personal selling

MAR 4400 Personal Selling

Assignment #1

PLEASE WRITE YOUR NAME:

INSTRUCTIONS: After watching the video ICX - Personal Selling: Helping People Solve Problems.

 (http://online.fiu.edu/videos/?vivoId=8a1f51171d0b4cd8abd61d98ebee80ef

Please answer each of the questions below. PLEASE WRITE CLEARLY.

This assignment is worth $20. Use your textbook to answer the questions.

1. What kind of personal selling approach does Michael use (Chapter 1, pages 11-16)? Explain why.

2. What classification or type of sales job does Michael have (Chapter 1, pages 19-21)? Explain why.

3. Name three (3) qualifications or skills that Michael strongly displayed (Chapter 1, pages 21-22). Give examples of how he displayed each one.

4. Describe three (3) trust builders that Michael displayed (Chapter 2). For each, give an example of what he did.

5. Describe three (3) knowledge bases that Michael used to help build trust (Chapter 2). For each, give an example of what he did.

6. Describe ICX’s Needs Gap (Chapter 3, pages 57-58). What’s the actual state? Desired state?

7. Describe the type(s) of buyer needs that ICX had (Chapter 3, pages 57-59): functional, situational, social, psychological, and knowledge.

8. What steps of the organizational (business) buying decision process (Figure 3.1) were actually observed in the video?

Step	What Did You Observe?
1. Recognition of Problem
2. Determination of Characteristics
3. Description of Characteristics
4. Search/Qualify Potential Sources
5. Acquisition & Analysis
6. Evaluation of Proposals
7. Selection
8. Performance & Feedback

8. What type of purchasing decision is illustrated (Chapter 3, pages 67-69)? Explain your answer.

9. What are the different roles of the buying team (users, initiators, influencers, gatekeepers, deciders, purchasers) – (Chapter 3)? Then what are their primary communication/social styles?

Role	Role/Responsibilities	Primary Social Style
Michael	Salesperson – No need to complete this section
Margo (CEO)
Bill (Sales VP)
Jennifer (CFO)
Howard (Project Head)