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PRESENTED TO PROF. M R RANA PRESENTED BY:- ANISHA GUPTA (05-MBA-08) ANKUSH KALGOTRA (06-MBA-08)
THEORIES OF SELLING
Selling
Buying
Behavioral
Equation
AIDAS and Right Set Of Circumstances are seller oriented theories. Buying Formula theory of selling is Buyer oriented. The Behavioral Equation theory emphasizes the buyers decision process but also takes the salespersons influence process into account.
A-Inducing Action.
S-Building Satisfaction.
Theory can be summarized as Every thing was right. This theory is also known as Situation-response theory. A sales person needs to be well skilled to handle the set of circumstances.
The name buying formula has been given by the late E.K. Strong.
It is a step-by-step explanation of the buyers needs. Reduced to its simplest form, the mental processes involved in a purchase are
Need(or problem)
solution
purchase
satisfaction
After modification in the solution and satisfaction, the buying formula becomes
product and/or service and trade name purchase satisfaction/dissatisfaction
need
pleasant
Using a stimulus response model and incorporating findings from behavioral research, J.A. Howard explains buying behavior in terms of the purchasing decision process, viewed as phases of the learning process. Four essential elements of the learning process included in the stimulusresponse model are: 1. DRIVES: a) INNATE DRIVES
b) LEARNED DRIVES
2. CUES:
a) PRODUCT CUES b) INFORMATIONAL CUES
3. RESPONSE 4. REINFORCEMENT
B= response or internal response tendency P= predisposition or the inward response tendency K= incentive potential V= intensity of all the cues
THANK YOU