Xem mẫu
18
Personal Selling
McGraw-Hill/Irwin © 2004 The McGraw-Hill Companies, Inc., All Rights Reserved.
Determining the Role of Personal Selling
¾What information must be exchanged between firm and potential customer?
¾What are the alternative ways to carry out these communications objectives?
¾How effective is each alternative in carrying out the needed exchange?
¾How cost effective is each alternative?
When the Sales Force is a Major Part of IMC
¾Product or Service
– Complex goods or services – Major purchase decisions
– Personal demonstration required
¾Price
– Final price negotiable
– Price provides adequate margin
¾Channels
– Channel short and direct
– Training needed by intermediaries
– Selling needed to push product through
– Intermediaries can provide personal selling
¾Advertising
– Media do not provide an effective link
– Information can not be provided by media – Sparse market make ads uneconomical
Stages of Personal Selling Evolution
③Provider Stage
③Selling activity limited to order-taking
③Persuader Stage
③Attempting to persuade customer to buy
③Prospector Stage
③Seeking out buyers perceived to have a need
③Problem-Solver Stage
③Buyers identify problems to be met by goods
③Procreator Stage
③Seller determines buyer needs and fulfills them
New Role of Personal Selling
The Business World in Transition
¾Individuals and corporations are gaining more knowledge and economic power
¾Value is replacing efficiency ¾Industry boundaries are changing
...
- tailieumienphi.vn
nguon tai.lieu . vn