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. | LECTURE 24 Copyright 2012 Pearson Education Inc. 1- 1- 11 Publishing as Prentice Hall Topic Outline Personal Selling Managing the Sales Force Copyright 2012 Pearson Education Inc. 1- 2 Publishing as Prentice Hall Personal Selling 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 Copyright 2012 Pearson Education Inc. 1- 3 Publishing as Prentice Hall Personal Selling The Nature of Personal Selling Salespeople are an effective link between the company and its customers to produce customer value and company profit by Representing the company to customers Representing customers to the company Working closely with marketing Copyright 2012 Pearson Education Inc. 1- 4 Publishing as Prentice Hall Managing the Sales Force Sales force management is the analysis planning implementation and control of sales force activities Copyright 2012 Pearson Education Inc. 1- 5 Publishing as Prentice Hall Managing the Sales Force Designing Sales Force Structure Copyright 2012 Pearson Education Inc. 1- 6 Publishing as Prentice Hall Managing the Sales Force Sales Force Structure Territorial sales force structure refers to a structure where each salesperson is assigned an exclusive geographic area and sells the company s full line of products and services to all customers in that territory Defines salesperson s job Fixes accountability Lowers sales expenses Improves relationship building and selling effectiveness Copyright 2012 Pearson Education Inc. 1- 7 Publishing as Prentice Hall Managing the Sales Force Sales Force Structure Product sales force structure refers to a structure where each salesperson sells along product lines Improves product knowledge Can lead to territorial conflicts Copyright 2012 Pearson Education Inc. 1- 8 Publishing as Prentice Hall Managing the Sales Force Sales Force Structure Customer sales force structure refers to a structure where each .