MCS 1000 Chapter Notes - Chapter 20: Customer Relationship Management, Personal Selling, Sales Management

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 1000
• Professor: Douglas Adlam

Document Summary

Chapter 20 personal selling and sales management. Scope and significance of personal selling and sales management. Personal selling: involves the two way flow of communication between a buyer and a seller, often a face to face encounter, designed to influence a person"s or groups purchase decision. Sales management: planning the selling program and implementing and evaluating the personal selling effort of th firm, includes setting objectives, organizing the sales force (recruiting, selecting, training, compensating sales people, evaluating performance) Us bureau of labor reports about 14 million people in sales positions: every occupation that involves customer contact has an element of personal selling. About 20% of chief executive officers have sig. sales experience. Sales people are critical link between firm and its customers: they must satisfy both customer and company interest. Sales people are the company in the consumers eye: people who the customer contacts only.