcomplete-notes-PAGES 32.doc

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Salesmanship

ICMSCollege

System for

Boys

Remember:

Nothing is our

but Time .


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CHAPTER NO 1 MARKETING

NATURE AND SCOPE OF MARKETING

Most often marketing is associated with the efforts of the business firms selling their goods andservices. owever careful e!amination of what ha""ening in these business situations suggeststhat broader notion of# marketing is not onl$ a""ro"riate but also highl$ useful.

EXCHANGE AS THE FOCUS

Marketing can occur an$ time a "erson or organi%ation strives to something of value withanother "erson or organi%ation. Thus the essence of marketing is a transaction or e!change . inthis broad sense# marketing consist of activities designed to generate and facilitate e!changesintended to satisf$ human or organi%ational needs or wants.E!change is one of the three wa$s we can satisf$ our needs. If $ou want to something $ou canmake it $ourself# ac&uire it b$ theft or some form of corrosion# or $ou can offer something ofvalue to a "erson who had that desired thing or service and will e!change it for what $ou canoffer. 'nl$ this last alternative is an e!change in a sense that marketing is occurring. Thefollowing conditions must e!ist for a marketing e!change to take "lace(

Two or more "eo"le or organi%ation must be involved# and each must have needs andwants to be satisfied. If $ou are totall$ self sufficient in some area there is no need for an

e!change The "arties to the e!change must be involved voluntaril$ Each "art$ must have something of value to contribute in the e!change# and each must

believe that it will benefit from the e!change in the case of an election# for e!am"le # thething of value are the votes of the electorate and the re"resentation of the voters b$ thecandidate.

The "arties must communicate with each other. The communication can take man$ formsor ma$ even be through a third "art$# but without awareness there can be no e!change.

These e!change conditions introduce number of terms that need elaboration. )irst there are the "arties involved in the e!change. 'n one side of the e!change there is the marketer. Marketer

takes the initiative ton b$ tr$ing to stimulate and facilitate e!changes. The$ develo" marketing "lans and "rograms and im"lement them in the ho"e of creating an e!change. 'n the other sideof the e!change is the market which consists of "eo"le and organi%ation with needs to satisf$ andmone$ to s"end. The marketing "rograms are directed at markets that either acce"t it or re*ect theoffer.

MARKETING DEFINED


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+hat does the term marketing mean, Most of the "eo"le think of marketing onl$ as advertisingand selling but the$ are onl$ two functions of marketing# toda$ marketing must be understoodnot onl$ in the old sense of satisf$ing customer needs. -elling occur onl$ when the "roduct is

"roduced. $ contrast marketing starts long before the com"an$ has a "roduct marketing is thehomework the com"an$ undertakes to asses needs# intensit$ and determine weather the a

"rofitable o""ortunit$ e!ists so we can define marketing as/. marketing is the t ta! s"stem # $%siness a&ti'ities (esigne( t )!an* )ri&e* )r m te an((istri$%te +ant satis#"ing )r (%&ts t target the market in r(er t a&hie'e rgani,ati na!

$-e&ti'es.this definitions have two significant a""lications

)ocus( the entire s$stem of business activities should be customer oriented0 customerwants must be recogni%ed and satisfied.

1uration( marketing should starts with an idea a want satisf$ing "roduct and should notend until customer wants are com"letel$ satisfied which ma$ be after the e!change ismade.

