Chap 18
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Chap 18






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  • For use only with Perreault and McCarthy texts. © 2002 McGraw-Hill Companies, Inc. McGraw-Hill/Irwin Chapter One Marketing’s Role in the Global Economy

Chap 18 Presentation Transcript

  • 1. McGraw-Hill/Irwin ©2007 by the McGraw-Hill Companies, Inc. All rights reserved. Personal Selling and Sales Management
  • 2.
    • Role of personal selling in a promotion program
    • When a firm is likely to utilize personal selling
    • Forms of personal selling
    • Variety of personal selling jobs
    • Developments in how personal selling is performed
    • Personal selling process
    • Strategic role of sales-force management
    • Challenges in staffing, operating, and evaluating the sales force
    Chapter Goals
  • 3. Personal Selling Major promotion tool Personal communication of information to persuade somebody to buy something. 500,000 People In advertising 16,000,000 People In sales
  • 4. Personal Selling as Promotion Flexible Costly Difficult to attract quality people Minimize waste Focused Goal is sale
  • 5. When Personal Selling is Used
    • When MARKET
    • is concentrated:
    • geographically,
    • in few industries,
    • or in several
    • large customers
    • When PRODUCT
    • value is not apparent,
    • has high unit cost,
    • is technical,
    • requires demonstration,
    • is fitted to customer’s need,
    • is in introductory stage
    • of the Product Life Cycle
  • 6. Scope of Personal Selling
  • 7. Variety of Sales Jobs Delivery Sales Outside Order Taker Inside Order Taker Missionary Sales Person Sales Engineer Consultative Sales Person
  • 8. Personal Selling Professional Sales Person Cost of Personal Selling Uniqueness of Sales Jobs
  • 9. Changing Patterns in Personal Selling Selling Centers Systems Selling Global Sales Teams
  • 10. Changing Patterns in Personal Selling Automation Telemarketing Relationship Selling Internet Selling
  • 11. Scope of Personal Selling
  • 12. Recruitment and Selection Recruiting Applicants Determining Hiring Specifications Matching Applicants with Hiring Specifications
  • 13. Staffing and Operating a Sales Force
  • 14. Compensating a Sales Force Commission Salary Combination
  • 15. Evaluating a Sales Person’s Performance Qualitative Quantitative
  • 16. Key Terms and Concepts
    • Personal selling
    • Inside selling
    • Outside selling
    • Selling center
    • Systems selling
    • Global sales teams
    • Relationship selling
    • Telemarketing
    • Internet selling
    • Sales force automation
    • Personal selling process
    • AIDA
    • Methods of sales-force compensation
    • Quantitative evaluation bases
    • Qualitative evaluation bases