In this chapter, we will discuss the remaining promotion mix tools: personal selling. After studying this chapter you will be able to understand: personal selling, managing the sales force.
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Copyright © 2012 Pearson Education, Inc
Copyright © 2012 Pearson Education, Inc
Publishing as Prentice Hall
Personal Selling
LECTURE24
Trang 2§ Personal Selling
Trang 3Personal Selling
Personal selling is the interpersonal part of
the promotion mix and can include:
Trang 4Personal Selling
Salespeople are an effective link between
the company and its customers to produce customer value and company profit by:
Trang 5Managing the Sales Force
analysis, planning, implementation, and control of sales force activities
Trang 6Managing the Sales Force
Trang 7Managing the Sales Force
Territorial sales force structure refers to a
structure where each salesperson is
assigned an exclusive geographic area and sells the company’s full line of products and services to all customers in that territory
effectiveness
Trang 8Managing the Sales Force
Product sales force structure refers to a
structure where each salesperson sells along product lines
Trang 9Managing the Sales Force
Customer sales force structure refers to a
structure where each salesperson sells
along customer or industry lines
Trang 10Managing the Sales Force
Complex sales force structure refers to a
structure where a wide variety of products is sold to many types of customers over a
broad geographic area and combines
several types of sales force structures
Trang 11Managing the Sales Force
Salespeople are one of the company’s
most productive and expensive assets
increase sales and costs
§ Workload approach to sales forces
size refers to grouping accounts into different classes to determine the
number of salespeople needed
Trang 12Managing the Sales Force
Outside salespeople call on customers in
the field
Inside salespeople conduct business
from their offices and often provide
support for the outside salespeople
Issues
Trang 13Managing the Sales Force
sales performance
training costs, lost sales and disrupts customer relationships
Salespeople
Trang 14Managing the Sales Force
Trang 15Managing the Sales Force
on
Trang 16Managing the Sales Force
salespeople work smart by doing the right things in the right ways
salespeople to work hard and
Salespeople
Trang 17Managing the Sales Force
Trang 18Managing the Sales Force
Major tool to support salespeople
Trang 19Managing the Sales Force
Trang 20Managing the Sales Force
Performance
Trang 21The Personal Selling Process
The goal of the personal selling process is
to get new customers and obtain orders
from them
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Bibliography
§ Principles of Marketing by Philip Kotler & Gary Armstrong Fifteenth Edition, Published by Prentice Hall
§ Marketing Management – A South Asian Perspective
by Philip Kotler, Kevin Lane Keller, Abraham Koshy &
Mithileshwar Jha, 13th Edition, Published by Pearson
Education, Inc.
§ Principles and Practices of Marketing by Jobber, D 4th edition, McGraw Hill International.
Trang 23The End
“Enjoy life This is not a dress
rehearsal.”
Author Unknown