17 Personal Selling and Direct Marke.ppt

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1、PersonalSellingandDirectMarketingChapter170ObjectivesUnderstandtheroleofacompany’ssalespeopleincreatingvalueforcustomersandbuildingcustomersrelationships.Knowthesixmajorsalesforcemanagementsteps.1ObjectivesUnderstandthepersonalsellingprocess,andhowtodistinguishbetweentran

2、saction-orientedmarketingandrelationshipmarketing.Learnaboutdirectmarketinganditsbenefitstocustomersandcompanies.Knowthemajorformsofdirectmarketing.2Record-breakingearningsandsalesgrowthOutstandingsalesforce;ratedasoneofAmerica’sbest.SalesforcefocusesoncustomersuccessSale

3、sforceisorganizedintoseparatedivisionsdedicatedtospecificcustomersDivisionplatformteamsworkwithcustomersandarelinkedtocustomeroperationsatalllevelsLearCorporationCaseStudy3DefinitionSalespersonAnindividualactingforacompanybyperformingoneormoreofthefollowingactivities:pros

4、pecting,communicating,servicing,andinformationgathering.4SalespeopleHaveManyNamesPersonalSellingAgentsSalesconsultantsSalesRepresentativesAccountExecutivesSalesEngineersDistrictManagersMarketingRepresentativesAccountDevelopmentRepresentatives5TheRoleoftheSalesForceTwo-wa

5、ypersonalcommunicationMoreeffectivethanadvertisingincomplexsellingsituationsThesalesforceplaysamajorroleinmostcompaniesThesalesforceworkstoproductcustomersatisfactionandcompanyprofit.PersonalSelling6DefinitionSalesForceManagementTheanalysis,planning,implementation,andcont

6、rolofsalesforceactivities.Itincludessettinganddesigningsalesforcestrategy;andrecruiting,selecting,training,supervising,compensating,andevaluatingthefirm’ssalespeople.7SalesForceStrategyandStructureSalesForceStructureTerritorialsalesforcestructureProductsalesforcestructure

7、CustomersalesforcestructureComplexsalesforcestructureManagingtheSalesForce8SalesForceStrategyandStructureSalesForceSizeManycompaniesusetheworkloadapproachtosetsalesforcesizeOtherIssuesOutsideandinsidesalesforcesTeamsellingManagingtheSalesForce9RecruitingandSelectingSal

8、espeopleCarefulrecruitingcan:IncreaseoverallsalesforceperformanceReduceturnoverReducerecruitinga