对外经济贸易大学：《营销学原理》课程教学资源（授课教案，2007）Session 14 Personal Selling, Customer Relationship Management & Online Marketing

Principles of Marketing 14-1 Session 14 Personal Selling Customer Relationship Management Online Marketing Text:Chapters 16,17 對酒价置昌大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－1 Principles of Marketing Personal Selling , Customer Relationship Management & Online Marketing Session 14 Text: Chapters 16, 17

Outline 14-2 I.Personal selling II.Sales force management III. Selling process IV. Customer Relationship Management V.Direct Online Marketing 對逐（价至易大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－2 Outline I. Personal selling II. Sales force management III. Selling process IV. Customer Relationship Management V. Direct & Online Marketing

14-3 I.Personal Selling 雒對酒价置昌大专 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－3 I. Personal Selling

1-1.Personal Selling--Definition 14-4 Involves two-way,personal communication between salespeople and individual customers whether >face to face, by telephone, >through video conferencing, or by other means. 對补至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－4 I-1. Personal Selling-- Definition Involves two-way, personal communication between salespeople and individual customers whether  face to face,  by telephone,  through video conferencing,  or by other means

1-2.Personal Selling Depends on 14-5 the salespeople who are 1.well-educated 2.well-trained professionals who work to build and maintain long-term relationships with customers. :對计适（竹置多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－5 I-2. 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

1-3.Nature of Personal Selling 14-6 Wide spectrum of positions from: Order taker (department store salesperson) Order getter (someone engaged in creative selling) >Missionary salesperson (building goodwill or educating buyers) 對计至（竹置多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－6 I-3. Nature of Personal Selling Wide spectrum of positions from:  Order taker (department store salesperson)  Order getter (someone engaged in creative selling)  Missionary salesperson (building goodwill or educating buyers)

1-4.The Role of the Sales Force 14-7 Personal selling is effective because salespeople can: probe customers adjust the marketing offer negotiate terms of sale build long-term personal relationships 至（竹至多大学 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－7 I-4. The Role of the Sales Force  Personal selling is effective because salespeople can:  probe customers  adjust the marketing offer  negotiate terms of sale  build long-term personal relationships

1-4.The Role of Sales Force 14-8 Produce Customer Satisfaction Sales Force:A Critical Link Produce Company Profit :對肝至（的宜多大差 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－8 I-4. The Role of Sales Force Sales Force: A Critical Link Produce Customer Satisfaction Produce Company Profit

14-9 Il.Sales Force Management 雒對酒价置昌大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－9 II. Sales Force Management

ll-1.Major Steps In Sales force Management 14-10 Recruiting Designing and Training Selecting Compensating Supervising Evaluating 计至（竹置多大孝 国际商学院市场营销学系 University of Intemational Business and Economics

国际商学院 市场营销学系 14－10 II-1. Major Steps In Sales force Management Designing Recruiting and Selecting Training Compensating Supervising Evaluating