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Personal Selling and
Sales Promotion
Copyright Atomic Dog Publishing, 2002
Chapter Objectives
To examine the scope, importance, and characteristics of
personal...
Copyright Atomic Dog Publishing, 2002
Types of Promotion
Advertising Public Relations
Sales Promotion Personal Selling
Pro...
Copyright Atomic Dog Publishing, 2002
Salesperson Consumer
The Buyer-Seller Dyad
Good communication is a key to successful...
Copyright Atomic Dog Publishing, 2002
Developing a Personal Selling Plan
1.
Setting
Objectives
2.
Assigning
Responsibility...
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Setting Objectives
1.
Setting
Objectives
Selling goals can be...
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Assigning Responsibility
1.
Setting
Objectives
2.
Assigning
R...
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Budgeting
1.
Setting
Objectives
2.
Assigning
Responsibility
3...
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Sales Positions
1.
Setting
Objectives
2.
Assigning
Responsibi...
Copyright Atomic Dog Publishing, 2002
CONTRASTING
Order Takers and Order Getters
Basic
Differ-
ences
Process routine order...
Copyright Atomic Dog Publishing, 2002
Personal Selling
Plan: Sales
Technique
1.
Setting
Objectives
2.
Assigning
Responsibi...
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Sales Tasks
1.
Setting
Objectives
2.
Assigning
Responsibility...
Copyright Atomic Dog Publishing, 2002
The Selling Process
Prospecting
for Leads
Approaching
Customers
Determining
Customer...
Copyright Atomic Dog Publishing, 2002
Personal Selling Plan:
Applying the Plan
1.
Setting
Objectives
2.
Assigning
Responsi...
Copyright Atomic Dog Publishing, 2002
Sales Promotion
Sales promotion
activities are important to
build traffic, attract a...
Copyright Atomic Dog Publishing, 2002
Developing a Sales Promotion Plan
1.
Setting
Objectives
2.
Assigning
Responsibility
...
Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Setting Objectives
1.
Setting
Objectives
Sales promotion goals...
Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Assigning Responsibility
1.
Setting
Objectives
2.
Assigning
Re...
Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Overall Plan
1.
Setting
Objectives
2.
Assigning
Responsibility...
Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Types of Promotion (1)
1.
Setting
Objectives
2.
Assigning
Resp...
Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Types of Promotion (2)
1.
Setting
Objectives
2.
Assigning
Resp...
Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Coordination
1.
Setting
Objectives
2.
Assigning
Responsibility...
Copyright Atomic Dog Publishing, 2002
Sales Promotion Plan:
Evaluation
1.
Setting
Objectives
2.
Assigning
Responsibility
3...
Copyright Atomic Dog Publishing, 2002
Chapter Summary
 This chapter examines the scope, importance, and
characteristics o...
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A buyer seller dyads

