市场营销学英文版版教学课件第13章

1、Marketing: An IntroductionThirteenth EditionChapter 13Personal selling and sales promotionMarketing: An IntroductionThirLearning Objectives (1 of 4)13-1. Discuss the role of a companys salespeople in creating value for customers and building customer relationships.13-2. Identify and explain the six

2、major sales force management steps.Learning Objectives (1 of 4)13Learning Objectives (2 of 4)13-3. Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.13-4. Explain how sales promotion campaigns are developed and implemented.Learning

3、 Objectives (2 of 4)13First Stop: Salesforce You Need a Great Sales Force to Sell SalesforceSalesforces “Customer Success Platform” helps its customers “supercharge their sales.”First Stop: Salesforce You NeeLearning Objective 13-1Discuss the role of a companys salespeople in creating value for cust

4、omers and building customer relationships.Learning Objective 13-1DiscussPersonal Selling (1 of 2)Personal presentations by a sales force to engage customers, make sales, and build customer relationshipsSalesperson: Represents a company to customers by performing the following activities:Prospecting

5、and communicatingSelling and servicing Gathering information and building relationshipsPersonal Selling (1 of 2)PersoPersonal Selling (2 of 2)Professional selling takes more than fast talk and a warm smile to sell expensive airplanes.Personal Selling (2 of 2)ProfeThe Role of the Sales ForceLinks the

6、 company with its customersCoordinates marketing and salesThe Role of the Sales ForceLinLearning Objective 13-1 SummaryPersonal selling engaging customers, making sales, and building customer relationshipsA sales force serves as a critical link between a company and its customers.Prospecting, commun

7、icating, selling, servicing, information gathering, and relationship buildingLearning Objective 13-1 SummarLearning Objective 13-2Identify and explain the six major sales force management steps.Learning Objective 13-2IdentifSales Force ManagementSales force management - analyzing, planning, implemen

8、ting, and controlling sales force activitiesMajor Steps in Sales Force ManagementSales Force ManagementSales foDesigning the Sales Force Strategy and StructureTypes of sales force structures:TerritorialProductCustomer (or market)Salespeople can be specialized byCustomer and territoryProduct and terr

9、itoryProduct and customerTerritory, product, and customerDesigning the Sales Force StraThe Sales Force StructureWhirlpool specializes its sales force by customer and by territory for each key customer group.The Sales Force StructureWhirlSales Force SizeMay range from only a few to thousandsCompanies

10、 may use the workload approach to set sales force size.Accounts grouped into classes based on size, status, or the amount of effort required to maintain the accountNumber of salespeople needed to call on each class of accounts is then determinedSales Force SizeMay range fromOther Sales Force Strateg

11、y and Structure IssuesOutside sales force (field sales force)Travels to call on customers in the fieldInside sales forceConducts business from their offices via telephone, the Internet, or visits from prospective buyersTechnical sales support peopleSales assistantsTelemarketers and online sellersTea

12、m sellingTeams of people from different departments used to service large, complex accountsOther Sales Force Strategy andRecruiting & Selecting SalespeopleA company should analyze the sales job and the characteristics of its most successful salespeople.Sources for the recruitment of salespeople:Refe

13、rrals from current salespeopleEmployment agenciesInternet and online social mediaPosting ads and noticesCollege placement servicesSalespeople at other companiesRecruiting & Selecting SalespeTraining SalespeopleGoals of training are to teach salespeopleAbout different types of customers How to sell e

14、ffectively About the companys objectives, organization, products, and the strategies of competitorsOnline training builds sales skills using videos, Internet-based exercises, or simulations.Virtual instructor-led training (VILT) Training SalespeopleGoals of tCompensating Salespeople (1 of 2)Elements

15、 of compensationFixed amount salaryVariable amount commissions or bonusesCompensating Salespeople (1 ofCompensating Salespeople (2 of 2)A good compensation plan both motivates salespeople and directs their activities.Compensating Salespeople (2 ofSupervising SalespeopleHelp salespeople work smart by

16、 doing the right things in the right waysTools of supervision:Call planTime-and-duty analysis Sales force automation systemSupervising SalespeopleHelp saFigure 13.2 How Salespeople Spend Their TimeFigure 13.2 How Salespeople SpMotivating SalespeopleEncourage salespeople to work hard and energeticall

17、y toward sales force goalsManagement can boost sales force morale and performance through itsOrganizational climateSales quotasPositive incentivesMotivating SalespeopleEncouragEvaluating Salespeople and Sales Force PerformanceManagement gets information about its salespeopleFrom sales, call, and exp

