Chapter 16 - Chapter Sixteen Personal Selling and Sales...

Info iconThis preview shows pages 1–7. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 16 - slide 1 COMM 224 / DR. K. BUYUKKURT Chapter Sixteen Personal Selling and Sales Promotion
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter 16 - slide 2 COMM 224 / DR. K. BUYUKKURT Personal Selling and Sales Promotion Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. Major sales force management steps. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. Explain how sales promotion campaigns are developed and implemented. Objectives
Background image of page 2
Chapter 16 - slide 3 COMM 224 / DR. K. BUYUKKURT Personal Selling The Role of the Sales Force Two-way personal communication More effective than advertising in complex selling situations (product and related service are technically complex, involve many details that need periodic attention, etc.) Effective sales people work in the “boundary between a firm and its customers: The sales force works to represents the company to customers They also represent the customers to the company
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter 16 - slide 4 COMM 224 / DR. K. BUYUKKURT Pharmaceutical companies have extensive sales forces which visit/sell to physicians.
Background image of page 4
Chapter 16 - slide 5 COMM 224 / DR. K. BUYUKKURT Managing the Sales Force Designing Sales Force Structure
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Chapter 16 - slide 6 COMM 224 / DR. K. BUYUKKURT Managing the Sales Force 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 Sales Force Structure
Background image of page 6
Image of page 7
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 22

Chapter 16 - Chapter Sixteen Personal Selling and Sales...

This preview shows document pages 1 - 7. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online