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Unit 2 - Theories of Selling - Coggle Diagram
Unit 2 - Theories of Selling
AIDAS THEORY OF SELLING
Attention:
Awareness through advertising
Interest Creating:
Engage prospects
Exploring selling appeal
Desire:
Evoking strong desire
Addressing complaints
Action:
Encouraging purchase
Handling hesitation
Satisfaction:
Ensuring customer satisfaction
Providing good after-sales service
SELLING THEORY: BEHAVIORAL EQUATION THEORY
Behavioral Equation Theory:
Proposed by J. A. Howard
Stimulus-response model
Four Essential Elements:
Drive: Strong internal stimuli
Cues: Weak stimuli triggering response
Response: Buyer's action
Reinforcement: Strengthens response tendency
Behavioral Equation:
B = P × D × K × V
Multiplicative relation
Factors influencing the equation
Inferences:
Product satisfaction and reinforcement
Positive values of P and K
Effect of salespeople on variables