Upload

Log in
Sign up

Browse

Welcome to Scribd, the world's digital library. Read, publish, and share books and

documents. See more ➡

Download
Standard view
Full view
OF 9
1

216

Theories of Selling:
Ratings: 0|Views: 32,783|Likes: 246
Published by luckyrajeshwari
See More

Because the outcome of the purchase affects the chance that a continuing relationwill
develop between the buyer and the seller and because nearly all salesorganizations are
interested in continuing relationship. It is necessary to add afourth element the fourth
elements then are Need solution purchase satisfactionWhenever a need is felt
or problem recognized, the individual is conscious of adeficiency of satisfaction. When
definite buying habit has been established the buying formula
is N e e d p r o d u c t s e r v i c e a n d o r t r a d e n a m e p u r c h a s e s a t i s f
a c t i o n / dissatisfactionTo ensure purchase the product or service and the trade name
must be consideredadequate, and the buyer must experience a feeling of anticipated
satisfaction whenthinking of the product and service and the trade name. In many
cases, an itemviewed as adequate is also liked, and vice versa, but this is not always
so. Some products and services that are quite adequate are not liked and bought that
areadmittedly not as good as competing items. Similar reasoning applies to tradenames.
Some sources of supply are both adequate and liked, others are adequate but not liked,
and still others are liked but patronized even though they areinadequate to competing
sources.With adequacy and pleasant feelings included, the buying formula
becomesAdequacy
Adequacy Need product and/ or trade name purchase satisfactionService Pleasant feelin
gs Pleasant feelingsWhen a buying habit is being established, the buyer should know
why product or service is an adequate solution to the need or problem, and why trade
name is the

best name to buy. The buyers must also have a pleasant feeling toward the productor
service and the trade name.Then, whenever the buyer’s habit is challenged by a friend’s
mark, a competingsalesperson’s presentation, or a competitor’s advertisement, the
buyer needsreasons to defend the purchase, and, in addition, he or she needs a pleasant
feelingtoward both the product or service and the trade name.The primary elements in
a well established buying habit are those connected bysolid lines, on the central line
of the formula. Most purchases are made withscarcely a thought as to why, and with a
minimum of feeling. And it should be theconstant aim of the sales person and advertiser
to form such direct associations.Reasons (adequacy of solution) and pleasant feelings
constitute the elements of defense in the buying habit. As long as they are present,
repeat buying occurs.The answer to each selling problem is implied in the buying
formula, anddifferences among answers are differences in emphasis upon the elements
in theformula. It may be said that(1)If the prospect does not feel a need or recognize a
problem that can be satisfied by the product or service, the need or problem should be
emphasized.(2)If the prospect does not think of the product or service when he or she
feels then e e d o r r e c o g n i z e s t h e p r o b l e m , t h e a s s o c i a t i o n b e t w e e n n e e d
o r p r o b l e m a n d product or service should be emphasized.(3)If the prospect does
not think of the trade name when he or she thinks of the product or service,
the association between the product or service or trade name should be
emphasized.( 4 ) I f n e e d o r p r o b l e m , p r o d u c t o r s e r v i c e a n d t r a d e n a m e
a r e w e l l a s s o c i a t i v e , emphasis should be put upon facilitating purchase and
use.(5)If competition is felt, emphasis should be put upon establishing in
the prospects’minds the adequacy of the trade name product or service, and
pleasant feelingstowards it.
For example:

Suppose a salesperson goes to a lady and wants to sell a water purifier. He will tellabout
the effectiveness of the purifier in cleaning water and making it purer andsafer. He will
place the water purifier as the solution for pure and germ free water.When the lady
purchases the water purifier it depends on her whether she getssatisfied or not. It is not
possible that the water purifier provides the sameadequacy and pleasant feeling to all.
The water purifier may give adequate and pleasant feeling and the lady may purchase
it and it will provide her satisfaction.There may be other products in the market that can
provide more adequacy andfeeling.
(4) Behavioral Equation Theory:
Using stimuli – response model, this theory has developed. Four essential
elementsrequired in learning process to explain buying behavior and purchasing
decision process.Drive – a strong internal stimulus that impel the buyer’s
response(i)Innate drive (psychological)
(ii)
Learned drive (status/social)For example: innate drive –you are hungryLearned drive –
you want to have burger Cues – Weak stimuli when the buyer’s respond(i)Triggering cue
– activates decision process for a given product and evokes youto buy a product. For
example : you are hungry and want to have burger (ii) Non – triggering cue – influences
the decision process but not activate. It can be of two types for the product which helps
to make opinion for decision processand the information which you get
from advertisements, sales promotion etc.For example :You believe Mcdonalds provides
the cheap and the best burger withquickest service time.

(iii) Specific product / information – also functions as triggering cue. For examplespecial
offers/discounts on cold drink and French fries with the burger.Response: What buyer
does?Example buyer can purchase or notReinforcement – event that strengthens buyer’s
tendency of response.Example: convenience, time saving and money factor
also.B=P*D*K*VB=ResponseP= Predisposition/ inward response tendency habitD=
Present drive levelK= incentive potential i.e. value, product/potential satisfaction of the
buyer Example if predisposition is positive then automatically K is activeV= intensity of
all customer Example here P and K is positive the customer are more loyal towards the
productsand sales increases.

Activity (216)

Filters
Add to collectionReviewAdd noteLikeEmbed
1 hundred reads|almost 4 years ago
1 thousand reads|over 3 years ago

kingsley_psb liked this|5 months ago

Varanasi Chinmoy liked this|5 months ago

Erina Yesmin Tani liked this|7 months ago

Janaki Ram liked this|8 months ago

Anil Ransore liked this|8 months ago

Shreya Bansal liked this|9 months ago

Rahul Bhavnani liked this|9 months ago

himehana liked this|9 months ago

Load more

Recommended

sales management 1

RAVICHITLANGIA28

Ppt Theories of Selling

VAGISH_S

AIDAS Theory of Selling

VINIT JAIN

Chapter 6 Compensation and Motivation of Sales Force-Sale...

SEHR.879182

Crisis Management
BABURAJ PATEL

Ch 5_Role Focused OD Interventions

RIDDHI BHATIA

BL 1UN 1 LS 3 Theories of Personal Selling

NIRMALYASEN

8 Distribution Management and Marketing Mix

DIBYENDU MISHRA

Designing & Implementing Branding Strategies

ARKK090

Learning Process in Training Programme

ADITYA
 
More From This User

Emerging Issues in Human Resource Development System

LUCKYRAJESHWARI

Emerging Issues

LUCKYRAJESHWARI

Theories of Selling:

LUCKYRAJESHWARI


Download and print this document

 Read and print without ads

 Download to keep your version
 Edit, email or read offline

Choose a format:
.PDF .DOC

Download

Recommended
 sales management 1
ravichitlangia28

Ppt Theories of Selling

vagish_s

AIDAS Theory of Selling

Vinit Jain

Chapter 6 Compensation and Motivation...

sehr.879182

Previous|NextPage 1 of 3

.PDF .DOC
Download

About

 About Scribd
 Team
 Blog
 Join our team!
 Contact Us

Subscriptions

 Subscribe today
 Your subscription
 Gift cards

Advertise with us

 Get started
 AdChoices

Support

 Help
 FAQ
 Press
 Purchase Help

Partners

 Publishers
 Developers / API

Legal

 Terms
 Privacy
 Copyright

Get Scribd Mobile

 Mobile Site

© Copyright 2013 Scribd Inc.

Language:
English