ERIC Number: ED371692
Record Type: RIE
Publication Date: 1994
Integrating the Concept of Customer Needs into an Undergraduate Professional Selling Course in a Marketing Curricula.
Judd, Vaughan C.
This paper argues that professional selling within the context of a marketing curricula in a business school should be described and practiced in a manner compatible with the marketing concept, which emphasizes satisfaction of consumers' needs. The paper looks at textbook approaches to sales presentations to determine their congruency with the marketing concept and buyer behavior. Analysis of a sample of 11 textbooks on professional selling shows that there are differences with regard to the way need satisfaction is treated across the various textbooks. Two customer need dimensions that are integral to the buying decision process include problem recognition and information needs. A prescription is offered for introducing students to a need-based approach to sales presentations which is compatible with the marketing concept. Students are challenged to view the sales interview as a customer need-centered process. An appendix offers specific findings related to each of the 11 textbooks analyzed. (Contains 30 references.) (JDD)
Publication Type: Opinion Papers
Education Level: N/A
Authoring Institution: N/A