MARKETING MIX

Marketing mi! is the set of controllable# tactical marketing tools that the firm blends to "roducethe res"onse to it wants in the target market. The marketing mi! consists of ever$ thing the firmcan do to influence the demand for the "roduct the man$ "ossibilities can be collected in to fourgrou"s of variables known as four "2s of marketing which are as follows0

3roduct 3rice 3romotion 3h$sical distribution

PRODUCT

It means the goods and service combination to the com"an$ offers to the target market. 3roduct "lanning 4ariet$ 5ualit$ 1esign )eatures rand name 3ackaging -ervice

PRICE

It is the amount of mone$ consumer have tto "a$ the seller to obtain a "roduct . 6ist "rice 1iscounts


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allowances "a$ment "eriods credit terms

PROMOTION

It means activities that communicate the merits of the "roduct and to "ursuatethe target audienceto bu$ the "roducts it includes

Advertising "ersonal selling -ales "romotion 3ublic relation 3ublicit$

PH/SICA0 DISTRI UTION

It include activities that make the "roduct available to the target audience channels coverage assortments location inventor$ trans"ortations logistics

IMPORTANCE OF MARKETING IN THE SOCIET/Marketing ver$ im"ortant for the societ$ if it holds the societal marketing conce"ts# the societalmarketing conce"t hold that the organi%ation should determine the needs# wants# and interests ofthe target market. it should than deliver and su"erior value to the customer in the that maintain orim"roves the total wellbeing of the societ$ . The societal marketing conce"ts &uestion weather the "ure marketing conce"t is ade&uate in anage of environmental "roblems# resource shortages# ra"id "o"ulation growth. +orldwideeconomic "roblem and neglected social service. It asks if the firm that senses# serves# andsatisfies individual wants is alwa$s doing what is best for consumer and societ$ in the long run.

Not long after the marketing conce"t became a widel$ acce"ted a""roach to doing business# itcame under fire# for more than 78 $ears critics have "ersistentl$ charged that marketing ignoressocial res"onsibilit$. That s# although the marketing conce"t hel" an organi%ation to achieve itsgoals but at the same time encourage actions that conflict with societ$ best interests.)rom one "oint of view these charges are true. A firm ma$ satisf$ its customer# while alsoadversel$ affecting societ$. To illustrate# a "ul" and "a"er mill might be su""l$ing its news"a"ercustomer with a &ualit$ news"a"er but at the same time it might be "olluting air and water nearthe mill.


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A firm social res"onsibilit$ is not onl$ satisf$ its customers but also take care of the "eo"leliving in the areas surrounding their firm b$ a""l$ing different rec$cling and safe dis"osal oftheir waste matters in this wa$ the$ are a""l$ing the societal conce"t of marketing.

MARKETING MIX

Marketing mi! is the combination of "roduct how it is distributed and "romoted and its "rice.Together these four factors must satisf$ the needs of the target market and at the same time meetthe marketing ob*ectives of the com"an$. Marketing manager must design the market mi! thatwill effectivel$ meet consumer needs and accom"lish the organi%ational ob*ectives. Marketingmi! includes following four com"onents

3roduct 3rice 3romotion 3h$sical distribution

PRODUCT

-trategies are needed for deciding what "roducts to offer# managing e!isting "roducts over time#and dro""ing failed "roducts# strategic decision must also made regarding(

randing 3ackaging 6abeling Trade marks +arranties 5ualit$ 1urabilit$

All these attributes need "ro"er "roduct "lanning which concerns the e!tent to which thecom"an$ can market the same "roducts in different countries. and also see the e!ternal internalenvironment of then countr$ in which the com"an$ is o"erating. There are different conce"twhich include

Pr (%&t e2tensi n ( it means same "roduct is being sold in different c"untries 9e.g.: 3e"si cola.Pr (%&t a(a)tati n or modif$ing a "roduct which is selling successfull$ in one market orcountr$ to suit the uni&ue needs of the other countr$ 9e.g.: whitening creams etcIn'enti n means develo"ing a totall$ new "roduct for a foreign market.Marketers must stud$ carefull$ the cultural and economic condition of an$ market ;foreign or

domestic ;before "lanning "roduct for that "articular area.


