文档介绍：Chapter 17 Personal Selling and Direct Marketing
Personal Selling and Direct Marketing
Chapter 17
Objectives
Understand the role of pany’s salespeople in creating value for customers and building customers relationships3>.
Know the six major sales force management steps.
Objectives
Understand the personal selling process, and how to distinguish between transaction-oriented marketing and relationship marketing.
Learn about direct marketing and its benefits to customers panies.
Know the major forms of direct marketing.
Case Study
Record-breaking earnings and sales growth
Outstanding sales force; rated as one of America’s best.
Sales force focuses on customer ess
Sales force anized into separate divisions dedicated to specific customers
Division platform teams work with customers and are linked to customer operations at all levels
Lear Corporation
Definition
Salesperson
An individual acting for pany by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering.
Personal Selling
Agents
Sales consultants
Sales Representatives
Account Executives
Sales Engineers
District Managers
Marketing Representatives
Account Development Representatives
Salespeople Have Many Names
Personal Selling
The Role of the Sales Force
Two-way munication
More effective than advertising plex selling situations
The sales force plays a major role in panies
The sales force works to product customer satisfaction pany profit.
Definition
Sales Force Management
The analysis, planning, implementation, and control of sales force activities. It includes setting and designing sales force strategy; and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople.
Managing the
Sales Force
Sales Force Strategy and Structure
Sales Force Structure
Territorial sales force structure
Product sales force structure
Customer sales force structure
Complex sales force structure