营销学教学课件（英文版）pom12 media16.ppt

Personal Selling
and
Sales Promotion
16
Learning Objectives
After studying this chapter, you should be able to:
Discuss the role of pany’s salespeople in creating value for customers and building customer relationships
Identify and explain the six major force management steps
Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing
Explain how sales promotion campaigns are developed and implemented
Chapter Outline
Personal Selling
Managing the Sales Force
Supervising and Motivating Salespeople
The Personal Selling Process
Sales Promotion
16
Personal Selling
The Nature of Personal Selling
Examples of people who do the selling include:
Salespeople
Sales representatives
District managers
Account executives
Sales engineers
Agents
Account development reps
Personal Selling
The Nature of Personal Selling
Salespeople can include an order taker such as someone standing behind the counter or an order getter whose position demands more creative selling and relationship building
Personal Selling
The Role of the Sales Force
Personal selling is the interpersonal part of the promotion mix and can include:
Face-to-munication
munication
Video or Web conferencing
Personal Selling
The Role of the Sales Force
Salespeople can be more effective than advertising
Learn about customer problems and adjust the marketing offer and presentation accordingly to meet the special needs of each customer
Personal Selling
The Role of the Sales Force
Salespeople are an effective link between pany and its customers to produce customer value pany profit by:
Representing pany to customers
Representing customers to pany
Managing the Sales Force
Sales force management is the analysis, planning, implementation, and control of sales force activities and includes:
Designing the sales force strategy and structure
Recruiting
Selecting
pensating
Supervising
Evaluating
Managing the Sales Force