Ch19 Personal Selling and Sales Promotion (BZUPages.com)Kotler12e
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Transcript of Ch19 Personal Selling and Sales Promotion (BZUPages.com)Kotler12e
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-1
Chapter 19
Personal Sellingand Sales Promotion
Text byWilliam M. Pride
O. C. Ferrell
Multimedia Slides by
Milton M. PressleyUniv. of New Orleans
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-2
Objectives To Understand the Major Purposes of Personal
Selling
To Learn the Basic Steps in the Personal Selling
Process To Be Able to Identify the Types of Sales Force
Personnel
To Learn About Sales Management Decisions
and Activities
To Become Aware of What Sales PromotionActivities Are and How They Can Be Used
To Become Familiar With Specific Consumer
and Trade Sales Promotion Methods
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-3
The Nature of
Personal Selling
Defined
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-4
Elements of the
Personal Selling Process
Pr p cti g Pr - ppr ch Appr chki g th
Pr t ti
ll i gp
l i gth l
rc i gj cti
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Prospecting
Developing Lists of
Potential Customers
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-6
PreapproachFinding and
Analyzing
InformationAbout Prospects
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-7
Approach
THIS DEALS WITH
HOW WE MAKE THE
INITIAL CONTACT WITH A
POTENTIAL CUSTOMER
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-8
Making the PresentationAttract and Hold Attention, Plus
Stimulate Interest and Desire
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Overcoming Objections
IF HE HADNT TOLD
ME WHAT HIS OBJECTION
WAS, I NEVER WOULD
HAVE BEENABLE TO HELP!
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-10
Closing the SaleAsking the Prospect
to Buy
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-12
ORDER
GETTERS
Current-Customer
Sales
New-Business
Sales
Types of Salespersons
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-13
ORDER
GETTERS
Current-Customer
Sales
New-Business
Sales
ORDER
TAKERS
InsideOrder
Takers
FieldOrder
Takers
Types of Salespersons
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-14
ORDER
GETTERS
Current-Customer
Sales
New-Business
Sales
ORDER
TAKERS
InsideOrder
Takers
FieldOrder
Takers
SUPPORT
PERSONNEL
MissionarySalespersons
Trade
Salespersons
Technical
Salespersons
Types of Salespersons
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-15
Management of the
Sales Force
Sales Volume
Market Share
Profit
Establishing Sales Force Objectives
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-16
Sales Force Management
Vs.
Determining Sales Force Size
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-17
Sales Force Management Recruiting and Selecting Salespeople
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Sales Force Management
Training Salespeople
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-19
Sales Force Management
Straight Salary
Compensation PlanStraight Commission
Compensation Plan
Combination
Compensation Plan
Compensating Salespeople
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-20
Sales Force Management
Continuous
Financial
Compensation
Nonfinancial
Needs
Motivating Salespeople
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-21
Sales Force Management
Creating Sales
TerritoriesRouting and
Scheduling
Salespeople
Managing Sales Territories
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-22
Sales Force Management
The Need for Information Call Reports
Customer Feedback
Invoices
Controlling and Evaluating
Sales Force Performance
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-23
The Nature of
Sales Promotion
Defined Increased Use
When Used
Effective Use
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-24
Sales Promotion
Opportunities and
Limitations Opportunities
Limitations
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Sales Promotion Methods
Well Look at
ConsumerSalesPromotion
Methods
Trade SalesPromotionMethods
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-26
Sales PromotionMethods for Consumers Coupons
Demonstrations
Frequent-User Incentives
Point-of-Purchase Displays
Point-of-Purchase (P-O-P)
Materials
Free Samples
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Sales PromotionMethods for Consumers
Money Refunds and Rebates
Premiums
Cents-Off Offers
Consumer Contest and Games
Consumer Sweepstakes
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-28
Sales PromotionMethods for the Trade
Buy-Back Allowances
Buying Allowances
Scan-Back Allowance
Count-and-Recount
Free Merchandise Merchandise Allowances
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-29
Sales PromotionMethods for the Trade
Cooperative Advertising
Dealer Listings
Premium, or Push, Money
Sales Contests
Dealer Loaders
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Copyright 2000 by Houghton Mifflin Company. All rights reserved. 19-30
Understand the Major Purposes of Personal
Selling
Know the Basic Steps in the Personal Selling
Process Be Able to Identify the Types of Sales Force
Personnel
Have Insight Into Sales Management Decisions
and Activities
Be Aware of What Sales Promotion Activities Are
and How They Can Be Used Be Familiar with Specific Consumer and Trade
Sales Promotion Methods
BY NOW, YOU
SHOULD . . .