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

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

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