sd module2

8/19/2019 SD Module2

http://slidepdf.com/reader/full/sd-module2 1/5

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%



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



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)



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



Ste"s in Personal SellingSte"s in Personal Selling

• Pros"ecting

• Planning

• Structuring

• 2!ecution

• :evie*

sd module2

Documents