Lecture Principles of Marketing - Chapter 13: Communicating customer value: Personal selling and direct marketing

This chapter discuss the role of a company’s salespeople in creating value for customers and building customer relationships, identify and explain the six major sales force management steps, discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing,. | Chapter Thirteen Communicating Customer Value: Personal Selling and Direct Marketing Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. Identify and explain the six major sales force management steps. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. Define direct marketing and discuss its benefits to customers and companies. Identify and discuss the major forms of direct marketing. 13- Copyright 2007, Prentice Hall, Inc. Background Nation’s largest reseller of technology products and services to small and mid-size businesses. Since 2000, sales up 48% to $ billion and profits up 15% annually. Highly devoted to customer with “Circle of Service” philosophy. CDW – Relationship Building Success Case Study Personal Selling’s Role “Clicks & people” strategy combines personal selling with strong Web presence. Salespeople build and manage relationships . | Chapter Thirteen Communicating Customer Value: Personal Selling and Direct Marketing Discuss the role of a company’s salespeople in creating value for customers and building customer relationships. Identify and explain the six major sales force management steps. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing. Define direct marketing and discuss its benefits to customers and companies. Identify and discuss the major forms of direct marketing. 13- Copyright 2007, Prentice Hall, Inc. Background Nation’s largest reseller of technology products and services to small and mid-size businesses. Since 2000, sales up 48% to $ billion and profits up 15% annually. Highly devoted to customer with “Circle of Service” philosophy. CDW – Relationship Building Success Case Study Personal Selling’s Role “Clicks & people” strategy combines personal selling with strong Web presence. Salespeople build and manage relationships by being trusted advisors. Training is extensive as salespeople must be knowledgeable and customer focused. 13- Copyright 2007, Prentice Hall, Inc. The Nature of Personal Selling Most salespeople are well-educated, well-trained professionals who work to build and maintain long-term customer relationships. The term salesperson covers a wide range of positions: Order taker: Department store clerk Order getter: Creative selling in different environments 13- Copyright 2007, Prentice Hall, Inc. The Role of the Sales Force Personal selling is a paid, personal form of promotion. Involves two-way personal communication between salespeople and individual customers. Salespeople: Probe customers to learn about problems. Adjust marketing offers to fit special needs. Negotiate terms of sales. Build long-term personal relationships. 13- Copyright 2007, Prentice Hall, Inc. The Role of the Sales Force Sales force serves as critical link between company and its customers. They represent the

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