COMMUNITY COLLEGE OF PHILADELPHIA
Marketing 237: Principles of Creative Selling
Welcome to the Marketing 237 Telecourse! You have chosen a special format for the course –
one in which you will view the televised lessons and also have an on-campus professor to assist
you, conduct special class meetings and give you the on-campus examinations.
You will be assisted throughout the course by:
Dr. Nancy Carr
Office: B2-24M
Telephone: (215) 751-8713
Snow number: Day 238; Evenings & weekends 2238
E-mail: ncarr@ccp.cc.pa.us
Course Description:
Problems involved in application of general selling principles and techniques of creative selling.
Customer behavior, planning and sales strategies; selecting, training, motivating and evaluating
sales representatives.
Required Textbooks
Selling Today, 8th ed. By Gerald Manning and Barry Reece, published by Prentice-Hall.
The Sales Connection Telecourse Study Guide, 8th ed. By Marcy Rothenberg, also published by
Prentice-Hall.
COMPETENCIES THE STUDENT SHOULD GAIN FROM THE COURSE:
General Sales Knowledge:
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Explain careers. opportunites and benefits of personal selling.
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Summarize the effect of selling in a marketing economy.
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Apply theories of buyer motivation.
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Create a prospecting plan.
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Discuss how to determine one’s competition.
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Explain and demonstrate one’s product and/or service.
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Explain the various communication styles.
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Discuss the importance of a positive self-image.
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Apply time management techniques to the art of selling.
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Evaluate and apply ethical practices in selling.
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Write steps and goals of the sales presentation.
Sales Demonstration Knowledge:
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Develop complete pre-approach information.
Design an approach.
Determine wants/needs of the customer.
Select and prepare selling tools for demonstration.
Anticipate and handle sales resistance.
Develop and use trial close.
Develop and use closing techniques.
Demonstrate when and how to use suggestion selling.
Demonstrate techniques of serving the sale.
A HELPFUL NOTE TO STUDENTS
The Telecourse Guide “Foreward” should be carefully read. Always use the Telecourse Guide
before viewing–especially the “Objectives” and “Overview” sections. Check the “Assignments”
section and do the text reading.
Note that the “Assignments” section refers you to the text readings. Lesson One is not
necessarily Chapter One in the textbook. Pay special attention to the “Key Terms” and gauge
your progress through the “Self-Tests”.
Remember that this course covers the same material as those taught in the traditional format. Oncampus students attend class three (3) hours per week and generally successful students study
two (2) hours out of class for every hour in class.
If for any reason you feel you cannot complete the course, talk to me and we will try to resolve
the problem. If you must withdraw, be certain to do so before the College’s official withdrawal
date to avoid receiving a failing grade.
EXAMS AND GRADING
The Mid-term Exam covers Lessons 1-12. It will have several forms of objective questions
plus written short answer questions. Give special attention to terms and definitions. You should
also know how to apply course concepts to real life situations. There MAY be a verbal
component of the exam.
The exams will not ask about specific textbook cases nor about what specific people say on the
videos. You will be asked about ethical issues but it is your reasoning and depth of analysis that
counts, not your opinions.
The Final Exam will be the same format as the Mid-term Exam covering Lesson 13 to the end
of the course. You must take the exams with the class unless there is a very extenuating
circumstance. In no event may a student take both exams separate from the class.
Grade range is: 90-100 = A; 80-89 = B; 70-79 = C; 60-69= D and below 60= F.
Calculation of the final grade is as follows:
Mid-term Exam
50%
Final Exam
50%
Total
100%
Plus, Global Selling Bonus Points
Plus, Ethics Simulations Bonus Points
SIMULATION NIGHTS
There will be two (2) class meeting with simulations and experiential exercises. If you
participate, you can earn extra grade points. These will be held on your regularly scheduled
review nights. Participants must be in the room and participating for the entire exercise to
receive credit. Due to the nature of the simulations, there is no way to participate without
attending nor to receive partial credit.
COURSE SCHEDULE
Topics From Telecourse Guide
Lessons
1
Sales & Marketing
Careers in Sales
1
2
2
Sales Environments
Relationship Selling
3
4
3
First Impressions & Imaging
Communication Styles
5
6
4
Product Information
Product Features/Buyer Benefits
7
8
5
Sales Strategies
Buyer Motivations
9
10
6
The Buying Process
Building a Prospect Base
11
12
7
The Presentation Strategy
The Consultative Sales Presentation
13
14
8
The Sales Demonstration
Buyer Resistance
15
16
9
Closing
17
Week
Customer Service
18
10
Post-sale Service
Managing the Sales Force
19
20
11
Managing the Sales force (continued)
Managing Yourself
21
22
12
Sales Force Automation
Telemarketing
23
24
13
Ethics in Selling
The Global Marketplace
25
26
PROFESSOR’S NOTE
I am glad you selected this course. If you want to sell products, services or ideas, you should
benefit from formal study of personal selling. The course will also benefit you if you are
planning a career in sales management. I will be in my office at least one hour before exams in
addition to regular office hours. If you must miss a class meeting, feel free to call me for any
written review material by leaving your name and address on my voice mail. I wish each of you
an enjoyable and productive semester!