文档介绍：Integrated munication:Personal Selling and Direct Marketing
Integrated munication: Personal Selling and Direct Marketing
Chapter 13
Road Map: Previewing the Concepts
Discuss the role of pany’s salespeople in creating value for customers and building customer relationships1>.
Identify and explain the six major sales force management steps.
Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.
Road Map: Previewing the Concepts
Define direct marketing and discuss its benefits to customers panies.
Identify and discuss the major forms of direct marketing.
The Nature of Personal Selling
Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term customer relationships.
The term salesperson covers a wide range of positions:
Order taker: Department store clerk
Order getter: Creative selling in different environments
The Role of the Sales Force
Personal selling is a paid, personal form of promotion.
Involves two-way munication between salespeople and individual customers.
Salespeople:
Probe customers to learn about problems
Adjust marketing offers to fit special needs
Negotiate terms of sales
Build long-term personal relationships
The Role of the Sales Force
Sales Force serves as critical link pany and its customers.
They represent pany to the customers