tailieunhanh - Lecture fundamentals of marketing - Lecture 24: Personal selling

In this chapter, we will discuss the remaining promotion mix tools: personal selling. After studying this chapter you will be able to understand: personal selling, managing the sales force. | Personal Selling LECTURE-24 1 Personal Selling Managing the Sales Force Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 Personal Selling Personal selling is the interpersonal part of the promotion mix and can include: Face-to-face communication Telephone communication Video or Web conferencing Personal Selling Discussion Question Who has held a sales position? What were your responsibilities? You can the ask them to describe the job so you can use it as an example in future slides. Many students will have worked at inside sales positions and many of them have cold called extensively as part of their jobs. You can also ask them how they were paid—salary, commission, bonus? This will tie into future slides. Sales professionals succeed not by taking advantage of customers but by listening to their needs and helping them to forge solutions. Personal selling consists of interpersonal interactions with customers and prospects to make sales and maintain customer relationships. Sales promotion involves using short-term incentives to encourage customer purchasing, reseller support, and sales force efforts. The Role of the Sales Force Personal selling is the interpersonal arm of the promotion mix. Advertising consists largely of nonpersonal communication with large groups of consumers. By contrast, personal selling involves interpersonal interactions between salespeople and individual customers—whether face-to-face, by | Personal Selling LECTURE-24 1 Personal Selling Managing the Sales Force Topic Outline In this chapter, we explore advertising and PR. Advertising involves communicating the company’s or brand’s value proposition by using paid media to inform, persuade, and remind consumers. PR involves building good relations with various company publics—from consumers and the general public to the media, investor, donor, and government publics. As with all the promotion mix tools, advertising and PR must be blended into the overall IMC program. In chapters 16 and 17, we will discuss the remaining promotion mix tools: personal selling, sales promotion, and direct marketing. 2 Personal Selling Personal selling is the interpersonal part of the promotion mix and can include: Face-to-face communication Telephone communication Video or Web conferencing Personal Selling Discussion Question Who has held a sales position? What were your responsibilities? You can the ask them to describe the

• Marketing - Bán hàng
• Fundamentals of marketing
• Lecture fundamentals of marketing
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