Being a good neighbor is about more than just being there when things go completely wrong. Its

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Being a good neighbor is about more than just being there when things go completely wrong. It’s also about being there for all of life’s moments when things go perfectly right. With a passion for serving customers and giving back to communities, State Farm has been doing well by doing good for almost 100 years. At the heart of State Farm’s success are the 19,000 State Farm agents who utilize the personal selling process to develop relationships and serve over 80 million policies and accounts.

1. Why are insurance products and services a good fit with the personal selling approach?

2. What qualifications are needed to be an effective State Farm agent? Are these qualities unique to this industry?

3. How does personal selling provide an economic advantage to a firm like State Farm?

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Marketing Management

ISBN: 9781260598230

4th Edition

Authors: Mark Johnston, Greg Marshall

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