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Title: Personal Sales Focused on Improving the Psychological Wellbeing of Customers in the Context of Relationship Marketing
Authors: Kiseleva, Elena Stanislavovna
Eremin, Vasiliy Vasilievich
Filippova, Tatiana Vasilievna
Yakimenko, Elena Vladimirovna
Keywords: личные продажи; маркетинг отношений; психологический подход; благополучие; клиенты
Issue Date: 2016
Publisher: Future Academy
Citation: Personal Sales Focused on Improving the Psychological Wellbeing of Customers in the Context of Relationship Marketing / E. S. Kiseleva [et al.] // The European Proceedings of Social & Behavioural Sciences (EpSBS). — 2016. — Vol. 7 : Lifelong Wellbeing in the World (WELLSO 2015) : II International Scientific Symposium, 18-22 May 2015, Tomsk, Russian Federation : [proceedings]. — [P. 270-278].
Abstract: The article focuses on theoretical principles of the organization of personal sales and marketing relationship. The definition of relationship marketing based on the identified priority position of relationship marketing is given. A new group of stakeholders-"needy" with which the company must build and develop relationships to solve social problemsis indicated. The principles of the concept of relationship marketing are clarified and developed. Considering the change of marketing paradigms and relevance of relationship marketing a new element of the marketing mix –"psychological approach" is provided. Application of psychological approach will allow employees of any company to understand and meet the real needs of customers’ better. The importance of the application of psychological theories in marketing proved. The role of personal sales significantly increased in the medium of relationship marketing is concluded. The notion of personal sales emphasizing the importance of knowing the psychology of customers, the ability to demonstrate significant competence and knowledge of modern technologies of sales by private agents is explained.Thepurpose of personal sales in the modern society is designed, which is predominantly expressed in the construction, maintenance and development of privileged relations with customers. A new stage of personal sales – "gaining knowledge" is suggested. The principles of personal sales, corresponding to the components of psychological wellbeing are discussed.
Appears in Collections:Материалы конференций

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