Penn State Berks-Lehigh Valley College
Division of Engineering, Business, Computing, and Human Development
MKTG 220: Personal Selling
Fall, 1999
ANNOUNCEMENTS: | effort scores | final grades |

    Abbreviation : MKTG
    Number : 220
    Title : Personal Selling
    Credits : ( 3 )
    Description : Principles underlying the sales process and practical application of these principles to seeeling situations. Studies role of selling in total marketing process.
    Prerequisite : third semester standing

  2. FACULTY :

    Instructor : Robert S. Owen
    Office : Luerssen 136
    Telephone : 610-396-6276
    Fax : 610-396-6024
    Email :
    Web site :
    Office Hours :
    T 1:30 - 3:00 Berks
    W 2:30 - 3:00 Lehigh
    R 1:30 - 3:00 Berks
    call for other times

  3. COURSE :

    1. Meeting Time & Place :

      TR 12:15 - 1:30, 109 Franco (BK)
       W  3:00 - 6:00, rm. 133 (LV)
    2. Course Materials :

      Required Textbook : Quigg, Brooke, & Bern Wisner (1998), Selling the Right Way!, Prentice Hall.
      Other Materials : Access to the World Wide Web is required for this course.

    3. Objectives :

      After taking this course, students should be able to find and interview for jobs in field sales.  Emphasis is balanced between theory (e.g., motivation), knowing (e.g., the recruiting process), and skills building (e.g., selling, territory routing, use of technology) to help new graduates on a first job in field sales.
    4. Major Topics :

      The following schedule is tentative because we expect to be able to invite a few guest speakers to our class. Every effort will be made, however, to hold exams on schedule, with exams covering those topics that we had discussed in class up to that point.
      Week 5 : COMMUNICATION
      • Perception and Attention
      • Buyer motivation
      • Non-verbal Communication
      • Assignments:
        • Chapter 2
        • Chapter 5
        • Web notes
        • Homework 4 due (by Friday - must be sent via web form, not email)

      Week 6 : EXAM I, first 75 minutes of the week
      • The Selling Process (needs based)
      • Prospecting
      • Pre-approach and Approach
      • Assignments:
        • Chapter 4
        • Chapter 5
        • Chapter 6
        • Web notes
        • role play

      • Needs Analysis
      • Presentation
      • Assignments:
        • Chapter 7
        • Chapter 8
        • Chapter 9
        • Chapter 10
        • role play

      • Closing
      • Post-decision Processing
      • Post-sale Service
      • Assignments:
        • Chapter 11
        • Chapter 12
        • Chapter 13
        • Web notes
        • role play

      Week 9 : EXAM II-a, last 75 minutes of the week
      • Non-needs Selling
      • Compliance Techniques
      • Ethics in Selling
      • Legal Issues in Selling
      • Assignments:
        • Chapter 19
        • Web notes
        • send pre-approach letter this week
        • make phone approach this week

      Week 10 : EXAM II-b, Personal Selling Project, due this week
      • Forecasting, cont.
      • Assignments:
        • Web notes
        • bring a calculator to class

      Week 14: BUDGETING
      Week 15: CATCH UP
      • Since we expect to invite a few guest speakers to class, we expect to fall a bit behind the schedule in places. Additionally, we would like some time at the end to gain additional practice on quantitative issues if time permits.

      Week 16: EXAM III

    5. Attendance :

      Students are expected to attend and participate in all class sessions. University approved excuses for absences must be given to the professor immediately following an absence.
      Make-up exams will be allowed only for serious personal illness, death or critical illness in the immediate family, or excused university-sponsored activity. Make-up exams will be given at the convenience of the professor and generally must be different from that given to the rest of the class. No make-ups will be accepted for missed homework or quizzes.
      Since the Personal Selling Project (Exam II-b) is based substantially on in-class role play, it is imperative that students be in all classes to prepare for this individual oral exam. We will so enough role play in class that students who attend all class sessions should be able do very well on this exam. Students who do not attend all class sessions cannot expect to do very well on this skills-based exam.
      The Personal Selling Project (Exam II-b) MUST be completed during the one week window that is assigned in class; note that this one week window might vary from that listed in the syllabus depending on the completion of sufficient class role-play. Since part of this project involves a telephone approach to make an appointment, students cannot expect to be able to obtain a sales appointment on time if the telephone call is attempted late in that week: call early to ensure that the project is completed on time. Since you have an entire week to do the project, make-ups for missing this exam will not be permitted.
    6. Evaluation Methods :

