上海对外经贸大学工商管理学院市场营销学课件 Chapter16.pptVIP

Personal Selling and Direct Marketing Chapter 16 Learning Goals Understand the role of a company’s salespeople in creating value. Know the six major sales force management steps. Understand the personal selling process, and how to distinguish between transaction-oriented marketing and relationship marketing. Learn about direct marketing and its benefits to customers and companies. Know the major forms of direct marketing. Case StudyCDW Corporation Nation’s largest reseller of technology products and services to small and mid-size businesses Sales up 21% and profits up 17% annually Highl