Strengths and Weaknesses of Personal Selling
218
Defining the Product
152
The Sales Force of the Future
219
Classification of Products
154
Summary
222
Consumer Goods and Industrial Goods
155
Marketer's Vocabulary
222
Goods Versus Services
157
Discussion Questions
223
CONTENTS
xi
Project
224
Organizing the Channel
267
Case Application: The Microrecorder
224
Conventional Channels
267
References
225
Vertical Marketing Systems
268
Horizontal Channel Systems
268