      Students will be evaluated on the basis of performance on three in-class exams, an individual oral exam (Personal Selling Project), and homework & quizzes.
      The Personal Selling Project (Exam II-b) is an individual oral exam. The project score sheet used in scoring this project is posted on the Web. The sales meeting for this project must be completed during the one week window that is assigned - do not wait until the end of that week to try to make an appointment over the phone. This is a real-world hands-on sort of exam - if you wait too long and the prospect is too busy to see you before s/he leaves the area, you do not get a partial sale and you do not get a second chance: you will lose the entire sale and you might eve lose your job. Missing that window in this course is the same as missing an exam. Note that the window might be pushed back if the professor believes that the class could benefit from additional role play.
      The final exam will be comprehensive. Time permitting, we will watch Several videos and have several real-world guest speakers throughout the semester; such in-class experiences are "fair game" for exams. Some of the material covered in the lectures will be different than the text treatment of the subject, so balance your efforts between both. Exams may be a combination of multiple choice, short answer, and problem solving questions. Problem solving questions will typically have one, and only one, correct and exact answer. In the real world, a wrong sales forecast or territory design might cost your employer thousands of dollars - and you your job. Pay attention to details! However, the interpretation of a solution to these problems generally will not have a simple "yes" or "no" sort of answer; you will be required to support responses to short answer questions based on theory and discussion covered in this course.
      Homework and Quizzes
      Homework will occasionally be assigned. If you miss a class, do contact me before the next class meeting to find out if any assignments were given. Please don't expect a private lecture to cover missed lecture material, however. Although I might sometimes warn of the probability of a quiz for some days, quizzes will generally not be announced in advance. Without a university approved excuse, missed homework and quizzes receive a score of zero with no opportunity for make up.
      The final weighting of each quiz or homework will be determined by the total number of these at the end of the term. We will probably have some combination of around ten in total by the end of the semester, so each missed quiz or homework is worth a substantial amount of your final grade. If your final course score is somewhere near a grade cutoff and you missed one of these assignments, don't ask for any leniency. Points lost through missed assignments are usually within your own control. If you have avoidable personal reasons for missing a class, weigh the potential for a loss in points the same as you would weigh the potential for a lost sale in real life: Is your past performance so good that you can afford to lose a potential sale?
      Personal Selling Project
      You will be making an eight minute sales call on your instructor in his office during the tenth week of the semester. As part of the assignment, you must make an appointment for the sales call by telephone. Appointments are scheduled at 15 minute intervals. Your sales call will be stopped at 8 minutes, finished or not, to allow enough time for scoring before the next caller.
      Note that your "product" need not be a tangible good. You may, for instance, attempt to obtain a signature on a petition of a donation to a worthy cause. Grading will be based on your attempt to properly qualify this prospect, to obtain an appointment, to uncover a problem, to demonstrate a solution, to attempt a close if appropriate, and to obtain referrals if appropriate. You can earn an "A" without making a sale, and your can do very poorly if you attempt to push a close when it is not appropriate. It is appropriate to close on, say, a donation to a worthy cause within five minutes with enough additional time to obtain referrals; you probably should not attempt to obtain anything other than agreement to a follow-up appointment and a few referrals if you are promoting a complicated financial service. (Would agreement to a second, longer appointment be the "sale" in the latter example?) "Creativity" is not a factor in this assignment. It is not appropriate to offer product samples and none will be accepted.
      We will cover the specifics of the requirements for grading and will do ample role playing in class for you to get a good feel for how to practice for your final performance. Remember the advice attributed to Abe Lincoln: if you have six hours to cut down a tree, spend the first four sharpening your axe.
      You should "forget" that this prospect is your instructor, but you otherwise will not be role playing during this encounter: you must qualify your instructor as a real-live person and choose a suitable product based on what you know or can reasonably assume about this prospect. What have you noticed in looking around his office? What might some other referrals (friends, relatives, and acquaintances) know about him? Might his employer or professional organizations have any information about him (e.g., Web postings)?
      To help you out, you may assume that you have found the linked biographical sketch in a trash can. Qualify this prospect for your product based on this information or any other information that you believe to be true. You should attempt to "read between the lines" as best you can, but you may not fabricate information for your own convenience. The information in this biographical sketch is true, but note that information gained from such sources is often misleading!
    7. Grading System :

      Final grades will be based on the following totals in points:
      A =570-600- - C =440-459
      A- =540-569- - C =420-439
      B+ =520-539- - D+ =400-419
      B =500-519- - D =380-399
      B- =480-499- - D- =360-379
      C+ =460-479- - E =000-359

      without curves


      150 points = Exam I (background issues)
        50 points = Exam II-a (personal selling issues)
      100 points = Exam II-b (personal selling project)
      200 points = Exam III (quantitative issues + comprehensive)
      100 points = Homework & quizzes
      600 points = TOTAL

    8. Relationship of Course to Major :

      Personal Selling is a course that will help business students understand and gain skills in the practice of sales, which includes the process of finding and interviewing for any type of job.
    9. Relationship / Linkage of Course to Other Courses :

      This is an elective course in the business major.
    10. Academic Integrity / Dishonesty :

      University Policies and Rules 49-20 :

      Academic integrity is the pursuit of scholarly activity free from fraud and deception and is an educational objective of this institution.   Academic dishonesty includes, but is not limited to, cheating, plagiarizing, fabricating of information or citations, facilitating acts of academic dishonesty by others, having unauthorized possession of examinations, submitting work of another person or work previously used without informing the instructor, or tampering with the academic work of other students.   At the beginning of each course, it is the responsibility of the instructor to provide a statement clarifying the application of academic integrity criteria to that course.   A student charged with academic dishonesty will be given oral or written notice of the charge by the instructor.   If students believe they have been falsely accused, they should seek redress through informal discussions with the instructor, department head, dean, or campus executive officer.   If the instructor believes that the infraction is sufficiently serious to warrant referral of the case to Judicial Affairs, or if the instructor will award a final grade of F in the course because of the infraction, the student and instructor will be afforded formal due process.


24 AUG 99; last update: