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ab ABC’s of relationship SELLING through service C 11e Charles M. Futrell TEXAS A&M UNIVERSITY ABC’S OF RELATIONSHIP SELLING THROUGH SERVICE Published by McGraw-Hill/Irwin, a business unit of The McGraw-Hill Companies, Inc., 1221 Avenue of the Americas, New York, NY, 10020. Copyright © 2011, 2009, 2007, 2005, 2003, 2000, 1997, 1993, 1992, 1989, 1985 by The McGraw-Hill Companies, Inc. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc., including, but not limited to, in any network or other electronic storage or transmission, or broadcast for distance learning. Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. 1 2 3 4 5 6 7 8 9 0 QPD/QPD 1 0 9 8 7 6 5 4 3 2 1 0 ISBN 978-0-07-340484-4 MHID 0-07-340484-5 Vice president and editor-in-chief: Brent Gordon Publisher: Paul Ducham Sponsoring editor: Dana L. Woo Director of development: Ann Torbert Editorial coordinator: Jonathan Thornton Vice president and director of marketing: Robin J. Zwettler Associate marketing manager: Jaime Halteman Vice president of editing, design and production: Sesha Bolisetty Project manager: Dana M. Pauley Lead production supervisor: Michael R. McCormick Design coordinator: Joanne Mennemeier Senior photo research coordinator: Jeremy Cheshareck Photo researcher: Robin Sand Senior media project manager: Susan Lombardi Typeface: 10/12 Times New Roman Compositor: Laserwords Private Limited Printer: Quebecor World Dubuque Inc. Library of Congress Cataloging-in-Publication Data Futrell, Charles. ABC’s of relationship selling through service / Charles M. Futrell.—11th ed. p. cm. Includes index. ISBN-13: 978-0-07-340484-4 (alk. paper) ISBN-10: 0-07-340484-5 (alk. paper) 1. Selling. I. Title. HF5438.25.F868 2011 658.85—dc22 2009045085 www.mhhe.com To my Father, who calls us all to a life of unselfish love for all people of our world. About the Author Charles M. Futrell is a Professor of Marketing in the Mays Business School at Texas A&M University in College Station, Texas. Texas A&M University has approximately 45,000 students with 6,000 business majors and 500 marketing majors. Dr. Futrell has a BBA, MBA, and PhD in marketing. He is a former salesperson turned professor. Before beginning his academic career, Professor Futrell worked in sales and marketing capacities for eight years with the Colgate Company, The Upjohn Company, and Ayerst Laboratories. Dr. Futrell’s research in personal selling, sales management, research methodology, and marketing management has appeared in numerous national and international journals, such as the Journal of Marketing and the Journal of Marketing Research. An article in the summer 1991 issue of the Journal of Personal Selling & Sales Management ranked Charles as one of the top three sales researchers in America. He was also recognized in Marketing Education, Summer 1997, as one of the top 100 best researchers in the marketing discipline. His work has earned him several research awards. Presently Charles is conducting research on how faith relates to salespeople’s organizational behavior. He also is investigating how students’ faith helps them cope with the tremendous stresses experienced in college life. For his work, faith relates to any and all faiths of the world. Professor Futrell, as well as others, feels there is a mental health crisis on America’s college campuses as well as in America’s general population. Read the newspaper and watch television for proof of the stresses people are experiencing in their lives and the often devastating impact it has on their lives and the lives of