Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Marketing (12/e): Chapter 20 – Kerin, Hartley, Rudelius

Chapter 20 – Personal selling and sales management. After reading chapter 20, you should be able to: Discuss the nature and scope of personal selling and sales management in marketing, identify the different types of personal selling, explain the stages in the personal selling process, describe the major functions of sales management. | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 20-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 20, YOU SHOULD BE ABLE TO: LO 20-1 Identify the different types of personal selling. Discuss the nature and scope of personal selling and sales management in marketing. LO 20-3 Explain the stages in the personal selling process. LO 20-4 Describe the major functions of sales management. 20- MEET TODAY’S SALES PROFESSIONAL 20- SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT LO 20-1 Cambridge Sales Personal Selling Sales Management Selling Happens Almost Everywhere “Everyone Lives by Selling Something” Personal Selling in Marketing 20- FIGURE 20-1 Personal selling and sales management quiz. What are your answers? 20- SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE LO 20-1 Salespeople: Identify Creative . | Copyright © 2015 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education. LO 20-2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 20, YOU SHOULD BE ABLE TO: LO 20-1 Identify the different types of personal selling. Discuss the nature and scope of personal selling and sales management in marketing. LO 20-3 Explain the stages in the personal selling process. LO 20-4 Describe the major functions of sales management. 20- MEET TODAY’S SALES PROFESSIONAL 20- SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT LO 20-1 Cambridge Sales Personal Selling Sales Management Selling Happens Almost Everywhere “Everyone Lives by Selling Something” Personal Selling in Marketing 20- FIGURE 20-1 Personal selling and sales management quiz. What are your answers? 20- SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE LO 20-1 Salespeople: Identify Creative Solutions to Customer Problems Ease the Customer Buying Process Make the After-the-Sale Follow-Up 20- SCOPE AND SIGNIFICANCE OF PERSONAL SELLING AND SALES MANAGEMENT CREATING CUSTOMER VALUE LO 20-1 Relationship Selling Partnership Selling Enterprise Selling 20- MARKETING MATTERS Science and Selling: Is Customer Value Creation in Your Genes? LO 20-1 20- THE MANY FORMS OF PERSONAL SELLING ORDER TAKING LO 20-2 Order Taker Outside Order Takers Inside Order Takers Order Clerks Sales clerks Inbound Telemarketing 20- THE MANY FORMS OF PERSONAL SELLING ORDER GETTING LO 20-2 Outside Order Getters Inside Order Getters Outbound Telemarketing Order Getter 20- FIGURE 20-2 How outside order-getting salespeople spend their time each week 20- FIGURE 20-A Comparing order takers and order getters 20- THE MANY FORMS OF PERSONAL SELLING CUSTOMER SALES SUPPORT PERSONNEL LO 20-2 Missionary Salespeople Sales Engineer Team Selling Conference Selling Seminar Selling 20- MARKETING .