文档介绍：PrinciplePrinciple ofof MarketingMarketing
1818--11
SessionSession 1818
PersonalPersonal SellingSelling ,, SalesSales andand
CustomerCustomer RelationshipRelationship
ManagementManagement
Text: Chapter 17
国际商学院市场营销学系
Outline
1818--22
. PersonalPersonal sellingselling
. RoleRole ofof SalesSales forceforce
. SalesSales forceforce managementmanagement
. SellingSelling processprocess
. CustomerCustomer RelationshipRelationship
ManagementManagement
国际商学院市场营销学系
1818--33
. PersonalPersonal SellingSelling
国际商学院市场营销学系
I. Personal Selling-- Definition
1818--44
Involves two-way, personal
communication between salespeople
and individual customers whether
¾ face to face,
¾ by telephone,
¾ through video conferencing,
¾ or by other means.
国际商学院市场营销学系
I. Personal Selling
1818--55
Depends on
the salespeople who are
1. well-educated
2. well-trained professionals who work to
build and maintain long-term
relationships with customers.
国际商学院市场营销学系
Nature of Personal Selling
1818--66
Wide spectrum of positions from:
¾ Order taker
(department store salesperson)
¾ Order getter
(someone engaged in creative selling)
¾ Missionary salesperson
(building goodwill or educating buyers)
国际商学院市场营销学系
1818--77
. TheThe RoleRole ofof SalesSales ForceForce
国际商学院市场营销学系
II. The Role of the Sales Force
1818--88
zz PersonalPersonal sellingselling isis effectiveeffective
becausebecause salespeoplesalespeople can:can:
¾ probe customers
¾ adjust the marketing offer
¾ negotiate terms of sale
¾ build long-term personal
relationships
国际商学院市场营销学系
II. The Role of Sales Force
1818--99
Produce Customer Satisfaction
Sales Force: A Critical Link
pany Profit
国际商学院市场营销学系
1818--1010
. SalesSalesSales ForceForceForce
ManagementManagementManagement
国际商学院市场营销学系