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PRICING

1etermining the "rice for the "roduct is a com"le! and interesting task# fre&uentl$ involving thetrial and error decision making. it is more com"le! in international marketing because(


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Distri$%ti n &hanne!s

A distribution channel consists of the set of "eo"le and firms involved in the flow of title to a "roduct as it moves from the "roducer to the final customer or business users. A channel ofdistribution alwa$s includes both the "roducer and the final customer for the "roduct in its

"resent form as well as an$ middle man 9such as retailers and wholesalers:.esides "roducer# middleman and final customer other institution aid the distribution "rocess#among these intermediaries are banks# insurance com"anies# storage firms and trans"ortationcom"anies.


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CHAPTER NO 4 PROMOTION

)rom the marketers "ers"ective "romotion serves three essential roles( It in# rms brand will be failed if no one knows it. Therefore the "roducer must inform

middlemen as well as the ultimate consumer. Pers%a(es it is more im"ortant when there are man$ com"etitors to convince the

customer. Remin(s It is used to remind the customer about $our "roduct which is alread$ e!isting

in the market and ver$ successful.

PROMOTIONA0 METHOD

There are following five methods of "romotion Pers na! se!!ing is a direct "resentation of a "roduct to the "ers"ective customer A('ertising is a non "ersonal communication "aid for clearl$ identified s"onsor

"romoting ideas organi%ation or "roduct. Sa!es )r m ti n it include activities such as events s"onsorshi"# fre&uenc$ "rograms#

contests# trade shows and in store dis"la$s. P%$!i& re!ati n it involves new stories about a "roduct or organi%ation it a s"ecial form

of "romotional tool.

PROMOTION'ne of the attribute of the free market s$stem is the right to use communication as the tool ofinfluence. In our socioeconomic s$stem# that freedom is reflected in the "romotional efforts b$

business to influence the feeling and believes and behavior of "ros"ective customer# com"an$uses "romotional efforts to "rovide information for the decision makers bu$ing decision "rocess#to assist in differentiation its "roducts and to "ersuade "otential bu$ers.

PROMOTION AND MARKETING)or the marketers "ers"ective "romotion serves three essential roles > it informs# "ersuades andreminds "ers"ective and current customers and other selected audience about a com"an$ and its

"roducts. The relative im"ortant of these roles varies according to the circumstances faced b$ thecom"an$. rand will be failed if no one knows it. Therefore the "roducer must informmiddlemen as well as the ultimate consumer or business users about the "roduct# wholesalersmust inform retailers and retailers must inform customers. As the number of the "otentialcustomers grows and the geogra"hic dimensions of a market e!"and# the "roblem and cost ofinforming the market increase. 3ersuasion is more im"ortant when there are man$ com"etitors to convince the customer theintense com"etition among different industries as well as different firms in the same industr$# "uttremendous "ressure on the "romotional "rogram of the sellers. Remind is used to remind thecustomer about $our "roduct which is alread$ e!isting in the market sellers band ver$ successful.sellers bombard the market "lace with thousand of messages ever$ da$ in the ho"e of attractingnew customers and establishing the market for the new "roducts.


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PROMOTIONA0 METHODS

3romotion in what ever form it takes is an attem"t to influence. There are four forms of

"romotional methods( "ersona0 selling# advertising# sales "romotion# and "ublic relationsEach has distinct features that determine the role it can "la$ in a "romotion "rogram. 3ersonal selling( is the direct "resentation of the "roduct to the a "ros"ective customers

b$ a re"resentative of the organi%ation selling it. 3ersonal selling takes face to face orover the tele"hone# or it ma$ be directed to the sales "erson or a final customer # acrossall the organi%ation more mone$ is s"end on "ersonal selling than on an$ other form of

"romotion Advertising is non "ersonal "aid for b$ a clearl$ identified -"encer "romoting ideas #

organi%ation or "roduct# the most familiar outlets for ads are the broadcast 9T4 and radio:and "rint 9 news"a"er and maga%ines: media . owever there are man$ others advertisingvehicles# from billboards to T=shirts and# more recentl$# the internet.

-ales "romotion is demand stimulating activit$ designed to su""lement advertising andfacilitate "ersonal selling. It is "aid for the s"onsor and fre&uentl$ involves a tem"oraril$incentive to encourage a sale or "urchase. Man$ sales "romotions are directed atconsume. The ma*orit$ however are designed to encourage the com"an$2s sales force orother members of the sales force of a distribution channel to sell "roducts moreaggressivel$. +hen the "romotion is directed towards the member of the distributionchannel it is called trade "romotion. included in the sales "romotion are number ofactivities # such as event s"onsorshi"# fre&uenc$ "rogram# contests# trade shows# in storedis"la$s# rebates# sam"les# "remium# discounts and cou"ons.

3ublic relations encom"ass a wide 4arit$ of communication efforts to contribute to thegenerall$ favorable attitudes and o"inions toward an organi%ation and its "roducts.?nlike most advertising and "ersonal selling# it does not include a s"ecific sales message.The target ma$ be customers# stockholders# a government agenc$# or a s"ecial= interestgrou". "ublic relation can take man$ forms# including newsletters# annual re"orts#lobb$ing# and su""ort of charitable or civic events

THE COMMUNICATION PROCESS AND PROMOTION


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THE COMMUNICATION PROCESS IN PROMOTION The information that the sending source is sending must first be encoded in to a

transmittable form# in marketing this means translating an idea 'nce the message has been transmitted through an$ communication channel the message

must be decoded # or given meaning b$ the receiver the received message ma$ be what

the sender intended or something else that is less desirable # de"ending on the reci"ientframe of reference

If the message has been transmitted successfull$# there is some change in the receiver2sknowledge# believe or feelings# as a result of this change# the receiver formulate ares"onse# the res"onse could be non verbal# verbal or behavioral.

The res"onse serves as a feedback# telling the sender whether the message was receivedand hoe it was "erceived b$ the reci"ient. Through feedback the sender can learn what acommunication has accom"lished. Then a new message can be formulated and the

"rocess began again. All stages of the communication "rocess can be affected b$ noise= that is an$ e!ternal

factor that interferes with the successful communication.

DETERMINING THE PROMOTIONA0 MIX

A "romotional mi! the marketers combination of advertising# "ersonal selling# sales "romotion#and "ublic relations. An effective "romotion is a critical "art of all marketing strategies andinvolves number of strategies which are as follow(

15 Target A%(ien&e45 O$-e&ti'es # )r m ti n e## rt65 Nat%re # the )r (%&t75 Stage in the )r (%&t !i#e &"&!e85 Am %nt # m ne" a'ai!a$!e # r )r m ti n

TARGET AUDIENCE

1ecision on the "romotion mi! is greatl$ effected b$ the target audience. the target ma$ finalcustomer# who would be further defined as e!isting customers or new "ros"ects. -ome marketersdirect much of there efforts at decision makers rather than the actual "urchasers. In some casesthe target consists of middleman in order to gain their su""ort in distributing a "roduct or in thecase of the com"an$ about to make a stock offering# the investment communit$There are two t$"es of strategies involved in thisPUSH STRATEG/ means a channel member directs its "romotion "rimaril$ at the middle menthat are the ne!t link forward in the distribution channel. In this the "roducer "ushes the retailersto bu$ their "roducts in return the retailers "ush the customers.PU00 STRATEG/ the "romotion is directed toward end users > usuall$ ultimate consumers.The intention is to motivate them to ask retailers about the "roduct. The retailer in return willre&uest the "roduct from the wholesalers# and the whole sellers in return order it from the

"roducer for the "roduct.

PROMOTION 9ECTI:ESA target audience can be in an$ of the si! stages of bu$ing readiness. These stages are


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Awareness( at the awareness stage the seller2s task is to let the bu$er know that the brandor the "roduct e!ists. ere is the ob*ective is to built familiarit$ with the "roduct and the

brand name. Knowledge0 Knowledge goes be$ond awareness to learning about the "roduct features.

