对外经济贸易大学：《营销学原理》精品课程教学资源（授课教案）Session 18 Personal Selling , Sales and Customer Relationship Management

Principle of Marketing 18-1 Session 18 Personal Selling Sales and Customer Relationship Management Text:Chapter 16 制卧经价蜀易大考 国际商学院市场营销学系

Principle of Marketing Principle of Marketing Personal Selling , Sales and Personal Selling , Sales and Customer Relationship Customer Relationship Management Management Session 18 Session 18 18 － 1 18 － 1 Text: Chapter 16

Outline 18-2] I.Personal selling II.Role of Sales force III.Sales force management IV.Selling process V.Customer Relationship Management 国际商学院市场营销学系

18－1 18－1 18－2 18－2 Outline I. Personal selling I. Personal selling II. Role of Sales force II. Role of Sales force III. Sales force management III. Sales force management IV. Selling process IV. Selling process V. Customer Relationship V. Customer Relationship Management Management

I.Personal Selling--Definition 18-3 Involves two-way,personal communication between salespeople and individual customers whether face to face, >by telephone, through video conferencing, or by other means. 国际商学院市场营销学系

I. Personal Selling-- Definition Involves two-way, personal communication between salespeople and individual customers whether ¾ face to face, ¾ by telephone, ¾ through video conferencing, ¾ or by other means. 18 － 3 18 － 3

I.Personal Selling 18-4 Depends on the salespeople who are 1.well-educated 2. well-trained professionals who work to build and maintain long-term relationships with customers. 制卧经价蜀易大考 国际商学院市场营销学系

I. Personal Selling Depends on the salespeople who are 1. well-educated 2. well-trained professionals who work to build and maintain long-term relationships with customers. 18 － 4 18 － 4

Nature of Personal Selling 18-5 Wide spectrum of positions from: Order taker (department store salesperson) Order getter (someone engaged in creative selling) Missionary salesperson (building goodwill or educating buyers) 制卧经价蜀易大考 国际商学院市场营销学系

Nature of Personal Selling Wide spectrum of positions from: ¾ Order taker (department store salesperson) ¾ Order getter (someone engaged in creative selling) ¾ Missionary salesperson (building goodwill or educating buyers) 18 － 5 18 － 5

ll.The Role of the Sales Force 18-6 Personal selling is effective because salespeople can: >probe customers adjust the marketing offer negotiate terms of sale build long-term personal relationships 制卧经价蜀易大考 国际商学院市场营销学系

II. The Role of the Sales Force z Personal selling is effective Personal selling is effective because because salespeople can: salespeople can: ¾ probe customers ¾ adjust the marketing offer ¾ negotiate terms of sale ¾ build long-term personal relationships 18 － 6 18 － 6

ll.The Role of Sales Force 18-7 Produce Customer Satisfaction Sales Force:A Critical Link Produce Company Profit 制卧经价蜀易大考 国际商学院市场营销学系

II. The Role of Sales Force 18 － 7 18 － 7 Sales Force: A Critical Link Produce Customer Satisfaction Produce Company Profit

18-8 lll.Sales force management 1. Designing Sales Force Strategy and Structure 2. Recommendations for Recruiting Salespeople 3. Selecting Salespeople 4. Training Salespeople 5. Compensating Salespeople 6. Supervising Salespeople 7. Evaluating Salespeople 制计爱价蜀易大孝 国际商学院市场营销学系

III. Sales force management III. Sales force management 1. Designing Sales Force Strategy and Structure 2. Recommendations for Recruiting Salespeople 3. Selecting Salespeople 4. Training Salespeople 5. Compensating Salespeople 6. Supervising Salespeople 7. Evaluating Salespeople 18 － 8 18 － 8

Major Steps In 18-9 Sales force Management Recruiting Designing and Training Selecting Compensating- Supervising Evaluating 制卧经价蜀易大考 国际商学院市场营销学系

Major Steps In Sales force Management Designing Designing Recruiting and Selecting Recruiting and Selecting Training Training Compensating Compensating Supervising Supervising Evaluating Evaluating 18－9 18－9

18-10 1.Designing Sales Force Strategy and Structure Territorial Complex Forms Are Exclusive Territory to Sell the a Combination of Company's Full Product Line Any Types of Sales Force Structures Product Sales Force Sells Only a Portion of The Company's Products or Lines Customer Sales Force Sells Only to Certain Customers or Industries 制计价蜀易大孝 国际商学院市场营销学系

1. Designing Sales Force Strategy and Structure Territorial Exclusive Territory to Sell the Company’s Full Product Line Product Sales Force Sells Only a Portion of The Company’s Products or Lines Customer Sales Force Sells Only to Certain Customers or Industries Complex Forms Are a Combination of Any Types of Sales Force Structures 18 －10 18 －10