MARK301 Lecture Notes - Lecture 13: Customer Switching, Customer Relationship Management, Sales Force Management System
17 Apr 2015
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Objectives: the role of the sales force in creating value for customers and building customer. Personal selling: personal, flexible, two-way communication, provides direct feedback, builds preference, conviction, action, suited to complex, higher priced products, basis for building a buyer relationship, most expensive on a per contact basis, requires long-term commitment and ongoing management. Managing the sales force: major steps in sales force management: Lo 3: discuss the personal selling process, distinguishing between transaction-oriented marketing and relationship marketing: personal selling and managing customer relationships, traditional selling: is transaction oriented, consultative selling: building profitable relationships, not just sales. Sales promotion: short-term incentives, usually presented at the point of purchase, designed to encourage the immediate purchase of a product or service, attract attention, provide incentive for trial or purchase, generate results now versus later. Sales promotions: effectiveness sales promotions easier to track than advertising, usage of rebates and coupons.
