TAILIEUCHUNG - Lecture Basic Marketing: A global-managerial approach: Chapter 15 - William D. Perreault, E. Jerome McCarthy

In this chapter you will understand the importance and nature of personal selling. Know the three basic sales tasks and what the various kinds of salespeople are expected to do. Know what the sales manager must do including selecting, training, and organizing salespeople to carry out the personal selling job. Understand how the right compensation plan can help motivate and control salespeople. | Chapter 15: Personal Selling When you finish this chapter, you should 15-2 Chapter 15 Objectives 1. Understand the importance and nature of personal selling. 2. Know the three basic sales tasks and what the various kinds of salespeople can be expected to do. 3. Know what the sales manager must do—including, selecting, training, and organizing salespeople—to carry out the personal selling job. 4. Understand how the right compensation plan can help motivate and control salespeople. 5. Understand when and where to use the three types of sales presentations. 6. Understand the important new terms. Exhibit 15-1 Sales Promotion Mass Selling Personal Selling Target Market Price Promotion Place Product Personal selling techniques Compensation and motivation approach Selection and training procedure Number and kind of salespersons needed 15-3 Strategy Planning for Personal Selling Summary Overview Marketing managers must decide how much and what kind of personal selling is appropriate for each marketing mix. The Importance and Role of Personal Selling Personal Selling Requires Strategy Decisions. As part of their marketing strategy, marketing managers must decide: (1) how many salespeople they need, (2) what kind of salespeople they need, (3) what kind of sales presentation to use, (4) how to select and train salespeople, and (5) how to supervise and motivate them. Personal Selling is Important. The ability to sell products and services is important to all companies and absolutely critical to some. Salespeople must be able to meet both customer needs and company expectations. It’s also economically important: 1 of 10 people employed in the . is employed in sales. Selling is Helping. Salespeople don’t just sell -- they help customers make good buying decisions. In working to meet customer needs and matching them with appropriate products, salespeople build lasting relationships with customers. Salespeople ARE the Company. To many customers, the salesperson IS the .

• Marketing - Bán hàng
• Basic Marketing
• Lecture Basic Marketing
• Marketing strategy
• Personal selling
• Marketing opportunities
• Sales force structure
• Micro marketing
• Macro marketing
• Marketing’s changing role
• Marketing’s role within organizations
• Strategic market planning
• Marketing plans
• Developing innovative marketing plans
• Four Ps of the Marketing Mix
• Marketing information systems
• Marketing research process
• Marketing research
• Marketing problems
• Managing marketing’s link
• Marketing plan
• Marketing strategy planning
• Ethical Marketing
• Challenges facing marketers
• Marketing environment
• Competitive environment
• Integrated marketing communications
• Strategic distribution
• Controlling marketing plans
• Total quality management
• Marketing management process
• Marketing strategy planning process
• Forecasting market potential
• Channel systems
• Vertical Marketing systems