Marketing: Creating Value for Customers.


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Chapter 19 Learning Objectives

After reading this chapter and the student study guide, you should be able to:

  1. Summarize the role of personal selling in the organization.

  2. Define the various tasks involved in personal selling.

  3. Explain the importance of relationship selling to organizations that practice value-driven marketing.

  4. Identify the steps in the selling process.

  5. Describe the activities involved in managing a sales force.

  6. Discuss ethical issues in personal selling.





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