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