COMMUNITY COLLEGE OF PHILADELPHIA Marketing 237: Principles of Creative Selling
Welcome to the Marketing 237 Telecourse! You have chosen a special format for the course – one in which you will view the televised lessons and also have an on-campus professor to assist you, conduct special class meetings and give you the on-campus examinations.
You will be assisted throughout the course by:
Dr. Nancy Carr Office: B2-24M Telephone: (215) 751-8713 Snow number: Day 238; Evenings & weekends 2238 E-mail: [email protected]
Course Description:
Problems involved in application of general selling principles and techniques of creative selling. Customer behavior, planning and sales strategies; selecting, training, motivating and evaluating sales representatives.
Required Textbooks
Selling Today, 8th ed. By Gerald Manning and Barry Reece, published by Prentice-Hall.
The Sales Connection Telecourse Study Guide, 8th ed. By Marcy Rothenberg, also published by Prentice-Hall.
COMPETENCIES THE STUDENT SHOULD GAIN FROM THE COURSE:
General Sales Knowledge: Explain careers. opportunites and benefits of personal selling. Summarize the effect of selling in a marketing economy. Apply theories of buyer motivation. Create a prospecting plan. Discuss how to determine one’s competition. Explain and demonstrate one’s product and/or service. Explain the various communication styles. Discuss the importance of a positive self-image. Apply time management techniques to the art of selling. Evaluate and apply ethical practices in selling. Write steps and goals of the sales presentation. Sales Demonstration Knowledge:
Develop complete pre-approach information. Design an approach. Determine wants/needs of the customer. Select and prepare selling tools for demonstration. Anticipate and handle sales resistance. Develop and use trial close. Develop and use closing techniques. Demonstrate when and how to use suggestion selling. Demonstrate techniques of serving the sale.
A HELPFUL NOTE TO STUDENTS
The Telecourse Guide “Foreward” should be carefully read. Always use the Telecourse Guide before viewing–especially the “Objectives” and “Overview” sections. Check the “Assignments” section and do the text reading.
Note that the “Assignments” section refers you to the text readings. Lesson One is not necessarily Chapter One in the textbook. Pay special attention to the “Key Terms” and gauge your progress through the “Self-Tests”.
Remember that this course covers the same material as those taught in the traditional format. On- campus students attend class three (3) hours per week and generally successful students study two (2) hours out of class for every hour in class.
If for any reason you feel you cannot complete the course, talk to me and we will try to resolve the problem. If you must withdraw, be certain to do so before the College’s official withdrawal date to avoid receiving a failing grade.
EXAMS AND GRADING
The Mid-term Exam covers Lessons 1-12. It will have several forms of objective questions plus written short answer questions. Give special attention to terms and definitions. You should also know how to apply course concepts to real life situations. There MAY be a verbal component of the exam.
The exams will not ask about specific textbook cases nor about what specific people say on the videos. You will be asked about ethical issues but it is your reasoning and depth of analysis that counts, not your opinions.
The Final Exam will be the same format as the Mid-term Exam covering Lesson 13 to the end of the course. You must take the exams with the class unless there is a very extenuating circumstance. In no event may a student take both exams separate from the class. Grade range is: 90-100 = A; 80-89 = B; 70-79 = C; 60-69= D and below 60= F.
Calculation of the final grade is as follows: Mid-term Exam 50% Final Exam 50% Total 100%
Plus, Global Selling Bonus Points Plus, Ethics Simulations Bonus Points
SIMULATION NIGHTS
There will be two (2) class meeting with simulations and experiential exercises. If you participate, you can earn extra grade points. These will be held on your regularly scheduled review nights. Participants must be in the room and participating for the entire exercise to receive credit. Due to the nature of the simulations, there is no way to participate without attending nor to receive partial credit.
COURSE SCHEDULE Week Topics From Telecourse Guide Lessons 1 Sales & Marketing 1 Careers in Sales 2 2 Sales Environments 3 Relationship Selling 4 3 First Impressions & Imaging 5 Communication Styles 6 4 Product Information 7 Product Features/Buyer Benefits 8 5 Sales Strategies 9 Buyer Motivations 10 6 The Buying Process 11 Building a Prospect Base 12 7 The Presentation Strategy 13 The Consultative Sales Presentation 14 8 The Sales Demonstration 15 Buyer Resistance 16 9 Closing 17 Customer Service 18 10 Post-sale Service 19 Managing the Sales Force 20 11 Managing the Sales force (continued) 21 Managing Yourself 22 12 Sales Force Automation 23 Telemarketing 24 13 Ethics in Selling 25 The Global Marketplace 26
PROFESSOR’S NOTE
I am glad you selected this course. If you want to sell products, services or ideas, you should benefit from formal study of personal selling. The course will also benefit you if you are planning a career in sales management. I will be in my office at least one hour before exams in addition to regular office hours. If you must miss a class meeting, feel free to call me for any written review material by leaving your name and address on my voice mail. I wish each of you an enjoyable and productive semester!