In the market with the several well established brands# enter"rise had to find a wa$ to

&uickl$ and easil$ inform consumers how its service is uni&ue. 6iking( liking refers to how the market feels about the "roduct. 3romotion can be used to

move the knowledgeable audience from being indifferent to the liking brand. A commontechni&ue is to associate the item with an attractive s$mbol or "erson. 'nline s"ortinggoods retailers.

3reference( creating "reference involves distinguishing among brands such that that themarket finds $our brands of the same "roduct# but the customer can2t make a decisionuntil one brand is "referred over the alternatives. Ads that make direct com"arisons withthe com"etition are intended to create a "reference.


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FUNDS A:IA0A 0E

The amount of mone$ available for "romotion is often the determinant of the mi!.A business with am"le funds can make more effective use of advertising than a firm withfinancial resources. -maller brand or com"anies with small amount of funds for "romotion can

rel$ on "ersonal selling.

CHAPTER NO 6 PERSONA0 SE00ING;HAT IS PERSONA0 SE00ING%a!i#"ing Prea))r a&h A))r a&h Presentati n an( (em nstrati n

Han(!ing $-e&ti ns C! sing F !! +?%)

PROSPECTINGThe first ste" in the selling "rocess is to identif$ "ros"ects. Although the com"an$ will tr$ to su""l$ leads# salesre"resentatives tr$ to make their own leads can be develo"ed in the following wa$s(

Asking current customer about the names of the "ros"ects


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After attracting the interest of the "ros"ects it is ver$ im"ortant to hold and stimulate desire for the "roduct withsales "resentation. The sales "erson must alwa$s know how the "roduct will benefit the "ros"ect.and video cassettes during the demonstration## the sales "erson can draw five influence strategies.

0egitima&" . The sales"erson em"hasi%es the re"utation and e!"erience of his or her com"an$. E2)ertise5 The sales "erson shows dee" knowledge of the bu$er2s situation and com"an$2s "roduct#

doing this would being overl$ /smartC. Re#erent ) +er5 the sales "erson build on an$ shared characteristics# interests# and ac&uaintances. Ingratiati n5 The sales "erson "rovides "ersonal favor9 a free lunch# "romotional gratuities: to

strengthen affiliation and reci"rocit$ feelings. Im)ressi n5 the sales "erson mFnages to conve$ favorable "ersonal im"ressions.

O:ERCOMING O 9ECTIONS


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To handle these ob*ections the sales re"resentatives maintains a "ositive a""roach b$( Asking the bu$er to clarif$ the ob*ections 5uestions the bu$er in a wa$ that the bu$er has to answer his or her own ob*ection 1enies the validit$ of the ob*ections Turn the ob*ections in to reason for bu$ing

C0OSING Now the sales "erson attem"ts to close the sale. -ome sales "eo"le do not get to this stage or do not do it well.The$ lack confidence or feel uncomfortable about asking for an order or do not recogni%e the closing signalfrom the bu$er# including "h$sical actions# statements# comment# and &uestions.-ales "erson can use one of the following techni&ues

The$ can ask for an order 'ffer to hel" the secretar$ write an order Ask whether the bu$er wants A or to make minor choices such as the color or si%es etc. Indicate what the bu$er will lose if the order is not "laced now

The sales "erson might offer the bu$er s"ecific inducements to close# such as a s"ecial "rice# an e!traamount no e!tra charge or a gift

FO00O; UP AND MAINTAINANCE

This last ste" is necessar$ if the sales "erson wants to ensure customer satisfaction and re"eat business thisincludes(

Immediatel$ after closing the sales "erson should com"lete an$ necessar$ details on deliver$ time# "urchaseterms# and other mattersThe sales "erson should arrange a follow u" call or visit when initial order is received # to make sure there

"ro"er installation# instructions and servicing# this visit should detect an$ "roblems# and also ensures the sales "erson interest.The sales "erson should develo" an account maintenance "lan to make sure that the customer is not forgotten orlost.


