Marketing Concept Requires New Selling Models
2.1 Discuss the evolution of personal selling models as an extension of the marketing concept
A careful examination of personal selling practices during the past 50 years reveals some positive developments. We have seen the evolution of personal selling through several stages. The earlier “persuader stage” that was popular prior to the emergence of the marketing concept emphasized pushing or peddling products. At this stage, with little regard for long-term, mutually rewarding customer relationships, salespeople attempted to convince any and all market members to buy products offered. Over the years, personal selling evolved to the “problem-solver stage”— obtaining the participation of buyers in ...
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