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A buyer seller dyads

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A buyer seller dyads

  1. 1. Personal Selling and Sales Promotion
  2. 2. Copyright Atomic Dog Publishing, 2002 Chapter Objectives To examine the scope, importance, and characteristics of personal selling To study the elements in a personal selling plan To examine the scope, importance, and characteristics of sales promotion To study the elements in a sales promotion plan
  3. 3. Copyright Atomic Dog Publishing, 2002 Types of Promotion Advertising Public Relations Sales Promotion Personal Selling Promotion Mix
  4. 4. Copyright Atomic Dog Publishing, 2002 Salesperson Consumer The Buyer-Seller Dyad Good communication is a key to successful marketing, and it is particularly important for positive personal selling results. The buyer-seller dyad is flexible and efficient, closes sales, and provides feedback. 1. Salesperson determines consumer needs. 2. Salesperson presents information and answers consumer questions. 3. Salesperson and consumer conclude transactions.
  5. 5. Copyright Atomic Dog Publishing, 2002 Developing a Personal Selling Plan 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique 6. Outlining Sales Tasks Feedback 7. Applying the Plan
  6. 6. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Setting Objectives 1. Setting Objectives Selling goals can be demand- and/or image-oriented.  When image-oriented, they involve public relations.  Although many firms have some interest in information, reminder, and image goals, the major goal usually is persuasion: converting consumer interest into a sale.
  7. 7. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Assigning Responsibility 1. Setting Objectives 2. Assigning Responsibility Sales Manager Responsibilities  Understand goals and strategies of firm  To determine sales philosophy  To prepare sales forecasts  To allocate resources  To supervise sales personnel  To synchronize selling tasks  To assess all aspects of sales performance  To monitor competition’s actions  To maintain ethical standards  To convey the image sought by firm
  8. 8. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Budgeting 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget The sales-expense budget allots selling costs among salespeople, products, customers, and geographic areas for a given period. It is usually tied to a sales forecast. Budget items include sales forecast, overhead, sales force compensation, travel expenses, sales meetings, selling aids, and sales management costs.
  9. 9. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Positions 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions Salespeople are often classified as order takers, order getters, or support personnel.
  10. 10. Copyright Atomic Dog Publishing, 2002 CONTRASTING Order Takers and Order Getters Basic Differ- ences Process routine orders and reorders Provide clerical functions Handle pre-sold items and maintain sales. Arrange displays, restock items, answer simple questions, & complete transactions Require little training and compensation Have limited expertise and enthusiasm Generate customer leads and persuade consumers Are creative Handle high-priced/complex items and increase sales Are less involved with routine tasks Require a lot of training and compensation Are highly expert and enthusiastic
  11. 11. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Technique 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique Two basic techniques for selling are the canned sales presentation (memorized and repetitive), and the need satisfaction approach (that is customized to individual consumer attributes).
  12. 12. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Sales Tasks 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique 6. Outlining Sales Tasks The selling process outlines the sequential tasks sales personnel should perform.
  13. 13. Copyright Atomic Dog Publishing, 2002 The Selling Process Prospecting for Leads Approaching Customers Determining Customer Wants Giving a Sales Presentation Answering Questions Closing the Sale Following Up
  14. 14. Copyright Atomic Dog Publishing, 2002 Personal Selling Plan: Applying the Plan 1. Setting Objectives 2. Assigning Responsibility 3. Establishing a Budget 4. Determining Types of Sales Positions 5. Selecting a Sales Technique 6. Outlining Sales Tasks Feedback 7. Applying the Plan Sales Management involves planning, implementing, & controlling the personal sales function.
  15. 15. Copyright Atomic Dog Publishing, 2002 Sales Promotion Sales promotion activities are important to build traffic, attract attention, generate increased sales, create excitement, and create a competitive advantage. Sales promotion activities worldwide are at their highest levels.
  16. 16. Copyright Atomic Dog Publishing, 2002 Developing a Sales Promotion Plan 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan Feedback 6. Evaluating Success or Failure
  17. 17. Copyright Atomic Dog Publishing, 2002 Sales Promotion Plan: Setting Objectives 1. Setting Objectives Sales promotion goals are usually demand-oriented, and may be related to channel members and final consumers with the following objectives. Channel Members  Gain distribution  Receive shelf space  Increase dealer enthusiasm  Raise sales  Get promotion co-op money Final Consumers  Increase brand awareness  Do more product trials  Increase purchases  Undertake repurchases  Engage in impulse sales  Supplement other offers
  18. 18. Copyright Atomic Dog Publishing, 2002 Sales Promotion Plan: Assigning Responsibility 1. Setting Objectives 2. Assigning Responsibility Responsibilities are often shared by advertising and sales departments. Firms work jointly with, and often hire, outside experts for special events, shows, coupons, contests, print materials, demonstrations, and cooperative sales promotion events.
  19. 19. Copyright Atomic Dog Publishing, 2002 Sales Promotion Plan: Overall Plan 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan The sales promotion plan outline includes  Budget decisions  The orientation: channel members or final consumers  Conditions: eligibility requirements for participants  Media: types of vehicles to be used  Duration and timing of events  Co-op support: costs and benefits
  20. 20. Copyright Atomic Dog Publishing, 2002 Sales Promotion Plan: Types of Promotion (1) 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion Channel Member Promotions  Trade shows/meetings  Training  Trade allowances  Special offers  Point-of-purchase displays  Push money  Sales contests  Free merchandise  Etc.
  21. 21. Copyright Atomic Dog Publishing, 2002 Sales Promotion Plan: Types of Promotion (2) 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion Final Consumer Promotions  Coupons  Refunds or rebates  Samples  Contests/Sweepstakes  Bonus Packs or multipacks  Shows or exhibits  Point-of-purchase displays  Etc.
  22. 22. Copyright Atomic Dog Publishing, 2002 Sales Promotion Plan: Coordination 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan Advertising and sales promotion plans must be integrated; the sales force should be informed and trained; publicity must be generated; and sales promotion should be consistent with channel member activities.
  23. 23. Copyright Atomic Dog Publishing, 2002 Sales Promotion Plan: Evaluation 1. Setting Objectives 2. Assigning Responsibility 3. Outlining the Overall Plan 4. Selecting Types of Sales Promotion 5. Coordinating the Plan Feedback 6. Evaluating Success or Failure Success or failure is straightforward to measure since promotions may be closely linked to performance or sales.
  24. 24. Copyright Atomic Dog Publishing, 2002 Chapter Summary  This chapter examines the scope, importance, and characteristics of personal selling.  It studies the elements in a personal selling plan.  It looks at the scope, importance, and characteristics of sales promotion.  It presents the elements in a sales promotion plan.

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