F10++MKTG+3104+Student+20.+Personal+Selling+ppt

F10++MKTG+3104+Student+20.+Personal+Selling+ppt - Marketing...

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Marketing 3104 Personal Selling and Sales Management
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OBJECTIVES Identify major sales management decisions Demonstrate the importance and types of personal selling Contrast a traditional transactional approach to selling with relationship marketing Understand the personal selling process
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Personal Selling Planning the selling program and implementing and evaluating the personal selling effort of the firm Sales Management The two-way flow of communication between buyer and seller, often face-to-face, designed to influence a person’s or group’s purchase decision
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重重 Sales Management Decisions (Textbook) Setting Objectives (Input, output, or behavioral?) Salesforce Organization 1. Whose salesforce? (Our own or independent agents) 2. Salesforce organization? (Product, market, or geography) 3. Number of salespeople? (Workload method) 4. Account management policies (Account opportunity level x competitive position) Salesforce Implementation 1. Recruitment? (Qualifications for order getting sales positions) 2. Training? (High cost) 3. Compensation? (Straight salary/commission or combination?) Salesforce Evaluation (Input, output, or behavioral?)
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Sales Management Decisions Sales Force Organization 1. Whose salesforce should we use? Independent agents Better market knowledge/ relationships? Lower FC, higher VC (5%) more profit at lower sales volumes Own salesforce Better product knowledge?
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