18、ense reports By monitoring the sales and profit performance data in the salespersons territoryThrough personal observation, customer surveys, and talks with other salespeopleFormal evaluations force management to develop standards for judging performance.Evaluating Salespeople and SalSocial Selling:

19、 Online, Mobile, and Social Media ToolsProvide salespeople with powerful tools forIdentifying and learning about prospectsEngaging customersCreating customer valueClosing salesNurturing customer relationshipsHelp sales forces to be more efficient, cost-effective, and productiveSocial Selling: Online

20、, MobileLearning Objective 13-2 SummarySales force management analyzing, planning, implementing, and controlling sales force activitiesMajor steps in sales force management:Designing sales force strategy and structure, recruiting, selecting, training, compensating, supervising, and evaluating the fi

21、rms salespeopleLearning Objective 13-2 SummarLearning Objective 13-3Discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing.Learning Objective 13-3DiscussFigure 13.3 - Steps in the Selling ProcessFigure 13.3 - Steps in the SelThe Persona

22、l Selling Process (1 of 2)Value selling demonstrating and delivering superior customer value capturing a return on that value that is fair for both the customer and the companyValue selling requires:Listening to customersUnderstanding customers needsCoordinating the companys efforts to create lastin

23、g relationships based on customer valueThe Personal Selling Process (The Personal Selling Process (2 of 2)Sales managements challenge is to transform salespeople into company advocates for value.The Personal Selling Process (Learning Objective 13-3 SummarySelling involves a seven-step process: Prosp

24、ecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-upRelationship marketingProfitable long-term relationshipsBased on customer value and satisfactionLearning Objective 13-3 SummarLearning Objective 13-4Explain how sales promotion ca

25、mpaigns are developed and implemented.Learning Objective 13-4ExplainSales Promotion (1 of 2)Short-term incentives to encourage the purchase or sale of a product or a serviceSales promotion targetsFinal buyers - Consumer promotionsRetailers and wholesalers - Trade promotionsBusiness customers - Busin

26、ess promotionsMembers of the sales force - Sales force promotionsSales Promotion (1 of 2)Short-Sales Promotion (2 of 2)Many factors have contributed to the rapid growth of sales promotion.Product managers view promotion as an effective short-run sales tool.Competitors use sales promotion to differen

27、tiate their offers.Advertising efficiency has declined.Sales promotions help attract todays more thrift-oriented consumers.Sales Promotion (2 of 2)Many fSales Promotion ObjectivesConsumer promotions To urge short-term customer buying or boost customer-brand engagementTrade promotionsTo get retailers

28、 to carry new items and more inventory, buy ahead, or promote the companys products and give them more shelf spaceBusiness promotionsTo generate business leads, stimulate purchases, reward customers, and motivate salespeopleSales Promotion ObjectivesConsConsumer Promotion Tools (1 of 2)ToolsDescript

29、ionSamplesOffers of a trial amount of a productMost effective and expensiveCouponsCertificates that save buyers money when they purchase specified productsRebates (cash refunds)Price reduction occurs after the purchaseCustomer sends proof of purchase to the manufacturer, which then refunds part of t

30、he purchase price by mailPrice packs (cents-off deals)Offers consumers savings off the regular price of a productPremiumsGoods offered either free or at low cost as an incentive to buy a productConsumer Promotion Tools (1 ofConsumer Promotion Tools (2 of 2)ToolsDescriptionAdvertising specialtiesUsef

31、ul articles imprinted with an advertisers name, logo, or message that are given as gifts to consumersPoint-of-purchase (POP) promotionsDisplays and demonstrations that take place at the point of saleContests, sweepstakes, and gamesGive consumers the chance to win somethingEvent marketing(or event sp

32、onsorships)Creating a brand-marketing event or serving as a sole or participating sponsor of events created by othersConsumer Promotion Tools (2 ofEvent MarketingRed Bull hosts hundreds of events each year in dozens of sports around the world.Event MarketingRed Bull hosts Trade PromotionsUsed to per

33、suade resellers to carry a brand, give it shelf space, and promote it in ads Trade promotion tools: Contests, premiums, and displaysDiscounts and allowancesFree goodsPush money Specialty advertising itemsTrade PromotionsUsed to persuaBusiness PromotionsUsed to generate business leads, stimulate purchases, reward customers, and motivate salespeopleBusiness promotion tools:Conventions and trade showsSales contestsBusiness PromotionsUsed to genDeveloping the Sales Promotion ProgramSales promotion program design decisions:Determine the size of