MKTG 301 Chapter Notes - Chapter 13: Pus, Sales Promotion, Personal Selling
Document Summary
Personal selling: personal presentations by the firm"s sales force for the purpose of engaging customers, making sales, and building customer relationships. Salesperson: an individual who represents a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. Personal selling is the interpersonal arm of the promotion mix. Involves the interaction and engagement between salespeople and individual customers. Serves as a critical link between a company and its customers. Sales people represent the customers to the company. Sales force management: analyzing, planning, implementing, and controlling sales force activities. Territorial sales force structure: salesperson assigned to exclusive area and sells full line of products. Product sales force structure: sales force sells only certain product lines. Customer sales force structure: sales force organized by customer or industry industry. Complex sales force structure: combination of several of the above is most common for nationwide companies.