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CHAPTER NO CONSUMER U/ING EHA:IOR?ltimate consumers bu$ goods an services for their own "ersonal use there are millions of bu$ers andhousehold in 3akistan and the$ s"end millions of ru"ees on goods and service. The effort of man$ marketers isfocused on these "otential customers.The consumer market is not onl$ large but it is also ver$ d$namic. Thus# the first challenge is to gainunderstanding of what this market look like and how it is changing. To develo" an a""reciation of this d$namicconsumer market# we will e!amine its geogra"hical distribution# several demogra"hic and some re"resentative

behavior.

GE'GRA3 I


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. middle=aged married( middle aged married cou"le with no childrenJ. full nest II( middle=aged married cou"le with de"endent children

. em"t$ nest( older married cou"le with no children livig with themL. 'lder single( single "eo"le still working or retired.

Education and Income( the$ both "la$ a ver$ im"ortant role in determining the behavior of the

consumers# because e!"enditure "atterns differs due to different incomes "eo"le have and also studentsat different stage of their studies have different bu$ing "atterns. Race and Ethnicit$ also affects the bu$ing "atterns of the customers.

CONSUMER U/ING BDECISION PROCESS

To deal with the marketing environment and make "urchases# consumer engages in a decision "rocess. 'ne wa$to look at the "rocess is to view as "roblem solving. +hen faced with the "roblem solved through the "urchase.The consumers goes through a series f logical stages to arrive at the decision# so the stages of the consumer

bu$ing > decision "rocess are as follows( Nee( re& gniti n the consumer is moved to action b$ a need. ever$ one has unsatisfied needs and

wants that create discomfort. -ome needs can be satisfied b$ ac&uiring and consuming goods andservices. Thus the "rocess of deciding what to bu$ begins when a need that can be satisfied throughconsum"tion becomes strong enough to motivate a "erson

Identification of alternatives once the need has been recogni%ed# the consumer must ne!t identif$ thealternatives ca"able of satisf$ing the needs. T$"icall$ alternative "roducts are identified first # and thenalternative brands

Evaluation of alternatives this means that how the consumer "rocess the information to arrive at brandchoices. ?nfortunatel$# consumer does not use a sim"le and single evaluation "rocess in all bu$ingsituation. Instead# several evaluation "rocesses are at work.

Then consumer arrives at attitudes towards different brands through some evaluation "rocedure. owconsumer goes about evaluating "urchase alternatives de"ends on the individual consumer and thes"ecific bu$ing situation. in some cases consumers use careful calculation and logical thinking. At othertimes# the same consumers do little or no evaluation instead the$ bu$ on im"ulse or rel$ on intuition.-ometimes consumers take bu$ing decision on their own0 sometimes the$ turn to friends# consumerguides# or sales "eo"le for advice. Marketers should stud$ bu$ers to find out how the$ actuall$ evaluate

brand alternatives. If the$ know what evaluative "rocesses go on # marketers can take ste"s to influencethe bu$er2s decision.

3urchase 1ecision in the evaluation stage the consumer ranks different brands and forms "urchase intensions .generall$# the consumer2s "urchase decision will be to bu$ the most "referred brand# but two factors can come between the "urchase intention and the "urchasedecision. The first factor is the attitude of others. The second factor is une!"ected situationalfactors. The consumer ma$ form a "urchase intention based on the factors such as e!"ectedincome# e!"ected "rice# and e!"ected "roduct benefits. owever une!"ected events ma$ changethe "urchase intention.3ost "urchase behavior the marketer2s *ob does not end when the "roduct is brought. After

"urchasing the "roduct# the consumer will be satisfied or dissatisfied and will engage in "ost "urchase behavior of interest to the marketer. +hat determine this whether the bu$er is satisfiedor dissatisfied with the "urchase, The answer lies in the relationshi" between the consumer


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e!"ectations and the "roducts "erceived "erformance. If the "roduct falls short of thee!"ectations the consumer is disa""ointed0 if it meets the e!"ectation the consumer is satisfied0 ifit e!ceed e!"ectation# the consumer is delighted.

