5.30 analyzing-sales-process

Advertising –Analyzing the Sales Process

Copyright © Texas Education Agency, 2012. All rights reserved. 2

“Copyright and Terms of Service

Copyright © Texas Education Agency. The materials found on this website are copyrighted © and trademarked ™ as the property of the Texas Education Agency and may not be reproduced without the express written permission of the Texas Education Agency, except under the following conditions:

1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the districts’ and schools’ educational use without obtaining permission from the Texas Education Agency;

2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only without obtaining written permission of the Texas Education Agency;

3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way;

4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of reproduction and distribution may be charged.Private entities or persons located in Texas that are not Texas public school districts or Texas charter schools or any entity, whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from the Texas Education Agency and will be required to enter into a license agreement that may involve the payment of a licensing fee or a royalty fee.

Call TEA Copyrights with any questions you have.


WHAT IS ADVERTISNG?Advertising is a paid

announcement.Three Criteria:Message must be paid for.Message must be delivered to the

audience by mass media.The message must try to persuade

the audience of some action or belief.


VOCABULARY TERMSADVERTISINGCONSUMERCONSUMER BEHAVIORMASLOW’S HIERARCHY OF NEEDSCULTURERITUALSOCIAL CLASSPERSONAL SELLINGFEATURE-BENEFIT SELLINGCONSULTATIVE SELLINGTELEMARKETING


CONSUMERS AND THEIR NEEDS

A CONSUMER IS SOMEONE WHO USES PRODUCTS.

CONSUMERS CHOOSE TO BUY ITEMS THAT ARE NEEDS OR WANTS.

CONSUMER BEHAVIOR IS EVERYTHING THAT AFFECTS OR IS AFFECTED BY HUMAN CONSUMPTION.


Maslow’s Hierarchy of Needs

UNT in partnership with TEA, Copyright © All rights reserved 2


WANTSEconomic

◦Material goods and service◦Basis of an economy◦Clothing, housing, cars◦Hair styling, medical care, airline tickets

Non-economic◦Sunshine◦Fresh air◦Exercise◦Friendship◦Happiness


Needs and WantsNeeds and wants are unlimited.Needs and wants are only limited by the minds of consumers.

Many purchases are related to additional purchases.

Businesses respond to needs and wants when they can make a profit.


Where Do I Live? What Do I think?

Ask yourself…


Selling TechniquesPersonal Selling-any form of direct contact

between a sales person and a customer.

Feature-Benefit Selling-Sales that match the characteristics of a products to a customer’s needs and wants.

Consultative Selling-Providing solutions to customer’s problems by finding products that meet their needs.

Telemarketing-Selling products over the telephone


Product Features- May be basic, physical or extended

attributes of the product. The most basic feature of a product

is its intended use.Consumers look for qualities of a

product that differentiate competing brands.

Additional features ad more value to a products and provide reason for price differences.


Product Benefits

Benefits for the customer

Advantages or personal satisfaction one gets from the product use

Product benefits become selling points for the salesperson.

5.30 analyzing-sales-process

Education

texas education agency3

state of texas

texas charter schools

texas public school

education service centers

reproduced materials

related materials

schools educational