资源描述：
《英文课件 国际市场营销 chapter 13.ppt》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。
1、PersonalSellingandSalesManagementChapter13ChapterLearningObjectives1.Theroleofinterpersonalsellingininternationalmarketing2.Theconsiderationsindesigninganinternationalsalesforce3.ThestepstorecruitingthreetypesofinternationalsalespeopleChapterLearningObjectives4.Selectioncr
2、iteriaforinternationalsalesandmarketingpositions5.Thespecialtrainingneedsofinternationalpersonnel6.MotivationtechniquesforinternationalsalesrepresentativesChapterLearningObjectives7.Howtodesigncompensationsystemsforaninternationalsalesforce8.HowtoprepareAmericansforforeign
3、assignments9.ThechangingprofileoftheglobalsalesandmarketingmanagerIntroduction“Thesalespersonisthecompany”Thesalesrepresentativeisthefinallinkintheculminationofacompany’smarketingandsaleseffortAdvancesininformationtechnologyareallowingcoordinationacrossadvertising,marketin
4、gresearch,andpersonalsellingeffortsInthisdynamicinternationalenvironment,thetasksofdesigning,building,training,motivating,andcompensatinganinternationalsalesgroupisimportantThischapterdiscussesthealternativesandproblemsofmanagingsalesandmarketingpersonnelinforeigncountries
5、DesigningtheSalesForceThehardsellthatmayworkinsomecountriescanbeinappropriateinothersAutomobileshavebeensolddoortodoorinJapanforyearswhere“Personalsellingasarulehastobelocalizedforeventhemostglobalofcorporationsandindustries”(JohansonandNonaka1997)Thefirststepinmanagingasa
6、lesforceisitsdesign,whichencompassesdecidinghowmanyexpatriates,localnationals,orthird-countrynationalsaparticularmarketrequiresAsdescribedinpreviouschapters,distributionstrategieswilloftenvaryfromcountrytocountrySomemarketsmayrequireadirectsalesforce,whereasothersmaynotRec
7、ruitingMarketingandSalesPersonnelSalesandmarketingexecutivescanberecruitedviathetraditionalmediaofadvertising(includingnewspapers,magazines,jobfairs,andtheInternet),employmentagenciesorexecutivesearchfirmsSomecountriestorestrictthenumberofnon-nationalsallowedtoworkwithinth
8、ecountrycitinglocalmanagementcontentlawsoverconcernsofforeigndominationThesalesforcecanbe