The larger the ga" between e!"ectations and the "erformance the larger is the consumer2sdissatisfaction. This suggests that the sellers should make "roduct claims that faithfull$ re"resents the

"roduct "erformance so than the bu$ers are satisfied.

INFORMATION AND THE PURCHASE DECISION

3urchase decision re&uires information. ?ntil consumer know what "roducts and brands are available# whatfeatures and benefits the$ offer# who sells them and what "rices# and where the$ can be "urchased# there won2t

be a decision "rocess because there won2t be an$ decision to make.There are two sources of information >the commercial environment and social environment. The commercialenvironment consists of all marketing organi%ations and individuals that attem"t to communicate with theconsumers. It includes manufacturers# retailers# advertisers# and sales "eo"le whenever an$ f them engage inefforts to inform or "ersuade. Advertising is the most familiar t$"e of commercial information almost billion of

ru"ees are s"ent on advertising ever$ $ear. two or more "eo"le discussing a

"roduct. /


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biological acts# the wa the "eo"le "erform instinctive acts such as eating is culturall$ influenced . thus ever$ bod$ gets hungr$ but when and what "eo"le eat var$ among cultures.

SU CU0TURES-ubculture are grou"s in a culture that e!hibit characteristic behavior "atterns sufficient to distinguish them

from other grou"s with in the same culture the behavior "attern that distinguish subcultures are based on factorssuch as race# nationalit$# religion and urban= rural identification

SOCIA0 C0ASS-ocial class is the ranking with in the societ$ determined b$ the members of the societ$. -ocial class e!ists invirtuall$ all societies# the "eo"le bu$ing behavior is often strongl$ influenced b$ the class to which the$ belongor to which the$ are ins"ire.There are five social classes "resent n our societ$

The u""er classThe u""er= middle classThe lower= middle class

The u""er lower classThe lower=lower class

REFERENCE GROUPEach grou" in a societ$ develo"s its own standards of behavior that then serve as a guide guides# or frames ofreference# for the member. )amil$ and a circle of friends are such grou"s. Members share values and aree!"ected too confirm to the grou"s behavior "atterns. ut a "erson does not have to be the member of the grou"to which he is influenced. There are grou"s we as"ire to *oin 9 a cam"us honor societ$ or club: and a grou" weadmire even though membershi" ma$ be im"ossible 9a "rofessional athletic team:. All of these are "otenciesreference grou"=grou"s o "eo"le who influence a "erson2s attitudes# values# and behavior.

-tudies have shown that "ersonal advice in face=to=face grou"s is much more effective as a behaviordeterminant than advertising.Advertisers are rel$ing on reference grou"2s influence when the$ use celebrit$ s"okes"ersons. 3rofessionalathletes# musician# models# and actors can be influence "eo"le who would like to be associated with them insome wa$.Reference grou" influence in the marketing is not limited to the well=known "ersonalities# an$ grou" whose&ualities a "erson admires can serves as a reference.

FAMI0IES AND HOUSEHO0DSA famil$ is a grou" of two or more "eo"le related b$ blood# marriage# or ada"tation living together in a

household. 1uring their lives man$ "eo"le belong to at least two families=the one into which the$ are born andthe one the$ form at a marriage. The birth famil$ "rimaril$ determines core values and attitudes. The marriagefamil$# in contrast# has a more direct influence on s"ecific "urchases. )or e!am"le famil$ si%e is im"ortant inthe "urchase of a car.There are four im"ortant &uestions to answer while considering famil$ as a influential factor

+ho influences the bu$ing decision+ho makes the bu$ing decision+ho makes the actual decision


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+ho uses the "roducts,

SA0ESMANSHIP;hat is sa!esmanshi)

salesmanshipcomplete-notes-pages 32.doc

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