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mktg chp13 - o Team Selling Recruiting and Selecting...

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Marketing: An Introduction Chapter 13- Communicating Customer Value: Personal Selling and Direct Marketing Personal Selling The Nature of Personal Selling • Salesperson- an individual acting for a company by performing one or more of the following activities: prospecting, communicating, servicing, and information gathering The Role of the Sales Force Managing the Sales Force • Sales force management- the analysis, planning, implementation, and control of sales force activities. It includes designing sales force strategy and structure and recruiting, selecting, training, supervising, compensating, and evaluating the firm’s salespeople Designing Sales Force Strategy and Structure • Sales Force Structure o Territorial Sales Force Structure o Product Sales Force Structure o Customer Sales Force Structure o Complex Sales Force Structure • Sales Force Size • Other Sales Force Strategy and Structure Issues o Outside and Inside Sales Forces
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Unformatted text preview: o Team Selling Recruiting and Selecting Salespeople Training Salespeople Compensating Salespeople Supervising and Motivating Salespeople Evaluating Salespeople and Sales Force Performance The Personal Selling Process Steps in the Selling Process • Prospecting and Qualifying • Preapproach • Approach • Presentation and Demonstration • Handling Objections • Closing • Follow-Up Personal Selling and Customer Relationship Management Direct Marketing The New Direct Marketing Model Benefits and Growth of Direct Marketing Customer Databases and Direct Marketing Forms of Direct Marketing • Telephone Marketing • Direct-Mail Marketing • Catalog Marketing • Direct-Response Television Marketing • Kiosk Marketing Integrated Direct Marketing Public Policy and Ethical Issues In Direct Marketing • Irritation, Unfairness, Deception, and Fraud • Invasion of Privacy...
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