Chapter 16 - 16 PrinciplesofMarketing PersonalSelling and...

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Personal Selling  and  Sales Promotion 16 16 Principles of Marketing
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Learning Objectives After studying this chapter, you should be able to: 1. Discuss the role of a company’s salespeople in  creating value for customers and building customer  relationships 2. Identify and explain the six major force  management steps 3. Discuss the personal selling process, distinguishing  between transaction-oriented marketing and  relationship marketing 4. Explain how sales promotion campaigns are  developed and implemented 16-2
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Chapter Outline 1. Personal Selling 2. The Personal Selling Process 3. Sales Promotion 16-3
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Personal Selling The Nature of Personal Selling Examples of people who do the selling include: Salespeople  Sales representatives District managers Account executives Sales engineers Agents Account development reps 16-4
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Personal Selling The Nature of Personal Selling Salespeople  can include an order taker such  as someone standing behind the counter or  an order getter whose position demands  more creative selling and relationship  building 16-5
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Personal Selling The Role of the Sales Force Personal selling is the interpersonal part of the  promotion mix and can include:  Face-to-face communication Telephone communication Video or Web conferencing 16-6
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Personal Selling The Role of the Sales Force Salespeople can be more effective than  advertising Learn about customer problems and adjust  the marketing offer and presentation  accordingly to meet the special needs of  each customer 16-7
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Personal Selling The Role of the Sales Force Salespeople are an effective link between the  company and its customers to produce  customer value and company profit by: Representing the company to customers Representing customers to the company 16-8
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Personal Selling Managing the Sales Force Sales force management  is the analysis, planning,  implementation, and control of sales force activities  and includes: Designing the sales force strategy and structure Recruiting Selecting Training Compensating Supervising Evaluating 16-9
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Personal Selling Managing the Sales Force Sales Force Structure Territorial sales force structure Product sales force structure  Customer sales force structure Complex sales force structure  16-10
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Personal Selling Managing the Sales Force Sales Force Structure Territorial sales force structure  refers to a  structure where each salesperson is  assigned an exclusive geographic area and  sells the company’s full line of products and  services to all customers in that territory Defines salesperson’s job  Fixes accountability Lowers sales expenses Improves relationship building and selling  effectiveness 16-11
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Chapter 16 - 16 PrinciplesofMarketing PersonalSelling and...

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