MARK301 Chapter Notes - Chapter 13: Sales Promotion, Personal Selling, Customer Switching
14 Sep 2016
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A company representative that performs one or more of the following activities. Order getter: demands creative selling and relationship building. The sales force is a critical link b/w the company and its customers. Sales and other marketing functions should work together to create value. Firms can take several actions to bring marketing and sales functions closer. You need to hire, train, manage and motivate. Sales force management is the analysis, planning, implementation and control of sales force activities. Territorial: salesperson sells the company"s full line in an exclusive geographic territory. Product: salespeople specialize in selling only a portion of the company"s products or lines. Customer: salespeople specialize in selling to only certain customers or industries. Seminars, sales meetings, and web e-learning form the basis of many sales training programs. Compensating sales people involves a mix of compensation elements. Compensation should direct sales force toward activities that meet company objectives. Consultative selling is building pro table relationships, not just sales.
